3. Set Boundaries
Hospital marketing departments are in a particularly tough position with regard to employees using social media. Being marketers and employees themselves, hospital marketers naturally want to boost the brand's message wherever possible, and maximize a hospital's reach into the community.
"I've heard from my staff a lot over the years that we need to lobby to get this opened. There are a number of organizations that really empower employees to do a quick tweet," says Kirkman.
"I don't really see the value of that, not because I want to control what people are saying about the organization, but we want people to do it in a way that's smart, and it's just too risky. I just didn't see the value of fighting for this just so people could post on their Facebook."
We have to be really diligent with the education of our staff," says Kirkman. "When you post things with your friends, that's not private. You really don't want to have the conversation with the CEO, and that's where [ultimately] you'll have it.