Mayo Clinic Crisis Management

Active social media use makes crisis commmunication easier

The pages of this blog are filled with examples of what not to do, where crisis management has steered off course or just gone bad. That’s not the whole picture though, there are organizations out there that get it, and put “it” into practice. One example is the famed Mayo Clinic, as described in this quote from a Liveworld SocialVoice article by Bryan Person:

Under the stewardship of Lee Aase, the highly regarded Mayo has played a leading role among healthcare organizations in creating and sharing content through social channels since as far back as 2005.

That social media presence extends into its Facebook, where the clinic regularly posts updates on its official Page, including hundreds of photos and videos, while also answering questions from the public on its Wall and in discussion forums.

So when fans spoke out on the Wall en masse last week in the wake of purportedly racist remarks sent in an e-mail by one its doctors, radiologist Aivars Slucis, Mayo was in a credible position to respond.
Mayo allowed its fans comments to stand on the Facebook page, making only periodic posts to acknowledge and communicate disapproval of Slucis’ actions. With stakeholders already used to checking the Mayo Facebook for news and updates, the company was able to deftly shift the discussion from there to a specific forum and return the focus to what the organization does, rather than the inappropriate actions of one doctor.

The BCM Blogging Team

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