#Let'sGetSocial: What is the Risk of Social?

*Co-hosted by ASHRM and SHSMD

12-1 p.m. CT | 1-2 p.m. ET | 10-11 a.m. PT

The American Society for Health Care Risk Management (ASHRM) and the Society for Health Care Strategy & Market Development (SHSMD), professional membership groups of the American Hospital Association (AHA), are cohosting a free webinar for members that will emphasize the importance of collaboration between Risk Management and Marketing/Communications teams in health care organizations to effectively mitigate social media risks.

From promoting the organization in a positive light, to showing appreciation for a patient’s review, to putting the organization at risk by unintentionally breaching privacy -- what we communicate can have so many outcomes. Patients are providing their prospective in real time during the height of their reactionary emotion of situations now more than ever. Health care marketing/communication professionals and risk managers face common challenges in identifying, managing, and mitigating risky communications on social media.

In this webinar, you will gain tools to formulate responses in compliance with regulatory bodies, identifying methods for conducting a social media risk assessment, identify successful mitigation strategies that maintains privacy and organizational security, and introduce attendees to elements of creating a social media policy based on best practices. Organizational social media policy examples will be shared along with sample posts and responses.

Learning Objectives:

1. Identify elements of social media policies and procedures that have been implemented into best practices in the industry and utilize the elements as tools to create an individualized Social Media policy in one’s own organization with both Public Relations/marketing and Risk Management involved.
2. Formulate appropriate responses to various patient posts online, including grievances, medical questions, and notes of appreciation.
3. Evaluate areas where implicit bias can impact responding to social media posts.

Speaker: Katie Donald, PR Specialist/ Risk Management, Punxsutawney Area Hospital

Katie Donald holds a master’s degree in business administration with a concentration in Health Care Administration She is also credentialed through SHSMD in Public Relations and Communications in Health Care Settings and is a member of PAHCRM and ASHRM associations. Katie has used her extensive expertise in Public Relations, Marketing, and Social Media to make an impact and improve the processes of risk mitigation and management at her organization. As a featured author in the CHART Risk Retention Group quarterly newsletter, Katie demonstrates her passion for Risk Management and its connection with social media to further advance the industry with a pro-active approach to the ever-changing world of risk and social media. She has presented at the ASHRM Annual Conference in 2023 and 2024 on the topic of Social Media & Risk Management. She has participated as webinar presenter for SHSMD and has presented for various other groups including: PANO, OPTIMA, and more.