Who should manage your social media strategy?

Hospital and medical group leaders are facing the most challenging health care environment in recent memory. The need to decrease per-capita cost and increase quality to respond to federal health care reform and the global economy is a daunting task that requires two-way communication with a broad range of stakeholders. As reform unfolds, hospitals and medical groups of all sizes are embracing social media tools as soon as they realize that they're no longer optional. Your social media strategy will work more smoothly when no one department has control, because it's likely that before long employees in many of your departments will be using social media to do their jobs. It's time for your Internet strategy to be managed by a qualified person who reports directly to senior management and works with all department heads as an equal colleague. Hiring the right person to be your first social media manager will ensure that your hospital or medical group will use these essential tools to compete effectively.