It started with a politely worded e-mail from our Web agency stating that we received “some negative feedback” on our Facebook page. But what we really got was a lesson in customer service for the social media age.

Here’s what happened:

About a year and a half ago, our hospital launched a comprehensive social media program, which included a Facebook page. Our page boasted a modest number of fans, updates from our blogs, event announcements, and positive news.

Then, we moved into a new hospital.

Maybe it’s the newness of the hospital that got to our fans. Maybe the kinks still need to be worked out. Maybe it’s that while we didn’t move far, we are seeing a different group of patients coming to us. They are wired. They are motivated. They have expectations. They have iPhones.

In recent weeks, we’ve seen a few negative posts appear on our Facebook page, which concerned (read: freaked out) a few hospital leaders. One of the posts this week; however, created dialogue among other users who also had negative experiences. As I read the string, a small amount of concern crept in (OK, OK, I freaked out) as to what we should do.

We came up with a novel concept.

What if we...responded?

A process was created:
• Send negative comments to proper departments right away. Then, follow-up with the department to make sure someone contacts the user soon (within 24 hours of the posting).
• Respond to the user with an apology and an assurance of a follow-up.
• Keep the negative comments up, unless they violate Facebook privacy policies (e.g. abusive comments, calling out employees by name, etc.).

Would it work?

Well, we think so.

Later, we received a nice post from the patient thanking us for following up, responding to her post and doing the right thing for her and her family.

Next Week: Why Blocking Employee Access to Facebook is a Bad Plan...