It's your voice. Don't let someone else speak for you.
Too many health systems (especially smaller ones) outsource their social media voices, usually to those who don't know their organizations or who can't speak in their institutional voice.
Getting help with strategy and content development is fine.
But take internal control of your social voice — and especially how you interact with and respond to your patients, community and customers.
Social media is about building relationships and, ultimately, trust and loyalty. That comes with knowing your audience and participating in genuine conversations. Too many organizations fail to engage with their customers — patients and families and public — thereby squandering opportunities to begin a dialogue with someone who is actively reaching out.
So take control of your Twitter account. And your Facebook account. And Pinterest, Google+ and every other new network that is sure to follow.