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ASSESSMENT OF RISKS IN SOCIAL MEDIA AND THEIR APPLICATION TO PRIVATE MEDICAL PRACTICE IN AUSTRALIA
Abstract
This report outlines the various risks that come with using social media, especially, in an industry like healthcare. The risks can be of greater magnitude for healthcare industry as compared to other industries. This is why it is important to ensure that the mitigation strategies are in place, and potential hazards are identified, in order to decrease the risks that impacts on the organisation’s image. The mitigation strategies include strict guidelines on the part of the organisation, social media action plan and separate profiles for professional and personal use.
Table of Contents
Abstract    2
Introduction to Social media technologies and key risks associated with it    4
Identification of social media risks in private medical practice in Australia    5
Assessment of social media risks in private medical practices and strategies to mitigate those risks    6
Conclusion    8
References ………………………………………………………………………………….....9
Introduction to Social Media Technologies and Associated Risks
Social Media is a technology-based platform, where one can share their ideas, thoughts and information. It is a platform of virtual networks and communities that are based on the internet. The electronic communication of content, allows users to engage and share personal information, documents, videos and photos through various devices. The devices that can be used include computer, tablet or Smartphone, where the user can access it through web-based software or an application. It can also be used to message and connect with people from different parts of the world. Social media has become a norm to interact with friends and families. It is also used by businesses that take advantage of this popular mode of communication in order to engage consumers [1]. This helps to increase brand awareness and promotes brand engagement. The social media platforms are now engaging 3 billion users and have changed the way consumers consume media across the world [6].
The benefits of marketing on social media are always highlighted. Nevertheless, it comes with its own set of risks, when the business is marketed on easily accessible platforms such as Facebook and Twitter. The risks that can occur to the business are as follows:
1. Damage to Brand Reputation: Social media is a great tool to spread brand awareness. At the same time, it can also change the perception of the brand. Businesses must be very mindful and proactive about their posts. Insensitive topics and the handling of their views can be the difference between the brands survival and failure.
2. Inconsistency: Most businesses go into social media without a plan of action or any kind of marketing campaign. This affects poorly on the company and harms the company’s image more than the lack of social media presence. The engagement with customers over the social media is a very tricky process as the organisations come directly in touch with the customers. Many posts and comments may not go down well with...