Truventis Social Media Finds New Facebbook Affects Banks, Healthcare, and Insurance Industries

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New Design Has Implications for Regulated Industries

Truventis Social Media Consulting finds the new Facebook “Timeline” design has some important implications for businesses in regulated industries.

An important development is that users can now “direct message” brands. Businesses will need to plan for an array of additional customer service requirements, if they choose to allow this. Further, organizations will need to assess how they will manage responses and deal with potential volume of traffic generated by this offering.

“Users need to understand it is not a secure channel to communicate account, patient, or other sensitive information. We’ve already seen users place account information on Twitter, so we know this can be an issue,” said John Theriault, CEO of Truventis Social Media Management Consulting, based in Boston, MA which works with clients in healthcare, legal services, insurance, banks and credit unions nationally.

For regulated industries another important new development is the ability to hold posts by users until they are reviewed. This is a major change from the previous design, which contained no way to adjudicate user comments and review before posting.

Said, Theriault, “Page administrators will want to use the ability not to post comments sparingly. In the social media world, not posting or removing a post should be done in only the most egregious circumstances. We can’t forget that users can find other outlets to post negative comments even if your site is not one of them.”

These changes are among a number of other design and feature functions introduced by Facebook. They represent the two most important for regulated industries.

“Particularly financial services has seen the most action relative to negative comments on social media, so they need to be the most proactive in using the new preview feature,” said Theriault. He noted the medical industry has seen much less use of social media to post negative content by users.

Truventis CEO John Theriault hosts the Digital Insider Radio Show weekly in the Boston and Providence market on WSAR Radio. The show is also carried on iTunes.

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John Theriault

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