Picture this: you’re sitting down for the evening, and you pick up your phone to scroll through your Facebook feed, checking in on friends’ kid pictures and recipe videos and the occasional hot-button news article. Then you stop because you see your name in a friend’s post – you’re not tagged, so you didn’t get a notification, but you recognize your name, and the comment is not nice.

You notice this “friend” was writing about you on a page that shares your name, but it’s not you, so you click over to check it out. Suddenly your screen is filled with dozens of comments, all about “you.” Some are nice enough. Some are clearly written by frustrated individuals. Some are downright angry and patently untrue. All are calling you out by name. And you had no idea this was even going on.

Then you start to wonder who else might have seen this false profile page and assumed it was the real you.

Now imagine this same scenario playing out with your hospital’s brand. It happens all the time, and it’s called a rogue Facebook page.

How Does This Happen?

Rogue or unofficial Facebook pages are created for brands mostly on accident and totally innocently, but they can still damage your online reputation. Say you’re a health system with multiple locations. Someone is visiting an outpatient clinic or urgent care facility under the umbrella of your health system, and while they’re waiting to be called back they open up Facebook to “check in” through social media. If Facebook doesn’t find a legitimate (official) location page for that location, the user is asked if they’d like to create one, so they do. Then this rogue page becomes:

a) Searchable on the web

b) Open for interactions and comments and reviews from anyone

    • Even employees who could be commenting or responding without official backing

c) Potentially full of visible comments and reviews about your brand that you have no idea exist.

 

This is bad for a couple of reasons:

1) Ignoring negative reviews can cause a snowball of negative feelings about your brand

2) You can’t address issues you don’t know exist

3) These false pages can actually influence current and potential consumer choices

4) If you don’t have a robust system in place, and the manpower to execute solutions, these pages can crop up again and again

The challenge with rogue Facebook pages isn’t just in finding and deleting them and addressing the comments and questions posted on them without your notice. The problem is how difficult managing this issue can be when you’re dealing with multiple locations that could each have potential multiple false pages, false pages that come back after you delete them, and finding the resources to continually search the web for this ongoing occurrence.

Setting up a real, official location page for each site is a good place to start. But with so many pages to manage, you also need to set up a parent/child hierarchy for the main brand page or main location page and the subsequent branches. This won’t completely eliminate the problem of rogue pages, however. Someone misspelling a location name or searching in a second language could still miss the valid page and be prompted to create a new one, and the cycle begins again.

If the thought of overcoming this monumental task on your own is still overwhelming, there is a solution. To learn more about Influence Health’s managed services team and how we can help handle the cleanup and ongoing maintenance of these rogue Facebook pages as well as discover other crucial aspects of your brand’s reputation that may need attention, request a healthcare marketing assessment.