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The Vice President, Mike Pence, toured the Mayo Clinic, without a mask, in the middle of a pandemic.

When questioned by reporters as to why he was not wearing a mask in line with hospital policy, a policy that the Mayo Clinic stated that Mr. Pence was aware of in advance in a now deleted tweet, the Vice President stated that he is tested regularly as are those around him and he wanted to be able to “look people in the eye.”

Footage of Mr. Pence’s visit can be seen below.

Later that same day, a question was posed on Quora (where I spend an inordinate amount of time) that got me thinking.

Why didn’t someone in authority at the Mayo Clinic stand up and tell Mike Pence, “If you don’t wear a mask, you are not entering this hospital.” Should that person who was in charge on that day be fired for failing to protect the patients?

A fair question, but one of the reasons the question gave me pause for thought, was that I had faced a similar dilemma a couple of days earlier.

Like most veterinarians, the animal hospital I am Hospital Administrator for is operating locked down – with clients being made to wait in their cars and only patients and staff allowed in the building. In addition, all staff have their temperature taken before entering the building and wear a mask for their whole shift. That policy worked just fine, until the day a client walked into the lobby and refused to leave when asked by staff members.

I was called into the lobby by one of my front desk supervisors. When I arrived, the unmasked client was defiant and refused to leave the lobby when asked multiple times. The client was upset that her dog was sick and currently hospitalized. She felt that it was too hot for her dog to be brought out to her in her car for her to visit with, and therefore was demanding entry to see her dog. I explained that I knew nothing of the situation, and that I would be more than happy to help in whatever way I could, but none of that was going to happen until she left our lobby and returned to her car.

I have had to ask clients to leave the premises in the past, and I have even had to call police to make it happen. As I was talking to this client it was running through my head that I might have to do this again, or at least threaten to, to protect the doctors and staff. However, it was also running through my head that we had a hospitalized patient who was in the middle of treatment. Could the forced removal of a client from the building be interpreted as denial of care? It is doubtful that the client is going to continue their pet’s treatment at our hospital if the relationship breaks down to this point. What happens to the pet? Is the pet well enough for an orderly discharge? What happens if the pet dies either directly, indirectly, or just shortly after being discharged?

All of this with raised voices in the lobby, out of the blue, with no time for refection or the advice of others.

Now, as it happens, the client did return to her car and a quiet chat with the doctor, car side, resolved the immediate issue. But what if we would have called the police and had the client removed from our property, her pet discharged before being even close to well, and things had continued to deteriorate? Review and social media warfare for sure. Local news and / or regulatory involvement? Quiet possibly.

Upon reflection, I would do the same thing again and I actually feel more than ever that even if I had ended up calling the police it would still have been the right call. But I’m sure others would have disagreed. And some of those may have been people that I report to – including the staff it was my aim to protect.

I don’t run an organization anything like the size, or complexity, of the Mayo Clinic and one can’t imagine what it must be like to hold that position, in human healthcare, in the middle of a pandemic. Having a dignitary like the Vice President means national news coverage. It is the kind of publicity that public relations departments were created for. It could mean government dollars, PPE, and access; all of which are sorely needed right now.

If, of course, it goes well.

If it goes wrong, all of that could be in jeopardy and a lot more; The reputation of the Mayo Clinic in the eyes of half of the electorate, for example. As Mike Pence has stated, the risk from him is probably minimal, given the protective bubble he currently finds himself in. The example that he sets, however, is awful. It is an example of “the rules don’t apply to me” because of XYZ – much like my lobby client.

I cannot condemn the administrators at the Mayo Clinic though. Standing up to people because it is the right thing to do, can have serious consequences. Embarrassing the Vice President of the United States would have had serious consequences for the hospital, the staff, and the administrators. Being right is not always a defense from consequence. To make that kind of decision in the heat moment, is an almost impossible. And it is certainly impossible to make it and to not double guess yourself.

The issue reminds me of the incident at University Hospital in Salt Lake City where nurse Alex Wubbels was arrested for not going against a policy agreed upon between the police and the hospital. She would not provide a blood sample without the consent of the patient. The clip below shows Nurse Wubbels on the phone with the hospital administrator, and the police officer concerned, right before her arrest. The arrest of Nurse Wubbels was national news.

All decisions have consequences. In the Alex Wubbels case, the arresting officer was fired, and his supervisor was demoted two ranks. The City of Salt Lake also settled a lawsuit for half a million dollars. But this took serious guts on the part of the hospital, and of course Nurse Wubbels. It would have been so easy to bend the rules for people who you work with routinely, want and need to have a good working relationship with, and even been seen as doing the right thing in many corners.

Being right can often be a balancing act. Second guessing decisions made in the heat of the moment, particularly when confronted by authority, or just someone who is confrontational, is often unhelpful. As managers, we have to fall back on integrity and the momentary weighing of risks.

But the balancing act is rarely black and white.

So Facebook and Twitter, which we looked at last week, are now part of your lexicon, what now?

There are other social media tools out there which can be of significant benefit. For Business to Client (B2C) businesses such as veterinarians, Facebook and Twitter are the ones to be using. However, having a strategy for some of the other sites can set you apart from your competitors and provide some interesting opportunities.

Foursquare

A personal favorite of mine, Foursquare is a location based social media tool with game elements. What does all that mean? Well, Foursquare allows users to “Check-in” to businesses and other venues using their smart phone’s GPS functionality. By “Checking-in,” users of the service let friends, via the service itself or by sharing on Facebook and / or Twitter. know where they are and why they are there. The game element comes from trying to rack up the most check-ins, and there by points and “badges,” than your friends. Users of the service can also compete with strangers for the title of “Mayor” of businesses or locations. The Mayor title does not mean anything other than bragging rights and more points when checking in. Badges can sometimes be difficult to get and so the competition can drive behavior. An example of this is the “Gym Rat” badge, that can only be achieved by checking in at a gym 10 times in 30 days.

Foursquare Badges

A selection of Foursquare badges

 Businesses can offer specials to Foursquare users when they check-in. Chilli’s, for example, offers free chips and salsa to anyone checking in on Foursquare – customers just show their smart phone to their server. Businesses may also reward the mayor of their business, making the title more coveted and therefore create competition around their brand.

 The grand theory of Foursquare is that it creates loyalty. If users have a choice between two businesses, one of whom there trying to become mayor of, they will choose that business or one is running a special for Foursquare users. Users of Foursquare can also leave tips, good and bad, about locations helping other users to choose where they might want to eat – for example. Because it is location based, it only offers places that are nearby, and allows the user to filter the results by type. This solves the information overload that can occur if smart phone users just trying to use Google.

Foursquare definitely has the potential to create a community of loyal users, and it has personal benefits (I use it to help keep track of my expenses!) However, the user base is small compared to other social media sites – particularly outside of major metropolitan areas. There are a number of other competitors in the location based world, the largest of whom is Facebook Places. The advantage of Facebook places is that it is part of Facebook, but it lacks a lot of the game elements that makes Foursquare fun and does not have the same controls on sharing.

Foursquare and other location based services have come under fire for the potential safety implications of letting your social media “friends” know where you are. This has been way overblown and as long as users are sensible, not creating a venue called “home” and checking into it for example, location based services will be around for a long time to come.

LinkedIn

LinkedIn, is often called the professional Facebook and with good reason. Like Facebook, LinkedIn revolves around a profile. The difference is that your LinkedIn profile is essentially your resume. You can find mine here. Users of LinkedIn can then make connections with current, and former, colleagues to create a network. It is then possible to reach out to colleagues of colleagues more easily because you know which of your network knows them. LinkedIn has an introduction feature specifically for this. It is also possible to recommend, and get recommend, which also then appears on your profile.

Mike's LinkedIn Profile

Part of my LinkedIn Profile

Groups on LinkedIn are pretty much just like other web forums, but by being directly in LinkedIn it is possible to be a member of large numbers of different groups, on different subjects, without having to login to multiple sites. The additional functionality of being able to make connections that can help you professionally in the real world is obvious.

 A questions section does pretty much what you’d expect – allows for users to post questions and then other users to answer them. The advantage that LinkedIn has over other sites with a similar model, such as Quora, is that you are able to research the person giving the answer to see whether they know what they are talking about. You also then have a mechanism for connecting with them.

 A recent, and extremely innovative feature from LinkedIn has been news. This allows users to browse and share news items with their connections based on popularity within professional categories. It also allows users to share these news stories via Twitter – expanding the reach of your network yet again.

 LinkedIn does allow companies to have their own profiles, a bit like pages on Facebook, and this is interesting from a recruitment perspective. Groups are also being used successfully for recruitment and many feature a jobs section. LinkedIn also recently launched an “apply via LinkedIn” button that can be used for online job postings outside of the main LinkedIn site.

LinkedIn is a business to business tool (B2B), rather than the B2C tool that Facebook, Foursquare, and Twitter can be; however, don’t be surprised if LinkedIn does not become more and more a factor in recruitment of even minor posts in organizations. LinkedIn does have many issues (their mobile app is hopeless for anything other than news for example), but is a great professional tool for anyone interested in their career, or profession.

YouTube

YouTube is the video sharing site on the web and although being social it not at its core, it is still social media. Users uploaded material which they, and other users, can then share and comment on. Users can even create their own channels of material making it easier for other users to find similar videos. YouTube also has a number of great tools allowing you to embed a video directly into a website or blog. Video dramatically increases your website’s visibility to search engines, like Google and clients love it – a win all round!

Where YouTube really comes into its own, however, is that it is very easy for a video to go viral – spread around the internet like a virus. Of course, the video has to have some kind of merit; be funny, very dramatic, or even just be very bad, but if your brand is attached to this video it can be great publicity or almost zero cost. For example, it is not unusual for clips of TV shows on YouTube to have dramatically higher ratings that on the channels they were produced for!

Above is a great example of a viral pet video – 10 1/2 million views as of this writing and massive mainstream media attention for Denver’s owners. All from a video shot upon getting home and finding someone got into the cat treats!

 A great test of YouTube’s power is to pick any subject you like and search for a video on it at YouTube. Your are almost guaranteed that someone has shot and posted a video on that very subject. Thank you Corey for showing me this!

 Video production is really outside the realm of this already overly long post, but it is simple, very low cost and an extremely effective way to market your business.

Some of these social media tools may appeal to you, and other may not. There is definitely a take it or leave it feel to the services that we have talked about today but it is important to understand that to not be involved in social media, particularly Facebook, Twitter and to an extent Foursquare does not mean that your brand and business are not affected by these mediums. Your clients are using these tools and so might your competitors you should at least have an awareness of what is being said and why. The genie is out of the bottle and without getting involved, it is possible for you to loose influence over your brand – the control probably went some time ago as it is now the customer who ultimately defines what your brand means.

Next week, a change of pace: Up to your neck in traditional media!

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