Covered California turns to Facebook to reach the masses

Covered California's experience with Facebook is instructive to social service agencies. Some surprising anecdotes suggest that:

• Allowing people to vent their frustration in comments could actually be helpful. When clients realize they're not being personally persecuted, but rather facing the same thing many others have faced and gotten through, anger may be diffused (rather than taken out on workers). And when they do complete the process, they may share their joy online as readily as they shared their frustration.
• If the organization is well-prepared, Facebook can be a great platform to efficiently help people and answer their questions. What's more, existing clients online become a force multiplier for staff--answering questions, suggesting technical tips, offering reassurance, and filling in details for other clients based on their own experience.
• Facebook provides an immediate feedback loop. When the organization makes a post, the number and content of comments about it quickly show the level of interest or effectiveness of the messaging. And technicians can more quickly become aware of technical glitches users are experiencing, and more easily obtain more details on request.
• Full article: http://www.healthycal.org/archives/13853