Prepare now for future digital storms, expert advises

03/5/2012 | MediaPost Communications

Backlash in the digital sphere over the Susan G. Komen Foundation's decision to stop funding Planned Parenthood and Virginia lawmakers' effort to institute a requirement that women seeking an abortion first undergo an invasive ultrasound, both since reversed, show the importance of sound response planning, writes Chad Capellman, account manager at Genuine Interactive. When controversy arises, health marketers should be prepared to shape the debate, have representatives trained and authorized to respond within an hour via social media, offer tools to allow supporters' viewpoints to be aired, and design a strategy to tell and spread the company's story via social media, he says.

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