Hospital execs often bristle at the thought of managing a major hospital crisis via social media. But social networking sites like Facebook and Twitter are here to stay, and hospitals must adapt their crisis communication strategies to include their social media audience, writes Mike Morrison, a Media Relations Officer at a large Boston teaching hospital, in a Hospital Impact blog post. Therefore, hospitals should consider their Facebook fans or Twitter followers just as important as their traditional media audience, keeping them updated, informed, and most of all, involved during major hospital crisis situations. --To learn more, read the full post at Hospital Impact