Who is in charge of your hospital’s online reputation? Oh, no one?
It need not be a full time position (yet). Preferably it be someone who has used the technology before.
People may be talking about your hospital online. That’s good. Especially when you can participate in (or even lead) the conversation. They may not be talking about your hospital online. That could be good, too. Regardless, you have the ability to know what they’re talking about—and take appropriate action.