Jet Marketing
In rural healthcare, we trust our people deeply. Teams are small. Roles overlap. The marketing director might also manage the website, social media, digital ads, email marketing, and even the domain registrar. And that works… until it doesn’t.
We’ve seen it more than once. An employee resigns (or is terminated), and leadership suddenly realizes:
- No one else has admin access to Facebook
- The website login is tied to a personal Gmail account
- The domain auto-renews on someone’s personal credit card
- We’ve got a mess on our hands
Digital platforms are organizational assets — just like buildings, equipment, and patient data systems. And they require the same level of protection and oversight. Calling up Facebook or Google to apologize about your situation just doesn’t work either.
Here’s how to do it right.
1. Never Tie Accounts to a Personal Email
Every website, social account, analytics platform, and advertising tool should be created using a role-based organizational email, such as:
If an account is tied to [email protected], your organization does not control it — Jane does.
2. Use Official Business Management Tools
Social media and website platforms are built to support multiple administrators — but only if they’re set up correctly. If your hospital’s Facebook page is being run directly from someone’s personal profile, it’s time to fix that.
Use tools like:
- Meta Business Manager for Facebook & Instagram
- LinkedIn Company Page admin roles
- Google Analytics and Tag Manager user controls
- Website CMS user permissions (WordPress, Squarespace, etc.)
These systems allow:
- Multiple admins
- Tiered access levels
- Immediate removal of users
- Long-term organizational continuity
3. Always Have Multiple Super Admins
At minimum, your organization should have:
- A marketing lead
- An executive-level administrator (CEO, COO, or HR)
- A trusted external partner (agency or IT)
No single person should ever be the sole admin of a digital asset. If one person controls everything, the organization controls nothing.
4. Maintain a Digital Asset Inventory
Every rural healthcare organization should maintain a living document that lists:
- Website hosting provider
- Domain registrar
- Social media accounts
- Google Business Profile
- Email marketing platforms
- Advertising accounts
- Analytics and scheduling tools
- Reputation management tools
This should be stored securely and accessible to leadership — not buried in one employee’s desktop folder.
Protect your organization
This isn’t about assuming someone will misuse access. It’s about protecting your organization, your brand, and your community’s trust. Digital assets are critical infrastructure. In today’s environment, your website and social channels are often the first point of contact for patients, providers, recruits, and donors.
If this is overwhelming, Jet Marketing can help. We also have a digital access checklist that we are happy to share, just ask.
Jackie O’Hara, Boss Lady
Jackie O’Hara appreciates prompt communication by staff, her clients, and her family. She also values the good old-fashioned handwritten note.
