Canadian Hospital confronts social media uprising over care of dying baby

The Globe and Mail reports:

One of Canada’s most prestigious medical institutions has made the bold decision to go public with details of a highly emotional tug-of-war over a dying infant in an attempt to defend itself against a slew of threats, condemnations and criticisms playing out in social media.

The case highlights how the emerging influence of viral videos, online campaigns and social networks can quickly damage an organization and force even the most staid institutions to change their communications strategies.