Use of social media for health education and corporate communication of hospitals

Abstract

Chapter 1 Introduction 1 Chapter 2 Existing literature on social media and corporate blogging and microblogging 20 2.1 The Internet 20 2.2 The Web 23 2.3 Web 2.0 24 2.4 Social media 30 2.5 Social networks 51 2.6 Blogs 63 2.7 Microblogs 78 2.8 Social media monitoring and listening 88 2.9 Social media use in crises 93 2.10 Interactivity and engagement 97 Chapter 3 Theoretical literature framing and informing this study 3.1 Social media theory 3.2 Public relations theory, including excellence theory 3.3 Corporate communications theory 3.4 Dialogic theory Chapter 4 Methodology 4.1 Conceptual framework 4.2 Research approach 4.3 Research questions 4.4 Research methodology 4.5 Research methods 4.6 Sampling 4.7 Coding 4.8 Analysis Chapter 5 Overall findings, findings on dialogue and interaction 5.1 Overall findings 5.2 Findings on dialogue and interaction 5.3 Social media as responsibility of marketing 5.4 Brand advocacy 5.5 Community Discussion Chapter 6 Findings and discussion: How organisations use blogs and microblogs 6.1 Overall findings on blogs and microblogs 6.2 Blogs 6.3 Microblogs Discussion Melanie King Corporate Blogging and Microblogging PhD Thesis 2014-5 v Chapter 7 Findings and discussion: How social media are evaluated 7.1 Overall findings on social media metrics and measurement 7.2 Social media monitoring and metrics 7.3 Success Discussion Chapter 8 Findings: How crises are managed in social media 8.1 Overall findings regarding management of crises 8.2 Case studies of crises in social media Chapter 9 Findings and discussion: Other findings that impact an organisation's communication in social media 9.1 Overall findings on organisational communication 9.2 Strategy and objectives of social media 9.3 Organisational voice 9.4 Responsiveness 9.5 Training 9.6 Brand Discussion Chapter 10 Conclusion 10.1 Implications for theories 10.2 Significance and implication of findings 10.3 Limitations 10.4 Reflections 10.5 Recommendations for future research Glossary of Terms Appendices References Melanie King Corporate Blogging and Microblogging PhD Thesis 2014-5 vi Melanie King Corporate Blogging and Microblogging

Will better performing health-care services have higher profiles and be more active on social media? A comparative study between hospitals from Colombia and Spain

“…Comparing the hospital Sant Joan de Dèu Hospital with the Clínica Universidad de Navarra (Spain), Costa-Sánchez and Míguez-González (2018) also confirmed that higher activity on social media does not imply higher levels of interaction with the public. In turn, Medina, Buil and Heath (2016) searched for the Facebook profiles of 300 hospitals in the United States (US) and observed that despite 282 of them maintaining an account, only 13 fulfilled at least 7 of the 10 indicators that were used to measure the quality of their activity on this platform.…”

“…In addition, there is a greater participation of readers in digital news, in terms of frequency and number of votes and recommendations in social networks (Busto-Salinas, 2017). In this study we wanted to know only the situation of these centers, since communication today is "an added value" for any hospital (Costa-Sánchez, 2011, p. 19) and has reached a point where it is "inevitable" to create these departments in these entities, since "human relations are the basis of public relations" (Kirdar, 2007) and "the scope of 2.0 generates a potential for conversation that hospital institutions should take advantage of to become a source of reference information for their public" (Costa-Sánchez & Míguez-González, 2018). Moreover, for some researchers, this practice in the hospital world has become more recognized, more necessary and more important (Henderson, 2005), even its value has increased (Springston & Weaver Lariscy, 2005).…”

“…Social media should use photographs, videos, and quality news to stimulate higher levels of use among the target group (Leung, 2014). If greater engagement is wished, patient-specific stories must be used, as Costa-Sánchez and Míguez-González (2018) and Farabough (2013) have pointed out.…”

Online Reputation Management in Canadian Hospitals

“…Managing social media for building a credible brand has become a priority for hospitals (Costa-Sánchez & Míguez-González, 2018). The content disseminated on these platforms determines stakeholder's perceptions about the hospital (Triemstra et al, 2018) as well as its own internal functioning, especially patients-doctors' relationships (Miller, Guidy & Fuemmeler, 2019).…”

Strategic Dialogic Communication Through Digital Media During COVID-19 Crisis

“…Organizations including corporations as well as small businesses ought to be familiar with the digital and mobile technologies (Melewar & Navalekar, 2002). They can use them to on a day-to day basis to forge relationships with different stakeholders including employees, customers, suppliers, investors, media, regulatory authorities and the community at large (Bachmann, 2019;Costa-Sánchez & Míguez-González, 2018;Loureiro & Gomes, 2016), or during crises situations (Krishna & Vibber, 2017;Champoux et al, 2012).…”