Understanding How Hospitals Use Social Media: An Exploratory Study of Facebook Posts

摘要: Healthcare organizations such as hospitals and clinics are increasingly embracing social media to communicate with their public audience. In line this trend, we conducted an exploratory study understand the major genres of posts that make on media. We collected data 159 Facebook made by five in U.S. Then, thematically analyzed content developed a hierarchical thematic web content. The results demonstrated those primarily use pages announce and/or report events (e.g., social, health information, charity) organizational news, share recognize employees for contributions achievements. However, unlike extant literature, found little evidence healthcare institutions utilize recruit volunteers. Our findings along provide insights into current care context.