Exploring Hospitals' Use of Facebook: Thematic Analysis

Journal of Medical Internet Research
Nima Kordzadeh, Diana K Young

Abstract

Although health care organizations such as hospitals and clinics have widely embraced social media as a means to educate the community on health topics and increase patient loyalty and satisfaction, little is known about the content these organizations actually share when using social media channels. This study aimed to explore the types of content US hospitals post on their Facebook pages and how hospitals' Facebook activities differ with regard to content types. We collected and thematically analyzed more than 1700 Facebook posts made over a 3-month period by 17 US hospitals. During the first phase, the 2 researchers coded a set of 159 posts and created an initial thematic web of content. During the second phase, the researchers coded the remaining posts and then revised, refined, and validated the initial web of content accordingly. Coding consensus was achieved on 1184 of the 1548 analyzable sampled posts (76.49%). We identified a list of 13 unique health social media post themes and classified those themes into 3 thematic groups that included announcing, sharing, and recognizing activities. The most frequently used theme was sharing health information, which appeared in 35.81% (424/1184) of the posts analyzed. Such posts s...Continue Reading

References

May 18, 2011·Annals of Internal Medicine·Samir I ThakerAshley R Edwards
Feb 2, 2013·Telemedicine Journal and E-health : the Official Journal of the American Telemedicine Association·Clara Bermúdez-TamayoDavid Yubraham-Sánchez
May 23, 2013·Nursing & Health Sciences·Anne Lise Holm, Elisabeth Severinsson

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Citations

Apr 2, 2019·Journal of Diabetes Science and Technology·Michael StellefsonSusannah Spratt
Mar 15, 2020·International Journal of Environmental Research and Public Health·Juana Alonso-CañadasCarmen Caba-Pérez
Feb 6, 2020·Interactive Journal of Medical Research·Gow-Jen ShiehWayne Huey-Herng Sheu
Feb 23, 2021·Joint, Bone, Spine : Revue Du Rhumatisme·Paul StudenicAlessia Alunno
Aug 12, 2021·Health Promotion International·Nima Kordzadeh

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