Robert Wood Johnson Foundation Clinical Scholars Program, University of Pennsylvania, Philadelphia, PA, USA; Penn Medicine Social Media and Health Innovation Lab, Penn Medicine Center for Health Care Innovation, University of Pennsylvania, Philadelphia, PA, USA.
Penn Medicine Social Media and Health Innovation Lab, Penn Medicine Center for Health Care Innovation, University of Pennsylvania, Philadelphia, PA, USA.
Healthc (Amst). 2016 Mar;4(1):15-21. doi: 10.1016/j.hjdsi.2015.12.004. Epub 2015 Dec 22.
Social media provide new channels for hospitals to engage with communities, a goal of increasing importance as non-profit hospitals face stricter definitions of community benefit under the Affordable Care Act. We describe the variability in social media presence among US children's hospitals and the distribution of their Facebook content curation.
Social media data from freestanding children's hospitals were extracted from September-November 2013. Social media adoption was reviewed for each hospital-generated Facebook, Twitter, YouTube, Google+ and Pinterest platform. Facebook page (number of Likes) and Twitter account (number of followers) engagement were examined by hospital characteristics. Facebook posts from each hospital over a 6-week period were thematically characterized.
We reviewed 5 social media platforms attributed to 45 children's hospitals and 2004 associated Facebook posts. All hospitals maintained Facebook and Twitter accounts and most used YouTube (82%), Google+ (53%) and Pinterest (69%). Larger hospitals were more often high performers for Facebook (67% versus 10%, p<0.01) and Twitter (75% versus 17%, p<0.05) engagement than small hospitals. The most common Facebook post-themes were hospital promotion 35% (706), education and information 35% (694), community partnership or benefit 24% (474), fundraising 21% (426), and narratives 12% (241). Of health education posts, 73% (509) provided pediatric health supervision and anticipatory guidance.
Social media adoption by US children's hospitals was widespread.
Beyond its traditional marketing role, social media can serve as a conduit for health education, engagement with communities, including community benefit.
社交媒体为医院提供了与社区互动的新渠道，随着非营利性医院根据《平价医疗法案》面临更严格的社区利益定义，这一目标变得越来越重要。我们描述了美国儿童医院在社交媒体上的存在差异，以及他们的 Facebook 内容策划分布。
从 2013 年 9 月至 11 月，我们从独立儿童医院提取了社交媒体数据。审查了每个医院生成的 Facebook、Twitter、YouTube、Google+和 Pinterest 平台的社交媒体采用情况。通过医院特征检查了 Facebook 页面（点赞数）和 Twitter 帐户（关注者数）的参与度。对每个医院在 6 周内的 Facebook 帖子进行了主题特征分析。
我们审查了 5 个社交媒体平台，涉及 45 家儿童医院和 2004 个相关 Facebook 帖子。所有医院都维护着 Facebook 和 Twitter 帐户，大多数还使用 YouTube（82%）、Google+（53%）和 Pinterest（69%）。较大的医院在 Facebook（67%对 10%，p<0.01）和 Twitter（75%对 17%，p<0.05）参与度方面表现更好。最常见的 Facebook 帖子主题是医院推广 35%（706），教育和信息 35%（694），社区伙伴关系或利益 24%（474），筹款 21%（426），以及叙事 12%（241）。在健康教育帖子中，73%（509）提供了儿科健康监督和预期指导。
美国儿童医院广泛采用社交媒体。
除了其传统的营销角色外，社交媒体还可以作为健康教育、与社区互动的渠道，包括社区利益。
