Department of Advertising and Public Relations, Universidad de Málaga 29071 Málaga, Spain.
Department of Economics and Business Administration, Universidad de Málaga, 29071 Málaga, Spain.
Int J Environ Res Public Health. 2020 Jul 6;17(13):4859. doi: 10.3390/ijerph17134859.
The purpose of the study is to analyze the role that social media have on the practice of health professionals working in information and communication department of Spanish official medical college. Social media in health fields have experienced growing participation of users and are increasingly considered a credible form of communication. This paper examines the use of social media as communication tool by the Official Medical Colleges (OMC) of Spain. According to the National Institute of Statistics, in 2019 there were 267,995 registered medical professionals in the 52 OMC in Spain. This research is based on a qualitative methodological technique through semi-structured interviews, with the aim of identifying the profiles of the people who lead the information in the professional organizations of the OMC. Of the colleges, 73.07% participated. The findings show that information is essential for the OMC and most of them have at least one experienced communication professional. Social media are essential tool in their work and Twitter (87.5%) and Facebook (81.3%) are considered the most relevant social media according to their interests. These tools are believed to be very useful for informing, establishing relationships and listening to users.
这项研究的目的是分析社交媒体在西班牙官方医学院信息和传播部门工作的卫生专业人员实践中的作用。 卫生领域的社交媒体越来越受到用户的欢迎，并且越来越被认为是一种可信的沟通形式。 本文研究了西班牙官方医学院（OMC）将社交媒体用作沟通工具的情况。 根据国家统计局的数据，2019 年，西班牙 52 个 OMC 中有 267,995 名注册的医疗专业人员。 这项研究基于半结构化访谈的定性方法技术，旨在确定领导 OMC 专业组织信息的人员的特征。 共有 73.07%的学院参与了该研究。 研究结果表明，信息对 OMC 至关重要，他们中的大多数至少有一名经验丰富的传播专业人员。 社交媒体是他们工作的重要工具，根据他们的兴趣，Twitter（87.5%）和 Facebook（81.3%）被认为是最相关的社交媒体。 这些工具被认为非常有助于提供信息、建立关系和倾听用户的意见。
