RT Journal Article
T1 Qualitative based social media plan participative design for health organizations. Evaluation of the Reina Sofia University Hospital experience
A1 Lopez-Doblas, Manuela
A1 Perez-Corral, Olivia
A1 Gomez-Dominguez, David
A1 Danet-Danet, Alina
K1 Social media
K1 Social media plan
K1 SMP
K1 Participation-based design
K1 Health organizations
K1 Internal communication
K1 External communication
K1 Hospital communication systems
K1 Health communication
K1 Stakeholders participation
K1 Hospitals
K1 Public-health
K1 Spanish hospitals
K1 Opportunities
K1 Communication
K1 Knowledge
K1 Twitter
K1 Impact
AB The participation-based design of a social media strategy for health organizations, and the evaluation of the experience in the Reina Sofia University Hospital are presented. The methodology of collaborative and multidisciplinary design was developed in five phases: identification of target actors; consensus on objectives, channels and content lines; results analysis and feedback; (pre)campaign design; collaborative elaboration of social media strategy. The evaluation included social media monitoring (quantitative evaluation of external communication) and content analysis of semi-structured interviews with hospital managers (qualitative evaluation of internal communication). Results show the positive impact on the external communication and the participants' satisfaction with the co-design, revealing that participatory and interdisciplinary approach, managerial support and professionalization represent the main aspects of social media presence for health organizations.
PB ediciones profesionales informacion sl-epi
SN 1386-6710
YR 2019
FD 2019-03-01
LK http://hdl.handle.net/10668/19209
UL http://hdl.handle.net/10668/19209
LA es
DS RISalud
RD Apr 19, 2025