How U.S. children's hospitals use social media: A mixed methods study

Area of Science:

• Healthcare Management
• Digital Health
• Public Health Communication

Background:

• Non-profit hospitals increasingly need to demonstrate community benefit.
• Social media offers new avenues for hospital-community engagement.
• This study examines social media use among US children's hospitals.

Purpose of the Study:

• To assess the adoption and utilization of social media platforms by children's hospitals in the US.
• To analyze the content and engagement strategies employed on these platforms.

Main Methods:

• Data from freestanding children's hospitals were collected between September-November 2013.
• Adoption of Facebook, Twitter, YouTube, Google+, and Pinterest was reviewed.
• Facebook post themes and engagement metrics (Likes, followers) were analyzed.

Main Results:

• All surveyed hospitals used Facebook and Twitter; most utilized YouTube, Google+, and Pinterest.
• Larger hospitals showed higher engagement on Facebook and Twitter compared to smaller ones.
• Top Facebook content included hospital promotion, education, community benefit, and fundraising.

Conclusions:

• Social media adoption is prevalent among US children's hospitals.
• Platforms facilitate health education, community engagement, and demonstrate community benefit.