Open AccessOnline Reputation Management in Canadian Hospitals
Author(s) -
Pablo Medina Aguerrebere,
Toni González Pacanowski,
Eva Medina
Publication year - 2021
Publication title -
zer
Language(s) - English
Resource type - Journals
eISSN - 1989-631X
pISSN - 1137-1102
DOI - 10.1387/zer.22667
Subject(s) - reputation , publishing , business , social media , dissemination , public relations , reputation management , key (lock) , health information , advertising , health care , political science , world wide web , computer science , computer security , law
This paper aims to evaluate how Canadian hospitals manage Facebook, Twitter, Youtube and their own corporate websites to promote their brand and reinforce their strategic positioning. We carried out a literature review about corporate communication, branding and health organizations; and then, we defined 48 key performance indicators to analyze how the best 85 Canadian hospitals managed Facebook, Twitter, Youtube and their corporate website for promoting their brands. We concluded that most Canadian hospitals used their corporate website for disseminating journalistic information; Facebook and Twitter, for interacting with patients; and Youtube, for publishing videos about health education.