Who's Viewing Your Hospital's Social Media Page — And Why?

Researchers found more than 71 percent of surveyed individuals who use Summa Health System's social media platforms already use social media to seek personal health information.

Summa researchers distributed a web-based survey on the hospital's Facebook, Twitter and blog and received feedback from 156 respondents. The survey sought to map out the user characteristics of a hospital system's social media structure and why users were using the hospital's social media pages. The research looked for the gender, race, education and age of the respondents.

Notable findings include:

Demographics
•    95.5 percent were female; 4.5 percent were male
•    33.8 percent were aged 50 to 59; 26 percent were aged 40-49
•    93.6 percent were Caucasian

Social media platforms
•    53 individuals responded via Facebook
•    8 responded via Twitter
•    110 responded through the hospital's women's health blog

User information
•    71.5 percent reported using social media to seek personal health information
•    29 percent reported using social media to seek family health information
•    27 percent reported using social media to seek hospital programming

The researchers concluded these findings could help hospitals navigate opportunities to connect with patients about health issues through social media.

Related Articles on Social Media:

Federation of Medical Boards Adopts New Social Media Policy for Physicians

8 Tips for Strengthening Mobile Heath Security

Today's Reality for Hospitals: Brand is the New Must Have

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