The role of social networks in brand communication in Canadian hospitals

Date
2018-09
Authors
Aguerrebere, Pablo Medina
Journal Title
Journal ISSN
Volume Title
Publisher
University of Toronto Press Inc.
Abstract
The development of communication technologies, patient demands and organizational changes require hospitals to build a renowned brand that help the organization to develop its strategic positioning. In this context, social media represent a strategic opportunity. This paper aims to analyse the real impact of social media in the branding communication of Canadian hospitals. To do this, we carried out a literature review about corporate communication; and, then we evaluated the use of social media as a corporate communication tool by the 100 best hospitals in Canada. This paper concludes that hospital communication on social media must respect three pillars: a) promote the audiovisual language, b) analyse the relations between publications and the increase of followers and c) work in a multidisciplinary way. © 2019 The Canadian Journal of Information and Library Science.
Description
This article is not available at CUD collection. The version of scholarly record of this Article is published in Canadian Journal of Information and Library Science (2018), available online at: https://www.muse.jhu.edu/article/743051
Keywords
Brand, Corporate communication, Hospital, Reputation, Social media
Citation
Aguerrebere, P.M. (2018). Le rôle des réseaux sociaux dans la communication de marque des hôpitaux canadiens / The role of social networks in brand communication in Canadian hospitals. Canadian Journal of Information and Library Science 42(3), 176-191. https://www.muse.jhu.edu/article/743051.