Aguerrebere, Pablo Medina2020-04-222020-04-2220192018-09Aguerrebere, 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/743051.1195096Xhttps://www.muse.jhu.edu/article/743051http://hdl.handle.net/20.500.12519/208This 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/743051The 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.frPermission to reuse abstract has been secured from University of Toronto Press Inc.BrandCorporate communicationHospitalReputationSocial mediaArticleCopyright : 2019 The Canadian Journal of Information and Library Science