Document Type

Honors Thesis

Abstract

This capstone project examines how hospitals can strengthen social media engagement through a structured, research-informed communication guideline. Phase One analyzed randomized hospital social media activity. and found that low engagement was often linked to unclear target audiences, inconsistent messaging, limited planning, and a lack of measurable goals. These results suggested that the issue was not whether hospitals used social media, but how strategically they used it. Phase Two built on these findings by developing and testing a Healthcare Strategic Social Media Guideline. Using applied quantitative design, the study employed two online surveys, administered before and after a two-month implementation period, to assess changes in planning habits, message consistency, and reported engagement outcomes. Descriptive and comparative analyses were used to summarize patterns across both phases. Although the small sample, independent implementation, and short timeline limit the generalizability of the results, the findings indicate that the guideline supported greater strategic awareness and more intentional planning among participating hospitals. Overall, the project contributes to ongoing conversations about digital communication in healthcare and highlights the value of practical, adaptable tools that can guide more effective and sustainable social media practice. It also reinforces the importance for leadership support in providing communication teams with clear, accessible strategic resources.

Disciplines

Business and Corporate Communications | Other Arts and Humanities | Training and Development

Publication Date

Winter 12-29-2025

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