Social Media
For the following questions, the company is Houston Methodist.
- Question: What is Houston Methodist�s approach and values associated with social media?
- Question: What is Houston Methodist�s goal for social media presence?
Answer: APA formatted with in-text citation (150-200 words)
- Question: How does Houston Methodist use social media compared to its competitors?
- Question: How should success of social media presence be measured?
Answer: APA formatted with in-text citation (150-200 words)
- Question: How might social media use present ethical problems for Houston Methodist?
- Question: What is one way that demographics, global presence or diversity might impact Houston
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Introduction
Social media is one important aspect of business. It has been able to create platforms
that enable businesses to perform better. This coursework focuses on approaches to
social media for Huston Methodist. Houston Methodist’s use of social media in
comparison with competitors is also highlighted among other factors.
- Houston Methodist’s approach and values that are associated with social media
involve empirically identifying the consumer attitude towards social media
advertisements that are based on demographics. Houston Methodist recognizes the
importance of social media by taking the hospital into the digital world. Therefore the
hospital can understand the full potential of leveraging the community benefit
programs and patient engagement in a certain way even before the advent of the
internet (Angelle, 2011). Houston Methodist implements and manages informed
decisions that define the professional use of social media despite the current trends.
The hospital centralizes social media messaging so that everyone is not only
following the same guideline but also supporting the mission of the hospital. The
social programs created by the Houston Methodist are integrated within the
framework of the communications and marketing strategies of the hospital. The
hospital runs effective marketing programs that can be adapted for social media
through the use of digital media advertisements to enhance and promote services
within the hospital.
Credibility: Yes I trust this information. - Houston Methodist’s goal for social media presence is to raise awareness of their
brand. It is because customers have to be aware of the services provided by the
hospital and therefore interact with them on social media sites. Their goal is also to
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create loyal visitors who visit the site frequently. Houston Methodist can know and
understand the direct relationship between social activities and sales. Houston
Methodist enhances public relations by engaging and responding to customer service
requests over social media (Richter, 2014). The process of solving problems quickly
through social media enables the creation of brand loyalty of the hospital. The
hospital’s goal is to build the community of advocates by providing platforms
whereby the brand loyalty is shared with thousands of people in real time. Houston
Methodist leverages social media marketing towards the growth of their business
through the creation of their brand awareness, finding new customers and engaging
them appropriately.
Credibility: Yes I trust this information.
- Houston Methodist differentiates themselves from their competitors by been special
and unique. The hospital differentiates itself by having a diverse medical staff. The
medical hospital introduces video series on its Facebook fans to medical students and
doctors who overcome every odd to get where they are therefore giving inspiration to
their patients. Houston Methodist recognizes exceptional service by ensuring that
their patients give powerful testimonies on social media (Dizon, 2012). Houston
Methodist provides photo series pairs of the hospital staff with the word from patients
who provide a description of how they went above and beyond to make a more
pleasant experience at the hospital. Every shares and comment made on the social
media by Houston Methodist tend to emphasize the way patients appreciate their care.
Houston Methodist steps up by opening more accounts on social media hence taking
advantage of the growing platforms to engage and reach more audience. By doing so,
they gain a competitive advantage over their competitors.
Credibility: Yes I trust this information.
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- The success of social media presence is measured through comprehensive analytics
services that help track user activities in the real time of the website. Houston
Methodist tracks its follower growth. They do so by determining the total count of
followers, fans and the number of page likes which represent the people who have
taken an interest in their business. It ideally shows that the content shared and the way
the hospital engages needs to be enticing to attract more followers (Trainor, 2014). On
the Facebook page of Houston Methodist, they monitor their total number of likes and
followers gained within a designated time. They monitor the reactions of the
audience. On Twitter, the hospital views the trends and statistics for their followers
through Twitter analytics. It is important to track the number of likes and reactions for
the posts. It involves by gauging the reaction of the audience towards the content they
share therefore determining whether the audience is interested in what they are
currently publishing on social media.
Credibility: Yes I trust this information. - The ethical problem that may be presented at Houston Methodist is posting
unprofessional content that tends to reflect unfavorably on the patients. The doctors
may convey certain information about a particular patient through social media sites
that would eventually damage the professional image. Certain ethical perceptions can
be based according to the unprofessionalism which includes violating the privacy of
the patient. Houston Methodist can be presented with ethical problems of breaching
the privacy of the patient. Therefore it creates concerns about the use of social media
for negative repercussions that result from violating confidentiality (Crane, 2016). It,
therefore, lead to legal action against the doctors at Houston Methodist. Houston
Methodist has to be aware that the consent of the patient is very critical when using
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social media. The hospital has to seek the consent and permission of the patient even
before posting their details online so as to ensure that they are ethical to their patients.
Credibility: Yes I trust this information.
- Social media engagement and usage is on the rise while the adaptation of other
platforms holds steady. Houston Methodist uses social media to ensure that the health
care workforce is well equipped to meet the needs and requirements of the growing
and aging population. The increasing number of older adults who join the social
media sites is rapidly increasing (Todd, 2014). Young adults keep on using Facebook
at higher rates. Also, women are still using Facebook at higher rates than men
whereby there are about 83% of female internet users and 75% male internet users on
Facebook. Houston Methodist uses social media to usher in new health care reforms
and health systems. All they need is to advertise their health reforms on the social
media such as Facebook video series to help patients address their medical care.
Houston Methodist has to tap into social media to ensure that there is health care
coordination to be able to manage the aging cohort.
Credibility: Yes I trust this information.
Conclusion
Every business should embrace social media as an important pillar of its growth.
Leadership of all organizations should ensure that the best social media related
provisions are put in place. This is necessary for the purpose of thrusting a business
into excellent performance.
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References
Angelle, D., & Rose, C. L. (2011). Conversations with the community: the Methodist
Hospital System’s experience with social media. Frontiers of health services
management.
Crane, G. M., & Gardner, J. M. (2016). Pathology Image-Sharing on Social Media:
Recommendations for Protecting Privacy While Motivating Education. AMA
Journal of Ethics.
Dizon, D. S., Graham, D., Thompson, M. A., Johnson, L. J., Johnston, C., Fisch, M.
J., & Miller, R. (2012). Practical guidance: the use of social media in oncology
practice. Journal of oncology practice.
Richter, J. P., Muhlestein, D. B., & Wilks, C. E. (2014). Social media: how hospitals
use it, and opportunities for future use. Journal of Healthcare Management.
Todd, N. R., Houston, J. D., & Odahl-Ruan, C. A. (2014). Preliminary validation of
the Sanctification of Social Justice Scale. Psychology of Religion and
Spirituality.
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media
technology usage and customer relationship performance: A capabilities-based
examination of social CRM. Journal of Business Research.
