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Deriving value from health 2.0 : A study of social media use among healthcare providers

- Ukoha, Chukwuma

  • Authors: Ukoha, Chukwuma
  • Date: 2020
  • Type: Text , Thesis , PhD
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  • Description: Social media applications are increasingly being used by healthcare providers because of the numerous communication, information, and public relations benefits they offer. Despite the growing adoption of social media in healthcare settings, its specific uses and value propositions are not well understood. To ensure continuous improvement, social media performance must be measured. However, little is known about the tools, techniques and yardsticks used to measure social media performance in healthcare settings. This study adopts qualitative research methods to explore healthcare providers’ perspectives on the value of social media in healthcare settings. Australian healthcare providers, from organizations of different sizes and locations, who use social media, were interviewed and the transcripts thematically analysed. The results demonstrate the uses of social media in health care, as well as the steps and techniques in social media measurement. Based on the findings, it is clear that the ability of social media to support various activities in healthcare settings makes it valuable to healthcare providers. Drawing on Bakhtin’s ‘theories’ and Stevens’s theory of measurement, this study theorises on the value of social media and introduces a protocol for measuring social media performance in healthcare settings. As one of the first studies to apply Bakhtinian ideas to consumer health informatics, this study has the potential to pave a new approach to conceptualizing the role of social media, particularly in healthcare settings. By using Stevens’s theory of measurement to explore the yardsticks suitable for social media measurement, this study provides a more nuanced framework for measuring the value of social media in healthcare settings.
  • Description: Doctor of Philosophy

How health care organizations approach social media measurement: Qualitative study

- Ukoha, Chukwuma

  • Authors: Ukoha, Chukwuma
  • Date: 2020
  • Type: Text , Journal article
  • Relation: JMIR Formative Research Vol. 4, no. 8 (2020), p.
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  • Description: Background: Many health care organizations use social media to support a variety of activities. To ensure continuous improvement in social media performance, health care organizations must measure their social media. Objective: The purpose of this study is to explore how health care organizations approach social media measurement and to elucidate the tools they employ. Methods: In this exploratory qualitative research, Australian health care organizations that use social media, varying in size and locality, were invited to participate in the study. Data were collected through semistructured interviews, and the transcripts were analyzed using thematic analysis. Results: The study identified health care organizations' approaches to social media measurement. While some measured their social media frequently, others used infrequent measurements, and a few did not measure theirs at all. Those that measured their social media used one or a combination of the following yardsticks: personal benchmarking, peer benchmarking, and metric benchmarking. The metrics tracked included one or more of the following: reach, engagement, and conversion rates. The tools employed to measure social media were either inbuilt or add-on analytics tools. Although many participants showed great interest in measuring their social media, they still had some unanswered questions. Conclusions: The lack of a consensus approach to measurement suggests that, unlike other industries, social media measurement in health care settings is at a nascent stage. There is a need to improve knowledge, sophistication, and integration of social media strategy through the application of theoretical and analytical knowledge to help resolve the current challenge of effective social media measurement. This study calls for social media training in health care organizations. Such training must focus on how to use relevant tools and how to measure their use effectively.

Criteria to measure social media value in health care settings : narrative literature review

- Ukoha, Chukwuma, Stranieri, Andrew

  • Authors: Ukoha, Chukwuma , Stranieri, Andrew
  • Date: 2019
  • Type: Text , Journal article , Review
  • Relation: Journal of Medical Internet Research Vol. 21, no. 12 (2019), p.
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  • Description: Background: With the growing use of social media in health care settings, there is a need to measure outcomes resulting from its use to ensure continuous performance improvement. Despite the need for measurement, a unified approach for measuring the value of social media used in health care remains elusive. Objective: This study aimed to elucidate how the value of social media in health care settings can be ascertained and to taxonomically identify steps and techniques in social media measurement from a review of relevant literature. Methods: A total of 65 relevant articles drawn from 341 articles on the subject of measuring social media in health care settings were qualitatively analyzed and synthesized. The articles were selected from the literature from diverse disciplines including business, information systems, medical informatics, and medicine. Results: The review of the literature showed different levels and focus of analysis when measuring the value of social media in health care settings. It equally showed that there are various metrics for measurement, levels of measurement, approaches to measurement, and scales of measurement. Each may be relevant, depending on the use case of social media in health care. Conclusions: A comprehensive yardstick is required to simplify the measurement of outcomes resulting from the use of social media in health care. At the moment, there is neither a consensus on what indicators to measure nor on how to measure them. We hope that this review is used as a starting point to create a comprehensive measurement criterion for social media used in health care. © 2019 Chukwuma Ukoha, Andrew Stranieri.
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