Türkiye’de Sağlık Hizmetlerinde Sosyal Medya Kullanımı: Kamu Hastaneleri Örneği

Sosyal medya kurum/kuruluşların paydaşlarıyla iletişim kurma olanağı sunması nedeniyle önemli kanallar arasında yerini almaktadır. Günümüzde kurum/kuruluşlar kurumsal duyurularını sosyal medya üzerinden yapmakta ve eş-zamanlı geri bildirim alabilmektedirler. Bu da sosyal medyanın zaman ve mekan farkını ortadan kaldırdığının bir göstergesidir. Bu çalışmada Türkiye’deki kamu hastanelerinin sosyal medya hesapları incelenerek yetersizliklerin saptanmasıyla birlikte gerekli çözüm önerileri sunulmaktadır. Bu çalışma 10 Nisan – 15 Aralık 2017 tarihleri arasında yapılmıştır. Nicel türde betimsel tarama araştırması olan bu araştırma kapsamında Türkiye’de hizmet veren tüm kamu hastanelerinin sosyal medya kullanım alışkanlıkları incelenmiştir. Türkiye’de hizmet veren tüm kamu hastanelerinin n=713 sadece % 15.4’ünün n=110 Twitter hesabı olduğu saptanmıştır. Hastanelerin % 25.5’inin n=182 Facebook hesabı olduğu belirlenmiştir. Hastanelerin Youtube kanalına sahip olma durumuna bakıldığında kamu hastanelerinin sadece % 2.0’ının n=14 Youtube kanalına sahip olduğu saptanmıştır. incelendiğinde haberlerden, Twitter paylaşımlarının ise sağlık ile ilgili bilgilendirici haberlerden oluştuğu görülmektedir. Dolayısıyla Facebook daha çok kurumsal tanıtım amaçlı bir kanal olarak kullanılırken, Twitter’ın ise sağlık ile ilgili bilinç oluşturmaya yönelik kullanıldığı sonucu ortaya çıkmaktadır. Araştırmada elde edilen sonuçlar ışığında Türkiye genelindeki tüm kamu hastanelerinin sosyal medya kullanımını geliştirmeleri önerilmektedir

Anahtar Kelimeler:

Sosyal medya Sağlık hizmetleri Kamu hastaneleri İletişim

The Use of Social Media by Health Services in Turkey: Sample of Public Hospitals

Social media is an important channel for institutions/organizations to offer the opportunity to communicate with their stakeholders. Today, organizations can make their corporate announcements via social media and receive simultaneous feedback. This is a sign that social medi has removed the time and space difference. In this study, together with the necessary solutions for the detection of failure by examining the social media accounts of public hospitals in Turkey are presented. This study was conducted between April 10 – December 15, 2017. Social media usage habits of serving all public hospitals in Turkey within the scope of this research, which is descriptive quantitative research were studied. Social media usage habits of all the public hospitals that provide services were examined. All public hospitals providing services in Turkey n=713 , only 15.4% n=110 were found having a Twitter account. It was determined that 25.5% n=182 of the hospitals had Facebook accounts. Only 2.0% n=14 of public hospitals had a Youtube channel. When the Facebook shares of public hospitals are examined, it was seen that the majority of the shares are composed of corporate news and the Twitter shares are informative news about health. Therefore, Facebook is mostly used as a channel for corporate promotion purposes, while the result of using Twiter for health consciousness emerges. In the light of the results obtained in the study it is recommended that improving the usage of social media of all the public hospitals in Turkey.

Keywords:

Social media Health services Public hospitals Communication,

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