Compare the two hospitals
A) Compare and contrast the content of each hospital’s Facebook platform. What stories (narratives) are being told that carry the branding message for each hospital? Consider a content analysis that creates overarching story categories and calculates the frequencies of each as a percentage. E.g. what percentage of stories are announcements of medical research, public health information (e.g. flu reports, infectious disease news) consumer health tips (e.g. diet, exercise tips, body care) etc. After you view the totality of posts, you will start to see patterns of content provided.
B) How interactive is the social media site when someone posts a comment? Is the platform used to simply broadcast messages or do the hospitals reply to post? What type of content generates more interaction among the audience? Why do you think some content generate much interest and others less? Are there any “sticky situations” that arise for the social media manager? What is the nature of these situations? How did each hospital respond to these situations? Do you find the response strategy a good PR move? Explain your answer.
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