According to a new study conducted by Verasoni Ah Ha! Insights, a new research arm of Verasoni Worldwide, U.S. hospitals are missing out on major opportunities to better connect with their community, interact with patients, and promote their brand on Facebook.
The study, which is touted as the first to look at how hospitals are using Facebook can be read in detail on the Verasoni site. The press release on the study can be found here: hospital social media use study.
Some of the key points of the study include:
- The study looked at social media engagement of 120 hospitals over 8 weeks.
- The majority of hospitals in the study were under 500 beds.
- Only 5 out of 120 hospitals were using games, apps or contests for engagement.
- Sharing photos had about the same acceptance of sharing videos (40%).
- 92% of the hospitals did not integrate social media into their offline marketing.
- Only 14% of the hospitals were blogging. The same percentage were using Twitter. (GASP!)
- Only 6% of the hospitals in the study had more than 10,000 fans.
- Less than 40%of hospitals posted daily. Hospitals that posted on a daily basis had many more encounters with current and prospective patients as well as caregivers.
- Less than 50 percent used Facebook's event calendar to promote health or hospital events.
- 80 percent of hospitals did not use Facebook's discussion board. Those hospitals that did were rewarded with a high degree of engagement, adulation and recommendations from members.