Social Media and Hospital Reputation During Pandemic

DOI

10.2991/978-2-494069-77-0_53How to use a DOI?

Keywords

Social Media; Instagram; Hospital; Reputation; Pandemic

Abstract

The outbreak of the Covid-19 virus that hit the world, including Indonesia, brought significant changes to the hospital sector. Not only changes in service to patients with strict health protocols, but the acceleration of hospital digitization has also increased significantly. Using social media is a surefire way to maintain the hospital’s reputation amid public distrust that hospitals have the competence and caring attitude. The limited facilities owned by the hospital, health workers who were also infected with COVID-19, negative news from the media, and how the hospital cares about educating the public in the midst of a pandemic. Instagram is one of the social media platforms with 2 billion active users every month, no doubt many hospitals use Instagram as a supporting medium. This study aims to reveal how Instagram supports the reputation of hospitals during the pandemic. This study uses a qualitative descriptive method with an in-depth Instagram content analysis approach from three hospitals: JIH Solo Hospital, Solo Baru Indriati Hospital, and PKU Muhamadiyah Hospital Solo of October - December 2021. Using Herbert Baum’s theory on reputation, the research has revealed that social media provides positive support in three parts: reliability, where hospitals provide quality services following community expectations, and providing the best service. Trustworthiness is where people believe, feel safe, and feel prideful in doing treatment at the hospital. Responsibility is where the hospital responds to complaints quickly and is friendly to the surrounding environment. It can be seen from the engagement of likes, views, and comments from the public in every upload on Instagram. The typology of messages presented by the three hospitals has the same categories: promotional content, educational content, and publication content.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Eni Lestari
AU  - Andre Noevi Rahmanto
AU  - Ignatius Agung Satyawan
PY  - 2022
DA  - 2022/12/30
TI  - Social Media and Hospital Reputation During Pandemic
BT  - Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)
PB  - Atlantis Press
SP  - 388
EP  - 393
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-77-0_53
DO  - 10.2991/978-2-494069-77-0_53
ID  - Lestari2022
ER  -