'Social' media? How Swiss hospitals used social media platforms during the early months of the COVID-19 pandemic crisis

Abstract

Objectives: This paper about social media platforms of Swiss hospitals refers to the period between 10 February 2020 and 6 July 2020. The study included in-depth insights into the use of platforms, content analyses of posts and resonance of the posts. The study's objective was to get insights into social media post creation by and corresponding resonance in pandemic crisis.

Study design: This study included collection and analyses of posts created by a selection of Swiss hospitals during the period of study. All university hospitals and a variety of private and regional hospitals in all regions of Switzerland are represented. The data collection started before the official shutdown in Switzerland.

Methods: This study used mixed method approach and content analysis to evaluate 2,326 posts during the study period related to the COVID-19 pandemic.

Results: During the first phase of the pandemic, hospitals used social media platforms more frequently than normal. Especially in the first month, the number of posts rose disproportionally. The numbers dropped back to the initial situation after only 4 months into the COVID-19 pandemic. Most hospitals used Facebook and Twitter, whereas Instagram and YouTube's use were marginal. University hospitals used social media platforms differently than regional hospitals.

Conclusion: Most posts generated only a very low response with a median of 2. Hospitals were therefore not able to create engagement of their followers. However, hospitals that publish actively were able to build a more active community. Only a small number of posts led to heated discussions in the comments. These viral posts shared information on the illness, the vaccination, children and COVID-19.

Keywords: Health communication; Healthcare management; Hospital communication; Social media.