보건복지 부문의 소셜미디어 활용현황 및 정책과제

제목
보건복지 부문의 소셜미디어 활용현황 및 정책과제
A Study of Utilization of Social Media and Policy Implications in Health & Welfare
저자

정영철이기호; 배하석; 신철민

키워드
소셜미디어; 소통; 공감; SNS
발행연도
2012
발행기관
한국보건사회연구원
초록
보건복지영역에서의 소셜미디어 활용현황과 선진사례 분석에 기반하여 공공에서의 성공적인 적용가능성을 타진해보고 활성화를 위한 정책방안 마련

ㅁThis study is aimed to examine the current use of diverse social media and their applicability to health & welfare based on the analysis on advanced cases and come up with a promotion plan.
ㅁ‘Social media’ has been called with the following words; Media, Social, Content, Online, Marketing, People, Platforms and Communication (Jason SL et al., 2011).
ㅁAmong general hospitals in Korea, only 40.5% has operated social media(focusingonFacebook,Twitter,YouTube,Blog,etc.).
ㅁIn terms of social media used in general hospitals in Korea, fcebook was most common, followed by Twitter. In terms of priorities for use of social media, marketing was the highest, followed by brand management and formation of community.
ㅁIn terms of the utilization of social media, these hospitals earned 64.0 scores(out of 100) in average. In other words, utilization by each social media platform has been not that high.
ㅁHospitals have been active in introducing social media, but the new technology has failed to meet high expectations. Each hospital has been a lack of policy, guidelines and education program.
ㅁSocial media sites in health and welfare include SoftNet’s InPHR, General Doctor’s Life Cooperative, GoodDoc, Hello Health, WebMD, EverydayHealth and Vitals.
ㅁSocial media platforms in welfare include Ttaseuari(Ministry of Health & Welfare), SNS Supports(City of Seoul), Flood Community Map(City of Seoul), Give Me A Pen, A Wonder of Bookshelf, Autumnal Sky, Somihak, Socil Prism, Asuda, Bokmani Manhwabang and Share Happiness with KRW 3,000.
ㅁSocial media utilization strategies in public health are as follows;
- Analysis on consumers’ needs and desire by bracket, field and type of disease
- Methodological study on data collection for analysis on needs
- Analysis method on big data
- Development of an efficient system for consumers
- Development of social media structure by introducing User Experienced (Ux) design
- Campaign on the risk of leak of personal information
ㅁSocial media utilization strategies in welfare are as follows;
- As a hub on the public, private and public health networks
- Clearer objectives to use social media for the public purposes
- Emotional approach
- Development of social media-based brand
- Effect of communications
- Better communications on the process of forming policies
- Human-centered social media
- Appropriate involvement and interference
- Blog-based communication
ㅁThe strategic policy implications in welfare are as follows;
- Clarification of the purpose of social media and establishment of internal policies
- Organization and operation of a special division for social media
- Development of customized social media guidelines
- Establishment of social media-related privacy policy
- Enterprise perception, processing and response-related education
목차
Abstract

요 약

제1장 서론
제1절 연구 배경 및 필요성
제2절 연구목적 및 범위
제3절 연구내용 및 방법

제2장 환경분석
제1절 소셜미디어에 대한 이해
제2절 인터넷 및 소셜미디어 현황

제3장 현황분석
제1절 국내 종합병원의 소셜미디어 운영현황
제2절 대한병원홍보협회 회원을 대상으로 한 소셜미디어 운영 및 활용현황
제3절 국내 병원에서의 소셜미디어 운영 및 활용현황에 대한 결과 및 시사점

제4장 사례분석
제1절 보건의료부문에서의 사례분석
제2절 복지부문에서의 사례분석

제5장 활용전략 및 정책제언
제1절 보건의료부문에서의 소셜미디어에 대한 기대효과 및 활용방안
제2절 복지부문에서의 소셜미디어 성공 활용전략
제3절 정책제언

참고문헌
보고서 번호
연구보고서 2012-43
ISBN
978-89-8187-971-6
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