A Study of Utilization of Social Media and Policy Implications in Health & Welfare

Abstract

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