The use of social media is becoming increasingly significant in the public sector. Many
social media platforms are important channels for sharing and obtaining information.
Their use is also becoming more common in public hospitals. There are several known
foreign studies addressing the use of social media in public hospitals prior to the
pandemic, but no Slovenian studies could be found. There is only a Slovenian study
examining the use of social media in public hospitals during the pandemic.
The diploma thesis investigates the use of social media in hospitals prior to the
pandemic. In the context of the analysis, the tool FacePager was used, with
parameters such as the number of posts, responses, interactions, and so on. The data
was obtained from the social media tool called Facebook. The results obtained were
then compared with those obtained during the inter-pandemic period.
According to the study, only six hospitals had an official Facebook page during the prepandemic
period. During the pandemic, however, nine hospitals were active on
Facebook. The analysis showed a difference in the content of the publications. During
the pandemic, the majority of publications in the same category dealt with the provision
of services, whereas prior to the pandemic, the majority of publications in the same
category dealt mostly with social events.
The survey results provide the profession with insights into hospital use of social media
in the run-up to the pandemic, as well as raise awareness of potential changes that
hospitals need to make to improve their performance in this area. The comparison of
the two periods provides hospitals with a good starting point for future work in the
context of social media communication.
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