To measure the effectiveness of social media communication efforts in health care, it is important to look at social media as one more tool in a health communicator’s tool box. The success of these efforts must be measured in relation to the business objectives they support and the degree to which those objectives are met.
While some communicators try to use return-on-investment to evaluate social media efforts, this technique is often not very useful, except in those rare instances when a clear causal relationship can be drawn between a specific communication effort and a specific outcome.
For health care organizations, social media is about more than profit and loss; it is about fostering relationships that promote the health of patients and the health of the organization.
- Strategic Application of Social Media in Health Care (social-media-university-global.org)