On the Value of Social Media in Healthcare: A Qualitative Exploration of Uses and Affordances (Preprint)
BACKGROUND Social media is increasingly used by healthcare providers. However, despite the growing adoption of the application in healthcare settings, the various contexts of use and the value proposition in each context are not well understood. OBJECTIVE This study aimed to explore the uses of social media in healthcare settings and the value proposition in each context of use, using a qualitative methodology. The affordances of social media and how healthcare providers appropriate social media for health-related activities are also explored from a Uses and Gratification Theory perspective. METHODS This study is an exploratory qualitative research study. Australian healthcare providers that use social media were contacted to participate in the study. Data was collected through semi-structured interviews and the transcripts were analysed using thematic analysis, to identify common themes expressed across participants. RESULTS Nine contexts of use of healthcare social media emerged: professional networking, harnessing patient feedback, public health promotion, professional education, patient education, organizational promotion, crowdsourcing, research, and patient collaboration. Results indicates that healthcare providers are not passive users of information systems, rather, they make conscious decisions regarding if, when and how to use social media. Thus, healthcare providers use social media because they believe that it will help them realize the gratification or value they seek. CONCLUSIONS This study conclude that the value of social media in healthcare lie in its potential to support various activities in healthcare settings. However, its value proposition varies depending on context of use.