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Sustainability 2018, 10(12), 4447; https://doi.org/10.3390/su10124447

Designing a Data Visualization Dashboard for Managing the Sustainability Communication of Healthcare Organizations on Facebook

Department of Social, Political and Communication Sciences, University of Salerno, Via Giovanni Paolo II, 84084 Fisciano, Italy
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Received: 29 October 2018 / Revised: 23 November 2018 / Accepted: 24 November 2018 / Published: 27 November 2018
(This article belongs to the Special Issue Sustainability for Healthcare)
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Abstract

Healthcare organizations are being increasingly requested to publicize their sustainability efforts on digital environments and social media, in part because previously passive patients are now becoming active customers. This paper investigates how leading healthcare organizations are using Facebook to communicate their sustainability, in terms of their focus on different components of the 3Ps (people, profit, planet) and interactive communication strategies used on social media. A content analysis was made of the Facebook posts (n = 6145) of healthcare organizations in the Forbes Global 2000 (2017 annual ranking) from 2015 to mid-2018. Our findings show that the social component of sustainability prevails over environmental and economic issues, although it does not seem to generate increased consumer engagement (in terms of users’ likes, comments, reactions, etc.). A data visualization dashboard was developed to help managers in benchmarking competitors and assessing how they can increase response rates and public engagement on social media, thus encouraging the active participation of users. The study also provides useful insights for communication managers in identifying how to use deliberative tools to develop consumer relationships on social media and aligning companies and consumers regarding shared sustainability themes. View Full-Text
Keywords: sustainability communication management; data visualization dashboard; healthcare organizations; social media; user engagement; managerial dashboard sustainability communication management; data visualization dashboard; healthcare organizations; social media; user engagement; managerial dashboard
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Conte, F.; Vitale, P.; Vollero, A.; Siano, A. Designing a Data Visualization Dashboard for Managing the Sustainability Communication of Healthcare Organizations on Facebook. Sustainability 2018, 10, 4447.

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