A Social Media Organizational Productivity Model: Insights From Public Health Professionals

Abstract

Background Many previous studies have explored socialization-oriented social media (SM), but their reach has been limited to the context of information exchange for common personal interests. This study focuses on work-oriented SM, which can enhance organizational networking and productivity levels in the context of public hospitals. Objective This study aims to provide a theoretical framework to explain how the use of SM can enhance the skills of health professionals and levels of organizational productivity in uncertain environments. Methods A total of 2 distinct forms of data collection techniques were combined: focus groups and semistructured interviews. Both were conducted with doctors and nurses in Saudi public sector hospitals. Results The findings reveal that the use of SM can create professional socialization at the level of the institution, and this can enhance skills, knowledge, decision making, and the overall level of organizational productivity. The increasing use of SM creates collaboration between health experts (particularly endocrinologists and pulmonologists in this case) who arrange video calls to share best practices in terms of medication, diet, and health care plans for patients with multiple diseases. Many of these patients are particularly vulnerable, given the wider context of the current global pandemic. Conclusions This study culminates in the Social Media Organizational Productivity model, which provides insights into how SM has increased the accessibility of health professionals through the use of technology. Access to such professionals creates a patient-centric approach and a culture of shared communication for dealing with high-risk patients during the current global pandemic.

Why should we care about social media codes of conduct in healthcare organisations? A systematic literature review

“…Furthermore, codes of conduct exist to protect healthcare organisation employees from harming others, themselves or the organisation’s reputation. Frameworks such as the Social Media Organizational Productivity Model (Dailah and Naeem 2021 ) will further assist healthcare organisations in utilising social media effectively and realising its benefits.…”

“…Establishing a good healthcare organisation culture for the use of social media (Dailah and Naeem 2021 ) and a culture of knowledge sharing (Ghalavand et al 2020 ) will enable social media codes of conduct to be used effectively. Healthcare organisations already undertaking social media-based consumer engagement activities should consider sharing methods and knowledge with other healthcare organisations (Walsh et al 2021 ).…”

“…Lack of organisational support is a barrier to using social media (Bautista et al 2021 ). Organisational policies and structures often reflect the environmental expectations required to enhance social media use and increase success (Dailah and Naeem 2021 ). Furthermore, if the risks are not acknowledged, and appropriate usage strategies are not developed in codes of conduct, the risk of harm to patients, employees and the organisation will increase.…”

“…Guidelines must allow healthcare organisation employees to use judgement but provide targeted and detailed direction Training. Strict regulation may prevent health communication, so need a balance Review article Dailah and Naeem 2021 Social Media Organisational Productivity model Research article Khan et al 2021 Privacy Develop social media guidelines and strategies to improve interaction between healthcare organisations and consumers Research article Law et al 2021 Confidentiality. Maintaining boundaries.…”

The relationship between eHealth literacy, social media self-efficacy and health communication intention among Chinese nursing undergraduates: A cross-sectional study

“…Health communication is not an insignificant addition to the medical process but rather lies at the core of the medical process ( 12 ). By disseminating health knowledge through social media, medical staff can improve people's health literacy and, thus, improve their work efficiency ( 13 ). Nurses play an important role in the dissemination of health information ( 14 ).…”