Utilization of Social Media as a Health Promotion Tool of Indonesian Hospitals: Literature review

Abstract

The use of social media in various aspects including health is increasing in recent years. The effectiveness and efficiency of using social media to promote health by hospitals become the excellence, compared to using conventional media. This study aimed to get information about the use of social media by hospitals to organize health promotion from some points of view, including: 1) the type of social media, 2) program effectiveness, 3) engagement level, and 4) efforts to increase engagement level. Among 62 articles (from 2017 to 2022) searched by Google Scholar and Garuda databases with the keywords of media, social, hospital, promotion, and health, the researchers obtained 3 suited articles based on the title, abstract, content, and research objectives. This literature review study revealed that social media is highly effective and efficient in the implementation of health promotion programs by hospitals. Particularly Instagram is the most widely used social media platform with the highest engagement, compared to other social media platforms. The interesting and unique efforts and strategies can further increase community engagement level on hospital social media accounts; thus, there will be an increase in the awareness of healthy living among Indonesian people.