Adoption and utilization of social media across hospitals in Depok City

Businesses in various sectors have used social media. However, analyzes regarding the use of social media by hospitals in Indonesia are still understudied. This study aimed to investigate the adoption of social media by hospitals and the relationship between hospital social media utilization and several hospital characteristics. We conducted a cross-sectional review of hospital-related activity on three social media platforms: Facebook, Instagram, and YouTube. All 23 hospitals in Depok City, Indonesia, were included in this study. Social media adoption is related to whether the hospital has an account in the aforementioned social media. Utilization refers to the user activities specific to each social media platform, such as the number of Facebook page likes, Instagram followers, and YouTube subscribers. Eighty-seven percent of the hospitals under the study have an Instagram account, 65.2% have Facebook, and 47.8% have YouTube. Based on the hospital characteristics, private and grade B hospitals have higher adoption of social media compared to their counterparts’ groups across all three social media platforms. There was no significant difference in the utilization of social media based on ownership, type, grade and size of hospitals.