Title page for ETD etd-04172011-223913


Type of Document Master's Thesis
Author Tiller, Emily
URN etd-04172011-223913
Title Hospice Organizations on the Social Media Scene: Benchmarking the Uses and Strategies of Hospice Organizations on the Internet in 2011
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Lundy, Lisa Committee Chair
Dahmen, Nicole Committee Member
Song, Felicia Committee Member
Keywords
  • social media
  • hospice
  • relationship management
  • public relations
Date of Defense 2011-03-31
Availability unrestricted
Abstract
As baby boomers age and the hospice industry grows to meet the demands for care, it is important that these organizations reach their consumers in sensitive and responsible ways. Building caring and mutually beneficial relationships with these consumers is important. Social media can give these organizations the platforms to build and maintain these relationships, but most of the hospice organizations in this qualitative study did not make good use of the opportunities online to relate to their publics. Using public relationships and relationship management measurements, this study monitored the online activity of seven hospice organizations. In general, these organizations under used all available online media. Two hospice organizations, Alive Hospice and Vitas Hospice, most appropriately used the media to interact with their publics online.

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