“CARE” in social media: perceptions of reputation in the healthcare sector

Purpose Guided by the growing importance of social-mediated organisational communication, this study examines how communication professionals within healthcare organisations perceive and respond to reputation impacts social media on organisation’s reputation. Although sector finds itself in midst a (continually) transforming landscape characterised large amounts digital health (mis)information an empowered “patient-as-consumer”, little is known about understand changes them. Moreover, much extant scholarship topic published specialised or medical journals does not explicitly address implications for organisations. Design/methodology/approach In-depth semi-structured interviews were conducted with responsible across eight hospitals Netherlands. The sample included two participants working as consultants/social advisors In all, 15 conducted. Findings Building interviewee perspectives, authors advance CARE (Control, Access(ability), Responsive(ness) Engagement) model highlighting dualistic characteristics each dimension. This built upon careful analysis professional responses. always-on environment, understanding managing tensions authors’ may be decisive use. Originality/value Understanding dimension lends more nuanced perspective potential impact(s) experienced field. shifting away from binary, either/or approach, paper contributes explicating complexities pervasive phenomenon (i.e. communication) its multifaceted sector.