behind the geraniums with her iPad, Skyping with her granddaughter or reading the latest posts on the Facebook page of her nursing home. Via the team leader's blog she can read a report and look at the photos of the last outing to the Keukenhof.
The number of seniors in the Netherlands using internet applications has increased significantly in recent years. Statistics Netherlands (CBS) measured that 34 percent of Dutch people aged 75 or older used the internet in 2012. One in ten Dutch people over 75 use social media applications. This group is expected to grow even larger in the coming years.
It is therefore not a strange step to dedicate the third edition of the Social Media Monitor Zorg (SMMZ) entirely to the nursing, care and home care sector (VVT). After the entire healthcare sector was analysed in the first version of the SMMZ for the use of social media, it was decided from the second edition onwards to examine one sector within Dutch healthcare per edition. This resulted in an SMMZ on mental health care last October and now it is the turn of the VVT sector. In this article I would like to explain the most important results of the third edition of the SMMZ VVT.
The results
As with the SMMZ GGZ, we have defined three measurement areas:
professionalism;
(inter)activity;
client focus
Using these three measurement areas, we have analyzed 127 VVT institutions on their efforts on four social media channels: Facebook, Twitter, YouTube and Google+. The list of 127 VVT institutions was compiled with the help of Vilans, the knowledge center for long-term care.
Graph 127 VVT settings on social media
The presence of the 127 VVT institutions on Twitter, Facebook, YouTube and Google+.
Facebook
The key results for Facebook:
Attendance: 62%
Average number of fans: 199
Regularly active on Facebook page: 62%
Average number of posts: 9.6 posts
Posts client-focused posts: 19%
Most VVT institutions know how to find their way to Facebook: turkey mobile phone number list over 62 percent of the institutions are present on this medium. A number of institutions know how to create interactivity with the fans. Florence from The Hague has a lively Facebook page. With self-made campaigns they try to respond to what is going on among the fans. For example, they respond nicely to the bad weather in May with a rainbow umbrella from the care institution. The result is a large number of likes and reactions from the fans, with Florence responding immediately to negative reactions.
Comments VVT settings on Facebook
The number of responses from the VVT institutions examined on Facebook.
Lots of interaction on this post on Facebook.
Lots of interaction on this post on Facebook.
On the other hand, the monitor also shows that a large number of institutions still do not conduct sufficient dialogue with their target group on Facebook. This is mainly because they themselves post little to no relevant content. Below is an example of a VVT institution that posts content on Facebook, but which results in little interaction. In order to stimulate interaction, it is important that content is tailored to the institution's target groups. Fans want to see relevant and interesting content that is tailored to them. News reports and external links should therefore be provided with the sender's own relevant content. In this way, the content is tailored to the institution's target groups. For whom is the Alzheimer's disease knowledge test intended in this example? And why would this link be interesting for me as a fan?