aurora sinai persuasion campaign: gaining a foothold in social media

8/2/2019 Aurora Sinai Persuasion Campaign: Gaining a Foothold in Social Media

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Aurora Sinai Persuasion Campaign:

Gaining a Foothold in Social Media

Nick Michael

John Wrend

Ian Yakob

Marquette University


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2. Table of Contents 2

Abstract Page 3

Body

Introduction

A. Problem Statement Page 4

B. Problem Analysis Page 5

Planning

A. Goal Setting Page 6

B. Audience Analysis Page 8

C. Message and Channel Strategy Page 11

Implementation Page 13

Evaluation

A. Campaign Impact Page 15

B. Process Evaluation Page 17

Conclusion Page 18

References Page 19

Tables and Figures Page 21

Appendices Page 22


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3. Abstract 3

The purpose of this campaign was to promote the use of social media by Aurora

Sinai Medical Center so that the hospital could benefit from the positive effects online

networking provides for businesses. The downtown Milwaukee medical center is at a state

of consistent economic loss, and its lack of utilizing social media only hurts the hospitals

presence within the community. By increasing positive awareness for the hospital, this

social media campaign aims to provide convincing support capable enough to influence

members of the medical center to employ online networking on their own.


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4. Introduction Problem Statement 4

Due to American cultures massive obsession with social media, it has become

prudent that businesses use online networking for increasing exposure and advertising.

Now more than ever, utilizing social media for commercial gain is an effective way for

companies to stay present in the minds of their consumers (who ultimately contribute to the

profits and successes of those businesses). With 73 percent of the United States internet

population using Facebook (Swift, 2011), social media is not easily ignored. Similarly, the

Business Insider says Twitter adds about 500,000 users per day (Olenski, 2012).

Altogether, it is clear that the online sphere is wildly expansive, so the way it translates to

the real world is vital for businesses.

Unfortunately, Aurora Sinai Medical Center in Milwaukee does not utilize social

media beneficially. The hospital is faltering financially, and its ineffective use of online

networking is not helping it recover. According to WISN (2012), Aurora Sinai has lost over

$27 million in the last five years. Guy Boulton of the Milwaukee Journal Sentinel (2012)

said the hospital, which had 303,402 non-emergency visits and 68,196 emergency visits in

2010, has only turned a slight profit one time in the last ten years. But this problem goes

way beyond just the fiscal problems of the hospital. If Aurora Sinai closes its Milwaukee

location, the city would be losing its only emergency room downtown. Thousands of

citizens would not have anywhere in proximity to go for healthcare, and other hospitals

would have an unwarranted influx. Closing Aurora Sinai's emergency department, for

example, could result in more than 60,000 patients seeking care from Wheaton Franciscan

Healthcare-St. Joseph and Columbia St. Mary's Hospital-Milwaukee (Boulton, 2012).

Thus, Aurora Sinais struggle is extremely problematic as a threat to Milwaukee citizens

and its failure to adopt social media is a contributor to this problem.


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5. Introduction Problem Analysis 5

With social networking occupying the pinnacle of the present online advertising

arena, a resistance to participating in it can easily result in negative consequences for

business popularity. That being said, Aurora Sinais lack of social media utilization is a

problem that came to existence by its own reluctance to follow societys lead. Considering

how expansive social media is, coupled with its profitability as a business-complement,

other hospitals are leaving Aurora Sinai Medical Center behind. According to the Hospital

Social Network List (ebennett.org 2011), 1,220 hospitals in the United States use social

networking tools. With 4,118 social networking sites on behalf of US hospitals, its clear

that Aurora Sinai should follow suit to at leastbegin solving its problem. Although this

issue could be considered a mere barrier to success rather than an actual problem, its clear

that Aurora Sinai is struggling. Meanwhile, the lack of social media use is a detriment that

continues to exist simply because the hospital persists in neglecting social networking. That

said, the hope for the networking venture is to promote not only a positive image, but also a

pervasive one. If the hospital has a foothold on social media, then it will have a larger

audience, and thus a larger potential population for profit. Meanwhile, the hospital needs

profit to escape failure, and therefore it needs social media. This issue is significant

because Aurora Sinai is a critical member of the Milwaukee community as the only

downtown emergency room. Saving its presence through online advertising and persuasive

messages is worthwhile as a forward looking prevention of disaster for citizens, students,

and the like. However, it takes time and effort to gain a foothold in the social media realm.

Nevertheless, getting started and at least trying to catch up with success is paramount.

Otherwise, Aurora Sinai is likely to continue dwindling until it finally falls asunder, as

many news outlets suggest.


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6. Planning Goal Setting 6

Altogether, the goal of this assignment is to exploit the intersection of positive

attitudes people have towards Aurora Sinai and online networking to formulate a successful

social media campaign capable of influencing the hospitals ownership. Because of the

twofold approach, there are various goals and a ton of overlap in the persuasion matrix

among what types and targets of change the campaign intends to gain as responses. To

successfully persuade the Aurora Sinai Medical Center to use social media in their

everyday practices would ultimately call for a creation of behavior. The idea is that the

hospital currently does not engage in social networking means doing so would be a new

behavior. Once the hospital starts the process, it is an extended behavioral change because

it is something it is something the hospital has not done before and it would have to fulfill

the necessary requirements to keep the social media platform updated. The change for Sinai

would also be a creational goal by the mere initial creation of the media platform itself.

This would involve creating various social media accounts such as Facebook and Twitter

that would share information about the hospital in order to promote the hospital with

whatever success is attained. Overall, this is the type of influence that involves giving

advice, which can help save the hospital economically, according to the campaigns plan.

However, to get the hospital to make these changes, there are a couple other angles to

consider. In order to get the decision to develop a social media platform, there must be

some kind of attitude change that tells the members of Sinai that it is worth it to begin

social media operations. To achieve this, the campaign aims to demonstrate the raised

awareness that social networking provides. Thus, by creating and maintaining a foothold on

social media for Sinai, the creation of cognitive awareness is necessary in the target

audience of Milwaukee residents. That being said, the effective and inadvertent advertising


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6. Planning Goal Setting 7

of having presence across various social media outlets will provide the creational and

cognitive changes to gain awareness. Our goals did not change over the course of the

semester because our primary target audience confirmed the link between social media and

positive hospital awareness, so the only things we adapted to were the suggestions of what

would make the social media accounts successful (See Tables 4-6).


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7. Planning Audience Analysis 8

The Aurora Sinai Persuasion Campaign has two elements in its target audience

because the campaign is employing a dual stage tactic of persuasion. With the ultimate

hope of having the hospital embrace and promote itself via significant social media activity,

the overarching target audience is the Aurora Sinai Medical Center. However, since the end

goal requires evidence of the expansive and beneficial reach of social networking on behalf

of the hospital, the campaign will first pursue the demonstration of said effective social

media use. In order to do so, the secondary (but chronologically first) target audience is

made up of those residents of downtown Milwaukee in the proximity of Aurora Sinai. In

addition to the residents of downtown Milwaukee, it would also be appropriate to consider

students of Marquette University as a subcategory of this target audience. According to the

2010 Census, Milwaukee City has around 266,339 Whites and 237,769 African Americans

making of the majority of the population (Census 2010). Out of this majority, it is

acceptable to estimate that half are at least familiar with social media. Nevertheless,

reaching this half as the target audience does not limit the confine the successes and

failures of the networking efforts, since there will inevitably be immeasurable (positive)

results in terms of awareness through word of mouth and personal experience as an effect

of the social media venture.

After targeting the consumer demographic by gaining a foothold in social

networking, the next target would be to translate this into a realization for the more

important target audience: the Aurora Sinai Medical Center. This includes owners,

employees, directors, etc that create the cohesive body of the center. These are the

people who help keep the hospital functional (although non-profitable) on a daily basis. By

merely being on their side of the spectrum, these people are likely to be already familiar


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with the benefits of a social media platform for a business but perhaps are unsure how to

implement it effectively in their everyday practices. Historically, this is a result of it not

ever being in anyones job description to promote the hospital in new digital medias.

Nevertheless, some may have already considered using social media to boost consumer

satisfaction and awareness of information and events pertaining to the hospital, but the ones

currently in place are unsuccessful and/or misguided. It is because this audience of Aurora

Sinai is either unsuccessful or non-committed to social media that it is the target of the

Aurora Sinai Persuasion Campaign.

Per our campaign surveying and interviewing techniques, we

researched a number of important pre-existing attitudes and

involvements regarding the hospital and social networking. The most

helpful thing for the social media campaign is that a great majority of people interviewed

felt that social media would in fact spread awareness for the hospital at the very least.

Through the multiple interviews, the participants ranged from never having been to the

hospital itself to having had an operation there over the course of multiple visits

meanwhile, there was consistency in the answers about a lack of advertising. Apart from

the mixed feelings towards Sinai, some recurring themes in opinion were that the poverty

of the city is probably a major factor for Aurora Sinais struggles, and the hospital cant be

entirely to blame for its debt when it takes in so many uninsured patients.Still the biggest

piece of information that our audience research provided was the fact that most people

would have serious concerns if the sole downtown emergency room of a city were to shut

down, even if other options were available. The overall hope is that the hospital becomes

successful, but most thought that it will not be possible without some kind of changeand


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the majority agreed that social media could help, as one participant said, You have to try

something or else youll drown (See: Interview in appendix C).


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8. Planning Message and Channel Strategy 11

It bodes well for this campaign that many people agreed that gaining a foothold in

social media could at least be a start towards profit because of an increased awareness. At

the same time, its clear that it is doubtful for social media to be the panacea of all the

problems, but its at least a step in the right direction. The interviews provided a

tremendous amount of insight on how people feel about Aurora Sinai as a hospital and as a

part of the city. The overall conclusions included that creating a better atmosphere for the

hospital is something it has to do on its own so that it can have better interaction as a

member of the community, as well as that Aurora Sinai does a poor job promoting

awareness and advertising (See: responses to questions VI and XI from Interviews in

Appendices B and C). This campaign agrees, and understands that social media is a good

tool for self-promotion, which would result in better rapport with others in the community.

It was an obvious consensus that hospitals are vital for a communitys health. Now,

however, its becoming clear that the health of a hospital can depend on the ability for it to

be known positively. Fittingly, this campaign recognizes the potential for a positive

common denominator between social media and Aurora Sinai. Thus, the campaign

developed the strategy of gathering a following for a promotional Twitter account that

accommodates the needs of the target audience. After completion, this is likely to be

sufficient to persuade Aurora Sinai to get started in a social media campaign of its own. It

seems simple, but crossing the threshold between having minimal social media

participation and having a stalwart grip on digital networking is a massive leap.

The theoretical perspective that provides the basis for our campaign is the logical

theory that Fishbein presents regarding attitudes. In his theory, an attitude is the final

function of beliefs and evaluations about them (lecture 8). Our ultimate campaign strategy


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8. Planning Message and Channel Strategy 12

is to change the attitudes that Aurora Sinai members have about using social media, enough

to the point where they would finally evaluate employing social media as less detrimental

than not. Thus, our campaign had to find a way to prove that social media could make a

difference, and we decided that employing it ourselves to have tangible evidence of an

increased following would suffice. After gaining enough attention, letting the increased

awareness speak for itself would be the main point to potentially present in front of Sinai

members. According to these strategies, our choice of channels was a no-brainer. First, our

Twitter account represents an online multimedia channel that can spread awareness on its

own. Next, our own word of mouth represented a face-to-face channel to raise attention to

the account. Finally, after measuring the success of the social media enterprise, a

presentation to Aurora Sinai members would also be in the personal face-to-face channel.

We chose these channels because of the way that they complement each otherthe online

presence, coupled with a real-world personal promotion, helps cover various areas in which

the audience resides. When we want to speak to the impact of the campaign, we simply

point to the digital channels success.


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9. Implementation 13

The first order of business for the campaign was to gather information and ideas

from members of the community, or the target audience. Doing interviews was an easy

choice because individuals can come up with many unique answers that they may not have

had a chance to say in a focus group. The design of the interview activity was to conduct

research that would provide high quality data to help reach a two-pronged end goal. That

said, the interview process for this assignment needed to provide useful information for the

relationship between Aurora Sinai and the target audience in terms of using social media as

a common link. The goal was to find out what people already believe the benefits of using

social media to be, and then uncover what the sample thinks would be the best way to

utilize those networks. Meanwhile, the interview activity would also be a way to confirm or

deny the initial assumptions made from the first problem analysis (in terms of how much

people agree with the campaigns goal). The underlying agenda was to demonstrate the

campaigns belief that the hospital is better off using social media, so the questions were

aimed to help figure out how best to persuade an audience. Put simply, this activity was

meant to find what is going to be successful when implementing and promoting social

media accounts. Understanding the target audiences personal involvements with Aurora

Sinai and social media was important so that the research could help foster more future

involvement.

After the interviews, conducting a quantitative survey was the next step. Our

previous study helped us understand if a social media presence could work, but this study

would help us know what kind would work. With this effort, the second level objective for

the questionnaire research was to have the audience inadvertently tell the campaign the

ways to produce an effective message to ultimately show to members of the hospital. The


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9. Implementation 14

research showed that it would in fact matter to people if the only downtown emergency

room closed, and so it is vital that Aurora Sinai remains open. That said, the audience also

agreed that social media can actually help, and that is significant because most of the

audience participates in online networking. The key at hand here is that the audience

demonstrated beliefs that not only will the social media platform help the hospital, but also

that it would not be able to hurt it any further (unless by an egregiously foul

implementation). As said before, the next step is to get into the social circles so as to find a

gateway into the commercial aspects of social media. Since most of the audience uses

social media for social circles and consumer enterprises, getting into those circles is the

first step towards raising awareness via social media. Our qualitative analysis had

previously suggested we gain a Twitter following, and this quantitative analysis confirmed

that doing so would actually be convincing to Aurora Sinai members.

So, of course, the formative research led us to create a support account on Twitter.

After doing so online while including all of the necessary disclosures of information about

the account, we started to pursue a following. Gaining attention quickly was difficult, but it

involved word of mouth advertising as well as retweeting and following local community

members with the account. All three campaign members had access to the account, and in

two short weeks it had over 25 followers (See: Appendix A). As such, our methods of

exposure were as spread out as possible for us. We could continue in the online sphere by

traditionally being active on the social network, while also asking people on the streets in

person if they were interested in Sinai, suggesting they should follow the Twitter account.


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10. Evaluation Campaign Impact 15

The easiest part of our campaign was evaluating the impact of increasing attention

and awareness via social media. That said, literally counting the number of followers the

Twitter account accumulated let us know that our campaign achieved our initial desired

effect. Our initial goal was to gain a significant following on Twitter, and our consensus

was that around 30 followers would be reasonably adequate. After just two weeks of

having an account, we got the number up to 26. This does include our own Twitters, so the

number is more like 23. In analyzing this work, were fairly confident that this quick effort

for a Twitter account to support Aurora Sinai is promising and that it would actually be

useful in persuading the hospital to step up. Accordingly, the data we previously gathered

advised the campaign to primarily use Twitter as a gateway to continue spreading

awareness through the eventual use of Facebook and Foursquareand all of this circles

back to the first campaign assignment in which we suggested that some initial media

platforms would likely be the best options while others would possibly crop up in the

future as a good method to branch out further (See: Table 6). Altogether, the goals of this

assignment laid out earlier were successfully accomplished, each in its own right. Our

campaign reiterated and affirmed the audiences attitudes toward the hospital, it bolstered

the idea that social media and the hospital are compatible, and it helped mark out which

methods of social media the campaign should tackle and how. The results helped shape our

campaign because it showed that the audience was clearly on-board, as the data showed

little to no polemic tendencies (See: Tables 2 & 4). Positive attitudes were clearly

reinforced by our campaign, and the level of effect could rise to a point where Sinai

Members would change their attitudes, and ultimately benefit from the increased attention.


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10. Evaluation Campaign Impact 16

We were very encouraged by this because the effort has the possibility of becoming a

mutual goal for people in the area.


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11. Evaluation Process Evaluation 17

The procedures we used to plan our campaign were very effective, but slightly

underdeveloped at the start. We believe this is true because our campaign did not figure out

everything with complete thoroughness from the interview process, and our subsequent

surveys needed to include additional questions to help us evaluate our position.

Fortunately, our surveys succeeded in providing us with the proper information, so the only

change we would have made was to streamline our initial interviews to gain more

comprehensive insight. Still, we extracted what we needed from the research so that our

campaign could be effective in the implementation process. The procedures we used to

implement our campaign were successful in that they were very straightforward. Our goal

in this step was to gain a following and our approach and efforts got us where we believed

we should be. The way our campaign approached the problem was very effective

considering the short-lived Twitter account, and so our success depended on our strong

research. Looking back, we agree that we should have gotten the accounts up and running

much sooner if we were to try to persuade the hospital at the end of this semester.

Nevertheless, the group worked very well and our key was consistent communication.


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12. Conclusion 18

The research we gathered from our interviews and surveys showed that people were

very fearful for downtown Milwaukee if the hospital was to close, and it was clear that

some change was needed. As the strongest premise to our campaign, we believe that social

media can truly make a difference by providing that change. The campaign recognized the

positive support it could receive because it listened to its audience, and so the final step

would be for the hospital to listen up. That is, since the people believe social media can

make a difference for Aurora Sinai, and the campaign advocates the same, the final leg of

the stool is to have members of the hospital believe it as well. At that point, it could finally

make the difference our campaign hopes it will make. Still, without taking everything to

Sinai, it is altogether difficult to measure the success of our campaign. We could easily

measure the increase of awareness and attention that our campaign provoked, but those

attitudes only give us optimism for the final step of the campaign. Still, considering the

whole process of the campaign assignment, and the fact that our campaign was of two-fold

influence, we consider it a great success. The first prong was to increase awareness via

social media, and we believe the attitudes reinforced by our effortsin addition to the

exposure we achieved in such a short period of timeproved our capabilities in

accomplishing it. Now, the change in awareness only needs to increase the attitude of

Aurora Sinai members concerning social media to the point where they realize it can help

the hospital begin to thrive.


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13. References 19

2010 Census Interactive Population Search. (2010). 2010 Census. Retrieved February 14,

2012, from http://2010.census.gov/2010census/popmap/ipmtext.php?fl=55

Aurora: Sinai will remain open. (2012, February 10).Milwaukee News, Milwaukee,

Wisconsin News, Weather, and Sports - WISN Milwaukee's Channel 12. Retrieved

February 14, 2012, from

http://www.wisn.com/money/30425915/detail.html#ixzz1mUjePKCa

Aurora Sinai's future to be determined earlier than expected. (2012, February 8).

Milwaukee News, Milwaukee, Wisconsin News, Weather, and Sports - WISN

Milwaukee's Channel 12. Retrieved February 16, 2012, from

http://www.wisn.com/news/30414101/detail.html#ixzz1mUbQAoIf

Boulton, G. (2012, January 6). Growing losses at Aurora Sinai raise questions about its

future.JSOnline.com. Retrieved February 13, 2012, from

http://m.jsonline.com/topstories/136793693.htm

Boulton, G. (2012, February 10). Aurora Health Care blasts Wheaton over Sinai questions.

Milwaukee Journal Sentinel. Retrieved February 13, 2012, from

http://www.jsonline.com/business/aurora-health-care-blasts-wheaton-over-sinai-

questions-9h457of-139137959.html

eMarketer. (2009, August 31). Social Network Marketing Expands Sphere - eMarketer.

Market research & statistics: Internet marketing, advertising & demographics -

eMarketer. Retrieved February 14, 2012, from

http://www.emarketer.com/Article.aspx?R=1007252


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13. References 20

Hospital social network list. (2010, October 19).Found in Cache: Social Media resources

for health care professionals from Ed Bennett. Retreived February 14, 2012, from

http://ebennett.org/hsnl/

Olenski, S. (2012, January 6). The top 5 things marketers should never say about social

media. The Business Insider. Retrieved February 13, 2012, from

http://articles.businessinsider.com/2012-01-06/news/30596705_1_social-media-

facebook-twitter

Swift, M. (2011, January 23). Facebook's growth in U.S. slows, as overseas growth ramps

up. Chicago Tribune. Retrieved February 13, 2012, from

http://articles.chicagotribune.com/2011-01-23/business/ct-biz-0124-facebook-

world-20110123_1_facebook-social-network-millionth-user


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14. Tables and Figures 21

Figure 1 Figure 2

Figure 3 Figure 4

Figure 5 Figure 6


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15. Appendices 22

A. Twitter Account

B. Example Questionnaire

Questionnaire 18

Aurora Sinai

I. What is your general attitude towards hospitals?

Very negative somewhat negative neutral somewhat positive very

positive

II. What is the likelihood that you would go to Aurora Sinai if you needed a hospital in this area?

Very unlikely somewhat unlikely toss up somewhat likely very likely


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15. Appendices 23

III. What do you think the likelihood is for other people in this area to go there in the same circumstances?

Very unlikely somewhat unlikely not sure somewhat likely very likely

IV. What is your perception of Aurora Sinai as a hospital?

Its very successful its successful not sure its not great its awful

V. As the only downtown emergency room in Milwaukee, how important is it for Aurora Sinai to remain open?

Absolutely critical pretty important no difference not very important irrelevant

VI. How well known is the hospital in the community?

Prominent somewhat well known not sure not very well known invisible

VII.How important is it for a hospital to be well known?

Vital somewhat important not sure not very important

insignificant

VIII. How important is social media in your life?

Im totally hooked it plays a big role not sure could care less whats social

media?

IX. What best describes your use of social media?

I dont use it

I only use it when I MUST contact someone I know

I check it for friends and social circles

I also use it for consumer deals, news updates such as sports stories, current events, and some

commercial followings

X. How much could a powerful social media presence affect a company?

Greatly aid success somewhat aid success not sure not by much

not at all

XI. Social media is good for advertising and awareness. Agree or disagree?

Agree disagree not sure

XII.Aurora Sinais poor reputation has a lot to do with its economic failures?


I. It would be useful to Milwaukee residents (who utilize local social media) for Aurora Sinai to have accounts.


I. What kinds of accounts could be beneficial for Aurora Sinai to utilize? (Select all that apply)


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15. Appendices 24

Facebook Twitter Myspace Foursquare Google+

XIII. Social media could help Aurora Sinais image and reputation?


XIV. If Aurora Sinai can implement social media in a practical and non-wasteful way, it should do it.


I. Aurora Sinai members could be convinced to make a social media platform if it received a legitimate following

online.


C. Example Interview

INTERVIEW #3

I. What is your general attitude towards hospitals?

Very comfortable in them, so thats why I volunteer. Physicians freak me out I guess but over time it got better.

II. If you need a hospital nearby, where do you go?

Aurora Sinai

III. Do you think people in the area are likely to go to Aurora Sinai?

Yes

IV. What is your perception of Aurora Sinai?

Its underserved. Theres a shortage of manpower because of its urban setting.

V. Is it successful as a hospital?System-wide it is. Sinai itself is not.

VI. In fact, Aurora Sinai has lost 27 million over the last five years (yikes); why do you think the hospital is failing?

I really dont know. It might be the demographic. The population that it serves is generally the poorer community,

which can lead to problems with payment for medical services. I dont know.

VII. Aurora Sinai is the only emergency room in the downtown area. What do you think would happen if it closed?

It would redesign the whole layout of where people go. Ambulances would be in short supply and time for travelling would

be problematic. You dont know what can happen if people cant make it in time.

VIII. Have you been treated or been there?

Been there.

IX. How would you rate the experience?

The nurses are nice, they care for the patients. But theyre overworked and exhausted. The patients I saw had

positive experience, but I cant speak too much.

X. How important is it for a downtown hospital to be successful? Explain...

Obviously important. If it doesnt find a way to break even theyre probably going to have to close it.

XI. How well do you think Aurora Sinai advertises its services? Could they do better?

The only time I ever see something from Sinai is when Im watching locally televised sports. They could definitely

reach a broader audience somehow.

XII. Do you think it is well known?

I think so. I was at a clinic on the north side and people brought it up frequently.

XIII. Why is it important for a hospital to be well known?

So they can get the greatest amount of care and exposure. Its kind of a business, so you need customers.

Social Media


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15. Appendices 25

XIX. Do you use social media?

Yes

XX. Which types of social media do you use? How frequently?

Facebook, daily.

XXI. What do you gain from social media outside of your social circles? (For example, following a shoe company on

twitter)

I rarely look at that stuff because I dont use Twitter that much. Its mostly social for me.XXII. Do you think Aurora Sinai could gain similar attention using social media?

I havent bought into the whole Twitter thing yet, but I bet if they got good at Twitter it cant hurt.

XXIII. In what ways would Aurora Sinai benefit from social media?

XXIV. Do you think that any other forms of social media would be beneficial for Aurora Sinai to increase awareness?

Yea you get your name out there.

XXV. Do you think that more attention would help Aurora Sinai get a head start in turning itself around economically?

Yes I think so, but then again I feel like every time I was there they had enough work to do but there was just

something about it that made it not work well.

XXVI. Would having information about your local hospital on social media be a valuable tool?

It really lets people know about certain things and events so spreading knowledge about events is a good idea.

XXVII.Do you think social media could hurt Aurora Sinai in anyway? If so, in what ways?

No, not specifically. Only if they put out a really really bad image.

aurora sinai persuasion campaign: gaining a foothold in social media

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