Identifier

etd-04172011-223913

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

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.

Date

2011

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Lundy, Lisa

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