Social media utilisation by assisted reproductive technology organisations in Australasia – roles, risks and benefits

Abstract

Social media is a phenomenon that has erupted in recent years; with the adoption rate increasing remarkably across all demographics, it has become an everyday tool to a significant number of individuals and organisations. A great deal of literature has investigated how and why social media is being used in a number of businesses and non-profit organisations, and more recently pioneering steps into the healthcare industry have been made. The assisted reproductive technology (ART) industry is multi-faced in nature, with a rapidly growing industry, increasingly competitive markets, vulnerable and sensitive patients, and significant ethical and controversial elements to consider. The union of social media and ART organisations has the potential to yield considerable benefits to both organisations and patients. However, given the infancy of the concept, and limited literature in this particular industry, it is important to recognise and consider all factors. This study explores how and why social media is used, the role it plays within ART organisations, perceptions of industry professionals, and the associated risks and benefits – from an Australasian point of view. This will supplement existing literature, and provide ART organisations with knowledge to improve, or create social media strategies. The research question and sub-questions were answered through a mixed methods approach, with a content analysis of 19 Australasian ART organisation Facebook Pages over a six-month period, and a questionnaire that surveyed ART industry professionals. Findings revealed that social media play a variety of roles within different organisations, in particular for educational, promotional and motivational purposes, as well as to provide organisational transparency. In terms of industry professional attitudes, the majority believed that a strategy, time, and money investment is necessary when adopting social media, and that it could provide value to an ART organisation. There were variances in perceptions regarding social media definitions, future use, the appropriateness of the tool, and whether individuals are wary of ‘liking’ ART Facebook Pages. Finally, risks discussed included: misrepresentation, reputational damage, negative feedback, and patient privacy. Whilst, two key benefits established were the multimedia capabilities and flexibility of social media.