<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082023000100118</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v5i1.2888</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Online Reputation Management in Spanish Public Hospitals. A Quantitative Analysis]]></article-title>
<article-title xml:lang="es"><![CDATA[Gestión de la reputación online en los hospitales públicos españoles. Un análisis cuantitativo]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Medina Aguerrebere]]></surname>
<given-names><![CDATA[Pablo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González Pacanowski]]></surname>
<given-names><![CDATA[Toni]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Medina]]></surname>
<given-names><![CDATA[Eva]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Canadian University Dubai  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>United Arab Emirates</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of Alicante  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,University of Alicante  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>5</volume>
<numero>1</numero>
<fpage>118</fpage>
<lpage>131</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082023000100118&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082023000100118&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082023000100118&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Spanish public hospitals face an increasingly complicated situation because of limited budgets, patients&#8217; new requirements and the development of private hospital groups. To deal with this challenging framework and reinforce their strategic positionings in the health market, some public hospitals have implemented corporate communication strategies based on social media platforms. This paper aims to analyze how Spanish public hospitals manage Facebook, Twitter, and Youtube, as well as their corporate websites, to promote their brands and reinforce their strategic positionings. To do that, we conducted a literature review about health communication, and then we resorted to 48 indicators to analyze how the 100 best Spanish public hospitals used their websites and these three social media platforms for branding purposes. We concluded that most public hospitals in this country resorted to their corporate websites to disseminate journalistic content; they used Facebook and Twitter to publish visual information about the hospital (logo, videos, etc.); and they managed Youtube to describe medical treatments and internal protocols.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Los hospitales públicos españoles hacen frente a una situación cada vez más complicada debido a los presupuestos limitados, las nuevas exigencias de los pacientes y la expansión de los grupos hospitalarios privados. Para hacer frente a este desafío y reforzar sus posicionamientos estratégicos en el mercado sanitario, algunos hospitales públicos han implementado estrategias de comunicación corporativa basadas en el uso de las redes sociales. Este artículo tiene como objetivo analizar cómo los hospitales públicos españoles utilizan Facebook, Twitter, Youtube así como sus webs corporativas para promocionar sus marcas y reforzar sus posicionamientos estratégicos. Para ello, llevamos a cabo una revisión de la literatura sobre comunicación de salud, y a continuación recurrimos a 48 indicadores para analizar cómo los 100 mejores hospitales públicos españoles utilizaban sus sitios web y las tres redes sociales citadas para promocionar sus marcas. Concluimos que la mayoría de los hospitales públicos recurrían a sus sitios web corporativos para difundir contenidos periodísticos; utilizaban Facebook y Twitter para publicar información visual sobre el hospital (logotipo, videos, etc.); y recurrían a Youtube para describir tratamientos médicos y protocolos internos.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[spanish public hospital]]></kwd>
<kwd lng="en"><![CDATA[corporate communication]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[reputation]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="es"><![CDATA[hospitales públicos españoles]]></kwd>
<kwd lng="es"><![CDATA[comunicación corporativa]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[reputación]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
</kwd-group>
</article-meta>
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