Ağ tabanlı sağlık Türkiye'deki sağlık sivil toplum kuruluşlarının Facebook kullanımlarının analizi

Grounded in Kent and Taylor's (1998) dialogic communication theory, this study used multi-method research design to examine whether health nonprofit organizations use Facebook dialogically. This study has analyzed nonprofits' Facebook profiles (n=3), posts (n=140) and comments (n=3,569) during a one-month sampling period. The content analysis was conducted to systematically identify the data. In addition to this, semi-structured interviews were conducted to consider how communication practitioners use Facebook as a communication and relationship-building tool. The results suggest that though Facebook has immense opportunities to foster relationships with the key stakeholders, nonprofits are missing this significant chance to build a strategic relationship with users by failing to enjoy two-way communication that Facebook offer. The data shows that health nonprofits that operates in Turkey mostly avoid to stimulate dialogic engagement with the publics. Given the new model of patient-centered health care, the Internet and social networking sites have the potential to bridge the gaps prevalent in care services. Future research must focus on circumvent obstacles to effective use, and identifying relevant factors that increase their effectiveness among diverse audience. The establishment of long-term, trust-based, mutually beneficial relationships with publics is a conducive to further fuel not only health communication pipelines, but also overall health care processes, increasingly online.