To be there or not to be there: why follow a hospital on social media?

For a public hospital 'being on social media' is now inevitable but certainly complex. Italians are increasingly looking for health information online and on social networks. Therefore, social media is the place where they need to find qualified and verified answers. What can a public hospital do to "be there in the right way"? To give a possible answer to this question, we will present the case history of the digital communication strategy of Niguarda Hospital in Milan , winner of the first edition of the 'Smartphone d'oro' award of the PA Social Association