Riesgos reputacionales derivados de la presencia de las enfermeras en redes sociales y propuesta de acciónel caso Vall d’Hebron

  1. Hildegart González-Luis 1
  2. Ana Azurmendi 1
  3. Blanca Basanta-Vázquez 1
  4. Francesc Pujol 1
  1. 1 Universidad de Navarra
    info
    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

    Geographic location of the organization Universidad de Navarra
Journal:
Anales del sistema sanitario de Navarra

ISSN: 1137-6627

Year of publication: 2024

Volume: 47

Issue: 3

Pages: 43-61

Type: Article

DOI: 10.23938/ASSN.1095 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Anales del sistema sanitario de Navarra

Abstract

Background. A Spanish nurse posted a video on TikTok criticiz-ing the requirement of of a certain level of Catalan to work in the public health system of Catalonia (Spain). The video went vi-ral, eliciting reactions from social media users, politicians, and professional nursing organizations. This study aims to evaluate the reputational damage suffered by the nurse, her hospital, and the nursing profession, with the goal of proposing actions to pre-vent, avoid, or manage similar situations.Methodology. A sequential exploratory mixed-methods design was used to analyse the content of the video, its impact on the press and social media, and the management of the communi-cation crisis by the hospital and nursing organizations involved.Results. The nurse exercised her right to freedom of expression. However, her choice to convey the message, wearing the uniform that identified her as a staff member of a specific hospital, and her criticism of the language level requirement, led to reputational dam-age after the video spread via the press and Twitter/X. The hospital’s reputation was affected due to the nurse being identified as one of its employees. In contrast, the reputation of the nursing profession was not significantly harmed, as multiple information sources suggest-ed the incident was isolated. The creation of a safe, self-regulatory framework and training in social media and communication man-agement are proposed as measures for healthcare centres, nursing organizations, and academic institutions to implement.Conclusions. The reputations of both the nurse and her hospital were impacted. A methodological model for analysing similar situations is proposed.

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