BACKGROUND: Many previous studies have explored socialization-oriented social media (SM), but their reach has been limited to the context of information exchange for common personal interests. This study focuses on work-oriented SM, which can enhance organizational networking and productivity levels in the context of public hospitals. OBJECTIVE: This study aims to provide a theoretical framework to explain how the use of SM can enhance the skills of health professionals and levels of organizational productivity in uncertain environments. METHODS: A total of 2 distinct forms of data collection techniques were combined: focus groups and semistructured interviews. Both were conducted with doctors and nurses in Saudi public sector hospitals. RESULTS: The findings reveal that the use of SM can create professional socialization at the level of the institution, and this can enhance skills, knowledge, decision making, and the overall level of organizational productivity. The increasing use of SM creates collaboration between health experts (particularly endocrinologists and pulmonologists in this case) who arrange video calls to share best practices in terms of medication, diet, and health care plans for patients with multiple diseases. Many of these patients are particularly vulnerable, given the wider context of the current global pandemic. CONCLUSIONS: This study culminates in the Social Media Organizational Productivity model, which provides insights into how SM has increased the accessibility of health professionals through the use of technology. Access to such professionals creates a patient-centric approach and a culture of shared communication for dealing with high-risk patients during the current global pandemic.
A Social Media Organizational Productivity Model: Insights From Public Health Professionals