Table 4 Responsive(ness) Dimension:... | Emerald Publishing

Table 4

Responsive(ness)

Dimension: Responsive(ness)		Illustrative quotes
Positive: Opportunity to respond quickly	+ Ability to respond quickly	I notice it myself that if I need to talk to an organisation I use social media because if I email you often get an email back with “we will answer within two weeks.” So I thought I’d try social media, and then you get an answer almost immediately, which is really nice. Yes, and I think that happens here too. We try to answer as quickly as possible (P9)
Negative: Alignment with core purpose may diverge	− Creates an always-on environment	Social media forces you to work quicker (P6)
Negative: Alignment with core purpose may diverge	− “Forced innovation” that may contradict core purpose (providing quality healthcare)	I do not think hospitals are particular organisations that are on the frontline when it comes to innovation, well with medical innovation they are of course. But when it comes to communication and social media they are not necessarily, and we always are a little behind the curve even if you have a different target group, you still need to keep renewing. We do not want to be doing the same thing we did two years ago and want to keep things exciting (P12)

Dimension: Responsive(ness)		Illustrative quotes
Positive: Opportunity to respond quickly	+ Ability to respond quickly	I notice it myself that if I need to talk to an organisation I use social media because if I email you often get an email back with “we will answer within two weeks.” So I thought I’d try social media, and then you get an answer almost immediately, which is really nice. Yes, and I think that happens here too. We try to answer as quickly as possible (P9)
Negative: Alignment with core purpose may diverge	− Creates an always-on environment	Social media forces you to work quicker (P6)
Negative: Alignment with core purpose may diverge	− “Forced innovation” that may contradict core purpose (providing quality healthcare)	I do not think hospitals are particular organisations that are on the frontline when it comes to innovation, well with medical innovation they are of course. But when it comes to communication and social media they are not necessarily, and we always are a little behind the curve even if you have a different target group, you still need to keep renewing. We do not want to be doing the same thing we did two years ago and want to keep things exciting (P12)