It is not what you do, it is how you do it: exploring the techniques UK hospices use on Facebook to create online engagement
Facebook has become an essential tool for hospices in their engagement with their communities online, and during the COVID-19 pandemic it became a lifeline to many hospices as a way to continue communicating with supporters. Yet, there is a severe lack of academic research into how hospices can use the tool to successfully generate engagement. This piece of research aims to fill this gap and create practical recommendations by comparing Facebook posts curated by hospices of different sizes who use the same technique with different levels of interaction. This highlights that the focus of research needs to move away from what content charities are creating and look at how they are creating it.
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