| A communication audit of blogging at Beth Israel Deaconess Medical Center was conducted to determine how this social medium may further the hospital's agenda-building capabilities with its audiences. The audit examines the blogs' use of message framing, specifically addressing how relational trust frames highlighting the dimensions competence, dependability, integrity, and transparency contribute to agenda-building success. Audit findings reveal that the blogs exhibit consistent use of key messages containing dimensions of relational trust and that the hospital might augment its agenda-building capabilities by enhancing blog interactivity. The audit concludes by offering suggestions and recommendations on how the hospital might achieve this goal. |
