Presenting a public accountability model based on the use of social media in public universities of medical sciences and hospitals and medical centers in Tehran

Social media is one of the low cost tools used by many organizations. The purpose of this qualitative research is to present a public accountability model based on the use of social media in public universities of medical sciences in Tehran.

The present study was performed using Clark's position data analysis method. In-depth interviews were conducted with 21 experts in 1400 to extract the main components of this model. The subjects of this study were managers and experts of medical universities in Tehran (Tehran, Shahid Beheshti, Iran) that participants were selected using purposive sampling method of theoretical sampling.

The analysis of the accountability situation in medical universities showed that the "government" is the main and determining factor. Within this factor is the "Ministry of Health". The third factor is the "universities of medical sciences" and the social worlds active in it. The fourth factor is "public relations units", but in the corner of these overlapping factors is the "target community" factor.

The basis of accountability is reporting and information. Universities should give their staff the necessary leeway to report directly. According to the research findings, it is suggested that by forming a specialized department of public relations in relation to public accountability, in addition to identifying capacities, to remove existing barriers.