The speed of growth of digital social media (SM) users is without parallel. Active use by health care organizations could speed up communication, information dissemination, build knowledge, increase quality of service and innovation. However, health care organizations have been slower to adopt SM than other sectors. The objective of this study is to measure the adoption of social media in one association of brazilian hospitals. The use of SM among ANAHP’s hospitals members was explored through Internet search. The most popular SM sites were identified according to its audiences. The results were compared with other countries and opportunities, benefits and risks of SM use verified. 48 hospitals were studied, 87% use at least one SM and 60% use 3 or more. The adoption of SM among brazilian hospitals is a strong tendency.
