report: social media benchmark & content trends for children’s hospitals
TRANSCRIPT
Report Period: November 1 - November 30, 2015
Report: Social Media Benchmark & Content Trends for Children’s HospitalsA benchmark and content analysis of what the leading children’s hospitals are doing on Facebook, Twitter, Google+, YouTube, and Instagram. Take a monthly view of 9 top Children’s Hospitals.
SummaryIn this report we look at the fan counts, posting habits, engagement levels, and content themes of the top children’s hospitals in the US. We’ll analyze 9 category leaders: St. Jude Children’s Research Hospital, Boston Children’s Hospital, Nationwide Children’s Hospital, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh at UPMC, Cook Children’s, Dayton Children’s Hospital, Akron Children’s Hospital, UH Rainbow Babies and Children.Highlights
❖ The largest network account among all these brands is St. Jude Children’s Research Hospital’s Facebook account with 1.8 million fans.
❖ Instagram is the fastest growing network, averaging just over a 9% increase. ❖ Facebook is the dominant network for engagement.
Report Period: November 2015
How fans are distributed across the social networksSt. Jude Children’s Research Hospital is the category leader across all networks, having over three times the fan count of their nearest competitor.Facebook is the dominant social network.
How fan growth is distributed across the social networksInstagram is the standout network in terms of fan growth during this period, with no other network growing even half as fast.
How fans are engaging across the social networksOn average, Facebook generates the most engagement, not surprising considering it’s the network with the highest fan count. Instagram is generating more engagement than Twitter, despite having only a fraction of Twitter’s fan count. (You can read more about Instagram’s impact here.)
Top data points on FacebookBy analyzing the Engagement/Fan Ratio versus the 24 hour Engagement/Fan Ratio, we can see that there is not a great deal of paid promotion. You can read more on our 24-hour Engagement feature here.Children’s Hospital of Philadelphia posted 74 times in November, nearly double the industry average.
Top terms on FacebookThe top terms chart gives a snapshot of the most used or engaging posting topics. Hashtags and URL’s here reveal campaign themes among the brands.
Top Posts on FacebookThe 24-hour engagement number indicates that two of the top posts were at least moderately promoted. (Find out more about the 24-hour engagement feature here.)UH Rainbow Babies and Children hold three of the top five posts. Four of the five top posts feature personal stories from patients and employees.
Children’s Hospital of Pittsburgh of UMPC has YouTube successChildren’s Hospital of Pittsburgh of UMPC had a fan count increase of over 20% on YouTube for this period. We can see from the New Videos chart that a new video was posted on November 23. In the Subscriber Count Trending chart there’s a visible spike in fan growth following the publishing of the video.
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