Embed Size (px)
Citation preview
Report Period: January 1 - December 31, 2015
2015 in Review: A Social Media Benchmark & Content Summary for Children’s HospitalsA benchmark and content analysis of how children’s hospitals performed in 2015 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 for 2015. 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
❖ Facebook is the leading network for fan count, with 76% of the average fan count. ❖ Instagram experienced the most growth at 105%.❖ Facebook is also the leading network for engagement, with 96% of the average
engagement.❖ Brands are posting primarily on Twitter, with 58% of posts going to the network.
Report Period: 2015
How fans are distributed across the social networksFacebook is the dominant network for these brands, with just over 76% of fans.76% for Facebook is similar to other industries we have recently reported on. This average count falls between the average counts of yogurt and energy drinks.Fan counts are from December 31, 2015
How fan growth rates compare across the social networksLike other industries, Instagram is the big growth story. Other industries experiencing large Instagram growth rates include yogurt, luxury fashion, and snack foods.
How fans are engaging across the social networksFans are engaging primarily on Facebook, with over 96% of the total average engagement. Alternately, only 2% of engagement is happening on Twitter.
Posting volume by network by brandBrands are posting the most on Twitter, with 58% of the average total posts. Akron Children’s Hospital is posting at nearly three times the industry average.Facebook has only 28% of the average posts.
Top data points on FacebookSt. Jude’s has the highest fan count on Facebook. UH Rainbow Babies and Children’s Hospital posted the highest growth at 24%. The relationship between engagement to fan count can also be seen in this chart. Pages with lower fan counts tend to have higher than average engagement/fan count ratios.
Top terms on FacebookThe top terms chart gives a snapshot of the most used or engaging posting topics for the entire year of 2015. Hashtags and URL’s here reveal campaign themes among the brands.Note that these are terms used at least 10 times throughout the entire year by any of these brands.
Top Posts by Engagement on FacebookAkron Children’s Hospital landed three of the top five posts. None of the top posts appear to be heavily promoted.
If you’d like to see this type of data, and much more, for your brand’s social media landscape, simply request a free trial at either of the links below.
Online FormZuumSocial.com/Contact/[email protected]
Free Trial
© 2016 Zuum ZuumSocial.com
