Industry Report:

September 7, 2011

HospitalsHospital Facebook Pages Performance Analysis

Know what works on Facebook www.zuumsocial.com

Report PeriodJuly & August, 2011(Except where noted otherwise)

Brand Pages AnalyzedChildren's Hospital Boston, Children's Hospital Philadelphia, Cleveland Clinic, Mayo Clinic, St. Jude Children's Research Hospital

Mission Statement

To help brands achieve maximum return for their social media investments through content optimization.

Executive Summary3 takeaways from the Facebook page activity of hospitals

1. Industries with passionate customers can post more frequentlyThe most active hospitals frequently post 4+ per day

2. Hospitals should be posting more on SundayEngagement rate is more than 2x the next highest day

3. Align your brand posts with your fan's concernsAnalyzing fan posts are a good way to check your brand's relevance to your audience

Opportunity for local businesses to leverage Facebook

Hospitals are showing strong fan counts and growth rate.

While social media is often seen as having few regional boundaries, that doesn't mean that local businesses aren't able to leverage it's community aspects with success. 

Industries with passionate customers can post more frequently

The most active hospitals often post 4+ times a day.

When your category or content are of high emotional interest to your community, you have more ways of connecting with them. In this industry, that connection could be a needed reaching out to patient families.

Hospitals should be posting photos

Photos perform over 2x better than video, the next most engaging media type

Links makes sense when brands want to drive people back to a destination, although in this case doing so is likely hurting the online conversation around their brand.

Align your brand posts with your fan's concerns

Brand posts from these hospitals reflect the concern and weight of fan post issues

Analyzing fan posts are a good way to check your brand's relevance to your audience

Hospitals should be posting more on Sundays

Sunday posts generate  over 2x better engagement than the next best day, Saturday

Weekends are likely times when friends and family most likely visit those in the hospital.

Posting on Sunday could mean big dividends

If a hospital with 500,000 fans posted on Sunday, the peak response day, instead of Thursday, the lowest response day, on average they'd have 1,035 more engagements.

Some of those engagements would then be seen in the newsfeed of friends of the fans who engaged. 

Know what works on Facebookwww.zuumsocial.com

That's just a sample of what Zuum can reveal about what works with Facebook marketing

ContactDoug SchumacherCo-FounderProduct Development and Marketingdoug@zuumsocial.com

Join any of our social media networks to know what works for marketers on Facebook. 

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