For hospitals, posting on social media involves some pretty serious topics. Much more so than what most brands will ever address. At the same time, they tell stories of remarkable human triumph.
In taking a closer look at what this industry posts, we’ve analyzed 9 children’s hospitals, below. The word cloud features all the topics they posted on at least 15 times on either Facebook, Twitter or Instagram, between March 1 and April 30, 2015. The various topics speak to the emotional range of the content these hospitals publish.
I was curious to see how various hospitals approach the topic of birthdays. That theme presents a situation where the hospital can share some of the more impacting patient stories, yet frame it around an event we can all immediately relate to.
Below is an analysis of every post on ‘birthday’, showing how the posts and engagements happened across the various social networks, the posting calendar of each brand and network, and the top posts for each network.
If like many social media professionals, you use the engagements-to-fan ratio as an engagement rate metric for competitor analysis, you’ll appreciate the remarkably high E/F numbers in these posts visible under each post. The Facebook post is exceptionally high, not to mention the... Read more