Social media measurement is one of the universal struggles in social media marketing, and particularly in healthcare marketing. By now most hospitals and health systems want to measure more than just fans and followers – they want to know if they are actually reaching their audiences and resonating with them.
Engagement is now a key measure of success, but it can create its own set of problems.
- How do you know what is a good engagement rate?
- Why do engagement rates vary so much from one channel to another?
- Does the amount of fans or followers you have affect your engagement rate?
- How does your health system stack up to others in the industry?
To answer these questions, we analyzed the social media presences of the Top 15 Health Systems, as determined by Truven Health Analytics. This list includes small, medium and large health systems, with social media followings of various sizes. This is important because it allows us to compare health systems of similar sizes, and it will let you do the same. As your fans and followers grow, it becomes more challenging to achieve a higher engagement rate, so looking at health systems with social media presences of various sizes levels the playing field. We also segmented the engagement rates by channel, because what’s a great engagement rate on one social network, might be subpar on another.
In addition to engagement rates, we took a close look at where these health systems are spending their time and resources online. And while there have been many complaints about Facebook’s diminishing reach, it isn’t deterring health systems from focusing the majority of their social media resources there. The industry as a whole is slow to adopt newer social networks, such as Pinterest and Instagram, and the majority of the Top 15 Health Systems aren’t reaping the social, content and SEO benefits of a blog.
See our infographic below for a summary of our key findings and download the full report to find out the correlation between health system size and engagement rate, specific engagement benchmarks for Facebook and Twitter and how to set an appropriate engagement goal for your organization.