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The best social media marketing combines storytelling and PR. It seamlessly integrates advertising and relationship building, battling through the buzz of society while never losing sight of the human stories that drive the brand's success. Social media for the nation's top hospitals is no different, with an added part of responsibility: As the foundation of the community, hospitals have a unique platform to educate and communicate. inspiration to the public. Top social media hospitals aren't just using their channel as a marketing machine — they're creating healthier communities.
The team at Convince & Convert investigated what successful social media looks like for the best hospitals in the US We gathered our research in a detailed report, Best Social Media from Top US Hospitals and round out the highlights below.
How we identify the best hospital social media posts
Use Opponent IQ , we bring together all the public Facebook, Instagram and Twitter posts from the top 53 US Hospitals, identified by bed size and US News 2017 – 2018 Best Hospital Honors. We then only looked at posts from February 2018, which gives us a dataset of about 10,000 social media posts. Engagement metrics from Rival IQ helped narrow that group to 10,000 at the best of 50 articles. We also limit each hospital to a maximum of five posts and choose to include paid-supported posts.
What Makes Hospital Twitter Posts Great
Twitter is High priority channel for the nation's top hospitals . Most tweet an average of three times per day, and the best performing hospital Twitter accounts often post more. The medical and wellness communities are also active on Twitter chats, and seasonal hashtags like #HeartMonth and participating hospitals have seen significant increases in levels. interactivity.
The type of content posted also affects engagement: photos attract the most, followed by videos and posts containing links.
What Makes a Great Hospital Facebook Post
The most “liked” Facebook posts are (perhaps unsurprisingly) videos featuring patient stories, touching recoveries, and other successful outcomes .
However, uplifting stories aren't the only type of content that drives engagement: Audiences also use Facebook's "sad" and "angry" reactions on posts remembering sick people. deceased patients, research on preventable diseases, etc. Also, it should be noted that the content does not work well on Facebook: Posts that link to other colleagues are the most common type of post published by top hospitals but attract the least engagement.
What makes a good hospital Instagram post
Faces seem to be the key to attracting Instagram posts about hospitals. Half of the best articles include two or more faces. Posts on the carousel also attracted high engagement, in contrast to most other data on the effect of carousels on social interaction. Posts with a strong narrative angle — behind-the-scenes photos of doctors at work or moments in hospital history — drew the most comments on any other post type. Hospitals also use hashtags to draw attention to their posts, averaging around three per post (but no more than eight).
Top hospitals on social media
From our team of 53, we narrowed down our list of hospitals in the top 20 on social media by their audience size, number of posts, engagement rate per posts and total engagement in February. Several trends emerged within this elite group, including a clear preference for Twitter and Facebook over Instagram. The top five hospitals show a more serious commitment to Twitter and Facebook and publish more than twice as often as the group average. The top three are particularly committed to the strategy and include:
- NewYork-Presbyterian
- Cleveland Clinic
- Mayo Clinic
Every hospital on this crop list showcases a smart social media strategy, but NewYork-Presbyterian stands out for a few reasons. One is a larger-than-average publishing length (9am-7pm) and a commitment to publishing content on weekends, not just weekdays. NYP posts to Facebook and Instagram at least once per day, averaging more than seven tweets per day, and engages in real-time Twitter chats like #HealthyHeartTalk. The NYP social network also prioritizes storytelling and visual content like no other. Their strategy is photo- and video-based, and the results are obvious.
Hospitals that prioritize storytelling and visuals will see higher engagement on social media. Click to Tweet
Learn from the best hospitals in the country
The best hospitals on social media are masters at bringing a human face to the services they provide. They demonstrate a strong commitment to storytelling, original visual content, and a trusted presence in their audience's social feeds. Our full report includes even more examples of top social posts, more data on publishing habits and engagement, and deeper analysis of our findings. we.
Download The best social media from top US hospitals to get the full story.
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