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CFH Social Media Report 09-01 1

Social Media Analysis Report


September 2016-January 2017
CFH Social Media Report 09-01 2

Table of Contents

1. Facebook Post Insights 3

2. Facebook Page Insights....4

3. Instagram Insights ...................5

4. Facebook Insights Excel Sheet....6

5. Facebook Detailed Charts......10


CFH Social Media Report 09-01 3

FACEBOOK

Post Insights
In terms of consumer engagement, some of our most engaging posts are the patient
stories. Our patient story about Ruben Sanchez reached over 1,000 consumers and only half of
that was paid reach. Additionally, it received 36 clicks and 19 reactions making it our second
most successful post in terms of engagement. Gerardos story reached more organic engagement
in total and received over 50 post clicks and 21 reactions. Similarly, Luzs story reached 374
consumers organically and received 25 post clicks and 22 reactions. In general, the patient stories
tend to be the most popular posts.
Our second most popular type of posts are those in which we thank our partners or
members of the community for their involvement and dedication to Champions for Health or
highlight the impact that CFH has had in the community. One example of this is the thank you
post to Dr. Sateesh which reached 333 consumers, received 15 post clicks and 7 reactions. Also,
the vaccine statistic posts for the year tend to do very well.
Some of our most successful daily posts are usually related to events in the community.
For example, the event flyer for Dr. Rosemarie Johnsons event, reached nearly 300 people and
received 11 post clicks and 13 reactions which is significantly higher than other posts. Speaker
Bureau event announcements usually receive anywhere from 1-3 reactions which makes this post
unique. I made sure to re-share this post the day before the event to remind our followers and I
believe that this was the reason it was so successful. Additionally, this post went up at 9:00AM
while the similar post for Dr. Chus event went up at noon. Time in which posts are made live
will be further discussed.

During a regular work week, we reach consumers the most when we post at 9:00AM,
12:30PM, 4:30-6:00PM and after 8:00 PM. This probably correlates to when people are the most
available during their day such as before work, during lunch, leaving work and following a
typical dinner time. While I do believe that its important to post most of our content during this
time, it is important that we are cautious about how often we post at one given time. When
something is scheduled to go up at the same time every day, it tends to get hidden from
consumers feeds. Additionally, while we may increase engagement by posting at the same time
every day, we are losing the opportunity to reach a large variety of consumers and thus, the
engagement levels are confounded by time.
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In terms of post reach, we


have gradually increased the
amount of consumers we reach in a
week to week basis. Even though
this is not an exponential growth, it
does demonstrate that our posts are
being seen by more and more
people each week. I believe that if
we start posting during the
aforementioned times, but vary
those times from post to post, we
can increase the organic post reach
significantly.

On average, we receive
roughly 2 likes per post. While this
image does show several unlikes
over the last 5 months, Facebook
considers unlikes when a person
likes, unlikes and then likes again.
Its not uncommon for consumers to
click on something accidentally and
considering the fact that it happens
so sparingly, I dont think they are
very significant.

Page Insights
CFH Social Media Report 09-01 5

Over the last few months, the total page likes have been increasing at a steady rate. At the
beginning of September, the Facebook page had 497 likes and as of January 9, 2017, it has 538
likes. During this time frame, 5 people have unliked the page but within a few days, (9/20/16-
9/23/16) our total likes increased by 6. Similarly, during the week of 12/11/16-12/16/16, we
received 5 new likes which could be related to our holiday posts which were going up throughout
that week and the following week. Those posts received anywhere from 2-18 post clicks and/or
likes.

Most of Champions for Healths audience is women between the ages of 25-44. Women
make up roughly 63% of the consumers that are reached while men make up only 35%. This is
an important distinction to make because in order to increase engagement, we should begin
creating content specially geared at women. For example, flyers reminding our audience that
CFH will be providing free mammograms tend to receive about 15 post clicks and/or likes.
Perhaps making sure that we are providing our audience with relatable content will increase their
engagement. However, I think its important to consider how we can increase the amount of men
we reach and how we can get them involved as well. The ACES event will probably seem more
relevant to men so I will monitor the percentage of men that engage with these posts in order to
strategize how we can ensure that they stay engaged following the event.

INSTAGRAM
The Instagram page receives about 7-8 likes per post but they tend to be the same
audience each time. One of our more popular posts was the flyer announcing free mammograms
which received 10 likes. I believe that in order to truly grow the Instagram account, we need to
intertwine the involvement with that of the Facebook page. In other words, I propose that we
create a health campaign that has several parts to it and in order for our Facebook viewers to read
the full content, they must follow our Instagram account and like our most recent post which will
outline the following steps of the campaign. When doing giveaways during events, one of the
rules should be that they have to follow CFH on Instagram and Twitter in order to be eligible to
win. Furthermore, I believe that its important for us to take advantage of Instagrams growing
capabilities in order to increase engagement from our audience. One way in which we can make
our audience feel like they are a part of the CFH family is by live streaming during events and
highlighting the different services that CFH offers. For example, I think its crucial to live stream
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and upload short videos of CFH staff at mammogram and vaccine events and emphasize when
the next event will be in order to bring more people to both the events and our social media
platforms. Finally, I believe that its important to ensure that all of our posts have Spanish
translations as a large portion of our audience is Latino.

FACEBOOK INSIGHTS EXCEL SHEET

Date Lifetim Daily Daily Daily Weekly Daily Weekly Daily Weekly
e Total New Unlike Page Page Total Total Organic Organic
Likes Likes s Engaged Engage Reach Reach Reach Reach
Users d Users
9/9/16 497 0 0 2 35 73 499 73 499
9/10/16 497 1 0 3 36 7 489 7 489
9/11/16 497 0 0 1 33 4 481 4 481
9/12/16 497 0 0 1 24 2 423 2 423
9/13/16 498 1 0 25 37 234 443 234 443
9/14/16 498 1 1 6 36 131 431 131 431
9/15/16 498 0 0 42 74 1582 1842 81 341
9/16/16 498 0 0 55 126 2538 4068 124 366
9/17/16 499 1 0 53 177 2294 6033 124 413
9/18/16 498 0 1 53 225 2757 8237 27 418
9/19/16 499 1 0 49 262 2912 10203 260 573
9/20/16 500 1 0 41 283 1693 11452 198 553
9/21/16 501 2 1 52 320 958 12151 307 685
9/22/16 504 3 0 28 305 483 11366 292 779
9/23/16 506 2 0 18 261 342 9620 342 1010
9/24/16 506 0 0 21 223 529 7943 243 915
9/25/16 507 1 0 30 196 1093 6506 122 862
9/26/16 509 2 0 29 181 2068 5657 65 903
9/27/16 511 2 0 30 171 1626 5897 79 764
9/28/16 511 0 0 48 172 2863 7492 106 707
9/29/16 513 2 0 48 190 1495 8048 113 539
9/30/16 513 1 1 33 208 1095 8649 186 435
10/1/16 514 3 2 18 210 415 8636 142 400
10/2/16 515 1 0 2 186 36 8059 35 367
10/3/16 515 0 0 11 167 110 6679 110 370
10/4/16 515 0 0 9 148 167 5366 167 464
10/5/16 515 0 0 4 107 117 2880 117 449
10/6/16 515 0 0 2 67 63 1621 63 455
10/7/16 519 4 0 7 41 33 650 33 375
10/8/16 519 0 0 2 30 10 315 10 314
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10/9/16 519 0 0 2 30 5 293 5 293


10/10/16 521 2 0 18 39 380 628 380 628
10/11/16 522 1 0 15 48 216 704 216 704
10/12/16 522 0 0 2 47 25 650 25 650
10/13/16 523 2 1 1 47 4 596 4 596
10/14/16 523 0 0 3 43 8 572 8 572
10/15/16 522 0 1 1 42 2 569 2 569
10/16/16 522 0 0 0 40 1 567 1 567
10/17/16 522 0 0 0 22 6 248 6 248
10/18/16 521 0 1 10 17 186 222 186 222
10/19/16 522 1 0 41 53 498 568 300 370
10/20/16 521 0 1 22 71 551 872 289 455
10/21/16 521 0 0 7 69 262 903 262 486
10/22/16 521 0 0 3 70 173 923 173 506
10/23/16 521 0 0 2 72 184 940 184 523
10/24/16 521 0 0 5 74 250 972 250 555
10/25/16 521 0 0 7 73 198 985 198 568
10/26/16 520 0 1 18 51 195 814 195 552
10/27/16 520 1 0 26 51 281 609 281 609
10/28/16 521 1 0 6 56 123 580 123 580
10/29/16 522 1 0 1 55 51 576 51 576
10/30/16 522 0 0 2 53 6 547 6 547
10/31/16 523 1 0 13 59 116 537 116 537
11/1/16 523 0 0 6 58 234 601 234 601
11/2/16 524 1 0 4 50 171 592 171 592
11/3/16 524 0 0 1 28 127 466 127 466
11/4/16 524 0 0 3 25 96 441 96 441
11/5/16 525 1 0 1 25 42 433 42 433
11/6/16 525 0 0 0 23 3 431 3 431
11/7/16 525 0 0 4 15 116 384 116 384
11/8/16 525 0 0 7 16 185 328 185 328
11/9/16 526 1 0 5 16 181 321 181 321
11/10/16 526 0 0 6 19 154 310 154 310
11/11/16 526 0 0 7 19 309 495 309 495
11/12/16 527 1 0 3 21 168 542 168 542
11/13/16 527 0 0 4 24 134 555 134 555
11/14/16 527 0 0 17 37 248 649 248 649
11/15/16 528 1 0 21 47 313 789 313 789
11/16/16 528 0 0 13 54 230 844 230 844
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11/17/16 528 0 0 10 59 359 1031 132 804


11/18/16 528 0 0 3 57 110 917 58 646
11/19/16 528 0 0 1 56 0 850 0 579
11/20/16 528 0 0 0 53 3 828 3 557
11/21/16 528 0 0 4 40 41 728 41 457
11/22/16 528 0 0 18 38 517 974 146 350
11/23/16 529 1 0 12 37 426 1220 153 333
11/24/16 529 0 0 11 37 145 1034 145 345
11/25/16 529 0 0 36 63 1115 1935 315 495
11/26/16 529 0 0 41 99 1806 3510 202 589
11/27/16 529 0 0 20 117 737 4105 136 623
11/28/16 531 2 0 8 116 198 4112 198 630
11/29/16 531 0 0 53 145 1567 4902 484 892
11/30/16 531 0 0 23 149 348 4785 337 1021
12/1/16 532 1 0 15 150 489 5257 179 1218
12/2/16 532 0 0 11 131 295 4382 176 985
12/3/16 532 0 0 2 99 122 2863 121 846
12/4/16 532 0 0 1 82 109 2328 109 841
12/5/16 533 1 0 3 84 38 2307 38 820
12/6/16 533 0 0 13 50 177 1041 177 613
12/7/16 533 0 0 7 38 216 951 216 537
12/8/16 533 0 0 30 49 368 813 368 693
12/9/16 533 0 0 17 57 262 789 262 788
12/10/16 532 0 1 14 62 242 854 242 854
12/11/16 532 0 0 0 61 140 867 140 867
12/12/16 532 0 0 12 63 232 893 232 893
12/13/16 536 4 0 14 64 262 906 262 906
12/14/16 536 1 0 11 74 182 906 182 906
12/15/16 536 0 0 1 55 123 737 123 737
12/16/16 537 1 0 28 59 412 872 375 835
12/17/16 537 0 0 11 56 459 1044 277 834
12/18/16 537 0 0 10 65 415 1314 170 870
12/19/16 537 0 0 16 72 378 1456 290 936
12/20/16 537 0 0 8 73 182 1470 182 950
12/21/16 537 0 0 1 64 127 1478 127 958
12/22/16 537 0 0 14 68 219 1522 219 1002
12/23/16 537 0 0 10 52 213 1372 213 883
12/24/16 536 0 1 1 47 94 1064 94 743
12/25/16 536 0 0 0 37 81 770 81 682
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12/26/16 536 1 1 6 28 215 605 215 605


12/27/16 536 0 0 0 23 182 607 182 607
12/28/16 536 0 0 2 23 131 608 131 608
12/29/16 536 0 0 0 14 38 517 38 517
12/30/16 536 0 0 9 13 163 509 163 509
12/31/16 537 1 0 2 15 58 508 58 508
1/1/17 537 0 0 0 15 42 497 42 497
1/2/17 537 0 0 9 16 312 632 163 483
1/3/17 537 0 0 7 18 385 834 168 479
1/4/17 537 0 0 15 26 329 925 153 417
1/5/17 538 1 0 11 30 276 1054 209 486
1/6/17 538 0 0 15 35 208 1108 208 540
1/7/17 538 0 0 4 36 97 1117 97 549
1/8/17 538 0 0 0 36 58 1122 58 554
1/9/17 538 0 0 5 37 83 979 83 544

Increase
Decrease
Paid
Above
Average
CFH Social Media Report 09-01 10

FACEBOOK DETAILED GRAPHS

Lifetime Total Likes


550
540
530
520
510
500
490
480
470

101
105
109
113
117
121
1
5
9
13
17
21
25
29
33
37
41
45
49
53
57
61
65
69
73
77
81
85
89
93
97
Weekly Page Engaged Users
350

300

250

200

150

100

50

0
101
105
109
113
117
121
1
5
9
13
17
21
25
29
33
37
41
45
49
53
57
61
65
69
73
77
81
85
89
93
97
1000
1200
1400

0
200
400
600
800
2000
4000
6000
8000

0
10000
12000
14000

1 1
5 5
9 9
13 13
17 17
21 21
25 25
29 29
33 33
37 37
41 41
45 45
49 49
53 53
57 57

61 61
65 65
69 69
73 73
Weekly Total Reach

77 77
Weekly Organic Reach

81 81
85 85
89 89
93 93
97 97
101 101
105 105
109 109
113 113
117 117
121 121

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