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Table of Contents
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.
CFH Social Media Report 09-01 4
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
CFH Social Media Report 09-01 6
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.
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
CFH Social Media Report 09-01 7
Increase
Decrease
Paid
Above
Average
CFH Social Media Report 09-01 10
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
CFH Social Media Report 09-01 11