Hospital Social Media By the Numbers: A Local Analysis
When it comes to healthcare marketing, numbers are vital. After all, Nathanael West said, “Numbers constitute the only universal language.” But what about social media measurement?
While numbers don’t lie, engagement is something that certainly cannot be overlooked, and that number is often challenging to assess. You may have a modest Twitter following, but if you have a high volume of tweets and a solid stream of engagement with your followers, you’re making progress. Hence my favoritism of the Klout score. It’s not perfect, but it takes influence into consideration when calculating a benchmark.
Today, I thought I’d crunch some numbers with local hospital systems (I’m located in central Indiana), so check out the below. In an ongoing effort to dissect social media ROI, it’s always interesting for me to look at KPI’s (key performance indicators) and understand what may or may not be working. Especially in relation to these health systems that would consider me a part of their local patient demographic.
I’m listing the statistics I pulled in order of total beds. I’ll be back next week with more thoughts and information on how exactly us healthcare marketers can determine if we’re successfully using social media to impact our local community.
- Number of Beds: 2,889
- Twitter Handle: @IU_Health
- Twitter Followers: 2,716
- Number of Tweets: 2,521
- Klout Score: 45
- Facebook Fans: 1,522
- Number of Beds: 960
- Twitter Handle: @CHNw
- Twitter Followers: 473
- Number of Tweets: 1,388
- Klout Score: 35
- Facebook Fans: 808
- Number of Beds: 718
- Twitter Handle: @_StVincent
- Twitter Followers: 852
- Number of Tweets: 1,172
- Klout Score: 39
- Facebook Fans: 261
Wishard Health Services (Becoming Eskanazi Health):
- Total Beds: 286
- Twitter Handle: @EskenaziHealth
- Twitter Followers: 286
- Number of Tweets: 157
- Klout Score: 15
- Facebook Fans: 48
- Number of Beds: 195
- Twitter Handle: @StFrancisHealth (though it seems “StFrancisIndy” was a former handle no longer in use)
- Twitter Followers: 1,739
- Number of Tweets: 2,109
- Klout Score: 32
- Facebook Fans: 231
- Total Beds: 160
- Twitter Handle: @HendricksHealth
- Twitter Followers: 713
- Number of Tweets: 722
- Klout Score: 17
- Facebook Fans: 1,050
I would welcome comments on these numbers at first glance. Is there a particular statistic, ratio or health system that stands out to you?
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An interesting compilation of the social landscape for healthcare marketers in the Indianapolis area. The team at Hendricks Regional Health is also aiming to reach audiences through our blog community, or “story network,” at blog.hendricks.org. Finding ways to engage is a moving target, but well worth the efforts. Thanks for writing about this topic!
Hi Carrie – thanks for checking out Turn Up Your Volume. We appreciate the comment. Had a chance to check out your blog and it looks great – keep up the great work at Hendricks!
Very interesting! Would love to see national trends for hospitals/health care in general. I would suspect they lag behind brands and tech service type organizations but I’ll bet they’re gaining.
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