A benchmark and content analysis of how children’s hospitals performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Take a monthly view of 9 top Children’s Hospitals.

1. Report Period: January 1 - December 31, 2015
2015 in Review: A
Social Media
Benchmark & Content
Summary for Children’s
Hospitals
A benchmark and content analysis
of how children’s hospitals
performed in 2015 on Facebook,
Twitter, Google+, YouTube, and
Instagram. Take a monthly view of 9
top Children’s Hospitals.

2. Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the
top children’s hospitals in the US for 2015. We’ll analyze 9 category leaders: St. Jude Children’s
Research Hospital, Boston Children’s Hospital, Nationwide Children’s Hospital, Children’s Hospital of
Philadelphia, Children’s Hospital of Pittsburgh at UPMC, Cook Children’s, Dayton Children’s
Hospital, Akron Children’s Hospital, UH Rainbow Babies and Children.
Highlights
❖ Facebook is the leading network for fan count, with 76% of the average fan count.
❖ Instagram experienced the most growth at 105%.
❖ Facebook is also the leading network for engagement, with 96% of the average engagement.
❖ Brands are posting primarily on Twitter, with 58% of posts going to the network.
Report Period: 2015

3. How fans are distributed across the social networks
Facebook is the dominant
network for these brands,
with just over 76% of
fans.
76% for Facebook is
similar to other industries
we have recently reported
on. This average count
falls between the average
counts of yogurt and
energy drinks.
Fan counts are from
December 31, 2015

4. How fan growth rates compare across the social networks
Like other industries,
Instagram is the big
growth story.
Other industries
experiencing large
Instagram growth rates
include yogurt, luxury
fashion, and snack foods.

5. How fans are engaging across the social networks
Fans are engaging
primarily on Facebook,
with over 96% of the total
average engagement.
Alternately, only 2% of
engagement is happening
on Twitter.

6. Posting volume by network by brand
Brands are posting the
most on Twitter, with 58%
of the average total posts.
Akron Children’s Hospital
is posting at nearly three
times the industry
average.
Facebook has only 28%
of the average posts.

7. Top data points on Facebook
St. Jude’s has the highest
fan count on Facebook.
UH Rainbow Babies and
Children’s Hospital
posted the highest growth
at 24%.
The relationship between
engagement to fan count
can also be seen in this
chart. Pages with lower
fan counts tend to have
higher than average
engagement/fan count
ratios.

8. Top terms on Facebook
The top terms chart gives
a snapshot of the most
used or engaging posting
topics for the entire year
of 2015. Hashtags and
URL’s here reveal
campaign themes among
the brands.
Note that these are terms
used at least 10 times
throughout the entire year
by any of these brands.

9. Top Posts by Engagement on Facebook
Akron Children’s Hospital
landed three of the top
five posts. None of the
top posts appear to be
heavily promoted.

10. If you’d like to see this type of data, and
much more, for your brand’s social
media landscape, simply request a free
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