social media activity analysis a comprehensive social media analysis of lifebridge health and its...

Social Media Activity Analysis

A comprehensive social media analysis of LifeBridge Health and its competitors

Trish BroomeOPS Presentation

8/21/13

Quick glance of prominent social media profiles

What LifeBridge Health Does Well

LifeBridge Health’s strengths lie with the social sites Facebook (Sinai) and Twitter, which are updated on a daily basis and consistently get positive comments or retweets from former and current patients, as well as employees.

What LifeBridge Health Does Well

Our YouTube account remains fresh with weekly uploads of physician videos, patient stories and highlights of events occurring in the system.

What LifeBridge Health Does Well

LifeBridge Health clearly has the best blog out of all of our competitors, as it is the only one that posts articles on a daily basis and incorporates elements such as social media, polls and links back to the website.

LBH UMMC Carroll Hospital

What LifeBridge Health Does Well

The LifeBridge Health LinkedIn page has a good number of followers (2726) and does a great job of highlighting open positions and sharing information about the organization.

What LifeBridge Health Does Well

LifeBridge Health has an abundance of Flickr images and sets that represent the employees, physicians, services and departments.

What LifeBridge Health Does Well

LifeBridge Health does a great job of repurposing original content across all social media profiles (Facebook, Twitter, the blog and the Bridge, if appropriate). This strategy is used to capture our audience on whichever medium they frequent.

What LifeBridge Health Does Well

The social media profiles are monitored daily and all comments (positive and negative) are responded to in a timely manner. Negative comments are processed through Guest Relations, and positive comments are often used for patient testimonials.

Recommendations

Post more children-related videos, links and images across all social media profiles (Facebook, Twitter, YouTube, Flickr, Pinterest), as these get the most positive feedback and are more likely to go viral.

Recommendations: Children-focused posts on competitor pages

Hopkins All Children’s Hospital

GBMC

UMMC

Recommendation: FacebookCombine all LBH facility profiles into a single LBH profile (to coincide with Amy Perry’s strategic plan for LBH as one entity.) By creating a single Facebook presence we can waste less time focusing on multiple pages and spend more time gathering better, more informative content for the entire organization. Since we will lose fans by starting over, we can utilize Facebook advertising during this transition to gain more fans.

Recommendation: Twitter

Live-tweet more events/surgeries/ physician talks/interviews with physicians or CEO.

Recommendation: YouTube

If possible, add stories/interviews featured on television to the YouTube account (to increase viewership).

Create a series featuring CEO Neil Meltzer discussing the organization (which can be used on the website).

UMMC on MPT

GBMC on ABC

Mercy on WBAL

Recommendation: LinkedIn

Provide press releases and other relevant news on LinkedIn homepage for interested applicants.

Recommendation: Pinterest

Utilize more heavily during major campaigns. Execute a contest to gain more repins.

Recommendation: Instagram

Be the first health care organization in Maryland to have a prolific Instagram account that highlights staff, technology, departments and surrounding community.

Why should we use Instagram?

•It’s FREE and over 100 million people use it.•54 % of the world’s top brands have active Instagram accounts.•Powerful tool for cross-promoting across other social media profiles.•Great way to educate audience about services at hospital.•Highlights staff/employees in a fun and relatable way.•Perfect for showing technology being used.•Share behind-the-scenes information that people may not know.•Builds a relationship with your viewer and makes them feel part of the organization.

Recommendation: Instagram

Arnold Palmer Hospital used Instagram to upload pictures of a child’s open-heart surgery. The photos were shared every 10 minutes on Twitter and once an hour on Facebook. A blog post was created to capture entire story.

Six families said they now feel more assured about their children’s upcoming heart surgeries.

Other Recommendations• Blog – Update theme and add a slider that links to latest posts. Continue to

create appropriate series for the blog that correspond with campaigns. Ex.) New Children’s Hospital/Dr. Wiley video with post, Neil Meltzer’s transition, etc.

• Flickr – Post more children-related images with descriptions linked back to the website.

• Google + - Create a Google + page for increased SEO.• Vimeo – No real need to create account, but since for younger audience,

try out with appropriate video content.• FourSquare & Yelp – Stay up-to-date with reviews and work to remedy any

negative comments.

*Continue to cross market the various social media platforms to increase fans, views, retweets, etc.

Thank You!