A weekly view of activity for 10 top Children’s Hospitals across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated. Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.

1. Children’s Hospitals - A Week In Social Media
A weekly view of activity for 10 top Children’s Hospitals across
Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
24 September 2014

2. Executive Summary
The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest
content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top
campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much
influence they generated.
Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s
Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical
Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
Data highlights and key takeaways:
❖ 37% of all posts were made by the Children’s Hospital of Pittsburgh
❖ 49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign
❖ Posts requesting donations generated more than 3x the overall per post average engagement
❖ Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive
❖ During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans
All data in report from September 15-21, 2014, unless noted otherwise. Posts shown and analyzed are only public or US market
posts

3. Chart: Global Fan Leaderboard
Facebook averages around
83% of the total community
size.
No brand has a second
network with near the fan count
of their Facebook page.
Facebook is the dominant network for reach

4. Facebook is also the dominant network for engagement
Chart: Global Engagement
Leaderboard
Despite Instagram’s higher-than-
average engagement
levels, the small community
size keeps the overall
engagement levels down.
Brands would do well to build
up their Instagram communities
while continuing to work for
high engagement on Facebook.

5. Facebook drives impact, despite Instagram’s high ER
Chart: Global Content Analysis
Despite high engagement
numbers in the upper orange
box, Instagram isn’t delivering
anything close to the overall
impact these hospitals are
achieving through Facebook
(lower right pie chart).

6. Which topics or campaigns generate the biggest impact?
Chart: Facebook Subject Explorer
Several campaigns stand out,
with #dverockschildrens being
interesting for its campaign
theme (the hashtag use), high
posting volume, and high
engagement rate.
Campaign analysis on next slide

7. Campaign Analysis: #dverockschildrens
Chart: Global Subject Analyzer
Children’s Hospital of
Pittsburgh’s
#dverockschildrens campaign
had 49 posts over 1 week. Very
heavy posting volume. Yet the
campaign engagement average
of 1.23% greatly exceeded the
industry average of .35%,
displayed on slide 5.
Posting volume soared towards
the end of the week, for the
Friday/Saturday event.
While Twitter had the most
posts, Facebook led in
engagement, then Instagram.

8. Most engaging #dverockschildrens campaign posts
Chart: Campaign Posts
The strong build to the event
led to high engagement rates
around posts celebrating
achieving the fundraising goal.

9. Fan growth line reflects campaign’s positive impact
Chart: Fan Count
As the #dverockschildrens
campaign peaks, there’s a
corresponding rise in new fans.

10. Top Influencers chart demonstrates the impact of celebrities
Chart: Top Influencers
Top Influencer posts for
Children’s Hospital of
Pittsburgh’s
#dverockschildrens campaign
had even greater total
engagement than the 2.5k
engagements the content
generated.
Celebrities who post in support
of a brand bring a large fan
base of their own to the
campaign.

11. How does donation-seeking relate to other content themes?
Chart: Subject Analyzer
Posts featuring donation
requests have a much higher
engagement rate (1.11%) than
the average engagement rate
for all posts (.35%).
Only two hospitals published
posts seeking donations that
week, however.
Heaviest posting for donations
was Children’s Hospital of
Pittsburgh, with escalated
posting towards the end of the
week, synching with their
#dverockschildrens campaign.

12. Donation requests and the #dverockschildrens campaign
Chart: Subject Analyzer
While posting for the DVE
Rocks event was high
Thursday through Saturday,
engagement spiked sharply on
Saturday (slide 7). For
‘donation’ themed posts the
engagement peaked Friday and
dropped Saturday (lower right
chart).
Zuum can also track
transactional data via Google
Analytics, and compare that to
fluctuations in posting and
engagement on social
networks.

13. Most engaging ‘donate’ request posts
Chart: Campaign Posts
While some ‘donate’ posts are
tied to the #dverockschildrens
campaign, the #4 post was a
special promotion coupon.

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