A quick recap and review to measure and understand performance of a typical week for publishing social media content.

1. Weekly Social Media Content Review
February 3 – February 9, 2020
FACEBOOK
January 30-Day POST Baseline Averages
130 Avg. Engagements . 16,841 Avg. Reach . 24,055 Avg. Video Views . 0.77% Avg. Engagement Rate (ER)
Top Performing Post
Media Type: Photo + Link
Content Theme(s): Health + Education
Post Performance Metrics
Publish Date: Sat., Feb. 8, 2020
107 Engagements + 2,851 Reach + 41 Bit.ly Clicks + 3.75% ER
Why did this work?
• Topic creates interest and curiosity. The possibilities and
benefits with 3D printing continue to amaze people.
• Topic aligns with a recognized and followed national
awareness event.
• Missed opportunity for greater organic discovery to tag the
post using a commonly used and adopted Facebook hashtag:
#AmericanHeartMonth.
Area(s) of Opportunities
Media Type: Photo + Link
Content Theme(s): Awareness + AOU Journey Tour
Post Performance Metrics
Publish Date: Tue., Feb. 4, 2020
13 Engagements + 1,033 Reach + 28 Bit.ly Clicks + 1.26% ER
What was good?
• Short, takeaway copy and tour schedule in graphic image
quickly communicates Journey tour information.
Where can we optimize?
• For maximum influence, posts surrounding the Journey tour
may have greater impact when promoted (boosted) to ensure
we are able to target the largest audiences possible for specific
geographies as aligned to the tour.
PAGE | 1
Post aligns with monthly content themes for sharing
general health/research news and information as well
as observing American Heart Month.
Post aligns with monthly content themes for continuing
to highlight the Journey Bus tour and its scheduled
stops.

2. Weekly Social Media Content Review
February 3 – February 9, 2020
INSTAGRAM
January 30-Day POST Baseline Averages
32 Avg. Engagements . 709 Avg. Reach . 157 Avg. Video Views . 4.47% Avg. Engagement Rate (ER)
Top Performing Post
Media Type: Photo
Content Theme(s): Awareness + Acquisition
Post Performance Metrics
Publish Date: Fri., Feb. 7, 2020
36 Engagements + 639 Reach + 5.63% ER
Why did this work?
• Bright, high contrast photo with smiling subjects instantly
create attention in newsfeed.
• In combination, short message takeaways and photo
represent diversity and inclusion.
• Missed opportunity to hyperlink JoinAllofUs.org.
Area(s) of Opportunities
Media Type: Video (GIF) + Link
Content Theme(s): Health + Education
Post Performance Metrics
Publish Date: Wed., Jan 29, 2020
21 Engagements + 642 Reach + 157 Video Views + 3.27% ER
What was good?
• Personal relevance: observance of American Heart Month
and bringing attention to the topic which many followers
would have personal stories of family or friends who have
experienced heart disease.
Where can we optimize?
• Deeper advance research for appropriate channel hashtags:
missed opportunity for #AmericanHeartMonth.
• Missed opportunity to hyperlink the NIH educational post.
PAGE | 2
Post aligns with monthly content themes for creating
program awareness and acquisition with the objective
for increasing website traffic.
Post aligns with monthly content themes for sharing
general health/research news and information as well
as observing American Heart Month.

3. Weekly Social Media Content Review
February 3 – February 9, 2020
TWITTER
January 30-Day POST Baseline Averages
12 Avg. Engagements . 17,496 Avg. Reach . 346 Avg. Video Views . 0.069% Avg. Engagement Rate (ER)
Top Performing Post
Media Type: Video (GIF) + Link
Content Theme(s): Health + Education
Post Performance Metrics
Publish Date: Mon., Feb. 3, 2020
37 Engagements + 86,791 Reach + 473 Video Views + 0.043% ER
Why did this work?
• Short, micro-messaging GIF video disseminates core messaging
in an easy-to-view, autoplay experience.
• #DYK hash provides an expanded organic audience following
the popular hashtag.
• Missed opportunity to tag #AmericanHeartMonth or
#HeartMonth as another commonly Twitter adopted hashtag.
Area(s) of Opportunities
Media Type: Photo + Link
Content Theme(s): Awareness + AOU Journey Tour
Post Performance Metrics
Publish Date: Tue., Feb. 4, 2020
1 Engagements + 8,565 Reach + 2 Bit.ly Clicks + 0.012% ER
What was good?
• Location hashtag tagging expands organic discovery of tweet
(tweets with hashtags get 100% more engagement: source
Hootsuite Oct. 2019).
Where can we optimize?
• Journey tour tweets offer opportunities to tweet the tour stop
over an extended period of time to gain greater awareness and
attention.
• On average, a tweet lifespan is only 15-24 minutes (varied by
source). Represents tweeting often each and every day (even
the same tweet or a slightly altered tweet) can create greater
opportunities for our content and message to be seen.
PAGE | 3
Post aligns with monthly content themes for
continuing to highlight the Journey Bus tour
and its scheduled stops.
Post aligns with monthly content themes for
sharing general health/research news and
information as well as observing American
Heart Month.