Duke Children’s Social

Media Analysis
By Abigail Clarke
 01
Where Duke Stands & The
02
Consistency
03
Engagement
use of Social Media

04 05 06
Increasing Main
Community
Followers Takeaways
 Hospital Facebook Twitter
Boston Children’s Hospital 695,000 65,000

Children's National Health 223,000 37,000

System Foundation

Cincinnati Children's 127,000 34,500

Hospital Medical Center

Lurie Children's Hospital 73,700 23,500

Children’s of Alabama 88,000 12,800

Duke Children’s Hospital 17,300 6,200

 What is the Purpose of
Social Media for
Children’s hospitals?
● Connect with your community
● Share important information
● Embrace and Grow your brand
Your Logo
Duke Children’s
Focus Friendly Neighborhood
Health Care Provider
Raising awareness about primary care doctors
and everyday checkups

Specialized Care
Promoting information about Duke’s world
renowned research and care

Being a Top Hospital

Marketing all that is done not only in operating
rooms but for the community
01 Consistency
Timing of Posts Schedule for posts Organization of content
Posting at specific Posting Keeping people
times of day to consistently to interested and
target our boost invested
audience engagement
Duke Children’s
Does a great job…

Providing Posting
Informative Advancements &
Statistics Achievements

Informing about Sharing Patient

Fundraising Stories
Partners
 Reach: 4,551

Reach: 5,723
Engagement 02
Age Demographics for Duke
Children’s Social Media
7 Tips To Improve Engagement

01 02 03 Ask
Encourage User-Generated Reply To Your Audience Questions
Content

04 05 06 07
Track Your
Post Try Creating
Use High- Social
Frequently Live Videos
Quality Visuals Performance
Children’s
Alabama

5%
Mercury
03 Community
Cincinnati
Children’s
Lurie
Children’s

20%
Neptune

55%
Jupiter
Increasing
Followers 04
 Community
Engagement
Presence at events in Durham or
within the community would go a
long way

Acknowledgement of
Promotion Current Events
Putting QR codes with links to social This makes the account seem
media around the hospital, tabling, more “real”
more engaging social media - Summer, Back to
School, Juneteenth
etc.

Humanism
People want to feel good, they want
to see the staff and the kids
(following HIPAA guidelines)
Main Takeaways

Marketing Focus Involvement

Team

To have a great social Duke needs to know Showing the community

media presence it what message they are that you care about
needs to be someone's sending to the them through more
main focus to create community and stick than social media
content that reflects with it
Duke’s brand
Sources

● https://www.facebook.com/DukeChildrens
● https://twitter.com/Duke_Childrens/media
● https://www.facebook.com/luriechildrens
● https://twitter.com/LurieChildrens
● https://www.facebook.com/childrenshospitalofalabama
● https://twitter.com/ChildrensAL/media
● https://www.facebook.com/cincinnatichildrensfans
● https://twitter.com/CincyChildrens/media
● https://claritas360.claritas.com/mybestsegments/#zipLookup
● https://www.ama.org/marketing-news/the-best-times-to-post-on-social-media/
● https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
● https://blog.hootsuite.com/how-often-to-post-on-social-media/
● https://www.digitalmarketing.org/blog/how-often-should-i-post-on-social-media-for-my-business