If you were to subscribe to a benchmarking report for digital and/or social media what data would you like to compare?
– Facebook Stats?
– Twitter Stats?
– Web Stats?
Would love your feedback.
Liked by Dan Hinmon, MCSMN Director
Liked by Reed Smith, Dan Hinmon, MCSMN Director
All of the above. When I try to determine what success looks like for my orgs sites, there isn’t a lot to compare to. We’re an FQHC, so being about to understand and maybe learn from other FQHCs would be awesome. We have multiple websites – FQHC, HIV Testing and Education Campaign, Crystal Meth outreach and education, and a sexual health clinic, each with a different focus but that all lead back to the main org. Same with our social channels except one. Right now I have “Pages to Watch” data on FB, but nothing else that I know of helps to really benchmark.
Yes, I agree with the others. All of the above would be helpful. Budget, team size, leadership activity, where social sits on the priority list… all of this would be helpful.
Liked by Reed Smith
I am interested in all of the points.
Thank you – all – for the feedback. What do you feel is most misunderstood metric that marketing uses?
Good question @reedsmith. ROI maybe? We currently don’t track where our new clients come from or how they heard about us. We also have community test sites that move aroud our region (like pop-up clinics) and have no idea how people find out about it. Is it via social? Word of mouth? I’m just not sure how to track it. It’s great that our followers/engagement has increased but are we actually getting people tested for HIV or in the door at the clinic? I believe that we are because of our social efforts but how can we be sure if we don’t have data 🙁
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thank you. I agree ROI has not been used well in healthcare marketing. for it to really work well it has to be part marketing and part operations to solidify the effort and measurement.
Liked by Sue Lowe
I think many c-suite types still talk about “Web hits” but don’t really know what that means. Although, I generally feel that social and web analytics are not well understood outside of the people that work directly with digital. And I absolutely agree that even if someone knows and understands a number, it’s difficult to benchmark it against others or show the value. For example, page view increases or decreases don’t necessarily mean that you’re doing better or worse, but people always like to see numbers “improve.” It’s sometimes hard to explain the complex relationship between data elements in digital. And yes, if you don’t have operational activities to connect the data to, the data isn’t terribly useful period.
Liked by Reed Smith, Sue Lowe