Leadership Howard County Facebook Audit

Facebook Audit

December 2016

Prepared by:
Mary Ann Davis
Senior Marketing and Communications Manager
Howard County General Hospital
A member of Johns Hopkins Medicine

Demographics

Most of Leadership Howard County’s Facebook Page audience is between the ages of 35-54, with 40% of
this group being women and 15% being men. Overall, women are the primary audience at 65% while the
male audience is at 34%.

Postings

Frequency
Current frequency: Over the past six months, from June – November, Leadership Howard County
averaged three posts per week.

Recommended frequency: General best practice is to post two to three times a day; however, there is
no right or wrong frequency strategy. Experimenting with increasing the posting frequency, especially
on days when more of the Page’s audience is on Facebook, will likely prove to be beneficial as people
expect constant updating of social media content.

Peak days are as follows: 5. Thursdays
1. Wednesdays 6. Mondays
2. Sundays 7. Tuesdays
3. Fridays
4. Saturdays

*Data shown is based on a recent one week period. This data will likely change. Consistent monitoring should be practiced.

Timing
Current posting times: Leadership Howard County posts at various times, sometimes mid to late
morning and afternoons.
Recommended posting time: While Facebook provides ideal posting times on specific days, based on
when the Page’s audience is on Facebook, peak posting times are generally as follows:

1. 8 and 9 p.m.
2. 4 p.m.
3. 11 a.m.

*Data shown is based on a recent one week period. This data will likely change. Consistent monitoring should be practiced.

Content

Current Content Performance
Photos and shared video perform better, with gaining higher average reach and engagement, than links
and status posts (non-media text posts). Although, the average reach and reactions, comments and
shares for photos are higher than shared video, shared video generates more post clicks.

Recommended Content
Continue to post photos and videos. Experiment with photo albums, photo carousels, Canvas and
slideshows.

Videos should be kept short, approximately 60 seconds. Though it may be worth experimenting based
on the type of content presented in the video. For substantially longer videos (e.g. lengthy interviews),
consider editing the videos to create a series of shorter videos.
Captioning should be added to videos that include speaking to accommodate the News Feed’s auto-play
function as most viewers use this method to watch videos.

Call to Action Button

Current Call to Action Button
Leadership Howard County uses the “Call Now” Call to Action Button, and if the intent is to drive phone
calls, this is the ideal button to use.
Recommendations for the Call to Action Button
Changing the Call to Action button to “Contact Us,” which would direct viewers to Leadership Howard
County’s Contact LHC form on its website, would help in developing leads especially if the form was
connected to a customer relationship management (CRM) like database.

Pages to Watch/Benchmarking

Facebook offers a Pages to Watch section in the Overview section of Insights. Leadership Howard
County has an opportunity to compare its Facebook activity against the activity of other leadership
organization Pages, specifically comparing total Page likes and posting frequency and engagement.
Monitoring these Pages can also provide content ideas, especially from posts that receive considerable
engagement.

The following leadership organizations have Facebook Pages.

Maryland
• Leadership Montgomery – 1,200 likes
• Leadership Washington County – 1,017 likes
• Leadership Anne Arundel – 765 likes
• Leadership Frederick County – 556 likes
• Leadership Southern Maryland – 451 likes
• Leadership Baltimore County – 434 likes
• Leadership Prince George’s – 232 likes

Washington D.C.
• Leadership Greater Washington – 1,289 likes

Leadership Howard County currently has 998 likes.

Services Tab

The Services Tab, located on the Page’s left rail, lets viewers know what Leadership Howard County
offers. This tab provides an opportunity to highlight Leadership Howard County’s programs.