Social Benchmark

Social Media
Benchmark Recap
January 2019
Precision Medicine Initiative, PMI, All of Us, the All of Us logo, and “The Future of Health
Begins with You” are service marks of the U.S. Department of Health and Human Services.

Continuing Social Media Objective:
Create program awareness, education, community engagement, influence, audience growth.
Facebook
❑ 23,670 Followers
(258 New Followers)
+0.81% Change
❑ 646
Engagements
-51.6% Change
 1.30%
Avg. Engage Rate
+10.1% Change
 3,060
3-Sec Video Views
-28.0% Change
Instagram
❑ 1,612 Followers
(141 New Followers)
+9.59% Change
❑ 888
Engagements
+13.0% Change
 2.63%
Avg. Engage Rate
+3.1% Change
 1,245
3-Sec Video Views
-25.1% Change
Twitter
❑ 6,392 Followers
(425 New Followers)
+5.30% Change
 922
Engagements
+61.5% Change
 0.41%
Avg. Engage Rate
+12.3% Change
 15,178
3-Sec Video Views
+156.5% Change
JAOU Adopted Calculations Used:
Engagements = Likes (Favorites) + Comments (Replies) + Shares (RTs)
FB ER = Engagements / Reach . Twitter ER = Engagements / Impressions . Instagram ER = Engagements / Followers
Change = month over month (current vs. previous month) comparison
Observations
❑ Followers continue to grow month over
month with Twitter experiencing the largest
gains.
❑ Engagements improve month over month
for Twitter and Instagram with Facebook
falling slightly off.
However, all social accounts show followers
are engaged with content raising awareness
for the All of Us profile on a national level.
❑ Engagement Rates are up for all social
accounts representing content is resonating
with followers.
❑ Video Views do slightly decline for several
social accounts with Twitter experiencing
month over month improvement.
This should not be a concern as we will
periodically experience ups and downs
month over month.
Avg. Benchmark Engagement Rates: Facebook (0.17%), Twitter (0.55%), Instagram (2.14%)
Benchmark Comparison Source: 2018 RivalIQ Social Media Benchmark Report. The nonprofit sector benchmark representations included 150 national organizations. A few examples: the American Lung Association, Habitat for Humanity, Make A Wish
Foundation, American Red Cross, and UNICEF.

5
Facebook New Followers
Weekly New Follower Trend Review
258 Monthly New Daily Followers - Jan 1, 2019 – Jan 31, 2019
Our Facebook account continues to
attract organic new followers week
over week as program awareness
and our social content reaches
larger audiences.
As we move into the new year, a
renewed focus will be placed on
attracting new followers to expose
broader audiences to our content
and message.
As we execute against this
objective, alignment will be placed
with emphasis on attracting UBR
audiences via content targeting,
and with the added consideration of
paid support.
+0.81% Change
23,670 Total Followers
27
64 65
79
42
31-Dec 7-Jan 14-Jan 21-Jan 28-Jan

Overall, engagements are slightly
down in the month as people get
back to their daily routines after the
extended holiday period.
The video view spike is from two
individual videos within the defined
weekly time period.
Within the month we had one
boosted paid post which reached a
much larger
audience
beyond our
own followers,
and which
created 234 additional link clicks
back to the national website.
6
Engagements + Video Views
Weekly Engagement Performance Trend Review
646 Monthly Engagements - Jan 1, 2019 – Jan 31, 2019
-51.6% Change
Engagements = Likes + Comments + Shares
154
104
91
102
75
7
1
9 12
1
43
51
29
51
36
Facebook Engagements
Likes Comments Shares
1,327
603
780
308
42
Video Views
3-Sec Video Views
[29 Monthly Posts]
3,060 Monthly Video Views
Weekly Top Posts

7
Top 3 Performing Posts x Engagement Rate
Monthly Engagement Performance Review
Monthly Post
Engagement Numbers
29
Monthly Posts
526
Likes
30
Comments
210
Shares
3,060
Video Views
3,826
Total Engagements
Likes + Comments + Shares + (Video Views)
Photo posts are the clear winners in the month of January for Top Posts by Engagement Rate. All three photo posts use
environmental photography which immediately catches the eye when appearing in the newsfeed. All posts also leverage an
emotive message takeaway which likely resonated with engaged audiences based upon their own personal experiences and
value systems.
This month’s results further reinforce Facebook can be a great storytelling platform where the largest engagements will come via
content and posts drawing on human emotions and personal experiences.
Why measure Reach + Engagement Rate? Engagement rates tell us how well creative and content are resonating with followers. Reach tells us
how effective we are in disseminating our content and message across audiences, ultimately revealing how broad we are building program
awareness and influence.
1.30% Monthly Avg. Eng. Rate
3.4% Eng. Rate 3.3% Eng. Rate 2.6% Eng. Rate

8
Top 3 Performing Posts x Reach
Monthly Post
Reach Numbers
29
Monthly Posts
59,134
Total Reach
75,675
Total Impressions
2,039
Avg. Post Reach
The Top Monthly Posts by Reach included one paid (boosted) post and two organic posts. Based on these monthly results,
quick takeaway videos is strategically reinforced to enhance organic post reach as previously highlighted in past reporting. The
objective in 2019 will be to increase overall reach averages for all posts whether they are paid or organic to broaden program
awareness among greater numbers of Facebook users, as well as to engage more followers and friends of followers.
Of special note, this is the first month where unique engaged users reached the current levels. Unique engaged page users are
individual persons who have interacted with our Facebook Page and/or any of our Facebook posts. This does include both organic
and paid exposure to the program.
Why measure Reach + Engagement Rate? Engagement rates tell us how well creative and content are resonating with followers. Reach tells us
how effective we are in disseminating our content and message across audiences, ultimately revealing how broad we are building program
awareness and influence.
26,802 Reach 2,689 Reach 2,210 Reach
44,981 Unique Engaged Page Users

9
Houston Market Test Ad Campaign Reach & Impact
Regional Monthly Ad Campaign Performance Review
HOUSTON REGIONAL
Ad Campaign Attribution
1,482,592
Reach
2,116,781
Impressions
14,200
Click Engagements
973
Likes, Comments, Shares
15,173
Total Engagements
The National REGIONAL HOUSTON Media Ad Campaign (which runs in the Facebook newsfeed as AoURP Sponsored
Posts) is active and running creating added program reach and awareness via millions of additional impressions and tens
of thousands of engagements in support of our Facebook account profile and for clicks to the national website.
Regional Media Campaign - Jan 1, 2019 – Jan 31, 2019

10
National Ad Campaign Reach & Impact
National Monthly Ad Campaign Performance Review
NATIONAL MEDIA
Ad Campaign Attribution
4,998,751
Reach
9,699,813
Impressions
34,689
Click Engagements
4,335
Likes, Comments, Shares
38,994
Total Engagements
The NATIONAL Media Ad Campaign (which also runs in the Facebook newsfeed as AoURP Sponsored Posts) has been
The National Facebook Media Ad Campaign has been reactivated and is now running. In combination with the
Houston regional campaign, both Facebook Ad Campaigns have created more than 6.4 million in reach, more than 12
million added impressions, and 48,000 attributable visitors to the national website in the month of January.
National Media Campaign - Jan 1, 2019 – Jan 31, 2019

12
Instagram New Followers
❑ Instagram’s follower base
continues to grow via organic
discovery.
❑ A major initiative in 2019 will be
to grow channel followers at a
faster pace.
❑ Instagram’s growth can come via
more frequent channel specific
campaigns, cross promotion on
Facebook and Twitter, as well as
a small Paid support effort.
+9.59% Change
13
31
26
49
22

Engagements are up month over
month as the number of post likes
increase representing followers are
showing appeal for our content.
Videos, separately, continue to
create higher levels of awareness
and engagements via short-form
video formats.
Goal in 2019 remains to leverage
the channel as a visual storytelling
platform to widely disseminate our
core messages and values, while
growing our follower base.
13
Engagements = Likes + Comments + (Video Views)
+13.0% Change
156 159
188
234
163
4 8 8 8 6
Instagram Engagements
Likes Comments
[22 Monthly Posts]
308
0
386
321
230
Video Views
3-Sec Video Views
Top Video Posts

14
Monthly
Engagement Numbers
22
Monthly Posts
855
Likes
33
Comments
1,245
Video Views
2,133
Total Engagements
Likes + Comments + (Video Views)
Why measure Engagement Rate + Total Engagements? Engagement rates tell us how well creative and content are resonating with followers. Total
Engagements tells us how many people we are interacting with our content and message across audiences, ultimately revealing how broad we are
building program awareness and influence.
Top Posts by Engagement Rate included three different and unique storytelling visuals which showcase the diversity and benefit
of the program. Each post has a different complementary short message takeaway with links to the national website. Instagram
remains the top channel within the social media mix for communicating our message via storytelling and for user engagements.
63 likes 56 likes 54 likes

15
Top 3 Performing Posts x Total Engagements
Why measure Engagement Rate + Total Engagements? Engagement rates tell us how well creative and content are resonating with followers. Total
Engagements tells us how many people we are interacting with our content and message across audiences, ultimately revealing how broad we are
building program awareness and influence.
369
Engagements + Views
296
Engagements + Views
284
Engagements + Views
Top Posts by Total Engagements included three short-form videos representing three complementary stories (journey bus tour,
program Fitbit use and an emotive message for joining the program). The short-form video format continues to work well on the
social channel to gain quick attention and awareness, while disseminating key messages.
Short-form video used in support of emotive, people-oriented images, offers a powerful awareness and engagement strategic
content direction to reach a diverse population mix.
Monthly
Engagement Numbers
22
Monthly Posts
855
Likes
33
Comments
1,245
Video Views
2,133
Total Engagements
Likes + Comments + (Video Views)

Twitter growth remains steady
week over week for organic
discovery with a slight upswing
during the middle of the month.
Finding new followers remains a
goal in 2019 to disseminate our
message across new audiences.
The identification of key
influencers and people of interest
within the healthcare and
precision medicine discussion
topics continues to be a goal to
leverage the recruitment of new
Twitter followers.
17
Twitter New Followers
+5.3% Change
67 65
102
146
65

2,030
493
10,410
645
2,050
Video Views
3-Sec Video Views
96
102
214
92
70
3 3
11
3 5
55
81
109
60 61
Twitter Engagements
Likes Replies Retweets
Monthly total engagements and our
engagement rate are up month over
month, with video views adding
greater user engagements beyond
likes, replies and retweets.
Short, micro-burst GIF videos
continue to be well received and are
creating greater program awareness.
Of note as a best practice and
wherever possible, content links will
have the most impact and influence
when linked back to the national
website.
An active effort continues to identify
key influencers to aid in our own
follower growth strategy.
18
Engagements = Likes + Replies + Retweets + (Video Views)
+61.5% Change
[159 Monthly Tweets]
15,178 Monthly Video Views
8,252 Video Views

19
Monthly
Engagement Numbers
159
Monthly Tweets
544
Likes
25
Replies
353
Retweets
15,178
Video Views
16,100
Total Tweet Engagements
Likes + Replies + Retweets + (Video Views)
Top Posts by Engagement Rates included three educational quick message takeaway tweets. Two of the Top three tweets used
persona images to gain newsfeed attention with links to direct users to more information.
As a primary news and message dissemination channel leveraging linking, the objective is to raise program awareness and then to
stimulate users to engage with the tweet to collect more information as a primary step in the enrollment journey path. Each of
these Top three tweets accomplished the objective. The goal remains to be to continually reach broader audiences by publishing
strategic message tweets daily for maximum impact and influence.
Why measure Engagement Rate? Engagement rates tell us how well creative and content are resonating with followers, ultimately revealing how
much we are activating and motivating audiences at scale.

20
Top 3 Performing Posts x Impressions
Total Monthly
Reach Numbers
159
Monthly Tweets
227,186
Impressions
6,354,103
Potential Reach
Why measure Impressions instead of Reach? On Twitter, Impressions is the actual number of people who could have seen a tweet in their
newsfeed. Conversely, Reach is simply a count of all followers of all people who have engaged with a posted tweet regardless of whether they
could have seen the tweet or not, e.g., whether they were online and logged into Twitter. Therefore, when measuring influence (and engagement
rate), the more accurate benchmark is to use impressions over ‘potential’ reach.
The Top Monthly Posts by Impressions included two short-form videos and an announcement for the @HealthCareScene
co-sponsored Twitter chat. Short-form videos and eye catching images continue to do well on Twitter for gaining the
attention of users.
When combined with key takeaway messages, tweets of this type can be extremely effective for building program
awareness and site traffic across all targeted population segments.
49,356
Impressions
29,209
Impressions
20,971
Impressions
16,100 Monthly Engagements
Engagements = Likes + Comments + Shares + (Video Views)

21
@HealthCareScene Twitter Chat Recap
577
Chat Tweets
19
@HealthCareScene
Host Tweets
524
Chat Earned Tweets
218
Chat Retweets
53
@AllofUsResearch
Tweets
33
@AllofUsResearch
Tweet Retweets
30
@AllofUsResearch
Tweet Favorites
562,094
@AllofUsResearch
Tweet Reach
5,795,885
Total Chat Reach
138
Distinct Chat Users
(includes hosts et al.)
303
Positive Chat Mentions
439
Chat Favorites
The ongoing Twitter Chat series
continued to raise awareness and
education among primary institutional
and community organizations. Overall
Chat sentiment was positive.
The general discussion theme
centered around the use of technology
in healthcare with the All of Us
Research Program threaded into the
discussion as a prime example for
how it may impact future healthcare.
The participation of community
organizations provided the program
with the opportunity to educate a
larger base on healthcare influencers
which will aid in building program
awareness via discussions with their
constituent (patient) base.
Twitter Chat Review
Top Hashtag Use via Mention Counts
297
#JoinAllofUs
561
#HITsm
5,795,885 Chat Reach
922 Monthly Engagements - Jan 18, 2019
-- @AllofUsResearch Twitter Chat Contribution --

60
278
23,517
Instagram
Twitter
Facebook
Click-Thru Website Traffic
(Social Media Default Channel Grouping Ranked)
2,085 Social Media Click-Thru Site Traffic Visits
23
Social Media Website Traffic + Conversion Attribution Review
Social Media Website Traffic Attribution - Jan 1, 2019 – Jan 31, 2019
The Three Core Social Media
Channels accounted for more than
21 percent of all website traffic in
the month of January – or a total of
23,855 November site visits.
Overall, total website traffic for
the month registered 111,00 site
visitors.
January 2019
Social Media Conversion Counts
 (208) Accounts Created
 (44) Consent Completions
 (20) Newsletter Signups
21.5% of Site Traffic
Data Source: Google Analytics. Google Analytics should not be used as an absolute count of the ‘truth’. It can only be used as a benchmark.. Although we can attribute traffic to
social media, we can not currently attribute it to a specific National Social Media efforts. Website traffic represented is from all national + partner social media activity.
Site Traffic + Conversion Attribution

24
Hashtag Use & Influence (JAoU Brand Listening)
Hashtag Preference and Common Use
Which Hashtags are being most used within online discussion? Jan 1, 2019 – Jan 31, 2019
#joinallofus hashtag use continues
to be Top hashtag as expected.
#hitsm gains prominence in the
month via the Twitter Chat.
#precisionmedicine remains to be a
predominant secondary and common
hashtag in use.
#whyjoinallofus gains appeal as a
call to action.
#nih holds steady in the Top 10 as a
strategic aligned program overseer
with #thisisnih complementing the
parent hashtag.
#participaenallofus the Spanish
hashtag is removed from the Top 10
(racked 16th) without active
campaigning.
Other remaining Top 10 hashtags
used in combination with #joinallofus
for greater organic content discovery.
Rank Hashtag Mentions Distinct Users Reach Owned Reach Earned Reach
1 #joinallofus 1,640 441 25,739,323 7,086,201 18,653,122
2 #hitsm 408 130 12,945,699 2,865,861 10,079,838
3 #precisionmedicine 429 275 6,293,283 332,543 5,960,740
4 #whyjoinallofus 211 32 2,509,307 77,300 2,432,007
5 #nih 159 151 2,228,557 18,765 2,209,792
6 #thisisnih 32 32 1,233,323 6,177 1,227,146
7 #digitalhealth 72 61 1,171,346 6,262 1,165,084
8 #womenshealthinfocus 26 26 1,105,352 6,177 1,099,175
9 #pregsource 26 26 1,105,352 6,177 1,099,175
10 #lgbtq 81 23 1,020,105 30,898 989,207
25,739,323 #joinallofus Hash Reach

How do we compare against notable organizations?
Facebook Engagement Rate Comparative Review
Review Period: (Jan 1 thru Jan 31 2019)
Source: RivalIQ.
The nonprofit sector comparative benchmark representations included 150 national organizations. A few examples in the RivalIQ Benchmark report included: the American Lung Association, Habitat for Humanity, Make A Wish Foundation, American Red Cross, and UNICEF.
All of Us Facebook Account
NIH Facebook Account
JAOU Adopted Engagement Rate Calculation Used:
FB Eng. Rate = Engagements (likes + comments + shares) / Reach
In the month of January, the All of
Us Research branded Facebook
profile significantly outperformed the
reviewed comparative group
(including the NIH) for average
engagement rate.
The average engagement rate for
all organizations in this comparative
review was 0.41% which our own
Facebook profile is significantly
above industry averages.

Twitter Engagement Rate Comparative Review
Source: RivalIQ.
All of Us Twitter Account
NIH Twitter Account
Twitter Eng. Rate = Engagements (likes + replies + RTs) / Impressions
Throughout the month of January,
the @AllofUsResearch branded
Twitter account outperformed all
groups for average engagement
rate.
all organizations in this
comparative review was 0.13%
which our own Twitter profile is
significantly above industry
averages.

Instagram Engagement Rate Comparative Review
In the month of January, the
@AllofUsResearch Instagram
account outpaced all comparative
benchmarked organizations for
engagement rate.
all organizations in this
comparative review was 1.95%
further revealing our own Instagram
account is exceeding industry
averages.
Source: RivalIQ.
All of Us Instagram Account
Instagram Eng. Rate = Engagements (likes + comments) / Reach

 Video continues to be king. Even if we have still images, we should consider how we can give it
movement.
- Action: Develop more GIFs and videos, as they continue to resonate well. This will be
complimented by the release of “Testimonial” content.
 Our boosted posts are top performers, driving engagement and follower growth at minimal cost.
- Action: Increase boosted posts, identifying more opportunities to extend the reach of our content.
 Storytelling, emotive visuals and sharing engage followers. We continue to have proof cases using
GIF videos and with the Instagram channel in general.
 Campaign planning cycles engage more followers and find new followers. A continuous campaign
calendar targeted at different audience groups and demographics should run in the background of
the normal editorial calendar to boost overall engagements and expose new audiences to our
program and messages.
 Themed toolkits are working. There’s been a marked uptick in engagement and reach, and it
broadens our follower base.
 Social is a critical driver to the website and for enrollment (currently 20% of website traffic comes
from social).
 Getting “Social” - Twitter’s engagement rate is an example of lack of latitude in community
engagement on platform.
 Set annual benchmarks based on goals for 2019.
30
Observations & Recommendations
Where We Want to Be + How We Get There

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