Representation for reviewing weekly social content performance.

1. Weekly Social Media Content Review
January 20, 2020 - January 26, 2020
FACEBOOK
December 30-Day POST Baseline Averages
20 Avg. Engagements . 5,182 Avg. Reach (Boost Impact) . 3,409 Avg. Video Views (Boost Impact) . 0.39% Avg. Engagement Rate (ER)
Top Performing Post
Media Type: Photo + Link
Content Theme: Engagement + Education
Post Performance Metrics
Publish Date: Fri., Jan. 24, 2020
54 Engagements + 2,401 Reach + 23 Bit.ly Clicks + 2.25% ER
Why did this work?
• Post aligns to heightened national observance and awareness for
Thyroid Awareness Month.
• Simple illustrated image with clear post topic captures attention in
the newsfeed.
• Future Opportunity: hashtag all opportunities directly
within the post copy and which hashtags are commonly used by social media users for greater organic post discovery
and engagements (e.g., #thyroid, #thyroidawarenessmonth).
Area(s) of Opportunity
Media Type: Photo + Link
Content Theme: Awareness + Audience Target
Post Performance Metrics
Publish Date: Wed., Jan. 22, 2020
7 Engagements + 990 Reach + 10 Bit.ly Clicks + + 0.71% ER
What Was Good?
• Continued commitment to post more frequently in Spanish for
native language followers.
• Image text overlay copy quickly makes the newsletter signup offer
grabbing attention within newsfeed.
Where Can We Optimize?
• Newsletter offer can be classified as an evergreen
post providing content shelf life and expanded opportunities for publishing. The same post can be re-posted in a serial
publishing scheme across weeks and months for multiple impressions and to reach larger bi-lingual audiences for greater
engagements and newsletter signups.
Supported Monthly Content Theme: New Focus on Health
Supported Monthly Content Theme: New Focus on Health

2. Weekly Social Media Content Review
January 20, 2020 - January 26, 2020
INSTAGRAM
December 30-Day POST Baseline Averages
27 Avg. Engagements . 685 Avg. Reach . 207 Avg. Video Views . 3.96% Avg. Engagement Rate (ER)
Top Performing Post
Media Type: Photo
Content Theme: Engagement + Observance
Post Performance Metrics
Publish Date: Mon., Jan. 20, 2020
99 Engagements + 1,550 Reach + 6.39% ER
Why did this work?
• Image clearly recognizes Dr. Martin Luther King
Jr. on his annual national observance day.
• Text overlay quote subtely links an altruistic and
societal message as attributed to Dr. King to the
program and which followers can acknowledge
with a simple mouse click.
Area(s) of Opportunity
Media Type: Photo
Content Theme: Awareness
Post Performance Metrics
Publish Date: Mon., Jan. 20, 2020
23 Engagements + 603 Reach + 3.81 % ER
What Was Good?
• Image portrays a family of generations which is
at the heart of the program for helping future
generations with health/medical care.
Where Can We Optimize?
• A slight copy tweak to add family and generations to the benefit statement for making a future difference would align
nicely with image.
• Experiment with even broader social media adopted topic hashtags (as aligned to channel) for greater post discovery
when message, copy and image can support hashtag inclusions (e.g., Instagram hashtags: [#generations - 3.1M posts],
[#newgeneration - 682K posts], [#nextgeneration - 1M posts]).
Supported Monthly Content Theme: MLK Service Day
Supported Monthly Content Theme: New Focus on Health

3. Weekly Social Media Content Review
January 20, 2020 - January 26, 2020
TWITTER
December 30-Day TWEET Baseline Averages
12 Avg. Engagements . 2,703 Avg. Impressions . 94 Avg. Video Views . 0.064% Avg. Engagement Rate (ER)
Top Performing Post
Media Type: Photo
Content Theme: Engagement + Observance
Post Performance Metrics
Publish Date: Mon., Jan. 20, 2020
21 Engagements + 16,255 Impressions + 0.113% ER
Why did this work?
• Image clearly recognizes Dr. Martin Luther King
Jr. on his annual national observance day.
• Text quote subtely links an altruistic and societal
message as attributed to Dr. King to the program
and which followers can acknowledge with a
simple like or share.
Area(s) of Opportunity
Media Type: Photo + Link
Content Theme: Engagement + Health Tip
Post Performance Metrics
Publish Date: Wed., Jan. 22, 2020
1 Engagements + 1,145 Impressions + 5 Bit.ly Clicks + 0.012 % ER
What Was Good?
• Engagement tweets offering followers health tips without
overtly pitching the program can build a more engaged Twitter
community as followers begin to value and expect similar
content.
• #WellnessWednesday is a hash adopted by Twitter users and
offers expanded reach and exposure among hash followers.
Where Can We Optimize?
• Tweet more often daily for greater reach and impressions
(continually increase 1.4x daily tweet average, week over week) to find optimium channel reach and influence.
• For "off-program" engagement themed tweets, link topic hashtags with secondary hashtags (as character limits allow) to
more strongly associate topic to the general topic on #health, #medicine and #research for greater organic tweet
discovery.
Supported Monthly Content Theme: New Focus on Health
Supported Monthly Content Theme: MLK Service Day

4. Weekly Social Media Content Review
January 20, 2020 - January 26, 2020
Audience Target:
18-65, Research, Health Interests
Audience Target:
18-65, Altruism, Health Interests
Paid Post Support
Current Paid Social Baseline Averages
131 Avg. Engagements . 42,514 Avg. Reach . 23,425 Avg. Video Thru-Play Views . 0.31% Avg. Engagement Rate (ER)
Dates Jan 23 - 28
Budget $250
Objective Engagements
Reach 4,357
Engagements 48
Dates Jan 23 - 28
Budget $750
Objective Video Viewss
Reach 127,840
Engagements 700
Video Views 28,836
Dates Jan 23 - 28
Budget $750
Objective Engagements
Reach 13,775
Engagements 100
Dates Jan 23 - 28
Budget $250
Objective Link Clicks
Reach 10,520
Engagements 101
Link Clicks 276
Boosted Post Impact
 Boosted post significantly created expanded
reach and engagements as benchmarked against
average organic video performance.
 Optimized post for ‘thru-play’ video views
ensured a higher percentage of people watched
the video to near completion reinforcing
successful message delivery and website click-
throughs.
Audience Target:
18-65, Spanish Language, Health Interests
Audience Target:
Women, 55-65+, Health Interests
Boosted Post Impact
 Boosted post reinforced added program exposure
(reach and engagements) among a desired
targeted Spanish audience across all (50) states.
 Post-performance confirmed targeted Spanish
audiences will engage with program content when
exposed to it, and establishes a new benchmark
for future Spanish community targeted posts.
90-Day Organic Spanish Post Baseline Averages:
1,063 Avg. Post Reach + 9 Avg. Post Engagements
90-Day Organic Video Post Baseline Averages:
4,405 Avg. Post Reach + 20 Avg. Post
Boosted Post Impact
 Boosted post created broad reach and exposure
for the program with an audience predisposed to
having affinities for altruistic behaviors and health
interests.
 Post-performance significantly exceeded baseline
averages for both reach and engagements.
90-Day Organic Photo Post Baseline Averages:
1,431 Avg. Post Reach + 15 Avg. Post
90-Day Organic Weekend Post Baseline Averages:
1,313 Avg. Post Reach + 41 Avg. Post Engagements
Boosted Post Impact
 Weekend boosted post had stellar results for
optimizing and driving click traffic to the blog
source content.
 Targeted to a specific gender-based audience,
post reinforced program awareness and active
consciousness among a key demographic.