This document summarizes social media content and performance from January 20-26, 2020 across Facebook, Instagram, and Twitter. On Facebook, a post about thyroid awareness outperformed others with over 50 engagements. On Instagram, a post honoring MLK Jr. received the most engagement. A similar post did well on Twitter. Paid social ads met engagement and reach objectives. Overall, content honoring observances and holidays, and posts offering health tips engaged audiences best. Boosted posts significantly exceeded organic baselines.

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.