Social and Digital Media blog – September 2016

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Top 5 links posted to Facebook url clicks
Heart age tool 2,107
Men ACWY vaccine 1,908
Heart age tool 1,240
Heart age tool 1,167
Food intolerance 643


Top 5 links posted to Twitter url clicks
Heart age tool 1,451
Heart age tool 515
Heart age tool 481
Heart age tool 333
Heart age tool 232


Top Facebook post
The top Facebook post this month was an image post of Darebee’s (formally Neila Rey) standing abs workout. This post received 209 reactions, 141 shares, 17 comments, 164 link clicks and reached 31,722 people. The copy read: “Forget everything you know about abdominal exercises: you don’t have to perform endless stomach crunches on the floor for that six pack. This standing abs routine strengthens your entire core and works your cardiovascular fitness, too.” More gym-free workouts here:”

Top of the charts: Heart age
The heart age tool took the majority of the top spots this month. Impressively, all five of our top clicked posts on Twitter, the top tweet of the month and three of the five top Facebook clicked links link to the tool. The most successful Facebook post read: “How old is your heart? Take the test and check how healthy your heart is”. This received 204 reactions, comments and shares and reached 25,790 people. The most successful tweet referenced world heart day, generating 242 retweets, 209 likes and 1,451 clicks. Notably, 265 Twitter users also clicked on the hashtag #WorldHeartDay, to see what the twittersphere was saying about this topic.

Its popularity stemmed from an update on the tool, coinciding with a study published in the BMJ using insights from the tool’s usage. The most notable coverage came from the front page of the Daily Mail; coverage was also seen in The Sun, Daily Telegraph and Huffington Post.
With every post we shared our gif, produced in-house. Across the month, our social media channels generated 8,706 clicks to the tool, 38% of these came from seven Twitter posts and 62% from three Facebook posts. The largest activity spike was on 29th September, the launch day and World Heart Day.


Men ACWY vaccine for university freshers
Our continuing activity on encouraging university fresher’s to take up the Men ACWY vaccine continues into September. One of these posts was the second most clicked Facebook post of the month, with 1,908 clicks to the Men ACWY vaccine page. This post in particular gained significant reach outside of paid activity – 264,634 people, 20% of which organically. This post also had 1,538 reactions, comments and shares. This activity will be covered in further detail in a separate blog once the Facebook activity has ended.


Food intolerance
The newly published page on food intolerance was the 5th most clicked link on Facebook this month. The Facebook post had 41 likes, 35 shares and reached 16,499 people. Despite the average performance of this post, there was a high click through rate, showing that those who are interested in the topic have an appetite for further information.

Unusual flurry of retweets on Twitter
There was an unusual blip of activity on a Twitter post about teenagers and screen time. Although posted on 27th September, there was an extra 1,000+ retweets and likes on 6th Oct. As many of these new interactions come from accounts that look very similar, and none of these accounts clicked on the link, we assume they are spam accounts. The final stats for this tweet are 1,412 retweets, 1,398 likes and 35,161 people reached, but only generated 92 clicks to the site.

Your Health Newsletter
The main feature of September’s edition of Your Health featured Stoptober, Public Health England’s yearly campaign designed to encourage participants to give up smoking.  The newsletter also included content on contraception, links to the dementia information service, info on blood pressure, cutting down on sugar, sickle cell, and gym-free exercises. Your Health was sent to subscribers on Thursday 29th September, and resent to non-openers on Friday 30th September. The result was 25,756 unique opens from 103,670 subscribers.

You can view September’s edition here

Sent: 90,382
Unique addresses received: 87,378
Open rate: Open rate: 20,552 unique opens – 22.74%
Click through rate: 3,888 clicks – 18.91%

The below shows the 5 most popular pieces of content:

  1. Gym-free workouts: unique clicks = 1,189, repeat clicks = 296
  2. Blood pressure test: unique clicks = 1,051, repeat clicks = 134
  3. Dementia information: unique clicks = 422, repeat clicks = 30
  4. Contraception guide: unique clicks = 374, repeat clicks = 22
  5. How to cut down on sugar: unique clicks = 280, repeat clicks = 41


Images no longer count as characters in tweets!
You can now get more bang for your buck in tweets. As referenced in our blog 5 months ago, Twitter have been working on increasing the number of characters you can use in a tweet. On 19th September Twitter updated to allow media attachments (images videos, gifs, polls and quoting another tweet) to no longer count toward the 140-character limit.

Once competing for newness, now competing for the best user experience
With an increase in social media consumption, social media networks are striving to retain their consumers more than ever. Networks are frequently developing features to engage their customers, but this often means copying what other networks are doing – sometimes better than the original. For example, Instagram stories is a copy of the already existing Snapchat stories, but there are various additional features, which improve the user experience. There are also other examples of some of the biggest networks crossing over. Twitter introduced a GIF search function with Facebook messenger and iMessage not far behind. Twitter stickers copies snapchat function to move emoji’s on top of your photos. It is becoming less about who does it first, but who can create a better user experience.


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