As COVID-19 began taking over the headlines, we knew that as an active health system on social media, it was important for us to join the conversation and educate the public on what they needed to know regarding the virus and who was most at risk.
Mount Sinai is continuing to fight against the COVID-19 pandemic. As this disease is still prevalent, our clinicians remain committed to caring for patients and our researchers are continuing to develop therapies and search for a vaccine that can be used worldwide.
Our objectives included:
The social media team worked to identify high-risk patient populations. We then identified an expert from each specialty to conduct a remote Facebook Live interview, educating our Facebook audience on what they need to know about COVID-19, including risks, symptoms, what they should do to protect themselves, and how it affects their specific health conditions.
Based on our social media data, we know that Mount Sinai Health System's Facebook Live videos perform 80% better than traditional video and drive a high percentage of engagement on our Facebook page. This guided our decision to use Facebook Live for the COVID-19 Info Series.
We wanted users to have the flexibility to view the videos beyond just Facebook, which led to the creation of a YouTube playlist that is embedded on our Mount Sinai COVID-19 Resource page.
The broadcast dates were pre-promoted via social media graphics across all Mount Sinai Health System social media channels that drove traffic to our Facebook page. Each graphic was tailored for the various platforms, i.e. Facebook, Twitter, and Instagram. All of the graphics were consistent with the Mount Sinai Health System brand, which affirms our brand recognition.
After each video interview was aired on Facebook Live, it was uploaded onto the Mount Sinai YouTube channel under the "COVID- 19 Info Series" playlist, which was then embedded on the Mount Sinai Health System COVID-19 Resource Hub website.
The videos were also shortened for cross-promotion on other social media channels. Our internal communications team highlighted specific Facebook Live interviews with a companion blog post which was also promoted across all of our social media channels. Our e- mail marketing team incorporated various interviews in patient-focused e-mail blasts.
Social Media Results
Reporting Period: March 1 - September 15
Impressions: 17,050,420
Reach: 5,394,446
Engagement: 242,211
Shares: 14,329
Video Views: 6,637,515
Additional Media Results
5 Ways Hospitals Can Use Social Analytics to Help Their Community: https://www.listenfirstmedia.com/5-ways- hospitals- can- use- social- analytics- to- help- their- community/
NY Post article based off Facebook Live interview on Impact of COVID-19 on Transgender Patients: https://nypost.com/2020/04/30/coronavirus- forcing- hospitals- to- cancel- gender- change- surgeries/
5 video interviews featured in Broadcast Med Today e-mail blasts that reach over 280,000 physicians in the United States
