Capabilities
- Social Media
- Web
Summary
Pennsylvania Psychiatric Institute (PPI) asked us to develop a content marketing strategy to help manage their LinkedIn and Facebook accounts and attract more online engagement. Within a few months after implementing our strategy, we saw dramatic results.
Objective
Before we implemented a strategy, PPI had claimed three separate LinkedIn accounts: 1) their original account, 2) a retained account with 20 employees and 103 followers, and 3) a merged (Penn State and UPMC Pinnacle) account with 128 employees and 42 followers. We were tasked to merge all three accounts into one; however, LinkedIn’s policies required the retained account and merged account have at least 100 employees listed on each. Due to this, we had to post content on all three accounts before the merge was approved. To speed up this process, personal invitations were sent to all connections to attract and gain followers.
PPI’s Facebook account was struggling to gain followers and lacked overall engagement. From September 2019 to February 2020, the account only had 259 followers and 23 page likes. Before we implemented a strategy, the average reach per post was three organically and zero paid, with a total reach of only 43 organically and zero paid.
followers
average Facebook
post reach
Conclusion
When PPI’s new LinkedIn account officially launched in January 2019, the page had 145 followers and 20 employee connections. After just two months of shut-down notices for the old accounts, the new account had reached 351 followers. Today, their new account has 494 followers and 161 employees listed. Our goal to create a new PPI LinkedIn page was a success, helping us improve their online recruiting options. In addition to sharing content to LinkedIn, weekly content about job openings is posted. We have also enabled the account to allow organic job listings to post from their applicant tracking system (ATS).
Our Facebook strategy began in March 2020. We write monthly blog posts about industry-related topics such as mental health awareness, disorders, and more. These blogs create more frequent Facebook posts and paid Facebook boosts, leading to more engagement. Our goal to increase their presence on Facebook continues to be a success. Since we implemented our strategy, PPI’s Facebook page has 472 followers (82.2% increase) and 453 page likes (79.1% increase). The average post reach has increased to 41 organically (366.67% increase) and 902 paid, making their total reach to 69 organically (60.5% increase) and 1,000 paid.