Novant Health engaged ABZ to perform a comprehensive audit of its social media platforms and develop a strategic plan to support the organization’s corporate goals. The project included an analysis of the various current and emerging platforms and developing audience profiles for each. At the tactical level, ABZ developed a four-month editorial calendar and post content for Novant Health’s Facebook account to drive organic page likes and boost overall engagement. Using extensive audience profile research and real-time performance measurement to guide content, the campaign resulted in significant increases in Novant Health’s Facebook engagement metrics.

Facebook results:

• 340% increase in organic non-paid impressions
• Nearly 50% increase in total engagement
• Nearly 30% increase in engagement as a percentage of fans
• 39% increase in Facebook website referrals, or +1,300 average monthly website visits