PREPARED BY:
Communications Department
DATE:
November 21, 2023
SUBJECT:
November 15, 2023 – December 14, 2023, Communications Update
BACKGROUND/PURPOSE:
Provide regular marketing and communication updates to the Board of Health.
| SOURCE | November 15 - December 14 | October 15 - November 14 | DIFFERENCE |
|---|---|---|---|
| News Releases, Media Advisories and Statements, or Notices Issued | 3 | 1 | 2 |
| Media Requests Received | 22 | 8 | 14 |
| Wechu.org pageviews* | 111,975 | 135,260 | -23,285 |
| YouTube Channel Subscribers | 1,752 | 1,748 | 4 |
| Email Subscribers | 7,202 | 7,222 | -20 |
| Emails Distributed | 3 | 7 | -4 |
| Facebook Fans | 19,196 | 19,191 | 5 |
| Facebook Posts | 61 | 64 | -3 |
| Twitter Followers | 8,647 | 8,643 | -4 |
| Twitter Posts | 61 | 71 | -10 |
| Instagram Followers | 1,621 | 1,609 | 12 |
| Instagram Posts | 38 | 43 | -5 |
| LinkedIn Followers | 1,625 | 1,606 | 19 |
| LinkedIn Posts | 3 | 15 | -12 |
| Media Exposure | 77 | 41 | 36 |
Data Notes can be provided upon request
Media Exposure Overview Graph
Notes: From November 15 – December 14, we experienced three main peaks of exposure:
Nov. 20 – We saw a spike in media coverage following the Board of Health meeting in which the announcement of the pause in services offered at SafePoint was made.
Dec. 1 – Media coverage on this date was focused on the media statement released regarding the changes to staff at the Windsor-Essex County Health Unit following the approved budget for 2024.
Dec. 12 – On this date, high media coverage was related to the news release issued around Essex Fire and Rescue Services joining the Ontario Naloxone Program.
Website Overview Graph
Notes: During the timeframe of November 15 – December 14, we saw very similar website traffic patterns as the previous month, with no notable spikes in traffic.
Social Media Overview Graph
Lighter blue line represents the current month, darker blue line represents the previous month. Notes: Overall, our social media followers stay consistent, with gradual increases across the monthly timespan.
DISCUSSION
The Communications Department completed a Social Media Audit for 2023 to serve as a benchmark for future years. The audit collected various metrics from organic social media posts on our four platforms (i.e., Facebook, X, Instagram, and LinkedIn). Metrics were collected quarterly, providing a succinct overview of followers, posts released, and various forms of engagement with our audience.
The audit will allow the department to monitor changes on our platforms which can inform how we utilize each platform moving forward. For example, the 2023 audit revealed a steady growth in our followers on Facebook over the year, supporting our approach to prioritize this platform as our main social media outreach channel.
As social media platforms evolve, so will the audit template. This information will guide our communication tactics to take full advantage of these channels to maximize public messaging.