Robert Allen | Smart Insights | Mon, 10 Oct 2016 11:00:00 +0000

Study finds no correlation between posting frequency and engagement among pharma companies.

Using data from the first half of 2016 analysing the top 20 global pharma companies across their 57 different social network profiles, Ogilvy plotted the engagement the companies were getting on social media against the number of times they’d posted in the period studied.

The study found the average top 20 pharma company had 168,000 Facebook likes, 76,000 Twitter followers, 3,000 YouTube subscribers and 5,000 followers on Instagram. The average number of posts per day was 4 for Twitter and 1 for Facebook, and less than once per day for Instagram. The most frequently posted about topic was disease awareness, but posts on corporate responsibility initiatives received more engagement on average.

As you can see from the chart below, there was no correlation at all between the number of posts published and engagement. The most engaging pharma company of all was posting slightly more than the average, but the 2nd most engaging was post far less regularly than most.

The lesson is clear- when it comes to getting engagement on social media, it’s quality, not quantity that counts. Abandon targets that focus on the number of posts and try to focus exclusively on creating the best content possible.

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