Social Media Social Media Metrics Twitter

Demographic Analysis of Your Hospital’s Twitter Followers

The team from Demographics Pro reached out to me last week, offering a complimentary trial of their Twitter Demographic Analysis. They were completely transparent that their objective is to spread awareness of their service. They offered me free insights into my Twitter followers. What could I do? My curiosity got the best of me and I checked it out. And here I am telling you about it. I also asked them if they could give me access to a demographic analysis of the Twitter followers for one of my firm’s hospital clients. They agreed and provided the analysis for Signature Healthcare (@SignatureHlth).

As you’ll see below, the analysis gives a concise one-page Audience Profile of the organization’s Twitter followers, together with detailed demographic breakdowns by gender, marital status, age, income, ethnicity, location, occupation, likes/interests, brand affiliation and audience correlations. The dashboard also lets the user download the same analysis as a spreadsheet or 20+ page PDF report, and compare your audience side-by-side with the audiences of 500 benchmark accounts of well known people, brands and organizations.

The screen shots below show you a few of the pages from the audience profile for Signature Healthcare’s feed (@SignatureHlth). There is far more detail than I am am showing here. The entire report came in the form of a 31-page PDF. Here are some of the things I learned from this analysis:

  • @SignatureHlth’s followers are in their late thirties, typically caucasians married with children and with high income. The account has a notable audience concentration in the Boston area.
  • Nearly 19% of Signature’s followers are healthcare workers. @SignatureHlth’s followers are doctors, nurses, consultants, teachers and senior managers. The account ranks within the top 10% of all Twitter accounts in terms of density of health workers.
  • People following @SignatureHlth are charitably generous and particularly health conscious.
  • These are people who are interested in health, business, fashion, technology, wining and dining, news and sports. Specific sports that stand out for this audience include cycling and baseball.
  • They are affluent ($74.7k average annual income) and fashion conscious, with spending focused most strongly on home/family, technology and wining/dining. Their strongest main street brand affiliations include Whole Foods, Target, Walgreens, Williams-Sonoma, Barnes & Noble, Babies R Us, PetSmart, Jamba Juice, Petco and Coffee Bean.
  • They buy clothes at Nordstrom, Marshalls, Gap, and Neiman Marcus, among others.

Click on each of the images below to see them full-size.

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