540 Diversifying SC CTSI’s Message: Successfully Leveraging Multi-Platform Social Media for Multi-Audience Dissemination

Abstract

OBJECTIVES/GOALS: We explain our multi-platform, multi-audience approach to stakeholder engagement/communication, discuss KPIs for our Instagram accounts, and highlight five top performing posts. Finally, we provide tips to Hubs who would like to tailor and optimize their social media approach. METHODS/STUDY POPULATION: We employed Uses & Gratifications theory and formative research with stakeholders to inform our social media strategy. We run two Instagram accounts (main CTSI & Community Engagement [CE]), one Facebook page (CE), and one Twitter/X page (main CTSI). To understand impact, we collected social media analytics on both Instagram accounts (main CTSI and Community Engagement-specific accounts) to ascertain four social media-related Key Performance Indicators since the inception of the two accounts: reach, impressions, growth rate, and engagement. Additionally, we examined the five top-performing posts on each account that gave us insights into trending topics and ideas for future content. RESULTS/ANTICIPATED RESULTS: From January 2023 to October 2023, the reach for the main account was 3,578 and 38,235 for CE. The number of profile visits for the main account was 474 and 2,703 for CE. Engagement data on Instagram is only available for the last 90 days. For the main account, the number of post likes, comments and shares was 622 and 2,700 for CE. The views and reach for the five top-performing posts on the main and CE accounts ranged in the thousands. The content of the top-performing posts for the main CTSI account varied between highlighting our KL2 scholars' accomplishments, recap of campus-wide research events, and advertisements for upcoming educational webinars. CE’s top posts varied between highlighting their work in a South LA housing community, recaps of large community health events, and interviews with local key leaders. DISCUSSION/SIGNIFICANCE: CTSA Hubs have an ethical obligation to keep their local academic and community audiences apprised of their activities. Creating a formative research and theoretically-informed social media plan that varies by platform, and regularly evaluating performance insights allows us to track the type of content that appeals to our multiple audiences.