A deliberate shift in strategy and volume drove the growth seen above.

As part of a system-wide effort to "tell our story," I developed a Community Communication Plan alongside monthly content calendars, defining what United Regional talked about and when, spanning departments, services, community involvement, and the people behind the system. In practice, this meant significantly increasing posting frequency, expanding into new formats including Reels, carousels, and Stories, and broadening our community-focused content to include employee award recognitions, volunteer efforts, patient testimonials, and partnerships and sponsorships with local organizations.

I also began producing and publishing short-form clips from a newly launched podcast series, editing video content focused on the people behind United Regional and the expert, patient-centered care they provide. Every post, from planned campaign content to last-minute requests, was written, sourced, edited, scheduled, and cross-departmentally coordinated by me, ensuring information was accurately and appropriately presented to the public. 

The result was a more active, human presence on Facebook that drove meaningful increases in reach, engagement, and follower growth.