Facebook hasn’t gone away for hospitals, but how it delivers value has fundamentally changed. Attribution is breaking down, organic reach is less predictable, and privacy constraints are forcing teams to rethink how they measure success. 

At the same time, expectations haven’t changed. Social media leaders are still under pressure to prove impact, support service lines, and manage risk in highly visible, high-stakes environments.  

This Field Report captures how leading hospital teams are navigating that challenge. 

Inside, you’ll discover: 

• Why 63% of hospitals have disabled Meta Pixel tracking and what they’re doing instead  
• How teams are shifting toward zero-click and native content to maintain reach  
• Why patient and staff storytelling continues to outperform every other format  
• Where paid media still delivers reliable performance across service lines  
• How leaders are adapting to video-first formats like Reels and vertical video  

Download the Field Report to see how your peers are redefining Facebook strategy in 2026. 

Social media content strategies are being tested. Most teams still prioritize engagement, relevance, and brand voice. At the same time, AI-driven discovery is starting to influence how content gets created and surfaced. 

What works for audiences doesn’t always translate to visibility in AI systems. And while the impact is real, the path forward is still unclear. 

Social media teams are experimenting, adjusting structure, platforms, and content inputs without compromising what makes social effective.

In this Field Report, you’ll discover: 

• Why 71% of teams still prioritize human audiences even as AI shapes discoverability  
• How leaders are testing captions, metadata, and platform strategies to improve visibility  
• Where AI is already influencing content decisions and where it isn’t yet 
• Why attribution gaps are slowing major strategy shifts  
• How teams are rethinking the role of social as discovery evolves  

Download the field report to see how your peers are navigating authenticity and AI and what it means for your strategy.  

Healthcare social media teams are producing more video than ever, but what performs best is shifting. High-production content still has a role, but it’s no longer the default driver of engagement. 

Across organizations, short-form videos shot on phones — often featuring clinicians and day-in-the-life moments — are consistently outperforming studio-produced content. That shift is forcing teams to rethink workflows, ownership, and how content gets created. 

Teams are navigating challenges between speed and brand standards, while adapting structures to support faster, more authentic content. 

Inside, you’ll discover: 

• Why low-production, clinician-led video is outperforming polished content 
• How teams are enabling faster content creation without relying on traditional workflows  
• Where tension is emerging between social media teams and videography teams 
• The team structures supporting consistent short-form video production 
• Why organizations are simplifying branding to improve performance 

See how your peers are adapting video strategy and what it means for your team’s structure and workflow.

Social media leaders are being pushed to scale content, adopt AI, prove business impact, and manage risk — often without additional budget or headcount — while their tech stacks grow more complex and harder to manage.

The Decision Intelligence Benchmark is our new, proprietary research series built from real insights from senior leaders across our communities, designed to help you see how your strategy compares to your peers.

The latest data offers a clear view into how social media leaders are approaching their tech stacks, AI, and operational decision-making in 2026.

This webinar breaks down the newest findings for social media teams, with a focus on how leaders are making decisions about tools, vendors, and workflows in a rapidly shifting environment.

We’ll cover:

• How teams are scaling content without increasing budget or headcount
• Where AI is driving real workflow efficiency, and where it isn’t
• How leaders are balancing speed, automation, and governance
• What’s limiting social listening, analytics, and executive reporting today
• How teams are managing increasingly complex and fragmented tech stacks

Register now to preview the latest benchmark insights and see how your strategy compares to your peers.

Social media tech stacks have largely stabilized. Most teams are no longer overhauling platforms, but rather they’re optimizing what they already have while managing increasing demands for content, speed, and measurable impact. 

That shift is driving a new focus on efficiency. Leaders are turning to AI and automation to scale output without adding headcount, even as approval processes and platform limitations continue to slow change.  

This Decision Intelligence Benchmark shows how your peers are navigating that reality and where they’re investing next. 

Inside, you’ll discover: 

• Why only 4% of teams are making major platform changes and what that means for your roadmap
• How AI and automation are driving the next wave of investment
• Why efficiency is the top driver of tech decisions ahead of analytics and new capabilities
• How mature tech stacks are still creating workflow friction and limiting speed
• Why approval challenges remain the biggest barrier to change

Download the report to benchmark your strategy and make more confident social media technology decisions. 

Healthcare social media teams aren’t rebuilding their tech stacks, they’re working within them. Most organizations have already standardized on a core platform, and strict approval processes make adding new tools slow and complex. 

At the same time, expectations around patient engagement, reputation, and compliance continue to grow. Leaders are being asked to deliver more value from the tools they already have, while making smart, targeted bets on what to add next. 

This benchmark report shows how your peers are navigating that balance, where they’re holding steady, where they’re investing, and where current tools aren’t keeping up. 

Inside, you’ll discover: 

• Why 93% of teams have consolidated on a single platform, and how that shapes future decisions
• Where gaps remain, including lower satisfaction with social listening despite widespread use
• How most teams are prioritizing optimization over expansion, and what that looks like in practice
• The investment areas gaining traction, including employee advocacy, AI, listening, and analytics

Download the report to see how healthcare social media leaders are making more informed technology decisions for 2026. 

Social media leaders are being asked a tougher question: what is the real business impact of organic social?

Engagement metrics still dominate reporting, but they are no longer enough to carry the story with executives. In fact, 96% of teams continue to rely on them, even as leadership expectations shift toward efficiency, competitive positioning, and measurable value.

This disconnect is forcing teams to rethink how they measure performance and how they communicate it.

Inside, you’ll discover: 

• Why engagement metrics remain central, and where they break down with leadership
• How teams are reframing earned media value to reflect efficiency, not revenue
• Why sentiment analysis still requires manual oversight to be credible
• How brand lift studies are being used to validate impact with executives

Download the Field Report to see how your peers are evolving their measurement strategies and reporting to your executives.

AI-driven search is changing how and where reviews of brands surface. Large language models are pulling from a wider, less predictable mix of sources, including smaller or lower-profile review sites.  

As a result, social media leaders are being asked to rethink where reputation lives, often without a clear playbook. 

Nearly half of teams say they are just beginning to evaluate where their brand appears in AI results, while others report AI is actively shaping their strategy. At the same time, ownership of reviews remains fragmented, and many teams are navigating this shift without a standardized operating model. 

Inside this Field Report, you’ll discover: 

• How AI search is changing which review platforms influence brand perception
• Why lesser-known review sites are becoming disproportionately important
• How teams are rethinking where and how they generate reviews
• What evolving ownership models mean for social, PR, and customer care teams

Download the full Field Report to understand how your peers are adapting their review strategies for the age of AI search.