Having a successful social presence can be the difference between stagnation and growth. Your online and social media presence creates a window into your business for current and potential patients to learn about your practice’s personality, quality and service. But building a strong presence requires multiple, ongoing tasks. From determining your target audience and overall strategy to posting content every day and tracking engagement, it’s easy to make mistakes. Here are three of the most common faux pas and three relatively easy ways to fix them!
Your online and social media presence creates a window into your business for current and potential patients to learn about your practice’s personality, quality and service.
1. Not Being Social
While social media was initially created as a way for people to communicate with each other personally, it has grown into the perfect platform for businesses to talk to their consumers.
One of the biggest mistakes a practice makes when using social media is not writing and posting content that encourages followers to interact, reply or respond. The most engaging posts ask questions and encourage your followers to comment. When you think of an idea, find a way to reword the post and turn it into a question or call your audience to action with a photo challenge or a poll.
2. Just Posting About Business
Social media provides you with an opportunity to share the personality of your practice with patients. A good rule of thumb for your posting mix is to include10% promotional, 70% about your practice and 20% shared content or articles.
Try posting a staff spotlight once a month to build the story and personality behind your brand. Adding a fun fact about the person whether it’s their favorite color or most recent vacation is a great way to add even more personality to a practice’s brand and help patients get to know you better.
3. Not Listening
One of the most beneficial areas of social media is the ability to gain insight into your patient’s opinions. Work with your staff to encourage patients to go online and leave reviews. When a patient posts a comment or review on your page, make sure to respond in a timely manner. Even bad reviews can turn good if you are respectful and speak with your patient about their concerns.
After you’ve addressed these faux pas, you need to determine if your new approaches have worked. Often, the measure of success is how many people are engaging with your brand both online and in store. It is important to look at your metrics every month to determine if your current strategy and posting style are working. If you are not seeing an increase or successful level of engagement, revisit your posting strategy.
Social media is a very forgiving platform, so don’t worry if you have made one or all of these mistakes. Understanding them and always working toward a better online presence is an important step in promoting continual growth of your practice.
Samantha Toth is the resident marketing rockstar for Innereactive Media, a full-service marketing company specializing in the optical industry, in Grand Rapids, MI.