Social Media Marketing

Transcription

1 What We ll Cover Social Media Marketing Compliantly Increase Your Patient Population Social Media Facebook 101 Manage the Benefits & Risks of Social Media F4CP Group Membership & Marketing Resources and Updates The World of Facebook As of the first quarter of 2018, Facebook had 2.19 billion monthly active users. Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. On average, the Like and Share Buttons are viewed across almost 10 million websites daily. Facebook users are 76% female and 29.7% of users are age 25 to 34. How to Set Up a Facebook Fan Page Perhaps you have a Facebook Profile for you But what about your practice? Does your practice use Facebook? As a business owner, you really need a Facebook Fan Page This is a step-by-step guide to setting up and getting the most out of Facebook for your practice. Let s Look Under the Hood at Facebook Facebook Pages are different than profiles. Facebook 101 You have a profile for you, Jane Doe, but your practice can t have a profile it can have a Fan Page. 1

2 Facebook 101 One of the major benefits of a Facebook Page it is so simple to update. Remember the fresher your content, the more you will engage people. With Facebook, updates are as easy as logging in and typing or uploading. With a website, if you re not technical, you may have challenges & need help. Once you ve logged in to Facebook, scroll to the bottom left-hand side of the page and click Page under Create. Underneath Business or Brand, click on Get Started. Name your Page and select the Category: Chiropractor Start filling in all of the details. The more information you add, the better your Page will be. Remember, Google thinks highly of Facebook in its search engine results. 2

3 Facebook Pages 101 Pages are useful because you can include everything that relates to your business in one place with a built-in potential audience: Overview of practice Website and info Press releases Videos Blog RSS Twitter updates News and status Customer interaction Cover Photo & Profile Image Facebook allows you to have one large image to showcase your page. This image must be a minimum of 399 pixels across to be used as the cover photo. You can have a professional cover photo designed to take advantage of the extra space you get. Highlighted & Pinned Posts To help you tell your stories, the pictures and videos are now larger and more eye-catching. You can also highlight a story (by clicking the star icon in the upper right of a post) so that it spans all the way across your Timeline. You can also pin the story to the top of your Timeline for up to a week. To do this, click the pencil icon in the upper right of the post and select Pin to Top. Reviews How important are customer reviews to shoppers? Very important, as it turns out. The fact is, 90% of consumers read online reviews before visiting a business. And 88% of consumers trust online reviews as much as personal recommendations. The tricky thing about Facebook Pages is that you can t Friend someone the way you can from your profile. People can elect to become Fans of your Page, but only if they know about it. You have to spread the word organically (and keep doing it) to introduce people to your Page and to your company. First identify contacts from your Facebook profile that are either business connections, patients, people in your business networks, people working in a related field, or who would benefit from the information you provide. Invite them to become a Fan of your Page. Send a short note explaining what you want to offer from the Page and include a link to the Page Remember, two things: People are thinking What s in it for me? It s best not to offer incentives that may trigger issues with federal inducement laws. 3

4 You should also promote your Page elsewhere online by putting a Facebook Page button on your website to help others find it. You should also spread the word on Twitter if you re there (you should be). Use a Twitter link that automatically posts your Facebook status updates to Twitter. You should also promote your Page elsewhere online by sending out an notification. And note your link on your business cards. Do whatever it takes to help people know that you re on Facebook and you want them to become a part of your community. Get the Most Out of Your Page Encourage discussion among fans by asking provocative questions about chiropractic like: How does a healthy spine improve your immune system? or Why is posture important? or How young is too young for chiropractic care? Get the Most Out of Your Page Post updates weekly, if not daily and point your fans to any other interesting material, on your website. Keep it fun! Nobody likes straight up business all the time! Interesting content, like videos, can boost your Fan base. It will take time to build your Fan base, so remember to keep sending out invites to new contacts asking if they want to become a Fan of your Page. 4

5 Google Alerts A News Alert is an that lets you know if new articles make it into the top ten results of your Google News search. A Web Alert is an that lets you know if new web pages appear in the top twenty results for your Google Web search. A News & Web Alert is an that lets your know when new articles related to your search term make it into the top ten results for a Google News search or the top twenty results for a Google Web search. A Groups Alert is an that lets you know if new posts make it into the top fifty results of your Google Groups search. Google Alerts When setting up your Google Alerts Keep in mind specifics: Your name Your blog Your Clinic Name NOT Chiropractic Miami Facebook & HIPAA Keep HIPAA in mind with all patient interactions Remember to have a valid HIPAA Authorization for any pictures of patients or testimonials you may post on Facebook. You will want to know about how your state laws may apply, as well. Who s In Charge Here? Delegate your Fan Page to a member of your team, just as you would any other marketing aspect of the practice. We want to have a practice where the doctor can focus on patients and not Facebook. It is important to check your Facebook page once a day and look and see what may have been posted. If you don t like it, or it concerns you, you can delete it. Now that you have mastered Facebook, other social media platforms include: LinkedIn Instagram Twitter Pinterest YouTube Connections 2.0 The Benefits of Social Media Disseminate information quickly and to a large population for no cost. Send a message to patients that your practice is cool. Provide a venue for online data on various health-related topics. Serve as a bulletin for posting upcoming events such as health-related seminars and community activities. 5

6 Some Concerns of Social Media The lack of filtering systems in social networking sites is a major disadvantage. Some people post images or messages that have indelicate content. Although users can enable different privacy settings, restricting some of the privileges on the site will defeat the purpose of online social networking. Managing the Benefits & Risks Use common sense and keep the following considerations in mind: Does the content have the potential to damage a career or impair working relationships? Will the content breach your patients trust or be detrimental to your practice? In general, carefully consider the potential for harm to others as well as yourself. Professional Boundaries on Social Media It s best to keep the doctor/patient boundaries clear and consistent online: Patients should not send social networking friend requests to professionals. Professionals should avoid accepting them (nor send out such requests to their patients or former patients). This policy should be made clear to a new patient at the initiation of care, to minimize future misunderstanding. F4CP Resources To Grow Your Practice & Inspire Your Patients Monthly Marketing Roadmaps Monday Marketing Memos 6

7 Monthly Progress PowerPoint Presentations Monthly Progress PowerPoint Presentations 9 Steps to the Best Sleep Ever Weight Loss Better Eating for Better Aging Exercise the Right Way Quick Ways to Relieve Stress The Chiropractic Wellness Lifestyle Back Pack Safety Pressure Point Therapy Workshop Fibromyalgia: Myths, Management and Miracles Chiropractic: A Safer Strategy Than Opioids Posture is Life Text Neck Toolkit Opioid White Papers 1.0, 2.0 and 3.0 Present Chiropractic with Confidence Infographics 7

8 Infographics Weekly Social Media Accelerators Practice Progress Webinar Series for DCs Pump Up Your Progress Webinar Series for CAs F4CP Membership = New Patients To Learn More or to Upgrade Your Membership Visit f4cp.org 8

9 Text COCSA2018 to Receive 4 Social Media Implementation Kits: Twitter Tips that will Transform Your Chiropractic Tweets Tweets/White Board Ideas for Chiropractors 3. Build Your Practice with Facebook Checkins 4. Social Media Hacks Sheet Social Media Marketing Compliantly Increase Your Patient Population 9