PRACTICE MANAGEMENT | SOCIAL MEDIA | U FACEBOOK:
SING IT FOR THE BENEFIT OF YOUR PRACTICE
Wendy Lewis explains the best ways in which to harness the power of Facebook for your clinic, as well as rules to follow and pitfalls to avoid
most doctors and clinics. Your Facebook business page is a powerful way in which to interact with your customers and potential customers. It is important to keep listening and engaging with your audience to understand what people think about your product or service. Facebook can be an effective communication tool to improve relationships with consumers ® if you are ready to make a long-term commitment.
W
WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books, and Founder/ Editor-in-Chief of www.
beautyinthebag.com since 2008. She is a contributor to a number of trade and consumer publications in the USA and Europe.
contact
wl@wlbeauty.com 70 ❚ September 2012 |
prime-journal.com
Updated pages Facebook business pages have come of age as a mandatory marketing platform for everything from airlines to celebrities to professionals. Pages offer many distinct benefits, including the ability to brand pages with a unique cover photo, pin posts at the top of the page to highlight quality content, and private messaging between pages and fans. While your profile picture will remain the same, the layout and how patients interact with the rest of your page have undergone some major changes. In addition to your existing profile picture, you can select a larger cover photo that will now dominate the top of your page. To make the most of this banner-style
image, design something creative and engaging to stand out from the crowd. Brand page cover pictures are not clickable; text links here may confuse fans. Cover photos for brands are the
HEN DELVING
into the ever-changing world of social media, Facebook is the first stop for
same size as those for personal profiles. These images can be changed, rotated or updated as often as you like to keep the page fresh. Facebook guidelines for what cover
images may not contain include price or purchase information, such as Ô40% offÕ or
ÔDownload via our websiteÕ, contact information, references to user interface elements, such as Like or Share, or calls to action, such as ÔGet it nowÕ or ÔTell your friendsÕ. The profile picture sits on the left side with the top half laid over the cover picture. Using a contrasting colour or border will help to showcase the profile image, and a square image is best to avoid distortion.
Custom tabs and apps You can also add custom applications and branded tabs to the top of your page. The basic links to your photo album, likes, and info can still be viewed, but in a more uniform and prominent display. Apps let you highlight specific areas of focus beyond the basic information on your main page, such as sub-pages so that fans can learn more about each service line and view embedded videos. You could also use apps to post additional locations, promote a fundraising initiative, or share information about upcoming events or announcements. By default, photos are always the first tab displayed along the top of the profile. However, brands can now also choose other tabs to highlight, to allow for a greater level of personalisation. You are able to customise how the
stories appear by pinning them to the top of the timeline, starring them, or even hiding them from fansÕ eyes. Adding
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