| SOCIAL MEDIA | PRACTICE MANAGEMENT categories you select are the most
applicable. From your page, click ÔEdit InfoÕ to be able to review and edit your Basic Information page. If you choose the general category called ÔCompanies & OrganizationsÕ, a possible second tier category of ÔHealth/Medical/ PharmaceuticalsÕ might be a suitable choice. If you choose general category ÔLocal Businesses & PlacesÕ then the second tier ÔHospital/ClinicÕ may be better for your page. Select the most relevant options so patients and colleagues can find you in as few clicks as possible. Creating a unique URL is also crucial to
be found more easily and direct people to your page (e.g.
www.facebook.com/ cosmeticmedrx). Once you choose a unique URL, changing your page name again may involve a longer process of contacting Facebook to prove that you are the owner of the page. The administration panel helps you to be able to manage your page. You can use it to view statistics, social insights, and a log of your own activity as you grow your page. Driving awareness of your page among
the 38 million others requires you to reach as many relevant users as possible. The numbers of fans for business pages definitely ranges depending on type of company. Look at how many people actually know and use your product/ service and how many fans their competitors have in order to set reasonable targets. Facebook ads can boost your fan base, but these fans do not know you or your clinic, so you will have to work harder to earn their loyalty. People usually have strong ties to only a
handful of their connections, but social media has considerably increased reach. Users may not always value purchasing advice from every single one of their connections, but if friends share content, people are most likely to see it. If the content is appealing, users are most likely to click it. A great way to drive awareness is to create videos that people want to share. However, the video needs to be compelling enough to actually share, since it takes more effort than merely liking or commenting. People talk to the same five to ten people 80% of the time. People are tightly
Table 1 What you need to know
n Design a Cover Photo of 850 x 315 pixels. n Square Profile Picture of at least 180 pixels in width
n Choose a pinned post to showcase top content including video
n Decide which posts to feature more prominently on your timeline n Milestone images must be 843 x 403 pixels n Secure your domain name
conversation between your customers, their friends and your brand. The objection is to start a conversation,
so Facebook page content should be more about your customers than about you. Getting your customers to engage with your content is paramount. It will deepen your relationship with them and thus, increase their loyalty. It will also turn your customers into your best advocates and most valuable assets in social media. Facebook can help you achieve key
marketing objectives with unprecedented results. But do not try to apply old media strategies to social media. Rather, brands on Facebook should see themselves as regular users, and provide valuable input to start meaningful conversations around their content. Ultimately, this will help you boost results from your efforts.
Managing negative Facebook posts Review sites are becoming important sources of information for consumers seeking cosmetic doctors, whether we like it or not. Consumers are more inclined to vent and air their grievances on social networks. The challenge with social media
One way to capitalise on the
social aspects of Facebook as a marketing platform is to create
very exclusive offers rather than pitching the same ones to everyone at once.
connected to five small groups, on average, with which they share a common interest or affinity. Influence can be so strong between these few connections that it can actually generate new customers. One way to capitalise on the social aspects of Facebook as a marketing platform is to create very exclusive offers rather than pitching the same ones to everyone at once. This strategy encourages users to share with their most relevant and trusted connections. Great posts that attract
Likes and Shares tend to be short;
under 250
characters. According to Facebook, photo albums, pictures, and videos get 180%, 120%, and 100% more
engagement
respectively, which is important to keep in mind. Posts that are only text may not be effective to attract interest. Promote your Facebook page wherever
you have access to your customers, so that they like it ® both online and offline. Then, provide these customers with engaging content that will start a
networks is that negative comments or bogus posts are a distinct possibility. These are often from random strangers, foreign SEO freelancers, spammers, and sometimes from aggressive web marketing companies. In some cases, unwanted comments may be posted by your patients. The fear of negative comments can be a tremendous deterrent for some practitioners to become active on Facebook and Twitter. The good news, however, is that you have the ability to control who posts on your wall, and anything can be removed and the user can be blocked with relative ease. Having a Facebook page for your
practice allows you to promote your business, interact with existing and potential clients and create positive relationships. You will be able to talk about the services you offer, products you sell, and procedures you perform. Ultimately, a successful Facebook page should help to raise your profile by reaching a large audience and increase the engagement between your practice and existing patients, as well as increase your visibility to potential new patients. The potential audience for your practice on Facebook is huge and
prime-journal.com | September2012 ❚ 73
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