| SOCIAL MEDIA | PRACTICE MANAGEMENT
a trend. Twitter targets relevant users by geographical location and other keywords, so that your message reaches the correct audience. Promoting an account works by having
it appear when Twitter users search for other users to follow. A promoted account will appear at the top of the search results and will be marked as ÔPromotedÕ at the bottom. It will also appear on the left side of Twitter accounts under ÔWho to followÕ as the first suggestion. This model is intended to gain more followers by promoting your brand, rather than highlighting individual tweets, campaigns, offers, or other news. If you want to promote a specific event,
promotion, product launch or giveaway, promoting individual tweets is a more targeted option, and therefore less expensive. Promoted tweets can appear either through Twitter user searches, at the top of the search results, or through user timelines. In user timelines, Twitter allows you to select between having your tweet appear at the top of the followerÕs timeline, or at users like your followers, to increase awareness for your brand. With the addition of geo-targeting options, you can create specific content for your local area to attract new fans who could become loyal customers. You can also run an ad campaign to promote your account as well as focus on Promoted Tweets simultaneously for even greater effect. Promoted trends are included at the top
of the ÔTrendsÕ section of the Twitter homepage, for targeted users. These trends are the most popular hashtags being tweeted at any given moment and are used to participate in conversation about a specific topic or event. For the most part, the promoted trends feature appears to be used mainly by mega brands like McDonaldÕs that have widespread appeal. Using Twitter for an aesthetic clinic
should be an integral component of your marketing strategy. It is a way to have a voice and interact with customers that makes them feel more comfortable with your staff and practice, helps grow the relationship with them, and creates positive impressions of the brand. By posting as a practice, you can gain the followersÕ trust through interacting with them. Twitter users vary greatly in demographics, but they tend to skew toward younger and hipper. As a result, Twitter provides a way in which to reach
this new audience. As more people head straight to their mobile devices when searching for practically everything, it is important to develop a digital presence across multiple channels. Twitter allows for practices to develop their own voices in online conversations.
Pitfalls to avoid While searching for third party apps to help make Twitter more user-friendly, be careful to avoid the hoards of Get Fans Quick scams. You may get short-term results in an increase of follows, but this can make you lose real followers in the process. Tweets in obscure languages, spam, and pornographic content have been known to show up as tweets emanating from unsuspecting Twitter accounts where passwords have been shared to these unscrupulous entities. It is highly recommended to change your Twitter password frequently to protect your account from being hacked. Twitter is also sorely lacking in the
security department. If they suspect your account of spamming, they may shut it down. If they do, you will be faced with changing your password, and hopefully you have saved all of your details and the original email address you used to start the Twitter account. Customer service is not their strong suit either, and you may find yourself with automated email responses that direct you to the Twitter boards to find an answer to your question. In short, there is nothing fast, cheap or
easy about Twitter. Although there are some shortcuts, you cannot simply buy
your way to Twitter celebrity. It takes time, strategy, creativity, and a boatload of patience, but if you are willing to put in the effort, it can prove to be a worthwhile and valuable exercise.
Common abbreviations
■ IMHO In my humble opinion ■ OH Overheard ■ RLRT Real-life retweet ■ SMH Shaking my head ■ IDK I don’t know ■ IRL
In real life
■ BTW By the way ■ TY
Thank you
■ YW You’re welcome ■ U
You
■ UR Your ■ WK Week
Professional bodies to engage with
@aafprs @aadskin @asaps @asps @asoprs @dermsurgery @baprasvoice @isapscongress @baapsmedia
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