PRACTICE MANAGEMENT | SOCIAL MEDIA MARKETING |
FOUR KEY SOCIAL NETWORKS (AS OF JANUARY 2015)
PLATFORM USERS
FACEBOOK 71% of adult internet users
58% of adult population
TRENDS
Seniors are largest growing demographic; young people are flocking to Instagram from Facebook as their primary platform; Facebook is the #1 platform for those using only one social site
TWITTER 23% of adult internet users
19% of adult population
PINTEREST 28% of adult internet users
22% of adult population
INSTAGRAM 26% of adult internet users
21% of adult population
Source:
PewInternet.org Personal images are clearly the best
route to take, such as photos of the clinic, clinic staff, your community, a cake baked by a patient as a thank you, the doctor in action or at a speaking engagement, etc. These communicate more personally with your fans and followers. If you are taking photos of people, make them ‘happy snaps,’ show actual people’s faces, use their names if possible, get their eyes and smiles, and shots of people engaging with each other. Remember to play it safe by never posting photos of any patients without their express consent; for example, group shots at patient seminars. Do not just lift any
photos or other visuals off Google or another site. This practice is risky and may result in copyright infringement that can end up in legal action being taken against the doctor, the clinic or the individual. To be safe, take your own photos, and get express written permission from
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Most popular among users under 50; skews slightly higher in males vs. females
Skews mainly female; good platform for promoting medispa services, product sales
Most popular among 25-35 year olds; skews higher in females vs. males
patients to use their photos online (which can be taken down at any time at the patient’s request). There is a vast range of photo editing apps available for a small fee or even free that will help to personalize your pictures by using filters, frames, symbols, graphs, icons, backgrounds, fonts, and more. Among the top rated photo apps are FilterBaker, TouchRetouch and AfterFocus, all of which can really help to kick up your photos to pro-status. You may also choose to license
appropriate images as needed. Stock photography sites offer a huge supply of photos of varying quality that can be manipulated to make them your own. Try to avoid using the same popular stock images of women’s faces that can be seen all over the Internet. Select images that are fresh and modern, without dated hair and makeup, and look more realistic and relatable for your customers. The most economical way to use these
sites is by a monthly or annual subscription where images can be licensed literally for pennies in some cases. They also offer illustrations and vectors that can add a fresh look to your graphics.
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HOW TO ENHANCE YOUR POSTS
Original photos, snapshots Stock photos Links to website, article, news sites
Videos Original graphics with clinic branding Infographics
Quotographics (inspirational quotes)
Memes GIFs Slides Graphs
October 2015 |
prime-journal.com
Adding hashtags helps you get found On most social media platforms, hashtags are searchable, except
for Pinterest. In this way, they can stimulate engagement for your content and expand its visibility. For example, choose some key hashtags to use frequently, and then add more for specific content, and pay attention to what is trending. So you may use a hashtag for your clinic and the doctor in posts, and then add something more specific such as #beautytips, #skincarewisdom, #beautysplurge, #liquidfacelift, and #cosmeticsurgery. So if someone is searching for #beautytips, your content will show up. If you choose hashtags that are too general or obscure, your content may not show up at all. Look at what big beauty brands
are doing to get ideas for what might resonate with your patients. Also consider creating unique hashtags for special promotions and contests. SkinCeuticals created the
#BetterTogether hashtag for a recent contest where customers
were
encouraged to upload a video or photo of something that they think worked better together. Staying on top of
trending hashtags is also useful to
join the
conversation and to create a bridge between your clinic brand and your customers. However, not every post should be stuffed with a chain of hashtags. Use them more judiciously, at the maximum rate of three in a single post. Instagram users are the biggest fans of hashtags and you will often see posts that are literally all hashtagged terms and thus render them unreadable. If that is your strategy, your photos must be totally gorgeous to attract the readers’ attention. Fuzzy photos taken on your phone, or pictures out of context with poor angles and lighting are as bad if not worse than no visuals at all. Social media users have high standards for photos — especially on Instagram.
5
Tell patients how to find you in the social space The main target audience for
your social media posts and interactions are patients who already know you. So don’t leave it up to chance that they will know how to find you on the social platforms you are active in. Whenever possible, choose the same name on as many platforms as possible for consistency. For example: Aesthetic Clinic Brighton or Jones Aesthetics. Post social buttons on all other marketing materials, including website landing pages, email marketing, blog posts, brochures, invitations, print adverts, newsletters, and appointment cards. Also include social network links on each platform to connect with other platforms that you are active on. For instance, add tabs on your Facebook page to link to your Twitter, YouTube, and Instagram. Lastly, post a sign in a pretty frame at the front desk in your clinic waiting room alerting patients and guests that you are on social media, which platforms, and how to connect with you.
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