You’re probably already sharing your web content on social media networks to encourage traffic to your websites and medical practice. The question is, is it effective? And how often do you share the content? If you’re like most medical practices, you post an article headline from an industry publication, plus a link to your website, pertinent hash tags like social media for medical practice in Princeton, and post these on Facebook, LinkedIn and any other social channels on which you have a presence.
If you’re not getting the results you desire, consider sharing the content multiple times. At first glance this strategy may seem counterintuitive. “Hey, I posted the content, if someone wants to read it, they’ll click on it.” But consider how you use social media. When you see an intriguing article about a medical breakthrough, do you immediately click on the link? Or do you tell yourself you will go back to it later. but never do?
Lesson 1: Don’t be Afraid to Share More Than Once. It’s ok, we promise. Just follow some general guidelines:
Do not overwhelm your followers. Please don’t post the same content every two hours. You don’t want potential patients, patients, colleagues and followers to become annoyed, hide your post, or even select a different medical practice. No one wants that to happen.
Vary how you share your content. For a first post, feel free to use a headline, link and relevant hashtags. But think differently for future posts. For the next post, think about offering a relevant statistic, a forum for patients and followers to ask questions or maybe even share an interesting fact about your office. Doing so will help your content appear refreshed and interesting. It’s yet another change to draw a reader to your website.
Develop a strategic content schedule based on each social media channel. Each is unique and needs a strategy as to the frequency and method for sharing your content.
Let’s say you write a blog that says “social media for medical practice in Princeton.” When you first publish it, you may post a link on Facebook and LinkedIn. This could be a simple headline with a link and hashtags.
But in a few days, you may want to post it again on Facebook. Don’t just copy the same post as before. Instead, try “What medical practice is using social media?” or quote an interesting fact from the blog. It’s always good to include an image with your posts. Facebook content with images get more notice than content without.
On Twitter, there’s a limit of 140 characters, but no such limit exists on Facebook. When you’re ready to reshare content via Facebook over the next week, consider using a whole paragraph from your blog, just choose the most interesting part.
Hashtags aren’t just for Twitter, use them on Facebook too. You don’t want to miss any opportunities for audience engagement, so use applicable words and phrases that will spread your message to the most people.
Varying your social media posts will help you get the most engagement for your office and that’s ultimately what you’re trying to achieve.
Lesson 2: If You Don’t Have a Social Media Content Schedule, Create One. This is very important, and you should keep it in mind when it comes to social media. You want to share content a various times without annoying your social followers. Update patients, colleagues and potential patients regularly about updates in your medical practice. These days everyone multitasks and we are all juggling multiple projects at any given time. Sound familiar? Create a document to outline which content you want to share on which days and on which channel. Do this every month and we promise the upfront work will save you significant time and energy in the long run. Instead of having wondering, “What will I post on LinkedIn today? Should I reshare last week’s blog?” you can just look at your schedule and know immediately what how to organize the day’s posts. The headline “social media for medical practice in Princeton” should be enough to catch readers’ attention and keep your office top of mind. Please consider the following when creating your schedule:
For how long is my content shareable? A week? A month? No expiration date?
At what frequency should I share on each network? For example, it might be just fine to share content two days in a row on Twitter, but it would be advisable to allow more space in between posts on the other social media networks you use.
Think about your proposed plan – would YOU become irritated if one of your contacts shared content on this schedule? Put yourself in your followers’ shoes – if the schedule would annoy you, it will probably annoy your followers.
Lesson 3: Track Your Results and Adjust Accordingly. After creating your social media schedule and following accordingly, don’t forget to monitor your results.
Does your content resonating with the audience? It is being liked, shared and commented on?
Are certain times of the day better for posting than others?
Do you see an increase in the number of social media referrals to your website? Just a reminder that, for example, posting content once may result in four referrals from Facebook. But by tweaking each post and sharing that content three separate times, one might easily double or triple those referrals with only a small amount of added work. For example, instead of putting “Social Media for medical practice in Princeton” try “Princeton doctors office” or “Princeton doctors social media.”
Are your followers posting negative feedback on your channels? This may be a sign that you’re sharing too often, not varying your posts enough or that the topic has run stale. If you decide you’re not posting enough, try to use keywords to which viewers will relate, like “medical practice” or ‘princeton.”
Please note that we are not suggesting your practice (s) only create a limited number of content pieces and reshare those over and over again for years. No way. Both your brand and your readers need and deserve fresh content. Let your current patients, colleagues and potential patients see how amazing social media can be for a medical practice in Princeton. Let your practice shine! The most effective way to do this is to share compelling content and then share it again in different ways to garner the most effective mileage. Show your followers how your office elevates itself from the rest and people will be sure to take note.
Along those same lines, if you get stuck and need inspiration on what to post, look around at some of the most popular companies on social media. Learn from the best by seeing what these companies do to maximize engagement with their readers. See if any of those tactics could be effective for your social media for medical practice in Princeton. If so, try to incorporate those methods into your social media strategy and schedule. Major brands, Coca Cola for example, have amassed huge social media followings and their fans interact with the channels regularly. Find out why and see if you can adopt some of those best practice.
Your social media for medical practice in Princeton should spur potential patients to your practice by showcasing all that your Princeton practice offers. Share news about new medical advances, treatments and about the top-notch care that you offer. Showcasing these on your social channels will allow a medical practice in Princeton to gain a competitive advantage over other offices and bring in new patients. There are many medical practices in and around Princeton, ranging from hospitals, physician practices, dermatologists, wellness offices, etc. You want people who will see your blog about social media for medical practice in Princeton to become intrigued. This will lead them wanting to know more about your office and potentially become a patient and/or colleague.
It would be great if a medical practice could simply write on Facebook or Twitter, “We’re great, make an appointment and become a patient of ours.” Unfortunately, nothing is ever that easy. What social media does is it helps brands create a touchpoint with patients and potential patients. It can make a business seem more personable and helpful. Ideally, someone from the practice should constantly monitor your social media channels and answer questions or respond to concerns in a timely manner. Sometimes the medical industry can seem a little too clinical, so by establishing a personality on social media, your practice can get a leg up on the competition.
Good luck, you’re going to master social media for medical practice in Princeton in no time!