Abstract
Social media is an invaluable tool for marketing, education, and communication. It allows our potential patients to become familiar with our skillset, visualize our artistry, and get to know us in person without ever entering our offices. There are multiple social media platforms available and each has its own advantages and disadvantages. Here we discuss the various platforms and give examples of the types of content that users post on each.
4 Social Media; The Dos and Don’ts
Key Points
Social media is an invaluable tool for marketing, education, and communication.
It allows our potential patients to become familiar with our skill set, visualize our artistry, and get to know us in person without ever entering our offices.
There are multiple social media platforms available; each has its advantages and disadvantages.
4.1 Power of Social Media
Provides today’s most relevant form of branding.
Provides plastic surgery practitioners the opportunity to reach greater number of patients.
There are no shortages of tools (e.g., Facebook Insights) to analyze the demographics of your followers.
Social media networks like Facebook and Twitter have tools that let you send out posts to certain demographics.
Eliminates the need to hire marketers and publicists.
Boosts exposure of one’s practice not only locally and regionally, but globally.
Opens the door for new patient referrals with easy access to contact information.
Increases effectiveness as patient educator.
Social media is a powerful tool for cosmetic practitioners to engage and build relationships with potential patients.
Highlights positive feedback from patients.
4.2 General Tips
Engage.
Be positive.
Educate.
Comment.
Post high-quality content consistently.
More videos than static photos.
Grow audience organically.
Tag influencers.
Use strategic hashtags.
4.3 Social Media Platforms
4.3.1 Facebook
Gear posts to a more mature audience as users tend to be older.
Post videos and links to news as well as interesting external content, like news stories and interviews, to help drive traffic to one’s page.
Eye-catching visuals generate more traffic than simply text-based posts.
Evolve posts based on Facebook’s algorithm, which is constantly changing, by keeping tabs on which content performs well and which does not.
4.3.2 Twitter
Use as a tool for search engine optimization, as Google indexes every tweet.
Post trending news to increase visibility.
Link original content, like one’s own blogs, but limit other links, as tweets without links perform better.
Select hashtags strategically.
Tag relevant profiles.
Acknowledge everyone that mentions you.
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