How Doctors Can Get the Most Out of Social Media

You have a social media plan, but are your posts engaging?

Is there variety?

Are they targeted to your audience?

Is anyone even seeing your posts?

When creating your social media posts, be sure to create and share engaging content.

What exactly is social media engagement?

Social media engagement is a way of measuring the response from your audience.

Make your posts relevant, relatable, interesting or funny. While developing content for your posts can take some time, it is essential to engage your followers and attracting new ones.

Engagement metrics can be: the number of likes, comments and shares on a Facebook post.

It can also be measured as clicks throughs, retweets on Twitter, repins on Pinterest, etc.

Engaging your audience on social media is important because a post with more likes, comments and shares will increase visibility in the news feed.

Why Engage with Patients

When you connect with people, they become more interested in you, what you are saying and over time trust can develop.

As a surgeon, you can reveal more about yourself and even find common ground with your followers.

What Content is Most Engaging?

Here are a few ideas to engage your audience:

  • Create an infographic - pictures or stories told in picture are five times more efficient than words

  • Share visual quotes - short sharp info bites, statistics, quotes,insights

  • Share videos - that are short and one topic can be very effective.

  • Post local events or information - information that is relevant

  • Ask questions to create interaction. Everyone has an opinion!

  • Post emotional stories and graphics (patient testimonials, before/after).

Remember your audience in every post and be consistent and use shortcuts like hashtags.

What’s In It for Me

WIIFM  should always be your first and last question. How interested will your target audience be.

For example, an article about knee surgery complications from a medical journal may interest you and be very relevant to your practice, but may be too technical for patients.

Typically, patients are more concerned with rehabilitation and how quickly they can get back to their life, so patient testimonials may be more appropriate.

Which Social Media Channel is Best for Your Practice?

We are often asked which social media channels are best for us. The answer is simple – where your patients are! Take a look at these statistics.


% adult internet users

% engage daily

Ratio of

male / female

Age

bands

Facebook

72%

70%

66/77

82% ages 18 to 29

79% ages 30 to 49

64% ages 50 to 64

48% age 65+

Twitter

23%

38%

25/21

30% are under 50

Instagram

28%

59%

24/31

55% ages 18 to 29

Pinterest

31%

27%

16/44

37% under age 50

Linkedin

25%

22%

26/25

32% ages 30-49

Source: Pew Internet Research, 2015.

 

How do you know if your posts are engaging?

Your numbers tell the story - watch your metrics.

Most social media platforms will show you the detailed engagement of your posts. Take a look at your metrics periodically so you see which posts are getting the most engagement.

This will help you better understand your audience and create content going forward.

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