It’s 2014 and social media use is at an all-time high. Every chiropractor wants to build their audience and cash in on their followers.
Unfortunately, a lot of these chiropractors are making a major mistake: they’re not asking themselves why people are engaging in social media. They think that if they build it, people will follow.
But they won’t.
If you want to have success on social media, you need to constantly ask yourself why people would be interested in engaging with you.
Following a Chiropractor
The allure of following a celebrity is obvious, but why would people be interested in following a chiropractor? Most chiropractors assume it comes down to their competitive advantage. They end up taking a completely logical position. Unfortunately, social media isn’t logical – it’s emotional.
Take the Los Angeles Kings’ Twitter feed, for example. While most sports teams simply report scores and stats, the Kings’ Twitter feed makes fun of the refs, taunts opponents, and makes sarcastic comments. The result? Fans of other teams start following the Kings on Twitter.
To build a successful social media platform as a chiropractor, you need to follow the Kings’ example by utilizing three different kinds of updates across your social media platforms.
You want your social media presence to show that you’re an authority on all things related to the field of chiropractic. To do this, you need to post things related to the industry. Tweet about awards, create blog posts about changes in the industry, and answer questions about what to expect from your chiropractor. Most businesses excel with authority updates.
Technically, any post that doesn’t relate directly to your practice as a chiropractor can be considered a personality update. You can link to music videos, talk about your weekend hike, or send a holiday greeting.
It’s difficult to track how much value personality updates bring, which is why most businesses ignore them entirely. That’s a mistake. People are far more likely to purchase a product from someone they like than from someone they don’t know.
On social media, people want to interact with a person, not a faceless corporation. You want your clients to see you not only as a chiropractor, but as a friend as well.
Social media is not a one way street. Imagine a patient walking into your office. How do you think they would feel if your receptionist ignored them?
This is the same feeling people get from being ignored on social media. If you’re going to be present, you need to engage. When someone makes a comment on your practice’s Facebook page, you need to respond. If someone tweets a complaint, you want to deal with it – in public, if possible.
Of course, responding to potential patients is only one part of engagement. You also want to initiate. If someone you follow tweets something funny, then retweet it. If someone posts a brilliant article on Google+, give them credit for it. Show that you care about people as individuals, rather than numbers.
The Social Media Challenge
As more and more chiropractors find their way to social media, it becomes more important to differentiate yourself. By demonstrating authority, showing your personality, and engaging with potential patients, you’ll always be a step ahead.
Question: What other ways do you use to connect with people on social media?
I would love to hear about your strategy and any tips you might have to offer in the comments section below.