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    Social media tips from the prof

     

    6. DON’T forget to proofread. The number one reason that fans/viewers disengage from a social media outlet is spelling and grammatical mishaps.  Especially for a professional business such as a dermatology office, this reads as unprofessional and careless. Mind your P’s and Q’s, dot your I’s, and cross the T’s!

    7. DO be consistent.  “As much as possible, post new content weekly, and establish a schedule so that your clients can know when to expect new content from you. I recommend posting 1-3 times per week,” she says.  Ms. Mokalis also recommends for new users to start slowly, and as you get accustomed to a platform, increase the frequency of posts. She also states the importance of responding to previous posts before posting new content.  “You want to engage in a two-way conversation with your audience.”

    8. DON’T use auto-responses.  “Today we live in what advertising professionals call, ‘The Relationship Era’, meaning that your clients expect you to engage with them as you would with a friend. Having a human touch on each of your posts, responses, and replies is no longer an option, but a necessity,” she says. For this reason, resist the temptation to create a pre-formed response to inquiries. Instead, tailor responses to inquiries and comments to the individual. It helps to create loyalty to your brand.

    RELATED: Attract outstanding staff to your practice

    9. DON’T be afraid to apologize. To err is human, and your audience forgives your mistakes as long as you own up to them. “It is how your business handles those mistakes that will set you apart from your competitors,” Ms. Mokalis says. “If you or someone in your business makes an error, follow this simple road to resolution: 1) address the problem, 2) express concern, 3) offer remedial options, and 4) follow up.” Remember that apologizing for a mistake does not admit fault, but will go a long way in gaining trust back from your audience.

    10. DO be aware of your audience. Knowing your audience is the key to creating a connection that brings them back to your social media platform again and again. “If your clients are 45 to 60 years old, and are generally spectators on social media, you don't want to ask them to enter into a drawing by uploading a video to your page.” Ms. Mokalis also suggests using a Social Technographics Profile (STP) to determine what type of social media your clients best embody. Never heard of STP?  Check it out here:  http://empowered.forrester.com/tool_consumer.html

    In next month’s column, we will explore effective tools for SEO on your practice websites and social media platforms. We will even explore why “Top 5” and “Top 10” lists, such as the one outlined above are powerful tools for your next blog entry. DO get started on good social media practices, but remember DON’T get intimated by the process.

     

     

     

     

     

     

     

     


     

    Palm-Melanie90x90.jpg
    Melanie D. Palm, M.D., M.B.A.
    Melanie D. Palm, M.D., is director of Art of Skin MD in Solana Beach, Calif. Visit her at http://www.artofskinmd.com

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