At a conferece i recently attended, I overheard a conversation between two chiropractors about the many wonderful things Facebook can do for one’s public profile. One doctor was explaining how “sharing” one’s post works and the other nodding her head in enlightenment as if just finally realizing what those blue buttons on a Facebook page meant.
I was probably being rude for eavesdropping, but the conversation made me realize how many people have taken social media for granted, believing it as a tool merely for keeping tabs on what friends and family are up to. In reality, the potential of social media to change people’s perceptions, influence decisions and even prompt them into action is huge.
The boundless nature of the Internet, the ease of use and high uptake of many social media platforms make for an ideal combo upon which to build and grow one’s business.
Despite the great potential of social media as a marketing tool, however, many businesses are still trying to wrap their heads around this phenomenon. More progressive organizations and professionals have embraced this trend and built an entire marketing strategy around it. But many have yet to jump on the bandwagon.
As a chiropractor building a credible, successful and sustainable practice, it is wise not to ignore the important role social media can play in the growth and competitiveness of your practice – especially considering that 86 per cent of Canadians are Internet users and 91 per cent of them have a social media account.
According to global Internet marketing firm, We Are Social, in its 2014 Global Digital Statists Report, there are more than 1.8 billion active social network users in the world – that’s 26 per cent of the world’s total population. Canada has the highest social media network penetration globally, with 82 per cent of us engaged in social media, compared to only 75 per cent in the U.S. Canadians spend an average of two hours and 19 minutes each day on social networks like Twitter, Facebook and Instagram.
These numbers represent a huge market potential for your practice. Social media not only can be a potential source of new patients, but more importantly, it can provide an effective platform to promote the chiropractor as a resource for health and wellness.
As with any business endeavor, it pays to do a bit of research before you embark on any social media strategy. Not all social media platforms are created equal, so consider which ones will best serve your purpose and concentrate on those first.
Building a social media network will take time, but if done right, it will not only lead to better business performance, but will also build your credibility as a health-care professional.
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