How to Find Your Target Audience on Social Media (Social Media for Doctors)
Love it or hate it, there’s no denying that social media for doctors is here to stay. While having a robust social media strategy is not essential for a lot of businesses (it all depends on who your target audience is and where they hang out), for you as a physician it’s frankly essential, because women are social media’s super-users.
According to the infographic below compiled by the personal finance website FinancesOnline.com, 76% of US adult women use Facebook, compared to only 66% of US adult men. Meanwhile, 30% of women check their social media outlets multiple times per day, compared to 26% of men. And 53% of women are likely to access deals for a particular brand or item through social media, while only 36% of male survey respondents do the same.
So now we know that social media channels are where a good proportion of where your target market “hang out”. Now, how do you reach them?
Let’s get a little more specific on identifying your target audience on social media. Your social media strategy should be looking to connect with:
- Current patients
- Potential patients
- Journalists and editors
- Key vendors and suppliers
- Women’s organizations (where there’s a link between their interests and your services)
- Philanthropic endeavors you and your practice support (and ideally are supported by your target audience also)
While there are dozens of social media platforms to advertise your practice on, let’s not get carried away. Let’s initially just focus on the 3 social media platforms that in our experience are going to give you the biggest bang for your buck — Facebook, Twitter and Pinterest.
Now that you’ve narrowed down the “who” that you’re wanting to target, you can use the search function on any of those platforms to find them. You can search by location, emails, subjects, names and keywords to find them.
Pro tip: Follow or Like other pages in the aesthetic medicine and beauty industry and keep an eye on their posts. For example, you can use a website called Just Tweet It that will help you track trending interest and people who are talking about related topics.
The key consideration is to start sharing interesting and relevant articles and engage in conversation. Whatever you do, don’t just focus on pushing out “content” in the hopes that this somehow will build your social media audience. It won’t. The more interesting, relevant and even entertaining your social media activity is, the higher your level of engagement will be
Pro Tip: Did you know that there are certain time frames when content is more likely to be shared? According to SocialMediaExaminer.com, these are the best times to share:
Twitter: Highest number of retweets occurs at 5:00pm
Facebook: Posts get the most shares at 1:00pm (right around lunchtime) weekday afternoons
Google +: Best engagement is 9:00am on Wednesdays
Pinterest: Most shares occur around 9:00pm on Fridays and Saturdays
Now that you know who to connect with on social media and the best times to connect with them, it’s now about creating thoughtful, sharable and strategic content.
For the month of June only we’re offering a 60-minute complimentary social media consultation, worth $497. Whether you’d like us to review your existing strategy or understand what’s possible if social media is brand new to you — we’ll take you through our recommendations step-by-step and provide you with a written report. To reserve your social media consultation, please complete our easy social media consult request form.