Chiropractors can use Twitter to update patients about current news, services, and healthcare tips. Within seconds, patients can find out what’s important in your chiropractic practice. With these regular updates, you can ensure that you stay relevant to the lives of your patients. They will come to view you as a reliable, accessible source of healthcare information.

We encourage you to update your Twitter account on a weekly if not daily basis. This consistent interaction with patients will help develop loyalty in your chiropractic practice.

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Step One:
Know your target! If you don’t know who you’re looking for, how can you look? Sit down and write down who, exactly, your ideal audience is. How old are they? What are their professions? Where do they live? Start specific- you can always broaden your audience later.

Step Two:
Sharpen your arrow! Review your website, Facebook, and blog content and make sure it’s written for your target audience. You can’t catch a shark if you’re fishing with turnips. If the content conflicts with your ideal audience, you either need to rewrite the content or shift your sights to a different demographic.

Step Three:
Track your prey! Time to log-in to Facebook and get the creativity flowing. Facebook’s search engine is deceptively simple. You’re probably wondering “how the heck am I going to find 30 year post-graduate marketing associates in the San Diego area when there aren’t any options for that?” The answer is: you’ve gotta be tricky! Although you can’t select those specific fields, you can search “marketing associate,” and then specify “in San Diego,” and then “graduates of Berkley.” Chances are, you’ll have several pages of folks! Imagine, it’s that easy to find and connect to highly targeted niche audiences!

Step Four:
Throw your spear! Now you’re going to start adding friends. This is a very delicate procedure- you don’t wan to ruin your businesses credibility by spamming. I suggest adding 20-50 people per day. When they accept your friend invitation, don’t rush into selling them anything. Seriously, don’t. How would you like it if someone came up to you at a cocktail party and started pushing a used car on you before even saying hello? Treat Facebook just like a cocktail party. Get to know people, offer solutions to their problems, be a source of information. Your most valuable resource online is your credibility.

Step Five:
Heading home! Ultimately, your success or failure with social media depends on three things: the quality of your product, your social etiquette, and the time you invest. If any of these are lacking, you’ll probably flop. Just remember to keep your ducks in a row and follow your steps!

Happy hunting,

-Rod Campbell
Marketing Director
Chirohosting.com

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• Community
• Education
• Value

Without any of these components, you won’t be successful online. Let’s break them down:

Community:

Amazon.com’s success was due to one feature: community involvement. This simple function launched Amazon into a multi-billion dollar company. Why? Because it fulfilled a primal human need. Amazon didn’t create a webstore, it created a community of active participants who find value not only in products, but also in each other. Effectively, Amazon encouraged their customers to evangelize each other about their great products.

Education:

You can have the best product in the world but if nobody knows about it- it won’t sell. You have two options: waste thousands of dollars on broad advertising OR invest in engaging and educating a small community. I recommend the second option. Why? Education is a valuable resource – people will become rabidly loyal if you provide it for them.

Value:

Today, no matter what industry you’re in, there are typically dozens of people providing the same service. You need to distinguish yourself; special offers, one-time deals, and flashy advertising won’t cut it. It’s imperative that you provide something that your competition doesn’t.

Solutions:

Blog – And blog often! Every time you run across an interesting article or piece of information, share it! Don’t get caught up on perfect grammar or eloquence, just write. If you take five minutes a day to write a quick article – you’ll have a vast library of information for your patients within a few months. Pretty soon your blog will draw its own traffic and your patients will recommend it to their friends. Your credibility will explode, your patients will appreciate your service, and your writing will even improve! (P.S. allow commentary, people will ask questions and create a mini-community)

Facebook – It gives your business a face, lets you publish new content within seconds, is remarkably easy to set-up, and gives you access to over 100 million people. It takes no time at all for you to develop a loyal base of several hundred followers, each of whom has the potential to refer dozens of people to your practice. Best of all, it’s free! Here’s some advice: don’t just add friends and post advertisements. Take the time to say hello to people and thank them for adding you as a friend. It’s amazing how much goodwill this generates and how rapidly it attracts patients.

Twitter – I recommend investing in a smartphone. They’re easy to use and they make social media marketing remarkably easy. If you combine a smartphone with Twitter, you can update your social media content from anywhere- except the movie theatre or your anniversary dinner. This application is easy to use and can dramatically amplify your marketing success. Twitter is also free! (P.S. don’t spam. “Stop by for a free adjustment today” is okay…just don’t post it every day, that’s annoying)

Interactive Websites – Consider adding an “ask the doctor” function to your website. This allows potential patients to send you quick questions and gives you the opportunity to give recommendations, schedule an evaluation, and begin a conversation. We’ve just added this feature to our new websites and it works incredibly well!

Hopefully this article was helpful. If you have any questions about social media, send me an email at Rod@Chirohosting.com or give us a call at 1(800)295-3346. I’m always happy to answer questions or help you strategize.

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