Social Media Focus
Social media is no longer just a place to post photographs of your family or vacations in the way it was 10 years ago.
TikTok is a rapidly growing social media platform that enables users to share short videos that are often accompanied by music, dancing and pithy aphorisms written on labels or paper signs.
Instagram is a visual platform, and an ideal one for plastic surgeons to showcase their results. The question remains, however: How you can share your cosmetic and reconstructive results responsibly, ethically and respectfully?
With its new emphasis on privacy, Facebook is reportedly coming out with a new "clear history" tool, allowing users to erase their stored personal activity information. Without that data, ads can no longer be targeted.
Patient advocates are an increasingly crucial part of spreading evidence-based information – a development that’s helping to effect positive change throughout the field of plastic surgery, and social media channels provide an avenue for the information to reach countless patients quickly.
Flourishing at social media can be a daunting prospect, particularly for those of us who have been in practice for a while (and who are not Millennials). For plastic surgeons who want to be successful at social media but aren’t sure how or where to start, some simple self-reflection can best determine how to find your voice.
Why are you on social media? You can't measure your success with it until you answer that question. If you are using social media for professional reasons, you should be tracking your goals, your costs and your return on that investment.
As Facebook and Instagram increasingly become the means through which we communicate, more traditional means of advertising have less relevance. Nevertheless, as physicians, we remain unique. Not only do we want to grow our practices and educate potential patients, we also have to maintain a level of professionalism appropriate for a physician.
The optimal time to post on each social media platform varies based on the network. Additionally, the frequency with which you should post differs between platforms. There are many online tools available that can help guide you as to when you should be posting content.
For plastic surgeons, social media is a unique marriage of education, marketing and patient acquisition. In just one post, you can educate prospective patients on the importance of choosing a board-certified plastic surgeon – while simultaneously bringing them inside the practice and helping them get to know you before they even come in for a consultation.
Social media is ubiquitous, fun and challenging. With the world literally at our fingertips and with wide-open networks, we have incredible access – but also a tremendous challenge, when it comes to engaging an audience. How do you create content that captures somebody's attention? How do you generate interest?
With such a tremendous emphasis on social media and marketing activity, let's take this opportunity to revisit some key guidelines that are particularly important to us in these early stages of our careers.