Help! What Should I Share on My Social Media?

For Lawyers, Doctors, and Dentists

Page 1 Solutions -
August 24, 2016

web of social media postsYou know that your practice needs a presence on multiple social media platforms. You also know this is a great opportunity for brand exposure, engagement with your patients/clients, and a way to send more traffic to your website.

But are you wondering every week what to post, tweet, and share? Do you find yourself staring at a blank box with no inspiration?

To make sure you not only show up in your followers news feeds, but also get noticed among all the other “noise” of competing content -- you want to make sure you’re providing interesting and valuable information on a regular basis.

Use the following ideas to help you plan content so you can post several times a week through your different channels.

1. Announcements and Promotions of Your Services

Do you have an exciting announcement like a new office location? Are you offering a special discount on teeth whitening this month? Are you closed for a holiday or unexpected issue like weather? Let your loyal followers be the first to know by sharing with them through your social media. This gives them a great incentive to connect with you and provides on-going value for them to keep following you. You can also use this space to feature recent testimonials or any positive press, allowing you to thank the person or publication for their support and share the promotion to build credibility with the rest of your audience.

2. Educational Content or Industry-Related News

One of the most important reasons your patients or clients trust you for your services is because of your expertise. Show them what you know by sharing your blog articles. You’re already providing a great resource on your website with these informative articles on your practice areas and procedures -- make sure they’re seen by your social audience to increase their exposure. Bringing attention to relevant articles from news sources and industry specific publications, especially with an opinion or message from you on why it’s important, can set you apart as a leader in your field. Posting educational information in the form of visual content like video or an infographic makes it even easier to understand and more likely to be shared by others.

3. Get Personal and Have Fun!

One advantage your social media have over your website is the ability (and expectation) to share more casual views of your office. Let your followers get to know you by giving them an inside look into your day. This could be celebrating a staff birthday, announcing a life changing moment like an engagement or birth of a baby, a holiday gathering, or interacting with happy patients or clients when appropriate (and with consent). Give your followers something to smile about that is easy to “like” and engage with. Many will want the opportunity to wish you “Happy birthday” or “Congratulations” in these moments. 

4. Fill in the Gaps with Weekly Planned Posts

Still struggling for ideas? Create your own reoccurring post idea that you can do weekly, even when you don’t feel like there is anything eventful happening. This could be a Throwback Thursday or Flashback Friday where you share photos of memorable milestones or reminisce (and laugh a little) about trends or equipment of the past. Maybe you’d prefer a Makeover Monday where you pick an image from your Before and After Gallery to show off. Or, a Legal Tip Tuesday when you post a video from one of your attorneys offering advice on a common question. Collect a list of quotes, facts, or images so that every week you can easily pick one to use.

Final Tips Before You Post

Using the different post types above, strive to create a balance between promotional, educational, and fun posts for your audience. This will show them that you’re creating a community for them to learn and interact with you. Your social media should be 80 percent about them and only 20 percent about you to focus on building value in this community, and not merely setting up one-way broadcasting channels.

Finally, remember to always:

  • Include an image whenever possible (be aware of copyright infringement)
  • Link back to the related webpage, blog, or article for more information
  • Post or schedule your content for optimal exposure times (Determine when your audience has the most free time -- is this in the evenings during the week and/or weekend mornings?)
  • Monitor your comments and reply to compliments, questions, and negative feedback/reviews as soon as possible
  • Track your post engagement and do more of what your audience responds to

Are you excited to get started? Good! You’ve planned and you’re prepared … now go out there and post!

Written by Andrea Techlin. Andrea is an Internet Marketing Consultant at Page 1 Solutions.