Social Media: An Overview and Best Practices
Social media is a constantly evolving part of the world we live in today. Algorithms are regularly updated, and emerging platforms are capturing new audiences. It’s up to you to decide the best way to invest your time and resources into an online marketing strategy. This includes advertising, website technology, and content planning.
So, how does social media fit your marketing plan (or does it fit at all)?
Many chiropractors are using social media, but does it make sense for you and your practice? Just like when you establish care plans for patients, one of the first steps when thinking about any strategy is to first establish your goals.
To give you some ideas, goals may include: developing a national media profile, interacting with other chiropractors for professional development and professional support, or interacting with your patients. It’s important to be extremely cautious about interacting with patients and be very careful about patient confidentiality; even the most benign comment might be taken as professional medical guidance.
Here are some questions to ask yourself as you prepare your goals and marketing plan:
- Who is my target audience? (Do they spend time on social media?)
- Do I want patients to find me or my practice online?
- Do I want to generate awareness of my practice?
- Do I want to establish myself as a thought leader in the healthcare space?
Your answers will determine your investment and commitment to a social media strategy.
Once you identify your goals, it’s time to develop your strategy, objectives and tactics and get to work.
Best Practices
Social media connects people instantly and directly, but it can also have negative consequences. Every interaction may impact your reputation as well as the profession and your fellow practitioners. It is important to consider the impact of your actions on social media and conduct yourself accordingly.
We encourage all members to refer to their regulatory provincial body for all legal and professional obligations that apply to social media posts.
The following guidelines and best practices should be considered supplemental.
Anything you post online is considered public (even if you delete it or share it in a private message)
Be mindful of everything you post online and always err on the side of caution. Even private posts can be captured and shared on public networks. Avoid posting material or using language that may be perceived as unprofessional.
Tip: Review every post to ensure compliance with your provincial regulatory scope of practice. If it’s in breach of compliance or out-of-scope, don’t post it.
The line between professional and personal is blurred
As a healthcare professional who provides a service to the public, people may not distinguish between your personal views and your professional views. Whatever you say online may be considered your professional opinion and attributed to the chiropractic profession.
Tip: Avoid posting controversial opinions online and stick to facts that you can support. Before you post, ask yourself how someone else may interpret what you’ve shared.
Avoiding controversial debates and discussions
Social media (especially Twitter) is a breeding ground for debate and some users may lure you into a discussion by posting something controversial, offensive or inaccurate. Engaging in these debates may seem fruitful but they can often escalate, drawing unwanted attention and reaching larger audiences than originally intended.
Tip: Just because someone tries to engage you in a negative conversation, doesn’t mean you have to respond. Avoid heated debates and, when in doubt, contact the CCA ([email protected]) for help in navigating the situation.
Before posting anything online, consider these questions:
- Is this the stick by which I want to be measured? If the answer is “No,” don’t post it.
- Is this post fact or opinion? If it’s an opinion, is it out of scope of professional practice or in violation of provincial regulations?
- Could this post reflect negatively on the chiropractic profession?
If you’re unsure of what to post online or need support with a specific situation, don’t hesitate to reach out. The CCA is here to support you.