Question
I consider myself to be pretty web savvy, as I host a Web site for my business. That being said, I don't use Facebook, but I am thinking this might be a valuable way to market my practice. Any suggestions on how to go about this?
Answer
Facebook is the number-four ranking site on the Internet as far as unique visitors (comScore, April 2011). Last Fall, Facebook actually surpassed Yahoo! And Google in amount of time spent on the site. Social media is easy to be drawn in to, and we might want to jump right in and take full advantage of the opportunities there. However, there is a proper balance to this.
When you break down the age demographic for those using Facebook, the 65 and older age group is the smallest percentage at less than 5%, compared to the 50% that we see in general Internet use (Chappell, 2011). While we do not have the mass of people in this age group, there are, in fact, people there. We do not want to ignore them. We want to have a presence. Remember, too, that the group that spends the most time on Facebook is the 45-54 age demographic. This corresponds to the notion that significant others or children search for information on behalf of a loved one. It is imperative that we have a presence and a specific message for this age group.
Spend five to ten minutes and set up a Facebook account for your practice (www.facebook.com). Once established, you should post updates to your Facebook page just as you would on your Web site. Good key elements for your Facebook page include a picture of everyone who is a part of the practice as that personalizes the page nicely, updates and news of the clinic, use of a logo for brand awareness, even specials or coupons you may be running. Have a link to your Facebook page from your Web site and vice versa.
References
ComScore. (2011, April 22). ComScore media metrix ranks top 50 U.S. web properties for March 2011. Retrieved August 9, 2011, from www.comscore.com/Press_Events/Press_Releases/2011/
Chappell, B. (2011, April 6). 2011 social network analysis report- demographic and traffic data revealed. Message posted to www.ignitesocialmedia.com
Editor's Note: This Ask the Expert was taken from the course Connect and Convert: Internet Marketing Best Practices by Paul Dybala, Ph.D. To view the recorded course, register at: www.audiologyonline.com/ceus/recordedcoursedetails.asp?class_id=18540
Paul Dybala, Ph.D., is an Audiologist and the President of AudiologyOnline. He is responsible for strategic and operational activities within the company. Dr. Dybala has a diverse range of backgrounds in the areas of hearing aid technology, communication disorders and the Internet. This has focused his professional mission to make the Internet a useful medium for audiologists and the patients they serve. His graduate degrees are from the University of Texas at Dallas / Callier Center for Communication Disorders. He currently resides in Dallas, TX.
