So Your Practice has a Facebook Page… Now What?

You’ve created your practice’s page and added basic information, but where do you go from there? Here are a few things you need to know about your practice’s Facebook presence.

Begin with the end in mind

This may sound a bit backwards, but if you don’t have clearly defined goals of what you want to accomplish with Facebook, you will have a hard time accomplishing anything at all. You won’t know how to get there if you don’t know where you’re going.

Your goals don’t have to be complicated. Try something like this:

  1. We want to gain 500 fans in a year
  2. We want to create content that is beneficial to our fans
  3. We want to listen to our fans and have that influence improvements at our practice

Once you have goals, you will know what needs to happen in order to achieve them. For instance, these goals translate into tactics, like this:

  1. Actively promote your Facebook page in the office and online to gain fans.
  2. Post valuable health-related information and get ideas from fans on what kind of content they want to see.
  3. Ask for feedback from fans about your practice. Listen and apply.
Know that strong imagery wins

We can’t all be artists, but we can all post compelling images on Facebook. Try adding medical diagrams or illustrations to a technical health post or photos of the office waiting room when it’s decorated for the current holiday.

Also, think about your profile picture and cover photo. It’s usually best to use your practices logo as your profile picture, but make sure it is sized appropriately. Facebook’s profile picture is a 2 x 2 inch square, so if your logo is rectangular, it won’t fit properly.

You can be more creative with your cover photo. You could use images of your office buildings if you have multiple locations, a great group photo of your providers or take inspiration from design work on your website.


Focus on your fans

It makes since to focus on your fans, after all, isn’t this all for them? Too often people get stuck on gaining new fans and forget about their loyal followers. It’s great to have a high number of page likes to show credibility, but it’s not just the numbers that matter. The fans you really want are the ones engaging with your posts and participating in the conversations you create. Gaining those fans is a matter of posting great content and adding value to their day. That engagement is what constitutes a strong community.

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