Social Media strategies for doctors of chiropractic seeking to understand the basics of Facebook and Twitter for business, growing an online community, social media integration tools, and increasing media relations through online social presence.

1. Harnessing Social Media
for Brand Marketing
and Patient Retention
DOLLY GARNECKI, DC

2. Social Agenda
❋ Differentiating Business Page, Group Page, and
Personal Profile on Facebook
❋ Using a Facebook page to Create and Grow a
Community
❋ Twitter basics
❋ Time-saving tools to help you integrate and
schedule your social media updates
❋ Grow strong media relations through your online
social presence

3. When it comes to social
media, do you ask . . .

4. Internet & Facebook Usage Stats
In June 2011, there were 347,394,870 estimated population
for North America.
272,066,00 were internet users with 78.3% penetration rate.
User growth from 2000 - 2011 increased 151.7%.
167,999,540 Facebook users, 48.4% penetration rate.
*Data from U.S. Census Bureau, Nielsen Online, ITU, and internetworldstats.com

5. Personal Profile
vs. Business Page
vs. Group Page

6. Personal Profiles - for people
Business Pages - for businesses
- All of your business page activity enters your mini
feed for all your friends to see.
- Users who “Like” can interact, and their friends
see.
Groups - for groups of people, not for
businesses or brands
- No “Like” feature, and information isn’t shared
with friends as group users interact

7. Facebook Personal Profile

8. One common mistake made time and again is that
chiropractic offices inadvertently create Facebook
personal profiles for their businesses instead of a
Facebook business page. Not only is this a violation of
Facebook’s terms of use, but these businesses are
also missing out on many other benefits.
Acampora C, Beebe K. “Stand Out via Social Media.” ACA News.
September 2011: 18 - 19.

9. Facebook Business Page

10. Facebook Business Page

11. Personal profile pages require a two-way confirmation
process in order for someone to be a “friend”. In the
business world, it seems backward for a patient to
request to like your practice, before being able to follow
and access your office’s information. Then, there’s the
added task on your part of monitoring/accepting friend
requests. It doesn’t make sense to put your patients
(and yourself) through this added and unnecessary
step.
Acampora C, Beebe K. “Stand Out via Social Media.” ACA News. September
2011: 18 - 19.

12. Creating a Business Page
1. Login to Facebook.
2. Search “Create page” or go to https://www.facebook.com/
pages/create.php
3. Select “Local Business or Place”
4. Fill in the information.

13. Biz Photo
Use your brand logo
or your head shot

14. Invite
Use your personal profile
contacts to invite your “warm”
contacts and import your
patient e-mail contact list.

15. Info
Include your practice
website. Give a brief
description about your
practice: mission,
specialty, purpose, etc.

16. Share
❋ Engage your fans.
❋ Re-share posts
from others consistent
with your message.
❋ Be consistent.

17. URL
❋ After 25 “Likes” you
can create a unique url
for your Facebook
business page.
❋ It’s permanent, so
consider carefully.

18. Creating & Growing a
Community on Facebook
Keys to interaction and style points for managing your
business page

19. Interact
- Reshare relevant
information
- Respond to comments
- Ask questions
- Be relevant
- Update status regularly
(1 - 4 times per week . . .
minimum)

20. Posting as YOU instead of Biz
As a Facebook page administrator, there is only one way to
post as you (profile) instead of as your biz on your page
wall.
1. Select “Edit Page”
2. Select “Your Settings”
3. Deselect “option to always comment and post on your page...”

21. Now, comment away!

22. Basics

23. Internet & Twitter Usage Stats
In June 2011, there were 347,394,870 estimated population
for North America.
272,066,00 were internet users with 78.3% penetration rate.
User growth from 2000 - 2011 increased 151.7%.
29,927,260 - 54,413,200 Twitter users, 11% - 20%
penetration rate.
*Data from U.S. Census Bureau, Nielsen Online, ITU, and internetworldstats.com

24. Micro-blogging
In 140 characters or less per post or tweet, stay connected.
According to Webopedia.com,
“Twitter is based on you answering the question "What are
you doing?" You then post thoughts, observations and
goings-on during the day in answer to that question.”

25. Twitter Vocabulary Basics
DM - direct message. Allows you to send a private message
to another user.
i.e. DM @virginiachiro Do you have any appointments available
today?
RT - retweet. You post something previously posted by
another user.

26. Twitter Vocabulary Basics
MT - modified retweet. Used when you truncate or edit a
retweet for brevity.
i.e. MT @virginiachiro Chiropractic care is awesome for kids!
Tweeple - Twitter users
Tweeps - Twitter users or followers
#FF or #followfriday - “Recommendation used to call
attention to a user’s fave people on Twitter. When you use
#FF with @username, you’re recommending your followers
check out the user you mentioned in your post.

27. Twitter Vocabulary Basics
@mention - a public response to a Twitter user’s post, and
it can reference multiple users. It will feed directly into
user’s mention column.
Reference: Webopedia.com http://
www.webopedia.com/quick_ref/
Twitter_Dictionary_Guide.asp

28. Truncated URLs
To stay within the 140 characters, and link to a website,
Twitters users often use tools to shorten a url.
- bitly.com
- Hootsuite (automatic) ow.ly
- tiny.cc

29. Personal Account
vs. Biz Account

30. Personal - May reference biz site
- More personable
Account - More breadth and diversity of
discussion topics
- DO NOT have multiple account
managers for YOU!

31. - Brand Logo
Business - Industry-specific following
and lists
Presence - May have multiple account
managers

32. Follow Who?
Industry leaders & colleagues
Biz professionals in your region
#health
#chiropractic
#williamsburg
Hint: check out www.tweepz.com

33. Social Media Integration
& Time-Saving Strategies
Work Smarter - not Harder!

34. &
- Your Twitter feed will be displayed to your LinkedIN
contacts.
- Follow your contacts in Twitter.

35. Install App
1. Login to LinkedIN
2. Select “More” from top
navigation menu
3. Install Tweets
Application

36. In a glance: check status of how many of my total
contacts I’m currently not following on Twitter.

37. Time-saving Integration Tools
- Hootsuite
- Tweetdeck
- Ping.fm
- Twitterfeed
- E-mail integration management tools:
-- Mailchimp
-- Constant Contact
-- Rate Point

38. Multi-Prong Approach:
Blog First
1. Write and schedule blog post
on scoliosisdoc.com/blog to
publish at a preset date & time.
2. Once published, RSS feeds to
Facebook via Networked blogs.
3. Facebook feeds to Twitter via
Twitterfeed.
4. Blog RSS feeds to Mailchimp to
e-mail a weekly newsletter to
subscribers.

39. Multi-Prong Approach:
Twitter/FB post
1. Use Hootsuite or Tweetdeck to
write your post/status. Select
which profile, page to send.
2. Schedule in advance for one-
time or multiple updates.
3. Other apps will auto-update
your feed to subscribers.

40. Example
1. Go to www.tweetdeck.com and create a free account.
2. Include TweetDeck in your mobile device as well as
laptop or desktop computer.

41. Defaults to 3 columns:
1. Home (All of your Twitter and Facebook feeds from your
friends)
2. Me (your social media feeds)
3. Inbox (Twitter direct messages)

42. Add a column to
highlight Twitter
mentions or direct
messages to a
specific profile.
- Rearrange
columns as
needed.

43. Growing Media Relations
through Online Presence
Relationships & Branding

44. Reach Out
1. Post relevant info on social media sites consistently.
2. Contact local media outlets with press releases or timely news.
3. Follow up in a courteous manner.
4. Posture yourself as the local expert to your fans and followers.

45. FULL POST AVAILABLE HTTP://WWW.NEWSPLEX.COM/HOME/HEADLINES/46127842.HTML

47. WCAV CBS-19
“Make Dan Sweat” feature: a Twitter story
Video http://www.newsplex.com/video?clipID=5286073&autoStart=true&contentID=107377199
Blog post http://www.newsplex.com/makedansweat/headlines/
Make_Dan_Sweat_Spinal_Wellness_107377199.html

49. WCAV CBS-19 feature Kids and
Chiropractic
Full post: http://www.newsplex.com/home/
headlines/
Chiropractic_Care_for_Kids_121281409.html

50. Key Messages
One Story Turns into Another
Story
FULL POST HTTP://WWW.NBC29.COM/
STORY/15454710/CHARLOTTESVILLE-
CHIROPRACTOR-RECEIVES-NATIONAL-
HONOR

51. Business Website
Considerations
Your Online Business Brochure

52. Internet Usage Stats
In June 2011, there were 347,394,870 estimated population
for North America.
272,066,00 were internet users with 78.3% penetration rate.
User growth from 2000 - 2011 increased 151.7%.
*Data from U.S. Census Bureau, Nielsen Online, ITU, and internetworldstats.com

53. Chiropractors with Websites
73% or 2497 out of 9290 non-student DC members
have websites
63% or 313 out of 495 DC members have websites

54. Unique Avoid Cookie-cutter templates.
Targeted Who are you trying to reach? What
action do you want them to take?
Dynamic Updated content. Integrate your
social media presence into your site.

55. Now You Know...
❋ Why you need a business Facebook page separate
from your personal profile
❋ How to create and grow a community on Facebook
❋ Tweeps & Tweets
❋ Time-saving strategies and tools for social media
❋ Relationship building techniques to engage with the
media on social media
❋ Website considerations moving forward

56. drdolly@scoliosisdoc.com
@virginiachiro
Thank you! @drdolly
spinalhealth
www.scoliosisdoc.com/blog