Applying social media to your marketing strategy
Recently I presented at a laser and cosmetic medicine conference (LCMC 2014) in Melbourne on how to apply a social media strategy to your business. In a changing online environment websites that are static and do not interact much will in effect lose business because clients not only expect to find them on social media sites, but they also want to be able to communicate with them there.
The challenge for companies lies in upskilling staff to meet those expectations, while deciding which platforms to use and how much time and resources to invest.
Certainly in a B2C market such as this one a Facebook page is important, and in a field such as cosmetic surgery YouTube is also essential. Whist ensuring that your business is on the right platforms it is crucial to make sure that you, as a professional, are visible online and that clients find the right information about you. This includes details about your expertise, qualifications and of course where you work. LinkedIn is especially useful for this task as it ranks high in search engine results.
The key is to keep these two profiles (company profile and personal profile) separate, so that if you chose to move onto a different company you still maintain your online presence.
And, of course, make sure you have a social media policy. This includes social media triage so that if someone makes a negative or indeed positive comment online you and your staff are best placed to know how deal with it.