Nowadays, not having a presence on social media does your clinic a disservice because these sites are an excellent way to connect with patients and find new ones. As with any good marketing strategy, it’s important to develop a plan of action to determine your target audience, what content you want to include and how often you should be posting to your pages.
Facebook is one of the most popular options for social media and a great private clinic marketing resource. It’s a very user-friendly platform that allows you to directly connect with current and prospective patients, which promotes conversations and the sharing of information related to physical, speech or occupational therapy. While this is a great tool, you want to make sure you are using it efficiently and effectively. One of the biggest considerations to keep in mind is how often you should be posting to Facebook.
Facebook posting frequency
Social Media Examiner suggests that you first find your baseline so you can determine what is already working for your clinic. To do this, you can go to Facebook’s Insights, then select Reach. On this page, you can change the settings to see the reach of your posts at different times and dates. Make a note of when engagement was at its highest and lowest and figure out why the change occurred. Maybe you posted a particularly thoughtful story with a link and photo, or maybe you posted to your wall with a question that garnered a lot of responses. Once you have this information, you can figure out how often people are engaging with your page and what days and times are most effective for your practice.
Once you have your baseline, you can use trial and error to complete your own testing, which can also be done using Facebook Insights. Compare a week with a high frequency of posts and a week with a lower rate and see how they fare. After two weeks, you can check to see your page’s average likes, comments and shares. This may take a little time, but once you start to see some patterns between averages, you can use this information to help you make better decisions about your posting. For example, if you notice that there’s a time of day that gets consistently higher traffic or there’s a type of content that is generally well received, post accordingly.
According to Fast Company, there is no way to completely determine what will work, so they suggest that you predict, measure and repeat. What this means is that once you’ve looked over your research, you can predict how often you should post, measure your progress, then repeat the process with adjustments if necessary.
As long as you remember your plan of action and you’re consistent, your social media presence on Facebook will continue to help you connect with others in your community as well as consumers who may be in need of a therapy provider.
This article is brought to you by PREFERRED Therapy Providers Inc. PREFERRED is the nation’s leading payor management services network. Our expertise is working with physical, occupational and speech therapy practices – from single clinics to multiple clinic locations.