Plastic surgery marketing is about the social media numbers. When is the last time you looked at your numbers? If you’re like most surgeons, either you leave it to someone else or it’s been a while. Here’s what you need to know.
Google+ My Business is a good place to start looking at your social media numbers. Your dashboard includes the number of views, clicks, followers, engagement, driving directions and more. Drill down to look at the statistics. Of course, you must be at least a manager to see the stats, but you should have ownership of this page. It’s your practice and reputation.
Google Reviews also has vital numbers that appear in Google search results. When patients rate your services on Google, key words from the review shows in Google maps. An average of your ratings is shown in search results. Plus, there are links to other rating sites. Know your review rating scores—your reputation depends on these social media numbers.
Facebook Insights can help you understand which posts work the best for your audience. You can also see audience demographics and comparisons to similar businesses. Explore this area to understand what works the best for your audience.
Other social media channels have similar numbers, so look at how your audience is engaging with you.
After you’ve explored your numbers, take a deeper dive. Explore trends. For example, do entertainment or informative posts work the best on your Facebook page? Which days are getting the most views in Google+? Determining trends and themes help you develop a more strategic social media marketing calendar.
Some of your findings may also connect to your overall marketing plan. This gives you three added benefits:
Allows you to reuse and/or integrate existing content
More efficiently uses your personnel resources
Adds depth and effectiveness to your overall marketing efforts
Need a little help in making sense of your social media numbers? Our PUMC experts can assess your current position and recommend improvement opportunities that you can do on your own. If you don’t have internal resources or prefer to outsource, we can also manage it for you. Our custom approach puts you in the driver’s seat.