Effective social media marketing requires more than an occasional Facebook post
“Facebook” is commonly used as a generic term to collectively describe all social media medical practice activities, much like “Google” has become a verb to describe the physical act of utilizing the internet for search. For example, “Does your practice leverage social media to increase your connectivity with existing and future patients?” Answer: “Yes, we have had a Facebook page for few years now.”
While this is understandable, given the magnitude of active Facebook users (1.28 billion), the social media landscape and its impact on the modern medical practice extends far beyond the pages of Facebook.
As of July 2014, the site driving the most online engagement is actually the Google-owned YouTube. In addition to leading engagement, YouTube is the second largest search engine in the world next only to Google. One hundred million people perform a social activity on YouTube every week. This includes likes, shares and comments—certainly not a medium to be ignored.
Consider these compelling statistics on average sessions (time) and page views for the most popular social media sites:
- YouTube 3:47, 2.99 page views
- Facebook 2:07, 2.03 page views
- Twitter 2:03, 2.15 page views
- Google+ 3:08, 2.45 page views
- Pinterest 1:04, 1.71 page views
Obviously each of these statistics has significant implications on your strategy to increase connectivity with this population. Each of these sites has different demographics in terms of age, gender, ethnicity, geography and relevance to your practice. Effective social media marketing for your practice should include a blended strategy across several social media channels.