Social Media Dos and Don’ts
Dr. Jeneby, who has been using social media to cultivate practice business for years, says the business owner, or cosmetic physician, and two or three trusted people in the practice have to respond to Facebook and other posts, generally, within minutes.
“After we do a surgical video, I’m always looking throughout the day at the posts,” Dr. Jeneby says.
To make social media work, practices have to engage followers, friends, anyone who responds, quickly. People want to feel important, which is what happens when the doctor or staff respond fast. Dr. Jeneby says he’ll often respond to comments and questions between surgeries or when he has three or four minutes. For similar questions, he’ll copy and paste the answer: “Call me,” along with his phone number and website address.
Responding is necessary even if people ask questions that are in the post. Often they’ll look at the visuals and not read, so they’ll ask a question. It doesn’t matter that it’s right there in the post, answer anyway, Dr. Jeneby says.
Another do: Do social media, a lot. Dr. Jeneby’s practice posts five to seven videos a week on various platforms. Those videos are available on his practice webpage. When he’s doing surgery, someone else holds a “contraption,” which Dr. Jeneby says he made, that allows the person filming to have two phones in each hand. All the while, that person is broadcasting live to Twitter and Facebook from one hand, and Snapchat and Instagram from the other.
Plastic surgeons and others in the cosmetic specialty will get lots of trolls. Dr. Jeneby says don’t ban them from your pages, right away. Let them go on for a little bit, because those trolls and what they write can make “virality” go up — even if it’s negative. Practices should ban the trolls, however, after a few comments in most cases, which means those people will not be able to see the practice’s page, post or comments anymore.
Finally, even though cosmetic physicians pay staff and others to help you with social media activities in the practice, the physician still needs to oversee everything that’s being done.
“Don’t just set it and forget it,” Dr. Jeneby says.