Social Networking... how it really can work

Last week, an email newsletter service circulated a link to a Business Week article regarding myths about social networking when it comes to marketing a small business. I thought the email was deceptive after reading the article. And, the article... well, I thought it was dumbed-down, non-committal filler, so much so that I am not even putting the link in my blog. So, I thought I would put everybody back on point about social networking.

Should you be using social networking sites like Facebook and Twitter to market your practice? Yes. But you should do so as an augmentation to your marketing. There are two basic principles that free social networking sites can offer: short, concise exposures and easy, fast distribution. In other words, you have the opportunity to drop brief but important information into an easily consummable, open access location. Is Facebook like that for everybody right off the bat? No. If you can get it up to that level, now you have a viable marketing tool.

Social networking for marketing your business is about building an audience. You do it through, invitation, good content, trust and time. I have some dentists who are doing a good job of this. I get their posts and they say things like this:

From John Rose, DDS in Long Beach, CA

Helping someone get healthy while they sleep, with just a little blue pill.

and

Fixing smiles and making people beautiful.

From Amy Norman, DDS in Everett, WA

Enjoying the sunshine! And changing lives!

and

FUNNY STORY!! We just had a wonderful couple come in today as new patients and they shared with us that their house was recently broken into (TRUE STORY). Now for the punch line.... The only thing that was stolen was their ULTREO toothbrushes!!!!!! :0) Now that is truly understanding the value of healthy teeth and gums!! Hope they grabbed new toothbrushes heads too because that would be just GROSS!

Brief, interesting posts. With the exception of the story (which needs no explanation why it is interesting and great for Facebook), they are brief, personal drops that remind you of benefits the practice offers. Build these up over time. Build up a readership (ie. number of friends) among your circle of influence. When your reach becomes broad, then you can begin some real promotional strategies. Like the Cume blog I posted a few weeks ago, think of your Facebook as your own personal radio station. Once you have listeners, we will start broadcasting offers and promotions to augment the basic information campaign. All of this is in my coaching program. If you see the logic in adding this sort of strategy to your marketing, please contact me at donald@dogstarmedia.com.

P.S. There are other clients who are trying this. I see and appreciate your efforts. However, take note of the above examples and look at what you are writing. What is above is how to do it. Be broad and subtle. Let the game come to you and be interesting in what you post.