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How to Make Your Patients Follow Your Chiropractic Practice on Social Media

How to Make Your Patients Follow Your Chiropractic Practice on Social Media

We hear it all the time: “Engage patients!” Sounds like a valid and proven marketing advice, right? But what are the best and most efficient strategies for engaging your patients? Every medical practice is different, and so there is no one-size-fits-all mantra to follow. However, there are a few ideas you can implement that, when blended with research data and experience, can help you gain traction in the social sphere. Active patient engagement on social networks will help your chiropractor practice and is an important step toward increasing the conversion rate.

Social networks such as Facebook and Instagram are changing the way medical practices operate and interact with potential and existing patients. However, the key to success on these platforms is to have an active and engaged following. Engaged patients are great assets as they tend to spread the positive word about your practice and its services.

Why Do Patients Follow Your Brand?

Have you ever wondered why someone would even want to follow a healthcare brand on social media? Most of us will dislike a site that throws a three-minute pop-up ad at us while we are trying to read a two-minute blog post.

So, why would your patients be willing to follow your chiropractor practice on social media and have your content show up in their social feeds for free? Don’t you want to think about it?

As social networks become more prevalent and essential to marketing strategies, healthcare marketers need to have a solid understanding of the various reasons that existing and potential patients choose to follow, engage and interact with brands on social media.

It is important to understand the underlying reasons as to why your target audience would choose to follow your brand on social networks. This understanding will make the process of attracting and retaining those followers much simpler.

According to research, relevant content is one of the top reasons patients follow healthcare facilities on social networks. If you are looking to ramp up your conversion rate and brand awareness and increase the number of leads, check out these reasons why patients follow chiropractors on social networks:

How to Make Your Patients Follow Your Chiropractic Practice on Social Media

1. For updates on products and services: Majority of patients turn to social networks for their daily dose of updates about the latest products and services. If an existing or potential patient is interested in your products or services, he or she may choose to follow your brand on social networks to be “in the know” when new products and services are launched. So whenever you have news about your products or services, make sure you share the information on your social media pages. You can even consider sharing a short video or images related to the update.

2. To learn of exclusive offers and promotions: Your followers need to be rewarded for their loyalty. You can keep your patients glued to your social media pages by offering special discount codes, exclusive offers and other promotions. Nearly 70 percent of people follow brands to take advantage of special offers, promotions and special deals. While social networks are not the ideal place for throwing deals and discounts, such posts can help you generate leads and attract potential patients. As a bonus, in order to make your followers feel exclusive, you can announce a special discount only for them. However, you will have to be careful because posting discounts and offers frequently can make you look desperate. So limit the number of such posts. According to a survey, having access to special promotions is one of the top reasons patients follow a brand on social media. These discounts and incentives serve two main purposes: They attract potential patients to your page, and they help retain existing patients by positioning your brand at the top of their minds.

3. To find customer support: An increasing percentage of patients are turning to social networks for customer support. For a lot of people, contacting their doctor on social media is a quicker and more convenient way of expressing concerns and asking for help. According to research, 71 percent of patients who received positive customer service on social networks are more likely to recommend the doctor to their family and friends. Social networks are excellent platforms for engaging with your patients and showing them that you care about their experiences. If an existing or new patient posts feedback about your chiropractor practice on social media, a quick reply is an effective way to show gratitude and resolve concerns.

4. To keep in touch with your practice: Some patients will follow your brand simply because they like its unique identity and personality. Almost 32 percent of patients follow your brand on social media just because they want to stay connected and informed about the activities of your brand. From a healthcare marketer’s point of view, this proves the value of social networks as an effective tool for patient engagement and feedback. Your brand’s social media page serves as a useful resource where patients can see the latest updates from your practice without having to visit your website. Whether you are posting about a new product launch or an exclusive discount offer, following your practice presents the opportunity to keep informed about all the important updates.

5. To post an online review or feedback: If a patient is following you on social media, it is highly likely that he or she is already a loyal patient or is interested in learning more about your services. Patients often follow brands they care about and give feedback about the doctor on their experiences. Social media can give your patients a public voice, so it is critical to take feedback and reviews constructively. Social networks are an excellent way to see what your patients think about your practice and where your strengths and weaknesses lie. Practices that are more open in soliciting the feedback of patients will send the message that the feedback matters, and this can have a positive effect on patient loyalty.

However, not many patients will bother to leave feedback unless they feel passionately enough about your practice to make an effort. Your social media pages will often be one of the first platforms that your patients will turn to when they want to post a review or leave feedback.

And, Why Do Patients Unfollow Your Brand?

Acquiring a massive social media following is incredible, but it is pointless if you keep losing those followers. It is important to understand what is making your followers leave. Being unfollowed is an expected part of the social media journey.

You may think you know your patient demographic inside and out, but do you really know what they want to see on your social media pages? Unknowingly, you might be committing social media mistakes and forcing them to hit the unfollow button. So where could you be going wrong? As a healthcare marketer, it is almost impossible to please every single patient. Here are five key reasons patients unfollow a practice on social media:

1. Irrelevant or boring content: According to research, 21 percent of patients will unfollow a brand if the content is uninteresting and repetitive. If the content you are sharing is not exciting, your target audience will unfollow you. The truth is, there is a lot of competition out there, and you need to be innovative in order to stand out from the crowd. Your patients are following your practice for a specific reason, and if you continue to share boring content, you can kiss those followers goodbye. Your followers demand and deserve fresh and informative content.

2. Over-promotion: Of all the reasons patients unfollow practices on social media, “posting too frequently” is one of the biggest turn-offs. Unfortunately, many practices still approach social media as if it is a broadcast channel where they are allowed to post updates every hour or two. It is important to understand that social networks require two-way communication – brands post, target audience responds and engages. But how much is too much on social media? The answer is, most followers expect the brands to post only once or twice a day. If you are posting updates more than six times a day, you need to slow down. The best way is to stick to a social media schedule so your target audience knows what to expect. However, stick to whatever schedule you decide on.

How to Make Your Patients Follow Your Chiropractic Practice on Social Media

3. Lack of engagement: The goal of social media presence is to be social. Social networks are designed to help you engage with your followers and make your brand seem accessible. However, if a follower messages you and you ignore him or her, it can defeat the purpose. It is critical to use your social presence as a medium to interact with your followers. As a healthcare marketer, you must engage with your target audience. Communicating with them in a personal and friendly manner is crucial. Nearly 39 percent of patients expect doctors to engage with them when they post on their social media pages. Engaging with your followers can help improve conversion rate, drive traffic to your website and attract new patients.

4. Your competitors are more engaging: A small portion of your followers can unfollow your brand if they come across a competitor who shares more compelling content and is more appealing than you are on social media. However, this is more of personal choice than a social media mistake. You cannot do much to stop such incidences. Your only option is to try to be better than your competitors by keeping an eye on their social media activities. It is important to take note of things they are doing right, and include those in your social media strategy.

5. Posting too little: While posting too frequently can cause you to lose followers, not posting enough can do as much harm. When you do not post for two months, and then all of a sudden post a promotional offer, your patients may wonder why they are following you in the first place. If you are too quiet and only posting rarely, your patients will find it pointless to follow you and most likely click the unfollow button. Again, it is advised to set up a social media schedule and adhere to it. You must post at least once a day. Being consistent will show your patients that you are present and active. The idea is to find a good balance when posting content on social networks.

How to Make Your Patients Follow Your Chiropractic Practice on Social Media


Social networks help in brand promotion. Healthcare brands need to make the most of these platforms by posting useful content frequently.

An important thing to remember is that your followers expect high-quality content that fits their requirements. Social media is a two-way communication platform, so be careful not to overwhelm your followers with frequent updates and promotional content. But if you are too quiet and only posting rarely, your patients will find it pointless to follow your brand and will most likely click the unfollow button.

Engaging patients through social networks can be challenging for some chiropractors, but it is the first step in creating loyal patients and for promoting your practice in earnest. It tells potential patients that you are listening and are actively involved. Social media engagement should be a pillar of your healthcare marketing strategy.

If you need more help with managing your social media profile, feel free to contact our social media services team today.

Medical Healthcare Marketing

Which Social Media Platform Is Best-Suited For Your Dental Practice?

Which Social Media Platform Is Best-Suited For Your Dental Practice?

Chances are, your dental practice is on social media. Chances also are that you are not using it appropriately. Maybe you have a dull account with whatever social network was popular at the time you signed up, and you post whatever and whenever you find the time. Or maybe you have joined almost every social network and are now spending way too much time and energy trying to keep up.

As with any form of marketing and advertising, it pays to be strategic on social media, as well. You are better off choosing a few social media platforms and using them to their full potential.

Some practices have not yet begun to harness the potential of social media marketing. By spending as little as five hours a week, more than 66 percent of healthcare marketers enjoy enhanced lead generation with social media. A well-executed social media strategy can improve your search rankings, drive more traffic and increase conversion rates.

However, how can you develop an effective social media strategy when you do not even know which platforms to choose? With a plethora of options, it can get overwhelming to determine whether your practice needs to build an online presence using Facebook or Instagram, Twitter or Pinterest.

When it comes to choosing the right social networks, there are some factors to consider, from target audience to how your content and business goals will fit within its framework. Here is the complete guide to choosing the right social media platforms for your dental practice:

Which Social Media Platform Is Best-Suited For Your Dental Practice?


With more than 1.7 billion active users, Facebook is the go-to social media platform for most businesses. Using Facebook, you can share visually appealing and informative content with your target audience. Facebook also help you to gather feedback from your existing patients. However, you have to be sure to monitor patient comments and respond promptly.

Audience: Usually between 15 and 49 years old. According to recent research, nearly 91 percent of millennials have Facebook accounts.

Best suited for: Practices looking to nurture long-term patient relationships.

The catch: Facebook operates primarily on a pay-for-play model, which means that your content share and posts may not reach a wider audience unless you are paying to boost your posts or advertisements. Per Facebook, for as little as $ 3, your posts could reach up to 500 people.

Should you be on Facebook?

Definitely yes, but only if you do not mind the intense competition. According to a report, more than 70 percent of online users use Facebook. It is by far the most popular social media platform. If your target audience uses the Internet, they are highly likely to be on Facebook. However, Facebook News Feed is a crowded place for your dental practice updates.


Instagram has more than 800 million monthly active users and claims to have one of the highest engagement rates of any social media platform. Instagram claims to be the best platform for reaching millennials and other users who appreciate a good picture or video. This platform prefers visually appealing content, which sees more engagement here. However, avoid using stock photography on Instagram.

While considering Instagram, do not forget about hashtags. While other social media platforms such as Facebook and Twitter use one or two hashtags per post, Instagram encourages as many hashtags as possible, as long as they are relevant.

Which Social Media Platform Is Best-Suited For Your Dental Practice?

Audience: Nearly 90 percent of Instagram users are under the age of 35.

Best suited for: Practices that are looking for brand promotion by posting and sharing visually appealing content.

The catch: It may get difficult to measure direct ROI. In addition, it is difficult to link your Instagram account to a webpage except in your bio, which makes this platform better for brand promotion or assisting other social media efforts.

Should you be on Instagram?

Yes, especially if visually appealing content is your forte. Instagram works excellently in combination with Facebook or Twitter and may help your practice grow and thrive.


With more than 7,000 tweets every minute, Twitter can secure a place in your social media strategy if you want to have real-time communication with your target audience. Twitter perfectly blends all types of creative communication, including videos, graphics and text. You can use features like polls and hashtags to catch the attention of its more than 350 million users.

According to a survey, 42 percent of Twitter users expect to receive a response within an hour of posting their query or concern. The USP of Twitter is that it can make your posts go viral within hours. You will attract more followers when your existing followers Like or Share your content. You can post news, dentistry updates and general articles on Twitter. Hashtags can help you increase momentum for your posts, so try to include as many relevant hashtags as you can.

However, your tweets can get buried in a users feed. Therefore, in order to maintain excellent visibility, it is essential to tweet at least a few times a day. While Twitter also allows prescheduled tweets, you should combine them with regular posts in order to increase patient engagement.

Audience: Twitter users are the most diverse in terms of age groups, but the majority of users are between 18 and 50 years old.

Best suited for: Practices with plenty of content to share and a goal to connect directly with existing and potential patients.

The catch: If your tweets are not live or trending, they may have a short lifespan. For high levels of patient engagement and a high follower count, you will have to be very active and share useful content regularly.

Should you be on Twitter?

Yes, especially if you are targeting a younger, tech-savvy crowd. Current and diverse content works great on Twitter. However, do keep in mind that a tweet reaches its peak after 18 minutes, so it is important to get your next tweet ready fast.


Contrary to popular belief, Pinterest is not just for travelers, foodies or fashionistas. With more than 100 million active users, it is one of the few platforms where older content can also do well.

Pinterest is essentially a visual platform on which people can “pin” content to their boards, which makes it one of the most effective platforms for website traffic referrals. This platform can work well if you have a “cool-looking” office or special offers or discounts that can be communicated visually. For instance, if you focus on cosmetic dentistry, you can utilize Pinterest to post visual content that establishes that side of your brand image and reputation. Remember not to overuse image filters, and get trained on ways to display visually appealing graphics and marketing images. When pinning content, do not forget to optimize your images.

Which Social Media Platform Is Best-Suited For Your Dental Practice?

Audience: Nearly 85 percent of users are females, and 67 percent are millennials.

Best suited for: Practices that can share visually appealing content or can experiment with behind-the-scenes images or before-and-after images of patients, but with patients’ consent.

The catch: This platform is generally slow-moving and can be challenging to attract a large following. However, if you can manage to generate fresh content that is visually appealing, it can prove to be an ideal platform.

Should you be on Pinterest?

Yes, but only if you can frequently create content that is a treat to the eyes.


Initially created as a social networking platform, LinkedIn has grown to become a powerhouse for small and Fortune 500 businesses alike, with more than 100 million users. If you want to network with your colleagues, peers and community, you must have an active presence on this platform.

Maintaining an active presence on LinkedIn will increase the visibility of your practice among other professionals. You can increase your professional credibility by staying active in LinkedIn groups and commenting on other posts.

While there are different opinions about what should and should not be posted on LinkedIn, a good rule of thumb is to stick to content that looks professional and is relevant to your dental practice.

Audience: More than 50 percent of users are between the ages of 30 and 64.

Best suited for: Practices that work with other professionals and want to increase quality and quantity of their professional referrals.

The catch: Unless you are a recruiter, you should not be selling anything directly to LinkedIn users. The only reason for your LinkedIn presence is to promote your brand, not any specific products.

Should you be on LinkedIn?

Yes, but only if you can play the business game. LinkedIn’s niche audience is full of great insights on productivity, ethics, networking and recruitment.

Which Social Media Platform Is Best-Suited For Your Dental Practice?

Which platforms can bring you the most business?

Although we believe any dental practice needs just three social media platforms, this may not apply to every dentist. Eventually, it all comes down to your specific needs and business goals. Experts recommend Facebook and Instagram (followed by a few more) to build your dental brand and bring in more patients. However, it is advised to focus on one social platform first and gradually span out from there.

Facebook is one of the best social networking sites for maintaining close contact with your existing and potential patients. Not only will this platform help you build and sustain the loyalty of existing patients, but it will also help attract new patients. The secret to successful dental social media marketing lies in the value your services can offer to your patients.

Social media for dentists is getting more critical as time passes, and you should not fall behind your competitors. At Practice Builders, we provide targeted social media marketing services to help dentists increase their brand awareness and bring in new patients. Now is the time to start! The Practice Builders team would love to help you.

Medical Healthcare Marketing

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

The evolution of social networks is a story filled with awe and, to some extent, disbelief. It seems like yesterday when people were using Orkut, sending frivolous messages and sharing pictures with friends. And then Facebook happened. The world changed. Forever.
Soon social networks became the most sought-after platform for dentist marketing, and dental practitioners started leveraging it to connect with their existing and potential patients.

With more than 2 billion users globally, the marketing potential of social networks is significant and provides opportunities for dental practitioners to engage with existing and potential patients in ways never before possible by traditional marketing channels.
However, social media has its own limitations and hazards. Dental practitioners who overlook the unwritten code of conduct can and have suffered severe backlash, not to mention a dent in their precious online reputation.

In order to fully utilize social media, many dental providers have shared content that was thoughtless and irrelevant. Here are five social media pitfalls and gaffes – and what we can learn from them.

Mistake #1: Offering too many discounts

“Attract more patients” and “increase your bottom line” are two of the most favored words to any dental practice owner. Those are good reasons to offer your patients a special discount or freebies.

However, it is not all rainbows and roses. Discounts and freebies can blow up in your face. New practices often make the mistake of offering huge discounts at the launch or when sales go rancid. Discounts are a quick shot in the arm but can have severe negative effects.
Offering discounts too often or too casually may turn on you like a rabid dog. This is because discounts will:

  • Weaken and diminish your practice. Why will patients ever pay full price if you are always offering a discount?
  • Shift focus away from services and on price.
  • Reduce the overall satisfaction with your practice. This is because patients tend to doubt the quality of discounted treatments and procedures.
  • Set a pattern because patients may expect the same discount at every appointment or wait until your next offer.
  • Harm your bottom line.

This is a question of price versus service value. Patients want excellent value for their money and the actual treatment cost, in many ways, may be irrelevant.
Instead, try offering earned discounts such as early payment discounts or monthly appointment discounts. Focus on enhancing the perceived value of your product or service. Use discounts for attracting and engaging patients, not for retaining them.

According to industry experts, you should never discount your products or services. Experts believe discounts are like a drug, and your patents will become addicted. You should add value to your practice, instead of lowering prices. This can lead to a sales spike without the long-term harm.

Mistake #2: Spreading yourself too thin

When there is too much information about social media platforms and how to use them, medical marketers mistakenly assume they need to have accounts on all the popular platforms. They create accounts on networks like Facebook, LinkedIn, Twitter, YouTube and Instagram, and they find it very difficult to manage content creation for all those accounts. They are not able to utilize these platforms to their best advantage and do not see good results from any of them.

There is no need to create accounts on so many networks. Smart marketers only select the platforms that reach their target patients and devote themselves to creating sensible content that will work specifically for these platforms. There is a lot of demographic data available for each social network.

In addition, you must consider whether the network is suitable for your specialty and services. Think about the time and effort it takes to maintain an account on the platform. For instance, Twitter can be time-consuming. You also need to consider what other resources you will need to produce friendly content for that platform.

Mistake #3: Lack of engaging content

Another mistake that dental practice owners make is not creating engaging content on their social media pages. Content drives traffic to your business page and leads into your practice. Written content does not have to be technical or long. Content should align with your dental practice goals and the needs of your target audience. Oral care tips and information for your patients about local dental care events is an easy way to create awareness for your practice on social networking sites.

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

When you start creating your social media marketing plan, it is easy to fall into the trap of making the majority of your posts about your practice. After all, you are trying to build a practice – so shouldn’t you be informing your target audience about it? The answer is “No.” Your goal is to build relationships with the target audience. Social media marketing is a long-term strategy for your practice. Build a strong foundation, and opportunities will come in time.

Original content is critical to building your practice and credibility on social networks. If you are only sharing other people’s content, your audience will never get to know the real personality of your dental practice. Sharing your experience, expertise and perspective is essential. Give your target audience the opportunity to know you on a personal level and how your specific services can meet their needs.

Being present and active on social media is a full-time job. Posting once a month or four times a day is not going to give you the return on the investment that you were hoping for. You need to fine-tune your content and keep it exciting so that people actually want to read what you share. You also want to be on your target customers’ minds when they are looking for a dental practitioner. If you post too much content, people may unfollow you or turn off your posts. The purpose is to attract and engage patients – not drive them away.

Mistake #4: Not interacting with patients online

Social networks are changing the way dental practices communicate with their patients. Posting to a few selected social networks can help you stay connected to past patients, retain existing patients and attract potential ones. However, most of the target audience will not initiate a conversation with you if they do not have a reason to, or if they think they will be ignored. That is why it is important to post relevant content on a regular basis. In addition, if your patients are taking the initiative to leave a comment or ask a question, you must respond quickly.

Having thousands of followers who do not represent your target audience and have little to contribute will fail to produce desirable results. You want to attract and engage potential patients who share the same views and interests and who will be involved in the success of your marketing efforts. By building and nurturing your network, you will gain better access to potential and existing patients and will increase the exposure for your targeted messages.

It is also critical to make your interactions more meaningful! You should set aside the time every day to reach out and write targeted posts, engage in online discussions and share someone else’s content. Your social media posts are useless if no one cares to share or comment on them. Your posts and content should be designed to initiate conversations with your audience. If you do not get these reactions, your overall social media marketing strategy and content strategy should be revisited.

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

Mistake #5: Not having a social media marketing plan

Social media marketing will be a waste of time without an effective plan of action. Many medical practices fall into this trap. They randomly post things to their social media accounts, share content here and there and try to attract patients or followers. This is not social media marketing; this is simply lack of planning and goal-setting.

Social media marketing has to be approached the same way you approach any other marketing campaign. You must have specific goals, a budget and a concrete plan of action that outlines what you are trying to achieve, how you will accomplish your goal, how you will measure the outcome and what resources you will need to reach your goal.

If your strategy does not pull in 20 new patients overnight, do not stress. There is an outdated myth that social media marketing will yield instant results. The fact is, social media is all about building up relationships, particularly when you are trying to establish your brand. So, avoid the trap of continually changing gears and switching up campaigns just because they do not yield instant gratification.

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

For many practice owners, the world of social media marketing is uncharted waters filled with potential blunders. You do not have to be an advertising genius to avoid these pitfalls and reap the benefits of social media marketing. With the right approach and a little persistence, your medical practice can flourish.

However, medical practice owners need to understand the risks of having their social media accounts handled by inexperienced staff and should have multiple checkpoints to avoid potential blunders. Any content that you share should excite, inspire and engage potential and existing patients, and motivate them to learn more about your practice. Any other kinds of posts are a waste of time and can severely backfire.

Whatever you share online remains there forever. You have to be extra-careful in choosing what to share on social networks lest it harms your precious online reputation. A genuine and sincere apology can be a balm for any mistake. Businesses that have shared irresponsible posts have been forgiven after genuine apologies.

Are you too busy to manage your social networking accounts? Let Practice Builders help! We can plan an effective social media marketing strategy to get potential patients interested in your dental practice! Contact a representative to learn more about our customized dentist marketing packages.

Medical Healthcare Marketing

Why Social Media Marketing Is Essential … Even for Orthodontics

Why Social Media Marketing Is Essential … Even for Orthodontics

Are you looking to market your orthodontic practice without spending a fortune? According to recent research, nearly 92 percent of healthcare marketers in 2014 agreed that social media marketing was necessary for their practices, with 80 percent of marketers indicating that social media marketing efforts increased traffic to their websites. What does this mean for your orthodontic practice? Having a strong social media presence is an efficient way to attract new patients and build stronger relationships.

Social networks provide a way to leverage what is unique about your orthodontic practice – strong relationships with patients, team culture and sharing informative content. Not only are social networks an easier and cheaper way to market your practice, but they also help attract new patients and turn existing patients into brand advocates. The key is to create and share informative content on your social media pages. It is not mandatory that everything you share be educational or a special offer, but it should add value to your patients’ lives and encourage them to be a part of your practice.

Social media conversions reveal how modern patients are making their decisions based on other patients’ experiences and opinions. Instead of calling your office, most patients will direct their questions and concerns via social networks. According to Google research, more than 50 percent of Internet activity is driven by social networks. Social media is one of the top Internet activities, and Americans spend more time on social networks than any other Internet activity, including emails.

Regardless of the size of your orthodontic practice, you are missing out on vital opportunities for growth if your practice is not tapping into the power of social media marketing. According to experts, the impact of social media on healthcare-related decisions is startling. Simply put, social networks have transformed the way patients choose their medical providers.

Here are five reasons why every orthodontist needs social media marketing and what it means for your practice:

1. Gain visibility and attract new patients: If your practice does not have a robust online presence in today’s digital world, it might as well not exist for many potential patients. You would not want your office location to be difficult to find or to be far away from the places frequented by potential patients. Similarly, you should not have your practice’s online presence be compromised, or separate from the online sites frequented by potential patients. You should have an updated and easy-to-navigate website. You must be sure to establish links between your website and social media networks. More traffic to and from your social media profiles means new patient opportunities. The more people see your practice online, the quicker they will be to contact your office.

2. Build credibility and improve online reputation: Potential patients use the Internet in a variety of ways while searching for healthcare providers. Most patients use search engines to look for dentists and then go to the dentists’ websites as well as refer to online reviews sites as they weigh their options. When visitors find your practice online, will they see reviews from patients and activity on your Facebook page. During a patient’s decision-making process about an orthodontic, every bit of reinforcement helps. Your website, pictures and videos of your office, online reviews and your practice’s recent activities on social media will work together to improve your credibility and enhance your appeal. If you want insured patients to come to you as an out-of-network provider, then your marketing should make a good case for why they should prefer you over your competitors.

Why Social Media Marketing Is Essential … Even for Orthodontics

3. Spread word-of-mouth and gather patient reviews: Word-of-mouth is one of the most effective forms of marketing. Referrals are crucial to the success of your orthodontic practice. After all, most prospective patients will trust their friends and family. Social media marketing is, basically, word-of-mouth marketing on a much larger scale. Even if you only have a few hundred followers on social networks, your potential reach may extend to the friends of your friends. You must share quality content that encourages patient engagement, which will reap the benefits of word-of-mouth marketing.

4. Reach target audience: Gone are the days when a “one-size-fits-all” approach worked well. Today’s digital era demands a customized social media marketing strategy. For every service, there is a customer out there. The task is to find these potential patients and pitch your offerings. Social media marketing is the answer! With plenty of social media platforms, you can instantly reach target markets and specific groups anywhere across the globe. For instance, Facebook and Twitter allow you to search for specific groups based on demographics. This means you can advertise and promote your orthodontic practice to the right patients and increase your number of leads.

5. Strengthen patient relationships: Patients’ demands are changing, and to stay at the top, you must meet these ever-evolving preferences. This means you must be updated and aware of what your patients are looking for, what they need and what they dislike. This information is vital for marketing your orthodontic practice for future offerings. Traditional marketing methods are usually one-sided, where the information is placed for potential patients to view, offering zero interaction. On the other hand, social media marketing provides plenty of engagement opportunities with potential and existing patients. Using the relevant social media networks, you can interact with your patients, gain valuable insight on their preferences and build a stronger healthcare marketing plan.

How to start with orthodontic social media marketing?

So, you want to utilize social networks for your orthodontic practice. To begin with, you must decide how many tasks you are going to do yourself and how much work you want to outsource. You can either outsource social media-related work to a professional or to a staff member.

Next, you have to identify which social media networks will work best for your practice. It is best to focus on good-quality content posted to fewer platforms, as opposed to posting poor quality across all platforms. Make your social media choices based on where your potential patients will be able to see you better.
When you are getting started, it is better to invite your employees, colleagues and friends to follow your accounts.

Be personal, not pushy

Be more friendly and personal in posts aimed at patients. Do not talk about them, rather try to speak with them by posting engaging content and by encouraging patient interaction in the form of likes, comments and shares.

Why Social Media Marketing Is Essential … Even for Orthodontics

You can set up notifications to enable your staff to promptly respond to comments and messages from your followers. It is critical to maintain consistency in your messages and voice across all social media platforms.

Be cautious not to sell in every post. It may seem counterintuitive, but it is essential to find a balance between sharing content to sell services and sharing content to engage patients. If your posts are overly promotional, patients will stop following them altogether. You should only share content that is informative, relevant and fun. In addition, avoid posting mundane or controversial content.

Be active

Depending on the social media platforms, you must post daily or at least twice a week. You should never let your account stagnate or reflect poorly on your practice. As you gain momentum, make a plan for posting regularly without disrupting your daily routine. A content calendar can be of great help to you. Prepare a strategy to achieve your social media marketing goals, and do not hesitate to recruit if you need any help. For your content strategy, you can start once a week to ease in, and then increase the frequency as you get the hang of it and see how your content works for your practice.

Social media marketing ideas for orthodontic practice

The key to communicating with your patients through social networks is understanding which social network can be used for what purpose. For instance, your practice’s Facebook page can be used for posting oral hygiene updates, office holidays or events and sharing informative links. On the other hand, your LinkedIn profile can be used for blogging and marketing efforts. This segregation will also help keep your accounts organized and easy to update.

However, it is advised to check the quality and accuracy of the information you are sharing with your audience. This will ensure that your patients get only what is useful for them.

There are a variety of ways healthcare practitioners are utilizing social networks to promote their services and enhance patients’ experience. Here are the top ways orthodontists are using social media networks:


Facebook is the most popular social media platform and the best choice for promoting your orthodontic practice socially. If you plan to focus on just one platform, make it Facebook. Start by creating a business page, and get it verified. In addition to regular Facebook posts, you can use specific Facebook Ads to target potential patients. Facebook is a great place to solicit patient reviews, as well.
Orthodontic marketing ideas for Facebook

  • Photos of your staff, office and events, particularly for engaging your patients.
  • Links to blogs and news updates.
  • Important updates about your practice.
  • Contests and other promotional activities.
  • Business hours and holiday calendar.
  • Dental care tips.
  • Helpful resources for patients.


If you have time for frequent updates, Twitter will be an effective channel for your orthodontic practice. Due to its fast-paced nature, Twitter may demand more time commitment and. therefore, can be more than it’s worth. However, if you still want to get started, follow your patients, industry leaders and local communities. Learning the art of hashtagging can prove to be helpful.

Orthodontic marketing ideas for Twitter

  • Participate in relevant conversations and chats.
  • Post links to blogs and latest news.
  • Share relevant content from those you follow.
  • Post Live-tweet from conferences and other industry events.
  • Respond to questions about dental care.

Why Social Media Marketing Is Essential … Even for Orthodontics


Set up a Google+ Business Page even if you do not plan to be active here. This is because Google+ gives you the ability to keep separate circles of followers so you can engage with multiple groups on the same platform. Soliciting Google reviews from existing patents is highly recommended and helpful.

Orthodontic marketing ideas for Google+

  • Updates about latest technology and techniques.
  • Industry-related blogs and news articles.
  • Promotional posts and periodical updates.
  • Host hangouts for contests, if relevant to your business goals.


Instagram is primarily a visual channel, so it can work better if you have a cool-looking office or unique benefits that can be shared visually. If you focus mainly on orthodontics, you can utilize Instagram to post images that build a positive side of your brand and services. You can start by creating a business page for your practice, and learn to use local hashtags and tags. Do not overuse image filters, and educate yourself on ways to present beautiful images.

Orthodontic marketing ideas for Instagram

  • “Behind the scenes” images of your office.
  • Post photos of patients taken in your office. However, you have to be extremely careful of HIPAA regulations while posting information or images related to your patients.
  • Before-and-after images of patients, but only with patients’ permission.
  • Event promotion.


You can leverage YouTube to post videos that are embedded on your website, or you can augment this platform with a steady stream of video content. However, you have to be realistic about what you can produce and what your existing and potential patients would be interested in watching.

Orthodontic marketing ideas for YouTube

  • Virtual office tour.
  • Staff interviews.
  • Patient reviews.
  • Compilation of photos and video clips from your team’s experiences.
  • Oral hygiene tips.


Now that you are aware of social media marketing ideas for orthodontics, make sure you follow these tips to create a successful brand online. In addition, it is essential to keep up with the latest trends and continuously improve your engagement with your followers. Moreover, keep track of your social media performance through analytics, which will help you enhance your reach and attract more patients to your practice. For more information on how to develop a social media strategy for your orthodontic practice, please contact us at Practice Builders. Our marketing specialists have the skills and experience in social media marketing that your orthodontic practice needs.

Medical Healthcare Marketing

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

Social media can be intimidating to many dentists. However, the truth is, it can also be a significant and cost-effective marketing asset. Social media is ripe with opportunities for growing your practice, improving your reputation and spreading the word about your dental practice online. Whether you are starting a new dental practice or just looking to expand your patient base, social networks should be a part of your overall digital marketing strategy.

Here are 10 quick and easy ways to promote your dental practice on social media.

1. Find where potential patients congregate online: It does not make sense to set up your office building in the middle of nowhere with no potential patients for hundreds of miles around. It also does not make sense to set up social profiles on platforms where your potential patients never go. It is important to understand where your current and potential patients spend their time online and build your social media presence accordingly.

While your patients may assemble in a number of different platforms, do not even try to be everywhere at once. You will spread yourself too thin and will not be able to make a concerted effort on any one network. You must choose one or two social networks with the strongest patient presence, and start from there. You can consider Facebook as a good starting point.

2. Share relevant information: A lot of patients search for dental information online, but they often find unreliable resources. Your social network page should provide patients with the ability to access critical information quickly. You must look for newer ways to share general information such as treatment reminders, oral hygiene tips, etc. Sharing the latest news regarding some prevailing health hazard is an effective way to provide useful information to patients. You can also consider providing updates on the latest procedures, introduce staff, share pre- and post-treatment care information, and provide the latest updates related to your dental practice.

3. Encourage patient participation: In order to encourage active participation from patients, you can consider ending your posts with a friendly suggestion to post a comment. You can also ask questions or post remarks that encourage patient participation. It is advisable to keep questions open-ended and relevant to your dental practice. You can also ask your patients to share their health and wellness stories regarding their experience with your practice. By allowing patients to share their experiences, you will attract positive reviews to your social media page. Patient engagement is one of the biggest benefits of social media. By gathering patient reviews and comments, you will demonstrate that patient satisfaction is your priority.

4. Create online communities: Creating online communities is one of the most recognizable opportunities offered by social networks. Illness can be very isolating for patients. This is where online communities and support groups can help patients cope. Online support communities prove to be more helpful because of their immediacy and accessibility. Almost every social network leverages shared interests to bring potential patients together in an online space, where they can feel comfortable sharing their stories. Building an online community where your patients can interact with you, as well as with fellow patients, will allow them to connect on many levels. It also can give patients the opportunity to explore something they may not feel comfortable doing during a face-to-face interaction. Building online communities can help patients come together with others who are experiencing similar problems.

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

5. Respond to patient feedback: Two-way communication between a dentist and patient is critical to the success of any dental practice. Dental practices that interact with patients through social media networks enjoy more loyalty.

It is important to search for your dental practice mentions on platforms such as Twitter and Facebook and respond to patient reviews. Your concern will make patients feel that they are important and their opinion counts. Once you have addressed patient feedback, you must let patients know about changes and improvements, and thank them for sharing feedback.

6. Improving patient satisfaction: Social networks hold a lot of promise for improving patient satisfaction due to seamless communication. The overall presence a dental practitioner might have on a patient’s Facebook newsfeed will go a long way in making the patient feel cared for and involved in his/her treatment options. Through involvement in various dental care campaigns and seeing oral care tips, patients will feel empowered in maintaining their oral hygiene. Social networks also play a major role in developing a sense of trust and confidence in your patients for your dental practice. This is because once you are active on social networks, your patients will ask you questions and seek your advice. Be sure to answer their questions in a polite, professional and timely manner, and they will look forward to your inputs. This is one of the best ways to earn your patients’ trust. Even if you cannot answer all of their questions, just the fact that you are acknowledging their problems will show you care and are concerned.

7. Share good-quality images and videos: Social media marketers are increasingly using pictures and videos in their online campaigns. Visuals have greater impact and are proven to have greater engagement. The visuals are likely to catch a patient’s immediate attention. According to studies, visual content is processed 60,000 times faster by the brain than text-based content.

In addition, content with visuals attracts 95 percent more views than those without visuals. Therefore, you must use high-quality visuals to convey your message to your target audience. Keeping HIPAA guidelines in mind, you can even publish before-and-after shots of patients.

8. Advertise your appointment process and availability: While posting your office hours in your profile is important, social media offers opportunities for promoting your practice’s availability for taking appointments. You can post information about flexible hours around the holidays or let patients know in real time that your services are available for last-minute call-in appointments.

9. Become a thought leader by sharing informative content: There is nothing wrong with sharing jokes on Facebook and Twitter, but social media can prove to be a key vehicle for establishing yourself as an expert in your field. If you are a family dentist, posting tips or sharing articles from other medical websites about common procedures or treatment options may encourage patients to keep coming back to you for more information. This will build confidence among patients and keep you at the top of potential patients’ minds for future references.

10. Foster strong relationships with patients: Social media is all about nurturing relationships, whether through sharing informative content or answering questions posted by patients on your Facebook wall. You must respond to questions and comments and provide helpful feedback when needed. You can increase your visibility to friends and family of your patients and social media followers, and word-of-mouth will eventually take over.

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

How can social media benefit your dental practice?

By utilizing social networks, you will not only stay in the game but also enjoy significant benefits of maintaining a strong online presence. So if you are looking for a cost-effective yet influential way of marketing your dental practice, social networks are your ultimate destination. Social media marketing can help you grow as a dentist by introducing you to valuable connections and keep you updated.

1. Increased brand awareness: Social networks offer valuable opportunities for sharing relevant content and increasing your brand visibility. You can use social networks as channels for promoting your practice’s mission and goals. This is important because it will make you more accessible to new patients and familiar to existing patients.

2. Increased patient loyalty: According to a report by Texas University, dental practices that engage on social media networks enjoy greater brand loyalty from patients. Therefore, practices should take advantage of the tools offered by social media networks for connecting with their target audience. A strategic social media marketing plan can influence patients into being your brand ambassadors.

3. More leads generation: Every piece of content that you share on social media is an opportunity for converting visitors to potential patients. As you grow your online fan following, you will have greater access to existing and potential patients. Initially, your click-through rates may be low, but the number of opportunities that social networks present are enormous.

4. Improved conversion rates: Studies have proven that effective social media marketing for dentists can result in higher conversion rates. The fact that dental practices become personalized by interacting on social networks is the biggest contributor toward increasing the conversion rate. Moreover, social media has a 98 percent higher lead-to-close ratio than other marketing activities. A large number of social media followers can help increase trust and credibility in your dental practice, representing social proof.

5. Make valuable associations: One of the biggest advantages offered by social networks is the networking opportunities. Social networks allow dentists to connect and collaborate with colleagues and associates all over the world. In addition, dentists get to participate in useful conversations taking place online. If you are not involved in conversations on various social networks, you are missing a chance to understand important issues. From discussing the latest treatment options to HIPAA issues, social networks can keep you informed. Using professional social networking channels can help potential patients notice you. Having a solid presence on professional sites may help you increase your search rankings and improve your online reputation.

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

Creating an active social media presence is one of the best ways to market your dental practice. Social media marketing for dentists improves patient engagement, drives dentist alignment and fosters a healthier society overall. Practice Builders offers innovative solutions for promoting your dental practice, engaging with current patients and attracting new patients, and educating the community. To receive a free consultation, call us today.

Medical Healthcare Marketing

Revenge porn? Rob Kardashian posts sexually explicit images supposedly of Blac Chyna on social media

Reality star Rob Kardashian may have run afoul of California’s revenge porn law Wednesday after he posted sexually explicit images he said were of the mother of his child, Blac Chyna, on Instagram and Twitter.

Kardashian, 30, posted the images as he accused her of cheating on him.

The posts could… – Los Angeles Times

Donald Trump Slams Media While Skipping White House Correspondents’ Dinner | TODAY

Source: – Sunday, April 30, 2017

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17 Content Sources to Keep Your Social Media Posts Buzzing

17 Content Sources to Keep Your Social Media Posts Buzzing

When it comes to healthcare marketing, content is the most critical component. Similar to other businesses trying to establish their brand in the digital marketplace, your medical practice can boost its reach and credibility by publishing high-quality content that is relevant to your target audience. However, unlike other businesses, you have a secret weapon for creating valuable content: your own medical practice.

People are always searching the Internet for healthcare advice. Moreover, when people search for healthcare-related content, they want it to come from a reliable source. This is where you come in. Sharing great content on your blog and social media profiles is a smart way to engage with your followers. Do you know almost 25 percent of Tweets contain external links and nearly 56 percent of retweets contain them? People appreciate reading an informative piece of content. But in order to give readers what they demand, sometimes you have to dig a little deeper. Just look around, and you may find a lot of potential ideas for your social media posts.

If you are still having trouble thinking of topics to write about, here are 17 places to look for engaging content. You can use these methods for creating a blog post, an e-book, social media share or whatever you want to share.

17 Content Sources to Keep Your Social Media Posts Buzzing

  • BuzzSumo: This website enables users to search for relevant content using popular keywords and provides content based on social shares. Every topic is ranked by how much it was shared on social media platforms. BuzzSumo also lets users filter their search by date and content type.
  • Reddit: This is a social networking website that spans all kinds of topics and provides the most engaging content, pictures, videos and other online occurrences. Reddit also offers “sub-reddits,” which is a category dedicated to specific interests and topics. For instance, if your medical practice specializes in dental, the /r/dental sub-reddit is where you will want to hang out. Since this content is proven to relate to your target audience, it will perform well if you can package it in interesting ways.
  • Feedly: This is an RSS news aggregator that makes it convenient for users to gather and organize content from around the web. Feedly can pull content from your favorite blogs as well as bring in best news content from Google News. Users can also benefit from Feedly’s search feature for discovering other popular content sources.
  • Medium Collections: This is primarily a blogging platform that is popular among regular bloggers and industry experts. While the homepage is a convenient place for picking up random yet relevant stories, users may find the most relevant content within Medium Collections. If you are looking to find top content for your specialty, go to Medium’s search page and enter your keyword.
  • Content Gems: This platform is dedicated to finding engaging content for professionals like you so that you can focus on other critical tasks. The platform reviews more than 200,000 content sources in order to bring you the best content in an email format. Users have the option of configuring their preferences for receiving relevant content. This platform also allows users to sign up for a free account and create a dashboard around the content areas they will be interested in.
  • This is a great platform for discovering and browsing content covering a broad range of topics from health to entertainment. Some of the major topics include business, education and health, and each topic has its on board. Each board includes a series of sub-boards that let the user dig deeper for more specific content.
  • Pocket: This is a content finder app that can be used for searching online articles and saving them to read later. This app will notify you of what topics are popular and trending. Beyond the basic functions, users have the option to highlight particular types of content. Users are even notified about popular events such as the Oscars and the Super Bowl.
  • Sidebar: primarily focuses on curating unique content with a design aspect and provides a list of the top links that users can grab on either the homepage or in the daily newsletter. The platform employs editors for updating submitted links in order to determine the popularity of each link on any given day. The results, which include up to five links, are emailed out to users.
  • Slideshare: This is undoubtedly one of the best sources for original content because the quality of the stories is excellent, and the content includes visual content, which offers a significant opportunity for added engagement. It is an immensely popular website and provides slide decks for almost every industry type. You can search for your specialty and find the most popular content ideas. Users are allowed to create content around trending topics that represent your community.
  • Google+ and Pinterest: Being the leading social media platforms, Google+ and Pinterest have an excellent idea of what kind of content is trending. Google+ displays the most popular content in the ‘Hot and Recommended’ section. Google’s proprietary algorithms place the most popular content on top. Pinterest collects trending stories on the main page for an easy view.
  • The Feature: Just like Pocket, The Feature highlights trending content. The most trending content from another app, Instapaper, can be found via The Feature. Because The Feature runs on Tumblr, users can browse the archives to understand the sharing statistics of each type of content.
  • Flipboard: One of the must-have apps for the iPad, Flipboard has been providing good-quality content for years. The app understands your areas of interest and provides a beautifully designed flip-book of trending topics and stories that fit your selection criteria. Users aggregate all kinds of content on Flipboard. On this app, users can also look for the influencers in their respective industries and see what they are sharing.
  • Built by the Buzzfeed team, provides a quick view of the most popular and searched stories on the Internet. Most of the top stories are focused on either celebrities or entertainment in general. However, the category range is wide. If you dig deep enough, you may be able to find something relevant for the healthcare industry, as well.
  • Twitter: Also known as an up-to-date breaking-news source, the content found on Twitter is said to contain rumors. However, if used cautiously, tweets, retweets and hashtags can give you an enormous amount of insight into current topics for your content needs. You can also add industry experts to your topic lists and get a good overview of the latest happenings in those areas.
  • General online forums: One of the best places to find inspiration for content topics is Quora. It is a popular online forum where users ask questions about every possible topic under the sun. You need to type in the subject of your interest, and you will see a flurry of search results relevant to your keyword.
  • Industry influencers: All you need to do is identify the influencers in your industry, put them on a Twitter list and follow them. You must observe how other people interact with those influencers. Look at the topics and issues influencers are sharing. You can think about creating similar content. If this content is good enough for the influencers in your industry, then it will be engaging enough for your target audience, as well.
  • Customer reviews: Do your customers leave online reviews for your medical practice? These online customer reviews can be a great source of ideas for content generation. Any questions your customers are asking can help you create a blog post.

17 Content Sources to Keep Your Social Media Posts Buzzing

Putting it all together

While content creation and marketing may seem like a lot to set up, it is not that bad. If you commit to spending only an hour daily gathering news feeds and bookmarking reliable sources, you will have quick and handy access to valuable content that you can share across your social media accounts.

You can consider spending some time at the beginning of the week, or half an hour each morning, to sort out your editorial calendar so that you have the rest of the day to focus on other important tasks that grow your practice.

However, the above methods and sources, if used correctly, will make your day-to-day content shares manageable and can help position you as a trusted source of valuable content.

Medical Healthcare Marketing

What lies ahead for social media marketers in 2017

Imagine being able to predict the next big thing on social media.

You’d know what online platforms will look like in 2017 and beyond, as well as how brand marketers will use them to connect with audiences.

For anyone who works with social media regularly, this information would be invaluable.

To better understand how social media marketing is changing, we collected data from more than 1,200 marketers to create the State of Social Media 2016 report.

Let’s start with three social media takeaways for marketing in 2017:

1. Video is about to peak. 

Five out of every six marketers said they’d like to create more video content. Also, 30 percent of marketers seek to focus specifically on Facebook video in 2017, with 28 percent looking to add YouTube to their marketing efforts.

Right now, video stands out in the Facebook News Feed. As video rises in popularity and more brands and individuals share it, getting noticed will become harder. Eventually, brands may have to pay for video reach, as many do for sponsored posts and ads.

The takeaway: 2017 could be a great time to grab attention before the video crush hits.

2. Almost every marketer is using Facebook (93 percent) and Facebook ads (91 percent).

Our report found that 93 percent of marketers use Facebook for business and 91 percent have invested in Facebook Ads. Despite the drop in its organic reach, 72 percent of respondents said their use of Facebook has held steady or increased in the past 12 months.

The takeaway: Facebook is worth figuring out. 

[RELATED: Join us at Facebook’s headquarters for the Facebook Leadership Communications Summit.]

3. Just one in five respondents uses social media for customer support.

Only 21 percent of businesses listed customer support as a way they use social media.

With more and more customers turning to online platforms for support issues, there’s great opportunity for businesses, individuals and entrepreneurs to build advocacy by providing outstanding support on social media.

The takeaway: Delight your customers by using social media for customer support.

2017: Objectives and challenges

Over the past five years, social media marketing has become incredibly important for businesses of all sizes, but exactly why are marketers using social media?

Objective: Businesses are on social media primarily to boost brand awareness.

The top reason for using social media was brand awareness (85 percent), followed by community engagement (71 percent). Among all reasons to use social media—including awareness, community, distribution, lead generation—customer support was the only factor cited by fewer than half of brands (just 21 percent).

Challenge: More than half of marketers puzzle over how to drive traffic from social media.

Fifty-eight percent of marketers said driving traffic to their website was a primary social media challenge, followed by generating leads (49 percent).

Measurement and ROI continue to present problems for marketers, with 42 percent of respondents listing it as a challenge:

Here are 10 insights into how marketers use social media:

1. Facebook is the top marketing platform.

Facebook is the leading platform for marketers, with 93 percent of respondents saying their business actively uses it. Twitter was close behind, with 89 percent saying they use it for business.

Other channels respondents use are Google+ (42 percent), Pinterest (35 percent), Facebook video (29 percent), messaging apps (16 percent), Snapchat (12 percent), Medium (10 percent), Quora (5 percent), Vine (3 percent).

2. Marketers are abandoning Google+.

Google+ is the channel most marketers feel they will invest less time in over the next 12 months (27 percent of respondents). Twitter was second in declining interest, with 23 percent.

Other channels respondents said they’ll move away from in 2017 include Instagram (11 percent), Snapchat (9 percent), YouTube (9 percent), messaging apps (8 percent), Facebook video (6 percent), Quora (6 percent), Medium (6 percent).

3. Facebook video will be a priority for marketers.

Multimedia content seems a prime focus for 2017, with many marketers banking on video.

Facebook video came out on top, with 30 percent of respondents saying it’s on their radar for 2017, closely followed by YouTube (28 percent), Instagram (26 percent), and Snapchat (22 percent). All four platforms focus on visuals, heralding a spike in multimedia content in 2017. The prominent inclusion of YouTube is telling, as marketers weigh their video options.

Also on respondents’ radar: Pinterest (15 percent), LinkedIn (14 percent), Twitter (13 percent), Messaging Apps (11 percent), Medium (11 percent), Google+ (10 percent), Quora (6 percent).

4. Facebook’s decline in organic reach isn’t scaring away marketers.

Despite Facebook’s organic reach continuing to drop over the past year, most businesses are still actively using the platform: 46 percent of respondents said their use of Facebook has held steady, 26 percent said they share more content, and 28 percent said they now post less.

5. Businesses are adapting to Facebook as a pay-to-play channel.

Facebook appears to be the leader in paid marketing spending, with 91 percent of respondents investing in ads on the platform—way ahead of Twitter, which finished second with 34 percent having bought Twitter ads.

6. Social media spending is stable or increasing.

This calendar year, 42 percent of respondents have spent more than in 2015, with only 7 percent of companies decreasing their social media marketing budgets. About half (51 percent) saw their annual budgets stay the same.

7. Video yields to factors such as time, resources and budget.

If there were no obstacles (time, resources, budget), 83 percent of marketers said they’d create more video content. Blog posts finished second (57 percent) on the wish list, and live video, significantly, was third (42 percent).

8. Time constraints hold marketers back from creating video.

From the survey, 73 percent of marketers cite a lack of time as a hindrance to creating videos. The perceived cost was also a reason why many (41 percent) have yet to dive in or create even more videos.

9. Live video has yet to hit mass adoption.

Despite the excitement around live video during 2016, most marketers (74 percent) have yet to create live video content. For those who have done so, Facebook Live was the platform of choice, ahead of Periscope and YouTube.

10. Marketers are still figuring out Snapchat and Instagram stories.

Marketers seem excited about the potential of Instagram and Snapchat, with 26 percent and 22 percent saying they’re looking to add the platforms to their channels in the next 12 months. Despite this, 71 percent have yet to create stories on either platform.

Looking ahead, 37 percent of respondents said they don’t plan to create stories on either channel, with 34 percent looking to create stories on Instagram and 27 percent looking to use stories on both platforms.

Multiple hats

Only 15 percent of respondents work exclusively on social media, with 80 percent agreeing with the statement, “Social media is only a part of my role.” To elaborate:

  • 84 percent also do content marketing alongside social media.
  • 68 percent also do email marketing alongside social media.
  • 62 percent combine social media with community-focused projects.

With so much of social media success relying on stand-out content, it makes sense that social media marketers would blend social media with content marketing.

A version of this article first appeared on Buffer.

How to get your CEO on social media

So, your chief executive wants to be on social media?

Perhaps more accurately, you want your CEO to have a social media presence, but don’t know how to get him to do it.

If your chief executive is ready to take the plunge—or just dip his toes—into the social media pool, this infographic from MDG Advertising makes that potentially painful process easier.

It lists (in part):

  • Perks of having leaders who are active online (78 percent of marketers say it has a positive effect on an organization’s reputation)
  • Which social network is easiest to start with (LinkedIn) and why
  • Best practices (CEOs don’t have to post every update themselves, but they should be aware of each one)

Whether your leaders are eager to have an online presence or have yet to see the value of doing so, this infographic is a helpful guide.

[Executive communicators— Join our new LinkedIn group and get FREE tips and strategies to improve leadership communications.]

Do you and your CEO have a social media game plan? What challenges did you face while creating one? What’s your best advice for communicators beginning the process? Please share your wisdom below.

(View a larger image.)