Social Media Platforms, Explained: Where to post & why
By Katie Armatoski, Au.D
Learning how to create engaging and dynamic social media content is definitely something that isn’t second nature for most audiologists. No judgement at all, it’s just really freaking tough, even for social media experts! It seems like every time you get a handle on one platform or strategy, things change or new apps pop up. It’s a lot to keep up with, on top of everything else you need to do to run a successful practice!
I love helping audiologists attract patients and grow their reputation using online marketing. My brain is always churning away, coming up with new ways to help alleviate the overwhelming nature of social media because I know it’s a LOT to wrap your mind around.
In this post, my goal is to clear up some confusion that I see happening around the various social media platforms. Unfortunately, you can’t just post the same piece of content on all of them and call it a day. Certain platforms are better than others for certain types of content and messaging. So, let’s go through them one by one!
Facebook is the platform that I think most people understand the best. It’s been around forever and almost every business has a page on Facebook. It’s like the modern day Yellow Pages! You just have to be there these days.
As far as content goes, Facebook is great for infographics, calls to action, and engagement posts like polls and questions. Just know, the algorithm is pretty brutal, especially for business pages. So if you don’t get a ton of engagement on your content, don’t take it personally. Facebook has become pretty “pay to play” in the last couple of years.
Even still, I think posting content here on a regular basis is a good idea because people will look you up on Facebook first out of all the social media platforms. When they see an active page, they’re much more likely to reach out and inquire about your services.
LinkedIn is a different audience from Facebook since it is less of a directory and more of a thought leadership space. This is a great platform to share your latest blog posts, industry news and updates, statistics, studies, and video content. It’s also a great place to network with other professionals in your local community.
This is the platform where you’re really going to establish your authority. It’s all about sharing knowledge, starting conversation, and forging new relationships. It’s a lot more strategic than just throwing a pretty picture up with a quote. That might work on Instagram, but it’s not going to do anything for you on LinkedIn.
Here’s a great content hack: if you have a business account on LinkedIn, you can click on the “content” tab and you will see articles that are currently trending in your industry. You can share these articles with your audience, as long as you make sure to add your own thoughts and tie the topic back to the work you do.
I’ve got to be honest, I’m just not that big into Twitter. I don’t think it’s a great place to gain traction for a local business, unless you have a really out-of-the-box content marketing strategy. If you don’t have a twitter account for your practice, I would say there’s no reason to set one up now.
If you already have an account set up, feel free to use it to share tips and engage with your followers. Twitter is a very conversational platform, so make sure you’re replying to people who tweet at you. Use photos and videos so that your content stands out a little bit more, and include a few local hashtags to reach people in your area.
Twitter works best when the content is topical and timely. So, if you don’t have time to weigh in on trending topics and hashtags, I just don’t know how easily you’re going to be able to grow a following. It’s also really important to remain professional while still providing entertaining content, which is a balance that can be pretty tough to strike.
Instagram is slowly taking over Facebook’s spot as the place for businesses, even though there are limitations to the platform that are a little tricky to work around (like not being able to put links in the captions of your posts). Still, if you’re looking to target potential patients under the age of 40, it’s a great place to share content regularly.
This platform is ideal for visual content (obviously), success stories, behind the scenes content, and engagement-style posts. It’s not a great place for a lot of calls to action or super serious industry content (that would be better suited for LinkedIn). Instagram is a storytelling platform, so this is a great place to connect on a more emotional level with people.
Don’t forget about the Instagram Stories tool, which is perfect for getting a little more personal. Speak directly to your followers, show what your team members are up to, and really show off the unique personality your practice has. I personally love Instagram, because I think it breaks down some of the barriers between us and our current and potential patients, which makes us more accessible to them (always a good thing).
“The Others” (aka TikTok, Clubhouse, etc.)
There are so many new platforms coming out all the time and while I don’t think it’s necessary that audiologists hop on each and every single one, I do think it’s worth exploring them a bit to see if they might be right for you.
For example, I have seen a few healthcare professionals make a HUGE name for themselves on TikTok by sharing videos where they answer common questions in an engaging and open way. Again, this might not be for you, but if this sounds exciting and you want to reach a younger audience, it might be worth exploring.
Clubhouse is another platform that we’re just starting to learn more about, and I think there’s real potential to grow a following there as well. Don’t feel like you have to show up everywhere. You don’t. If you only have time to create content for one platform, pick the one that appeals most to your target audience and show up there consistently.
At the End of the Day…
Your results will be so much better if you choose a lane with your social media content rather than casting a wide net. One caveat: no matter which platform you choose to focus your attention on, I still do think having a Facebook page is important. This is where people go to look up local businesses, read reviews, and get contact information. Other than that, I want you to go forth, find your people, and serve the heck out of them on social media!