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How Chiropractors Can Connect With People Through SocialMedia

It’s 2014 and social media use is at an all-time high. Every chiropractor wants to build their audience and cash in ontheir followers.

Unfortunately, a lot of these chiropractors are making a major mistake: they’re not asking themselves why people areengaging in social media. They think that if they build it, people will follow.

But they won’t.

If you want to have success on social media, you need to constantly ask yourself why people would be interested inengaging with you.

Following a Chiropractor

The allure of following a celebrity is obvious, but why would people be interested in following a chiropractor? Mostchiropractors assume it comes down to their competitive advantage. They end up taking a completely logical position.Unfortunately, social media isn’t logical – it’s emotional.

Take the Los Angeles Kings’ Twitter feed, for example. While most sports teams simply report scores and stats, theKings’ Twitter feed makes fun of the refs, taunts opponents, and makes sarcastic comments. The result? Fans ofother teams start following the Kings on Twitter.

To build a successful social media platform as a chiropractor, you need to follow the Kings’ example by utilizing threedifferent kinds of updates across your social media platforms.

Authority Updates

You want your social media presence to show that you’re an authority on all things related to the field of chiropractic.To do this, you need to post things related to the industry. Tweet about awards, create blog posts about changes inthe industry, and answer questions about what to expect from your chiropractor. Most businesses excel with authority

updates.

Personality Updates

Technically, any post that doesn’t relate directly to your practice as a chiropractor can be considered a personalityupdate. You can link to music videos, talk about your weekend hike, or send a holiday greeting.

It’s difficult to track how much value personality updates bring, which is why most businesses ignore them entirely.That’s a mistake. People are far more likely to purchase a product from someone they like than from someone theydon’t know.

On social media, people want to interact with a person, not a faceless corporation. You want your clients to see younot only as a chiropractor, but as a friend as well.

Engagement

Social media is not a one way street. Imagine a patient walking into your office. How do you think they would feel ifyour receptionist ignored them?

This is the same feeling people get from being ignored on social media. If you’re going to be present, you need toengage. When someone makes a comment on your practice’s Facebook page, you need to respond. If someonetweets a complaint, you want to deal with it – in public, if possible.

Of course, responding to potential patients is only one part of engagement. You also want to initiate. If someone youfollow tweets something funny, then retweet it. If someone posts a brilliant article on Google+, give them credit for it.Show that you care about people as individuals, rather than numbers.

The Social Media Challenge

As more and more chiropractors find their way to social media, it becomes more important to differentiate yourself.By demonstrating authority, showing your personality, and engaging with potential patients, you’ll always be a stepahead.

P.S. If you liked this article, you may also like my weekly newsletter delivered every Tuesday morning that’s designedto help chiropractors attract new patients. Sign up here.