I spent some with two clients in the past week, and they each expressed similar stories. They contracted with a social media company to handle their postings and profiles, and each wound up with nothing.
The practices recognized that an effective social media strategy is more than just giving a front desk person, or receptionist, admin rights to a Facebook page. They knew that the “strategy” is key to social media management.
They did their homework, hired an affordable marketing company, and trusted them to create a campaign that would increase their business.
The first few months were great. The owners spoke regularly with their team, and their online presences and sales increased. Once things were in place, the owners eased up their contact and trusted the company to do what they were contracted to do. As a result, the company did less and less.
Guess what? Over time, the owners couldn’t determine any marginal value for the money they spent, and they ultimately canceled their contract after months of wasting money.
So, what to do?
First of all, you more than likely do not have time to manage your own social media. You as the owner or your manager or your front desk person should be too busy to map out a social media strategy. If you are still managing it yourself, then your social media is ineffective. If it was working, you would be too busy with customers and patients to be your company’s social media manager.
Second, contracting your social media management is great if you are clear about several things. You should be clear how much engagement you expect. Be clear about the story you want told. Be clear about the result you expect.
Third, establish what communication looks like (and frequency). Tie your contract to their communication.
These tips will help you chart path of social media growth, and hopefully, they will lead you to revenue growth as well.
ProSight Success has a team of social media strategists. If you are interested in learning about our services, email me at firstname.lastname@example.org, and we will be glad to answer any of your questions.
Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years.
ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon.
However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats:
Digital ProSight Success System
Paperback ProSight Success System
And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting.
Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at email@example.com.
Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has taught in the public school system, lobbied for school's accreditation, managed eye clinics, led sales' teams, and also publishes books on theology, church, and culture.