Is your marketing helping, hurting, or making no difference?
Take our quiz and find out!
Patient Attraction Episode 615: How Social Media is Pulling the Wool Over Dentists’ Eyes (Part 2)
Yesterday, I discussed how dentists who put their eggs in the Facebook basket are setting themselves up for failure. Today, I want to continue that conversation, but instead of Facebook, I want to take on a different character … 140 characters to be exact. Stay tuned for the second part of my three-part series about the BIGGEST MISTAKES dentists are making with social media.
– Colin Receveur here, and welcome back to the Patient Attraction Podcast.
– Twitter, much like Facebook, has become a powerful force in social media and made millions of dollars engaging and retaining users.
– The social media site allows users to interface with one another and claims to give brands and companies an opportunity to market themselves.
– But how effectively can you really market your dental practice Twitter?
– Here’s little background to start.
– Shortly after Twitter became publicly traded, the company’s stock price dropped by more than 40 percent, a fall some suspect was due to lack of advertising.
– Twitter makes it a little easier than Facebook to view the performance of tweets through its Twitter Analytics tool.
– The tool measures both engagement and impression rates.
– The engagement rate measures replies and retweets against total followers, while the impression rate measures the percentage of followers the tweet reaches.
– Twitter claims that users can reach 30 percent of their followers by tweeting 2 to 3 times a day, but researchers have found that percentage to be HIGHLY inflated.
– A writer recently reported that, after following Twitter’s recommended tweet rates, he garnered an abysmal impression rate of 2 percent and an engagement rate of less than 1 percent.
– So much for Twitter’s estimation that dutiful users can reach 30 percent of their audience by sending out 2 or 3 tweets every day!
– Facebook provides users with what it deems the best information, but Twitter has a different tactic.
– Twitter shows your prospects everything, but there’s still a huge chance they’ll miss a majority of tweets you send.
– So, while Twitter does show them everything, that doesn’t mean your followers SEE everything.
– That’s because Twitter does not stop.
– It moves constantly, updating your followers’ feed with the latest information.
– If you’re not tuned in constantly, they’ll miss your message.
– That’s why people are finding that Twitter yields very low engagement and impression rates.
– Are you OK with only a small fraction of your followers getting your message?
– I’m guessing you would expect more out of your marketing efforts, and I don’t blame you.
– It’s clear that Twitter, like Facebook, can’t solve your marketing problems or draw in the patients you need to help your practice grow.
– I talk about this more in my book “Attract More Patients in the Next Six Months Than in the Last Six Years.” The book is the culmination of all my marketing expertise, and it can be yours for only the $4.97 cost of shipping at www.MoreAndBetterPatients.com while supplies last.
– Join me again tomorrow when I’ll discuss yet another social media system that may be fooling you all the way to the bank.
– As always, keep moving forward.