Social Media Marketing – A Real Life Example Of What (Not) To Do

by on 06/05/10 at 10:00 am

Social marketing is not for everyone. There are some individuals and businesses who don’t like Facebook and “don’t get” Twitter. Everyone is entitled to their opinion.  However should a business still participate in social marketing even if they don’t like it?

If you don’t like Facebook and you think Twitter is a waste of time, perhaps you’ll still explore it … for business purposes. Let’s say you know your clients or customers are spending a lot of time in social media, so you decide you must explore it.  Do so with caution or consider enlisting the help of a professional to help you co-manage your efforts.

Here is a real life example of what not to do. This is an “active” Facebook Page that hasn’t been updated since 2009.  It belongs to a healthcare provider.  This message is posted in the bio section of their Facebook wall:

DISCLAIMER

WE DO NOT CHECK FACEBOOK OR TWITTER ON A REGULAR BASIS! SHOULD YOU NEED TO SCHEDULE AN APPOINTMENT, OR HAVE A QUESTION FOR ONE OF THE DOCTORS PLEASE CALL OUR OFFICE AT … THE PRACTICE RESERVES THE RIGHT TO DECLINE, DELET

The word delete is cut off.  Whoever set this copy up did not even take the time to ensure their entire message posted.  This Page represents what is probably a perfectly good healthcare provider in very poor light.  The message implies, “We’re here on Facebook, but we don’t want to be. Just call us if you need to.”

At the end of the day, if you don’t want to be on Facebook or Twitter, don’t.   Marketing is most effective when you invest time, money and energy in options you believe in.

Most importantly, social marketing is not a postcard, it’s not an ad in the newspaper, or a few sentences printed in the phone book.  Social marketing is a living document that offers you the opportunity to illustrate your practice essence—for better or worse.

What do you want your Facebook Page to say about you and your practice?  What does it really say?

Rita Zamora is a relationship-focused dental marketer, specializing in referral marketing, patient relations, case acceptance and social media for general and specialty practices.  Rita developed her referral marketing expertise working hands-on in specialty and general dentistry practices.

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