Utilizing social media for chiropractic: Are you thinking differently?

According to a 2016 study conducted by Pew Research Center, roughly 86 percent of Americans spend at least some their day on the Internet.

Of these, a high majority (79 percent) use Facebook during their online time to keep in touch with the rest of the world, while other social media platforms frequented quite often by web-based users include Instagram (32 percent), Pinterest (31 percent), LinkedIn (29 percent), and Twitter (24 percent).

Though sites like these are often thought of as a way to keep in touch with people we love, the reality is that they’re also a wonderful tool for business professionals. Specifically, they can serve a valuable purpose for chiropractors intent on educating others about the benefits of regular adjustments says Zellie Friedman, social media manager for Power Digital Marketing. She shares that, “While chiropractic care might not be the most glamorous of social media subjects, these small businesses can still succeed and add value to their audiences on social [platforms].”

Of course, adding value requires following some basic guidelines when posting in order to build others’ confidence in you so that they trust the information you choose to share. Friedman refers to these as “key components” for chiropractic social media success, and here are three to consider:

1. Leverage your patient relationships

“Your patient testimonials can be helpful in more than one level on your social channels,” says Friedman, adding that “the lowest hanging fruit is to turn on ‘Reviews’ on Facebook. This will give everyone who visits your page an easy opportunity to leave a review on their experience and build your social testimonial bank.”

Essentially, reviews of you and your chiropractic business provides social proof that you are an expert in your field and someone who others can trust when it comes to providing reliable and accurate information.

One way to encourage your patients to post an online review is create a flyer that can be placed in your waiting area or left at your check-in desk asking your customers with a positive experience to write a review on your Facebook page.

“For the patients that you have a more long-term, personal relationship with, you can ask for more formal testimonials,” says Friedman. “Using these formal testimonials with a photo of the patient can build your social channel’s creative content,” she adds, “but [it] also increases the personal attachment your patients feel towards your practice.”

2. Be a resource

“No one likes to be sold to, especially on social media,” says Friedman, “so rather than always promoting your practice, try content that shows you are a reliable resource in the space.” This is where other social media sites, such as Pinterest for example, come into play.

Ideally, when people search topics like ways to relieve back pain or how to improve back health, “your content should appear as a resource,” says Friedman. “ You may even want to provide some ‘freebies’ with quick at home stretches,” she says.

Again, this helps increase their feelings of trust toward you as a professional, increasing your ability to incite positive change in this field.

3. Ask your patients to “check-in”

Finally, Friedman suggests that you can bolster the public’s trust in you (as well as establishing your expertise with colleagues in the field) by having patients “check-in” on the social media sites when they’re obtaining services at your practice. This shows the rest of the online world that they trust you enough to use you as their service provider, enticing others to establish that level of trust as well.

To increase the number of patients willing to take the time to check-in at your chiropractic practice, Friedman suggests that you “game-ify the process.”

What does this mean? “Think about doing a monthly giveaway (i.e. $20 Starbucks gift card, stretching accessories, etc.),” says Friedman, “and everyone who checks in that month will be eligible to win. By adding this extra layer of excitement you’ll be sure to increase your number of check-ins and drive new referrals as well.”