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Published by: David Nordella 06-07-2012  |  POSTED IN: Twitter Thursdays

5 Thoughts Before Setting Up a Twitter Account

 
Those of you that have been visiting Twitter regularly are likely to be familiar with the following message. “Loading Tweets seems to be taking a while. Twitter may be over capacity or experiencing a momentary hiccup. Try again or visit Twitter Status for more information.”
 
Twitter is experiencing the pleasures and perils of rapid growth in the Social Media arena. Overburdened servers causing increased lag-time are the costs that Social Media channels encounter on their way to networking nirvana. Social Media ignores those costs at their own peril.
 
Twitter has exceeded 600,000,000 users and is gaining a new follower every 12 seconds: http://twopcharts.com/twitter500million.php. The changes in Twitter’s Developer Rules of the Road were discussed here last week; http://www.ladezign.com/websitedesign-seo-blog/beware-beak-you-trouble-twitter.htm. Twitter’s incredible growth is likely behind the changes.
 
How many real (human) users will stick around if virtual users (“spam bots”) are flooding Twitter’s servers? I am sure that Twitter has no intention of finding out. Slow response time would leave an opening for competitors to fill the space that they have created.
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Today’s discussion is centered on what to think about before you prepare your profile. Social Media is succeeding partially due to the ability of businesses marketing directly to prospective customers. Social Media is unique as it can provide a dialogue between businesses and their prospects. You can reach out to prospective customers using Twitter while building stronger relationships with your current customers.
 
Successful Social Media campaigns are based on providing value to people so that they willingly invite you back to share more time with them.
 
Thinking strategically about the 5 topics listed below, before creating your Twitter profile, will improve your marketing efforts immeasurably. We will use strategies prepared for a physician’s practice. Minor modifications to these strategies can be used for any B2C (Business to Consumer) firm.
 
       1. Who are your patients?
       2. How can you reach new patients?
       3. Where do your patients live?
       4. What do your patients want?
       5. Who are you?
 
  • Who are your patients?
             o Do they need specialty services?
             o Are you practicing medicine based on your needs or theirs?
             o Most businesses thinking about pricing as part of their marketing mix.
             o Physicians should start considering pricing as part of their marketing mix.
             o Are your prices higher/lower than your competition?
             o How do you justify your value proposition?
             o What tools can you use to protect your value proposition?
 
  • How can you reach new patients?
             o The new answer to this question is to have your patients find you.
             o All Social Media are most effective when used in conjunction with other media.
             o All of your Social media channels should reference your website or blog.
             o You can post your Tweets onto your Facebook page.
             o LinkedIn will also accept your Twitter feed.
 
  • Where do your patients live?
             o Patients will want to do business with physicians that are conveniently located, 
               whenever possible.
             o Patients will find it easier to find you if you include at least your city and state in 
               your bio.
             o Using your specific address to identify your location is a best practice when 
               marketing to consumers.
 
  • What do your patients want?
            o They want to get to know you in a pressure-free environment.
            o They want know you for a while before they consider approaching you for 
               business.
            o Consistently offer valuable information and you will gain Followers over time.
            o A nominal amount of self-promotion is acceptable if the majority of your 
               Tweets are about topics which could be valuable to people.
            o Avoid blatant self-promotion on any form of Social Media.
            o Pushy Tweeters lose Followers fast.
 
Our last topic of discussion may have been the first that entered your mind. Why do you need to put other people first? Every physician knows that answer in their hearts. Your answer does not change because your practice is your business.
 
Patients, like any other consumer, respond to physicians that will fulfill their needs. You need to identify the desires, fears and interest of your patients if you are interested in serving them. Otherwise, they will seek treatment elsewhere.
 
  • Who are you?
            o Your bio should contain the terms which prospective patients may be 
               searching.
            o Don’t settle for the “Egg” in your Bio.
            o You should have a picture of yourself.
            o You should dress in a manner in which you would like your patients to perceive 
               you.
            o Smile.
            o Avoid cross-channel interchange if your Social Media image is inconsistent.
            o This might mean NOT sharing personal information publicly if it is considered 
               controversial or unprofessional.
            o Do you want someone researching your professional expertise to read about 
               what a party animal you are on Facebook?
            o Yes, it can happen. Ask Anthony Wiener.
            o Use your personal name, including your MD.
            o Your Bio should be 140 characters or less.
            o Do not seek Followers from peer medical practices in your community. They 
               can be your competition.
            o You are not on Twitter to seek validation.
            o You can compare benchmarks/best practices with peers outside of your local 
                target market, especially if you use Direct Messages (DM).
 
Careful consideration about these 5 topics can increase the size and profitability of your practice by marketing through Twitter. A few moments of thinking will, at a minimum, save you from a lot of grief. Besides, what could be better than building stronger relationships with tour patients?
 
David Nordella is the Managing Director of Provider Finance Associates, LLC. His passion
for Twitter mixes well with his passion for improving the profits of Independent Practice
Associations. Find out more about David at:
 
@BeneficentGuild
 
Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.
 
About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.
 

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