Social media is a powerful tool for marketing our business, but it isn't the best or only tool. And, like any tool, it is most effective when used correctly. Too often, therapists get caught up in the myth of social media being a quick and easy answer for marketing without understanding the basics of using the tool effectively.Frequently, marketing is seen as "selling," so many businesses and therapists using social media, such as Twitter, Facebook and even LinkedIn, spend most of their posting time promoting their business--announcing specials, appointment availability, sharing new services or practitioners- rather than building a relationship with their followers or fans. While this information can be helpful, it begins to sound and feel like a carnival barker or the stereotypical "used car salesman." It manifests a poor job of identifying the customer/client's needs and addressing those needs.

Frequently, marketing is seen as "selling," so many businesses and therapists using social media, such as Twitter, Facebook and even LinkedIn, spend most of their posting time promoting their business--announcing specials, appointment availability, sharing new services or practitioners- rather than building a relationship with their followers or fans. While this information can be helpful, it begins to sound and feel like a carnival barker or the stereotypical "used car salesman." It manifests a poor job of identifying the customer/client's needs and addressing those needs.

Just like in any interaction with customers or potential customers, people are looking for ways to get their needs met. A business or practitioner that clearly identifies the needs of a potential client and then offers ways to address those needs, more easily engages the interest of the client. This highlights the importance of identifying the practitioner's target market. Once the "who are we serving?" question is answered, it becomes much easier to identify the clients needs and how to best meet them. The focus, then, of interactions becomes addressing the clients needs--education, suggestions, research--rather than the business' needs--filling open appointments, making payroll, etc.

In fact, most marketing professionals suggest an 80% focus on building the relationship through information and education, and a 20% focus on promotional and business material.  Once you identify your target market and identify their needs, consistent presentation of information that helps the client understand how you can best meet those needs, allows you and your business to develop a reputation as the best source for meeting their needs.