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.
I have a friend who several years ago was diagnosed with a recurance of her breast cancer after 15 years of being cancer free. Needless to say, this was a very traumatic and emotional time for her, her family, and friends. One of the hardest things for anyone dealing with a cancer diagnosis and treatments is how others relate to them. And, one of the hardest things for friends, family and acquaintances is knowing how to help and not make it worse. And, in our attempts to support and show caring, we often say exactly the wrong thing.
There is no one right answer to what to say but the best guide is to take your cue from the person you are relating with. Just like anyone else, a person with cancer will sometimes be angry, depressed, amused, positive, helpless, independent--in other words, human.
When I, and my family and friends, were working through the experience of cancer, I created a one page Cancer Guide (pdf) to help make it easier to feel positive and comfortable that were are positively supporting the person with cancer.
In our culture, about 1 in 3 people will be diagnosed with cancer at some point, so all of us will be relating to someone we know and care about with cancer. Hopefully, this guide will go along way to help us support and be supported during that journey.
For more information and support when faced with cancer in you or a loved one or friend, check out Cancer Support Community of Central Texas (or find one near you).