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The Many Colors of Facebook

I’ve been receiving questions about the colored text posts on Facebook by business owners looking to increase their Facebook engagement score.  They started out on a few specific mobile platforms and were eventually released to iOS and desktop browsers to give everyone access.  This is the view from a desktop now when you post using text only from your personal profile:

increase facebook engagement through text graphics

You can select a colored background for your text to give it some pop.  This does not work if you are using a link or a photo.  It can only be a text only post. However, hashtags do work as do emojis.  Here is what the posts can look like:

increase facebook engagement with text posts

increase facebook engagement with text posts

If you’ve been to one of my live workshops, you’ll know my joke behind #awesome.  I do not suggest you actually use this hashtag.  Anyway, these graphic-driven text posts are another ploy by Facebook to kill the engagement scores of business pages.  When individuals (aka real friends) can post such magical looking posts from their phones, your carefully crafted graphics are going to be even more lost among the crowd.  Business pages were surviving after so many algorithm cuts by turning to graphics to punch through the social media noise and keep engagement up.  Individuals simply did not take them time to use professional images, so businesses had the advantage on visual spectatorship.  These colorized text posts are a game changer to the engagement scores of business pages on Facebook.

But don’t despair!  These colored backgrounds on the status updates between friends (however narcissistic they might seem) can be in the hands of the business owner, too!  How?  Go to your personal profile, create your post – DON’T POST IT, just SNIP IT!  Using the same tool I used to take the screen shots above, I use the “snipping tool” on my computer to capture images but capture a smaller frame so it looks like a post.

snip for facebook engagement

Now, it is an image post an not a true text post, so it only mimics the game Faceook is playing with our engagement scores, but it allows you to compete at some level.  If I wanted to use something similar to what I had above and promote my blog about the hashtag #awesome, I might do this:

#awesome

And with the image, I’ll include the text post “Why I don’t suggest you use the #awesome: https://chicadita.com/2015/10/15/instagram-for-your-business/” so that I get in the true hashtag and my URL.  I would likely use a URL shortening tool like bit.ly with it, too.

It isn’t ideal, but since Facebook likes to put businesses in the penalty box for engagement for no good reason, it’s a ninja tactic to get back in the game.  Enjoy!

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Comparing Social Media Platforms in 2015

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Where Can I Find Free Images to Use on Social Media?

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Social Media In The Medical Industry

medical social mediaThe following is an excerpt from my first article published on LinkedIn.

You can read the whole article here.

Is there a place for social media in the medical industry?

Yes! But it may be worth it to hire a professional rather than try to do it yourself (or hire your neighbor’s cousin’s daughter’s 16-year-old friend as an intern – please don’t do that!). The rules are complicated and vary by state. If you do wish to try it yourself, remember to always check with your state’s Medical Board about local laws first. Then, try following a few of these tips:

1. Never acknowledge someone as a patient. This is so hard to do, but if you get a public message that says “You’re the best,” it’s tempting to say “We’re so glad you’re happy with your blepharoplasty,” and pat yourself on the back in front of their family and friends. But don’t do it. A simple “Thank You,” is all you need. If you want to expand on it, thank them for being a Fan on Facebook.

2. Don’t diagnose or assume candidacy. Every doctor I know gets the “don’t diagnose a patient you haven’t physically examined” part of this tip, but the second part is one I see misused on social media a lot. You can’t give away a free BOTOX® Cosmetic injection, for example, when you have no way of knowing if the winner will be a qualified candidate. Many states won’t allow surgery to be a “prize” for that very reason.

3. Be consistent in your message. This might just be the biggest failure I see in the medical industry on social media. You must know your unique selling position and speak the value of it through all of your social media channels consistently. Post, Tweet, Share, Update, or do whatever it is you like to do at least 4 times a week. The marketing portion of that message (the “buy my product/service” talk) should be 25% of that – at most. If you were watching TV and all you saw were commercials for 30 minutes straight, you’d change the channel, right?

4. Keep it PG-13. Social media is a fun, friendly environment and most platforms allow users to be as young as 13. Even if you’re a plastic surgeon and you’re not marketing to teenagers, you must keep your messages clean. Platforms will remove your account, especially Facebook and Instagram, and many patients are offended by anything graphic (or “raw” as I like to call it – we don’t want to see blood on YouTube).

5. Show appreciation. Nothing does better on social media than public appreciation. That doesn’t mean Tweeting a “Thanks for following” to each new person. That becomes obnoxious to your current Followers very quickly. Try posting a nice graphic on Facebook that says “Thank You!” (make sure you own the rights to use the image) or post an exclusive special here on LinkedIn and let your connections know this is something extra special and just for them as your way of saying thanks.

6. Have fun with it. If you’re enjoying sharing on social media, chances are others will enjoy reading it. Even though medical marketing is a hard thing to do, I enjoy it and it shows in my high engagement levels.

 

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