Blog Archives

Celebrating 3 Years of Marketing Workshops with SCORE San Luis Obispo

This month I celebrated 3 years of presenting social media and website marketing workshops as a guest of the San Luis Obispo Chapter of SCORE (the Service Corps. Of Retired Executives Association).  To celebrate, I brought doughnuts for my students.  Here, I’m pictured eating the lone survivor (not for long!!).  Read the rest of this entry


An F.A.Q. on Twitter Best Practices in a Social Media Marketing Strategy

Twitter FAQEvery social media workshop I present at, I get the same few questions from new and wide-eyed students eager to unravel the mysteries of social media marketing.  But what has always struck me as interesting is the order in which I hear the platform names inquired about.  Twitter is often in the first two platforms mentioned despite the fact that at my Social Media for Small Business Owners workshops I rarely have a student who actually needs to implement Twitter in their marketing strategy.

The following F.A.Q. is going to address the questions I get asked most often.  These may not necessarily be the best questions to ask about Twitter and implementing it in your social media marketing strategy, but that really isn’t the point of an F.A.Q., is it?  Majority rules.  Read the rest of this entry

Meet the Social Media Platforms and Share a Cookie

This infographic is to help you understand what makes Twitter different than LinkedIn and also show you how to create content that is appropriate for each one.  The example here is how to share a cookie on Facebook, YouTube, Google+, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, and Houzz.


It’s hard to understand how a post on Facebook is different from Google+, or how a pin on Pinterest is going to elicit a different response than a photo on Instagram, but each social media platform has a unique audience and fills a niche in a different way.  After all, if they were all the same, we wouldn’t have a need for so many!  This infographic is to help you understand what makes Twitter different than LinkedIn and also show you how to create content that is appropriate for each one.  The example here is how to share a cookie on Facebook, YouTube, Google+, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, and Houzz.


How to Connect With Your Target Audience on LinkedIn

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Comparing Social Media Platforms in 2015

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One More Reason Why I Don’t Suggest Instagram for Your Business

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

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What Is A Hashtag and How the #### Do I Use Them?

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How Healthcare Providers and Nonprofits Can Use Social Media Together

linkedin social mediaThis is an excerpt from my article on LinkedIn Pulse. 

Click here to read the full article.

For Medical Professionals:

Don’t keep your passion a secret! I know otolaryngologists who fly around the world for cleft pallet surgeries and plastic surgeons who make donations to local breast cancer funds with every breast augmentation they perform. Some doctors even enjoy something as simple as a toy drive in their office, or spending time at a soup kitchen during the holidays. Post about it! Take a photo while you’re doing it, ask for donations from your Fans to support the cause, and shout it from the rooftops – “This is what I do because it makes me feel good!”

Keep it focused. Every charity would love your help, but if you want this to be a two-way-street, pick a local program or find a local chapter for something you want to support that’s national. Then, work with one at a time. It will focus your efforts for better benefit to the nonprofit and save your sanity. Plus, you’re much more likely to get new patients from local publicity.

“Flirt” with them online. Retweet them often, share their post on Facebook from their Fan Page to your Business Page, know their favorite #causes hashtag, and mention them with links and @tags. It’s not an affair that will distract you from your business goals. The attention is mutually beneficial. Their local followers will see your business name and see that you are supporting a cause that they are also passionate about.

Create a cause together. It doesn’t matter what the nonprofit is for, you can still collaborate. Do an online crowd funding event and raffle a prize or give a coupon to everyone who donates. Host a silent auction at your office and pay for the catering. You can *probably* write it off, your patients will see your big heart, and chances are you’ll get new referrals, too. Or help a shelter by posting an adoptable pet each week on your Facebook Page for a month. Ask staff to get involved and share the pictures of them with you at a food bank asking for donations one night. Short term events like these can be planned during your slow season and everybody wins. Make sure you make a really big deal about it on Facebook, Twitter, Google+, LinkedIn, or any other platform you use.


For Nonprofits:

I listed you second because everything doctors can do, you can do. Approach businesses who are active (and responsible) on social media sites and give them ideas for collaboration opportunities. Especially that doctor you know that volunteers with you every Thanksgiving.

Tell us our impact. Healthcare nonprofits often have the greatest need – openly show it. And no, I don’t mean like those sad commercials of skinny puppies in cages. What I do mean is be specific in your request. We all know “there are starving children in Africa,” but that’s too global and something we won’t feel like we can impact. If you are working with a village that has 100 new cases of Polio each month but you were able to drop that to only 85 cases last month and this month you just need $xxx to drop it down to 40, we see how we can help. When your clear about your need, people will know how to help.

Openly thank local businesses. @Tag businesses you know have made a donation or impact for your nonprofit. All you need to do is say “Thank you!” and the message will be clear. Each business page has Fans of their own who will see the generosity of the business they are already following and may see a way they can help you, too.

Create dedicated albums. Show off your successful campaigns with an album of adoptions, a mission to Honduras, a thank-you dinner… any event you do needs to be journalistically documented with social media photos. Give some of those photos to the medical specialist who helped you, too, so they can post them. Remember to ask them to tag you when they share!

Hold contests with tangible donations. Were you able to get a free pair of tickets as a donation? Don’t just give them away, make a social impact! Ask for a photo submission or a story of how Diabetes has impacted someone you love. Get permission to publicly share these as part of the contest, then share away. The contest should help strengthen your cause.

Tag your volunteers and thank them publicly. When their friends see it, they might join your cause, or at least give you an engagement boost.

Look for similarities. While it’s possible to promote an animal shelter through the Facebook page of a neurologist, it’s mostly because of the old marketing adage, “puppies and babies sell.” If you work with skin cancer, talk to a dermatologist for cross-promotion. If you supply wigs for woman with breast cancer, a plastic or reconstructive surgeon is likely to get on board and help you. Vaccines for childhood diseases in less-fortunate countries? Try a pediatrician or a pediatric heart surgeon.

More from Lacey on LinkedIn

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.


More from Lacey on LinkedIn