Should your practicehave a Facebook page?
You may have heard that over three million businesses nowhave a presence on Facebook. But how could being onFacebook benet your practice, your staff and your clients?By
Ted Janusz is a professionalspeaker, author and marketingconsultant. He has presentednearly 500 full-day seminarson a variety of managerialtopics. His website can be viewed at www.januspresentations.com.
recently presented a session ondemystifying social media to a group of professional insurance agents. Duringthe session, one of the agents explained howhe successfully uses social media. After arecent series of catastrophic weather events,he posted on his Facebook page a seriesof questions and answers that got his fansinvolved. He asked and answered questionslike: ‘If the wind knocks over my tree into myneighbour’s garden and damages something,am I responsible?’ As a result of his care and concern forhis fans, and getting them involved in theconversation, he was able to write a number of new insurance policies. Notice that he did notuse his Facebook page to shout out: ‘Call metoday for a free insurance quote’.In determining whether your practiceshould be on Facebook, there are sevenquestions that may be crossing your mind.
1. Why even spend time and effortcreating a Facebook page?
Facebook is the world’s largest online socialnetwork, now with over 750 million users.In fact, 40% of residents in the UK have aFacebook prole, and you can participate andcreate a presence there for your practice – freeof charge. With a Facebook page, you can includeeverything that relates to your practice in oneplace, including but not limited to:• An overview of your practice• Website and contact info• Press releases• Videos• Practice news and status• And last – but most important – clientinteraction.
2. Our practice already has awebsite – why isn’t that enough ofan online presence?
If you were a shopkeeper, where would yourather locate your brick-and-mortar store? Ona dusty, lonely, rural country road or in thevibrant, buzzing business and commerce hubof your town? People are spending six billionminutes a day on Facebook – which works outto an hour per user per day – engaging withtheir friends and the businesses of which theyare fans. Shouldn’t your practice be there? Incomparison, how much time is the averageuser spending on that website of yours eachday?One of the major benets of a page onFacebook over (or in addition to) a webpage is that it is so simple to update. With awebsite, if you’re not technically inclined, youwill need to contact your web developer. WithFacebook, updates are as easy as logging inand typing or uploading. And the fresher yourcontent, the more you will engage people.
3. What about the good, old-fashioned marketing like printadvertising and Yellow Pages?
As Malcolm Faulds wrote in a recent issue of
‘Why spend millions of dollarson advertising, promotions and productplacement when the most effective marketing