1-855-MY JHG MEDIA (1-855-695-4463) • Email Us

Monthly Archives: April 2014

Social Media For Doctors

Because physicians are often reluctant to take risks, they have been slow to work with social media as an advertising tool. After all, there is risk involved with using social media, since whatever is written online remains permanently available for people’s perusal. But consider how many times a physician makes decisions that carry risk for a patient’s health. One tenet of medicine is that you sometimes have to take a risk of doing a patient harm in order to do the greater good. If you don’t want to face the complications, then you give up doctoring.

The same holds true in the world of social media. People in the medical industry have reached a crossroads today. As a medical professional, you can either continue down the same well used path that keeps you out of social media and away from potential patients. This is the safe route, a world where you dot every “i” and cross every “t”, and you never engage in discussions on the Internet.

The alternative path is to embrace the use of social media in order to get the word out to patients, and to join in on the conversation that’s going on right now on the Internet. By using social media as a tool, you can magnify the amount of good you can do, both for your patients and yourself, as well as the medical profession in general.

Social For Doctors

Posted by: Joel Canter

10 Social Media Mistakes Your Business Should Never Make

A vast number of businesses use social media websites without putting thought into actually marketing their wares or services. If you’re not building a significant social following to help contribute to sales, you might be wasting your time. 

Social Media the JHG Way

Check and see if any of the following social media lapses are part of your online habits.

1.    Failing to Measure Your ROI

You’ll never know how well your goals are being achieved if you fail to measure them. Measuring the rate of return (ROI) of a social media marketing campaign is the first step to establishing your business communication in the social media world. Then, you own a traceable record, which is a method of measuring your success, or lack thereof.

2.    A Slow Reply to Client Concerns

Almost one third of your clients who contact your business via a social media website are looking for an answer 30 minutes after asking you a question. Plus, a quarter of your customers expect this fast of a response, even when their request is made during traditionally non-business hours.

So, prior to gearing up for a social media presence by your business you had better enhance the speed of your company’s customer service response. A couple of Internet approaches in facilitating the monitoring of online clients are a paid service entitled sproutsocial, or a free service called hootsuite.

3.    Discounting Bad Social Media Comments

It’s never wise to ignore poor comments published about your business in the social media world. An even worse practice is to erase negative social media messages. Truthful explanations, with a teaspoonful of humility, along with a plan of action to correct past inadequacies by your company, are the best answers to sour comments. Remember, you’re not only answering that individual’s concerns, but all of your customers’ apprehensions.

4.    Running Social Media Marketing by the Seat of Your Pants

Some businesses randomly emit social media posts as ideas arise, like a farmer on a tractor bouncing across the field by the seat of his pants. A better approach is to develop a complete social media marketing plan with definable targets. Then, daily posts can be effectively written to adhere to the strategy, which was preplanned by you for your business.

5.    Lack of Establishing Procedures for Managing a Social Media Presence

If your business isn’t prepared for communicating on social media websites, there’s bound to be some rocky times ahead. To place a positive appearance in the public’s eye, consider determining the following social media essentials:

  • Set guidelines for the official tone of the messages emanating from your business.
  • Decide what type of visuals your company will employ and how.
  • Determine themes and subjects appropriate to represent your business.
  • Establish an update frequency…weekly, biweekly, every other day, or daily.
  • Decide which employee(s) are in charge of social media updates.

6.    Write the Same Post on All Social Media Sites

The manner of your message should vary as much as the different social media websites differ from each other. Perhaps your message on Facebook is more in-depth, as compared to a quick piece of wit or wisdom on Twitter. Maybe you change away from text to a visual display on Pinterest and create some video for your YouTube account.

Automatically posting the same content to all of your social media accounts means you’re not adopting appropriate subject matter into each individual social media channel. It also means your message isn’t as effective as you need it to be in order to connect with your audience.

7.    Treating Social Media Posts as If They Are Ads

Surveys indicate that social media readers don’t trust advertisements. Instead, they trust comments made by their social media friends. Don’t turn your social media posts into advertisements for your business. Instead, invite followers with content which is useful to them. It needs to be revealing, appealing, and casual. A little humor never hurts. Kick on a sales pitch and you’re sure to turn your audience off.

8.    Fail to Invite an Exchange of Ideas

When you’re at a party or a social event, talking with friends, the last activity anyone wants to get into is listening to someone who speaks, but doesn’t listen. It’s the same with social media conversations. You’re not there to make announcements. Your audience wishes to become involved. So, don’t broadcast your business. Instead, invite an interaction of thoughts. You’ll be amazed how many followers you’ll gain with this simple invitation.

9.    There are No Followers to Your Social Media Posts

You aren’t successful on the social media front if you don’t come away with followers. Good planning and successfully touching on topics that spark your audience’s intrigue is a method to developing a significant following. If your followers are miniscule, work up a new social media plan.

10.         Social Media Updates Don’t Happen

Probably the worst online practice is to never make a change to your website or within your social media accounts. Always post new updates. Hourly updates might be excessive, but you at least need to perform posts, register new content every couple of days, or at the bare minimum, monthly. The audience in the social media world sees new material every minute. If you’re not there, you’re forgotten.

Posted by: Joel Canter

Using Impactful Video vs. Simple Text For Your Social Media Campaign

YouTubeTraditionally, a bulk of online marketing is directed toward the written word, and it still works in a number of social media websites for specific businesses. But, the social media world contains several members who utilize a more visual approach. If you’re marketing on YouTube, you better be fluent in the world of video. And, why not use video? Often a visual marketing approach can introduce humor and a very strong message, similar to the ad Mike Dubin created for his Dollar Shave Club YouTube marketing effort. You, too, can use visual marketing to boost your company’s bottom line, but it’s best to ascertain whether a visual or text approach works best for the audience you hope to attract.

Seeking Your Social Media Marketing Channels

If you’re primary target audience is in North America, Facebook, Google+, Twitter, LinkedIn and Pinterest are your top social media avenues. However, if your aim is into China, your social network of choice is the Chinese social media network, Qzone. Target the Slavic-speaking nations and your best social media selection is VKontakte (VK), which means “in touch” and is spelled ВКонтакте in Russian.

Throughout all of these social media platforms, marketers who employ graphics with their messages increase traffic by 12 percent, according to Heidi Cohen, an online marketing specialist.

However, marketing choices go deeper than just adding graphics. You must first answer the question, “What is the best kind of content for my audience?”  Marketing firms tout that adding images boosts total views by close to 100 percent. It goes without saying that a travel website selling scuba diving tours in Hawaii is going to see better numbers with photographs in their message on Instagram or Pinterest.

Visuals aren’t always compelling, though. Marketing to accountants might be better in the written form on Facebook, where the sharing of text is preferred.

Marketing decisions must be determined from what is up for sale

Tourism is a natural for a heavy visual-laden marketing message. From fantastic natural vistas to fun and exciting vacation activities, a stellar photograph or video encapsulates your message better than thousands of words. Hotels, resorts, tour guiding companies and tourism destinations worldwide use enchanting visuals in their social media marketing on websites, such as Instagram. A good example is the luxury hotel firm, Four Seasons Hotels and Resorts, which entices 32,000 followers a day to their Instagram website.

Tourplicity

Pretty photographs aren’t the only approach to quality social media marketing using visuals. The home improvement store, Lowe’s, titles their Pinterest electronic bulletin board “Build It!” and features do-it-yourself (DIY) ideas that originate from products purchased at their home centers. Over two-thirds of Pinterest users are female. Lowe’s knows this, which is why you won’t find DIY ideas in this marketing effort featuring machinery or outdoor power tools. There’s an indoor theme on this Pinterest board, which makes suggestions without blasting a stout sales pitch. Lowe’s is targeting the three million Pinterest followers with smart social media marketing.

Let Your Information Flow Online in a Manner That Fits You

As is the case with all writing, you need to know your topic in order to write effective and interesting copy that your audience finds appealing. Beyond knowing your subject, you must analyze the nature of your material and how best to fit it to various social media networks.

For instance, if you are an engineering firm that sells your services to big contractors, your content will probably be laden with numbers and words. A few photographs of finished projects might be appropriate, but for the most part, your copy best suits an audience that wants to read the details of the engineering services your company offers. Instead of wearing yourself out trying to create graphics for Instagram or Pinterest, your efforts are better served by sticking to a text-orientated communication and channeling your writing into LinkedIn, Facebook or Twitter.

So, should you stick with a text-driven marketing method or add the pop of a video to your social media message? The answer to that question will vary according to who you are, what services or products you sell, and where you’re apt to find your target audience. One definite is there’s no such thing as a marketing shoe that fits the foot of all business owners who are marketing via social media. When you comprehend not only the significance of the goods or services you’re selling, but know where to find your audience, you can best determine the appropriate avenue for marketing your wares online.

Posted by: Joel Canter

Social Media For Doctors

Because physicians are often reluctant to take risks, they have been slow to work with social media as an advertising tool. After all, there is risk involved with using social media, since whatever is written online remains permanently available for people’s perusal. But consider how many times a physician makes decisions that carry risk for a patient’s health. One tenet of medicine is that you sometimes have to take a risk of doing a patient harm in order to do the greater good. If you don’t want to face the complications, then you give up doctoring.

The same holds true in the world of social media. People in the medical industry have reached a crossroads today. As a medical professional, you can either continue down the same well used path that keeps you out of social media and away from potential patients. This is the safe route, a world where you dot every “i” and cross every “t”, and you never engage in discussions on the Internet.

The alternative path is to embrace the use of social media in order to get the word out to patients, and to join in on the conversation that’s going on right now on the Internet. By using social media as a tool, you can magnify the amount of good you can do, both for your patients and yourself, as well as the medical profession in general.

Social For Doctors

Posted by: Joel Canter

10 Social Media Mistakes Your Business Should Never Make

A vast number of businesses use social media websites without putting thought into actually marketing their wares or services. If you’re not building a significant social following to help contribute to sales, you might be wasting your time. 

Social Media the JHG Way

Check and see if any of the following social media lapses are part of your online habits.

1.    Failing to Measure Your ROI

You’ll never know how well your goals are being achieved if you fail to measure them. Measuring the rate of return (ROI) of a social media marketing campaign is the first step to establishing your business communication in the social media world. Then, you own a traceable record, which is a method of measuring your success, or lack thereof.

2.    A Slow Reply to Client Concerns

Almost one third of your clients who contact your business via a social media website are looking for an answer 30 minutes after asking you a question. Plus, a quarter of your customers expect this fast of a response, even when their request is made during traditionally non-business hours.

So, prior to gearing up for a social media presence by your business you had better enhance the speed of your company’s customer service response. A couple of Internet approaches in facilitating the monitoring of online clients are a paid service entitled sproutsocial, or a free service called hootsuite.

3.    Discounting Bad Social Media Comments

It’s never wise to ignore poor comments published about your business in the social media world. An even worse practice is to erase negative social media messages. Truthful explanations, with a teaspoonful of humility, along with a plan of action to correct past inadequacies by your company, are the best answers to sour comments. Remember, you’re not only answering that individual’s concerns, but all of your customers’ apprehensions.

4.    Running Social Media Marketing by the Seat of Your Pants

Some businesses randomly emit social media posts as ideas arise, like a farmer on a tractor bouncing across the field by the seat of his pants. A better approach is to develop a complete social media marketing plan with definable targets. Then, daily posts can be effectively written to adhere to the strategy, which was preplanned by you for your business.

5.    Lack of Establishing Procedures for Managing a Social Media Presence

If your business isn’t prepared for communicating on social media websites, there’s bound to be some rocky times ahead. To place a positive appearance in the public’s eye, consider determining the following social media essentials:

  • Set guidelines for the official tone of the messages emanating from your business.
  • Decide what type of visuals your company will employ and how.
  • Determine themes and subjects appropriate to represent your business.
  • Establish an update frequency…weekly, biweekly, every other day, or daily.
  • Decide which employee(s) are in charge of social media updates.

6.    Write the Same Post on All Social Media Sites

The manner of your message should vary as much as the different social media websites differ from each other. Perhaps your message on Facebook is more in-depth, as compared to a quick piece of wit or wisdom on Twitter. Maybe you change away from text to a visual display on Pinterest and create some video for your YouTube account.

Automatically posting the same content to all of your social media accounts means you’re not adopting appropriate subject matter into each individual social media channel. It also means your message isn’t as effective as you need it to be in order to connect with your audience.

7.    Treating Social Media Posts as If They Are Ads

Surveys indicate that social media readers don’t trust advertisements. Instead, they trust comments made by their social media friends. Don’t turn your social media posts into advertisements for your business. Instead, invite followers with content which is useful to them. It needs to be revealing, appealing, and casual. A little humor never hurts. Kick on a sales pitch and you’re sure to turn your audience off.

8.    Fail to Invite an Exchange of Ideas

When you’re at a party or a social event, talking with friends, the last activity anyone wants to get into is listening to someone who speaks, but doesn’t listen. It’s the same with social media conversations. You’re not there to make announcements. Your audience wishes to become involved. So, don’t broadcast your business. Instead, invite an interaction of thoughts. You’ll be amazed how many followers you’ll gain with this simple invitation.

9.    There are No Followers to Your Social Media Posts

You aren’t successful on the social media front if you don’t come away with followers. Good planning and successfully touching on topics that spark your audience’s intrigue is a method to developing a significant following. If your followers are miniscule, work up a new social media plan.

10.         Social Media Updates Don’t Happen

Probably the worst online practice is to never make a change to your website or within your social media accounts. Always post new updates. Hourly updates might be excessive, but you at least need to perform posts, register new content every couple of days, or at the bare minimum, monthly. The audience in the social media world sees new material every minute. If you’re not there, you’re forgotten.

Posted by: Joel Canter

Using Impactful Video vs. Simple Text For Your Social Media Campaign

YouTubeTraditionally, a bulk of online marketing is directed toward the written word, and it still works in a number of social media websites for specific businesses. But, the social media world contains several members who utilize a more visual approach. If you’re marketing on YouTube, you better be fluent in the world of video. And, why not use video? Often a visual marketing approach can introduce humor and a very strong message, similar to the ad Mike Dubin created for his Dollar Shave Club YouTube marketing effort. You, too, can use visual marketing to boost your company’s bottom line, but it’s best to ascertain whether a visual or text approach works best for the audience you hope to attract.

Seeking Your Social Media Marketing Channels

If you’re primary target audience is in North America, Facebook, Google+, Twitter, LinkedIn and Pinterest are your top social media avenues. However, if your aim is into China, your social network of choice is the Chinese social media network, Qzone. Target the Slavic-speaking nations and your best social media selection is VKontakte (VK), which means “in touch” and is spelled ВКонтакте in Russian.

Throughout all of these social media platforms, marketers who employ graphics with their messages increase traffic by 12 percent, according to Heidi Cohen, an online marketing specialist.

However, marketing choices go deeper than just adding graphics. You must first answer the question, “What is the best kind of content for my audience?”  Marketing firms tout that adding images boosts total views by close to 100 percent. It goes without saying that a travel website selling scuba diving tours in Hawaii is going to see better numbers with photographs in their message on Instagram or Pinterest.

Visuals aren’t always compelling, though. Marketing to accountants might be better in the written form on Facebook, where the sharing of text is preferred.

Marketing decisions must be determined from what is up for sale

Tourism is a natural for a heavy visual-laden marketing message. From fantastic natural vistas to fun and exciting vacation activities, a stellar photograph or video encapsulates your message better than thousands of words. Hotels, resorts, tour guiding companies and tourism destinations worldwide use enchanting visuals in their social media marketing on websites, such as Instagram. A good example is the luxury hotel firm, Four Seasons Hotels and Resorts, which entices 32,000 followers a day to their Instagram website.

Tourplicity

Pretty photographs aren’t the only approach to quality social media marketing using visuals. The home improvement store, Lowe’s, titles their Pinterest electronic bulletin board “Build It!” and features do-it-yourself (DIY) ideas that originate from products purchased at their home centers. Over two-thirds of Pinterest users are female. Lowe’s knows this, which is why you won’t find DIY ideas in this marketing effort featuring machinery or outdoor power tools. There’s an indoor theme on this Pinterest board, which makes suggestions without blasting a stout sales pitch. Lowe’s is targeting the three million Pinterest followers with smart social media marketing.

Let Your Information Flow Online in a Manner That Fits You

As is the case with all writing, you need to know your topic in order to write effective and interesting copy that your audience finds appealing. Beyond knowing your subject, you must analyze the nature of your material and how best to fit it to various social media networks.

For instance, if you are an engineering firm that sells your services to big contractors, your content will probably be laden with numbers and words. A few photographs of finished projects might be appropriate, but for the most part, your copy best suits an audience that wants to read the details of the engineering services your company offers. Instead of wearing yourself out trying to create graphics for Instagram or Pinterest, your efforts are better served by sticking to a text-orientated communication and channeling your writing into LinkedIn, Facebook or Twitter.

So, should you stick with a text-driven marketing method or add the pop of a video to your social media message? The answer to that question will vary according to who you are, what services or products you sell, and where you’re apt to find your target audience. One definite is there’s no such thing as a marketing shoe that fits the foot of all business owners who are marketing via social media. When you comprehend not only the significance of the goods or services you’re selling, but know where to find your audience, you can best determine the appropriate avenue for marketing your wares online.

Posted by: Joel Canter