Managing a business-centric social media account can seem like a daunting task, but we’re here to help! With our expert tips, you’ll learn how to communicate with your audience, how to share content the right way, and much more.
The content you share will say a lot about your pharmacy, your staff, and your services. Make sure that the information you’re sharing is relevant to your industry and your audience. Posting about general health topics are great as well, such as how patients can protect their skin in the summer or how they can eat healthier. These topics are informative for the general population and speak to your expertise in all things health! You can also share promotional information about your pharmacy, like a change in hours, a summary of services you offer, etc. These posts are relevant to your community and tend to perform well!
It’s also okay to occasionally share content that is less pharmacy-focused, as long as the content engages your audience and ties them back to your pharmacy. Sharing light-hearted content, such as asking your customers to share images of their dogs, vacations, etc. as part of a competition, can be a fun way to engage your current customers and reach new ones!
When it comes to actually engaging with your customers, social media should be just that… social! Take advantage of social media and interact with your customers! You can start the conversation by asking your patients a question, like what topics they’d like to learn more about, or by sharing what services you offer. You don’t necessarily need to respond to every comment, but you should actively “like” or “favorite” comments left by your followers to let them know they were heard!
Respond to Negative Feedback and Comments
It’s not uncommon for customers to visit the social sites of a business to share their experience. You’ll want to keep an eye on these comments, especially if they paint a negative picture. It’s important that you don’t let these engagements go unanswered. Instead, respond to the customers, apologizing for their negative experience and informing them you will get in contact with them privately to find a solution. Doing so demonstrates that you take your customer service seriously and value the patient-pharmacist relationship.
Share Content The Right Way
The best way to build up a loyal social media following is to share content on a consistent basis. However, what is deemed as consistent will vary depending on platform.
For Facebook, 3-10x per week is the sweet spot! This is enough to show you’re active, but not so much that you clutter the newsfeeds of your followers. For Twitter, feel free to post around 5 updates per day! This is a high-volume network, so your posts will have a shorter lifespan. Lastly, you can post 1x per day, up to 5x total per week on Instagram. These posts are image-focused, so it’s important to understand what kind of content your audience is interested in. Check out which posts of yours gain the most traction (likes, comments, etc.) to determine what your patients like to see.
This tip may seem simple, but it’s important to have a plan! Aimlessly posting to social media whenever you get around to it will not help you build your business and social media presence. Think forward about what you may want to post. Do you have events you’d like to promote? Are there any national initiatives (such as American Heart Month, National Breast Cancer Awareness Month, etc.) that you would like to discuss with your community? Put it on the calendar! Using social media services, such as PharmacyReach, allows you to schedule and edit posts in advance, so it’s easy to see the big picture of your social media plan without spending too much time manually posting each entry.
Remember, Rome wasn’t built in a day. Similarly, your valuable social media following will not appear overnight. Just like anything in business, it will take some time and effort to see your social media presence grow, so be patient! Following the above tips will help to expedite the process.