Do I Need to Be on Every Social Media Platform?

Do you need to be on every social media platform to grow your functional medicine practice? Short answer: nope. It’s an admirable goal, but you have patients to treat and a practice to run. In this article, I’ll cover why you don’t need to be everywhere, as long as you’re strategic about your choices. Let’s start at the beginning.

Why You Don’t Have to Be Everywhere

There are many social media platforms that could be valuable. Even if you focus on the big four (Facebook, Instagram, Twitter, and Pinterest) you’re looking at a lot of time creating and curating content.

Throw in the occasional LinkedIn post and checking out the latest new platform, and you’ll be wondering when you can fit new patients into your schedule because you’ll be too busy posting.

That’s a slight dramatization, but you get my point. The goal for social media is to enhance your online presence, not drive you crazy.

Okay, great, you say. I don’t have to invest time and money into those other platforms. But how do I choose the ones to invest in? If you know your target patient, then you already have your answer.

Choosing Your Social Media Platforms

Every generation and demographic has their favorite social media platform. Your time and money is too valuable to make a random choice on where to focus your energy. By focusing on your target patient, you can choose the right platforms.

Millennials are on Instagram.

Tech is on Twitter.

Gen Xers and Boomers are on Facebook.

Entrepreneurs are on LinkedIn and Twitter.

DIYers are on Pinterest. (Along with designers, entrepreneurs, millennials, moms, dads… it’s the hidden gem for content and connection!)

Let’s say that you’re targeting entrepreneurs in the tech industry with a stress support program for those with limited time. Your content will perform best on LinkedIn and Twitter, because that’s where they already are. You don’t want to retrain people. You want to make it easy for them to choose your practice.

Here’s another example: women with Hashimoto’s, gut dysbiosis, and HPA axis dysfunction. Even though this can be a wide age range, you can still pick just two or three platforms. Instagram to reach the Millennial women who are cautious of their health and discovering functional medicine, as well as Gen X women who are still experiencing hormonal effects a few years after having kids.

Facebook will also reach Gen X women, though the best audience in this case would be Baby Boomers who want to minimize the side effects of menopause as much as possible.

The third option would be Pinterest, which is where this audience spends much of their time. From cleaning tips to children’s activities and all natural living solutions, your audience is there. Sharing tips, supplement recommendations, and applicable research will bring in your target audience so you can continue providing value.

Choosing your functional medicine practice’s social media presence requires thought, but it also shouldn’t be stressful. Consider where your ideal patient lives online, the type of content that you can produce, and choose your top two. Then create, share, and connect to grow your social presence.