Engagement on social is a two-way streetMak Kats is our Social Media & Community Manager. When he’s not tweeting or facebooking on behalf of WebPT, he stays busy keeping up with the latest trends in social media marketing. You can reach him at mark.kats@webpt.com or find him on LinkedIn.

You don't get engagement by simply blasting an open-ended question across all your social channels or posting it in dozens of online forums and LinkedIn groups. I promise, nothing you will do is likely to go viral, no matter how many of your own versions of the Dollar Shave Club video you dispatch into the Twitterverse. And even if you manage to conceive the most timely, unbelievably clever Facebook status update ever, it will mean nothing, unless you spend money to promote it.

The truth is, engagement is not some cool, hip, viral, social media thing that all the kids these days are doing. (Tweet This!) Nor is it a surefire business strategy or turnkey solution you can implement to help drive sales or otherwise directly influence your bottom line. And despite all the dashboards you analyze and bar graphs you see trending in the right direction, at the end of the day, it isn’t something you can easily measure in terms of ROI.

Engagement is not something you can ask for or something you should expect. (Tweet This!Engagement is the result of hours upon hours of meticulous planning, tedious implementation, tireless networking, and strategic relationship building. In other words, engagement is not for fans of instant gratification.

It happens...wait for it...organically, when people are actually inspired to interact with you. Last time I checked, people are not too tempted to engage with total strangers, so open the dialogue. (Tweet This!) After all, engagement is a two-way street. You should not expect participation from others if you do not participate yourself. When is the last time you got involved in a forum or online discussion that didn't directly promote or benefit your immediate business agenda?

So, you may be wondering why you should even put in the effort. Why devise strategies, hire specialists, and spend good manhours and womanhours on something that may not directly benefit your bottom line and potentially won’t always help promote your business goals? Because it works in the long run, that’s why! How, you ask?

Think of ways to build mutually beneficial relationships with a select few Twitter followers. You don’t need to worry about getting that one coveted retweet on your one magical tweet. (Tweet This!) Instead, focus on developing key relationships, and you’ll end up the benefactor of multiple retweets, mentions, and new follower referrals over time. Pay it forward by liking and commenting on great Facebook posts by people or companies you follow. They’ll be grateful, just like you are when someone engages with you and likes your content. And you can be fairly sure they’ll eventually return the favor. And even if they don’t, another Facebook user who sees your activity may be inspired to like your page or share your content.

Increase engagement on Twitter: 10 Tips to Get Your Followers Chirping (Tweet this!)

Increase engagement on Facebook: 10 Tips to Get Your Network Talking (Tweet this!)

In the end, being genuine is what works. If you engage with others online and—more importantly—if you are honest and good natured about the way you engage with them, you can expect engagement in return. Just don’t expect it to happen immediately or when it is most convenient for your purposes. Take the long view; think beyond tomorrow’s status update and tweet. (Tweet This!)

The State of Rehab Therapy in 2018 Guide - Regular BannerThe State of Rehab Therapy in 2018 Guide - Small Banner
  • Living and Breathing Company Culture on Social Image

    articleJan 30, 2014 | 4 min. read

    Living and Breathing Company Culture on Social

    When it comes to company culture, there may be no better way to see what a brand is all about than to check out its social media sites. Sure,  establishing a company’s core values  is (for the most part) an internal initiative, but as Brooke pointed out in a  post earlier this month , your company culture is essentially the personality of your brand. And whether you intend to or not, your personality will shine through in …

  • The Golden Rules of Running a PT Clinic Blog Image

    articleMar 14, 2019 | 7 min. read

    The Golden Rules of Running a PT Clinic Blog

    If you’ve ever wondered whether blogging is a worthwhile use of your time as a PT clinic owner, the answer is almost certainly “yes.” After all, creating a blog for your PT clinic has countless benefits. In addition to providing valuable information to your current, past, and future patients, a blog helps keep your website fresh and relevant —as opposed to looking like nothing more than a digital brochure for your clinic. Furthermore, blogging allows you to …

  • 6 Simple Ways to Build Your Brand on LinkedIn Image

    articleSep 24, 2014 | 7 min. read

    6 Simple Ways to Build Your Brand on LinkedIn

    When you hear the word “brand,” you probably think of big-name product manufacturers—the Apples, Nikes, and Coca-Colas of the world. But if you offer products or services to consumers in a professional capacity, then you already have a brand—whether you’re aware of it or not. Because when you strip away all of the fancy-schmancy logos and taglines, your “brand” is really just the way your audience feels about you and your business. While resource-strapped small business owners …

  • articleAug 15, 2013 | 4 min. read

    Two Quick Tips for Facebook Success

    Facebook. If you’re like me, you’ve deactivated your account more than once, only to return to the one place where everyone seems to be and where everything seems to happen. I checked out some of the most recent Facebook stats today, and the numbers are truly staggering—699 million daily active users, 76% of whom log in at least once every day and spend an average of 8.3 hours on Facebook per month (20 minutes per visit). So …

  • articleSep 12, 2012 | 3 min. read

    Beyond the Standard: Social Media Tips for Marketing the PT Profession, Part 2

    Today’s blog post comes from WebPT copywriters Charlotte Bohnett and Erica Cohen. Like us! Follow us! Nowadays most clinics have a Facebook and/or a Twitter. With everyone vying for customers’ attention on their newsfeeds, how do you stand out? How do you make your posts, tweets, and page more than just standard business promotion? Let’s talk about impact, emotion, and education. This week, we’re discussing four ways to use social media beyond the standard and instead, use …

  • 7 Tips for Building a Strong Community on Social Image

    articleSep 9, 2014 | 7 min. read

    7 Tips for Building a Strong Community on Social

    Before the dawn of the Internet, building a community—around a business, an institution, or any other entity of mutual interest—required a heavy investment of face time (and I’m not talking about the iPhone app ). These days, though, starting a conversation around virtually any topic is as easy as hitting “Enter.” But as with face-to-face interactions, it’s one thing to run your mouth—or in this case, your keyboard—and another to wrangle your listeners’ interest enough to get …

  • How to Take Over the Internet: 5 Simple Strategies to Win More Patients Image

    webinarFeb 27, 2015

    How to Take Over the Internet: 5 Simple Strategies to Win More Patients

    Nowadays, everyone is looking for a way to “go viral” online. But with all that go-big-or-go-home hype, it’s easy to get intimidated—and that leaves many small business owners wondering if they have the time, resources, or wherewithal to even make a dent in the Internet, let alone break it.  Don’t get stuck in the muck and mire of cliché goals; you don’t have to hit a million views to make a big impact online. As a private …

  • Contests, Sweepstakes, and Raffles on Social Media: What You Need to Know Image

    articleSep 22, 2014 | 5 min. read

    Contests, Sweepstakes, and Raffles on Social Media: What You Need to Know

    Humans are competitive by nature—and if there’s one thing we love more than a bit of friendly rivalry, it’s the prospect of winning a super cool prize for our efforts. (And honestly, the coolness of the prize doesn’t even matter; if I win a chip clip, it’s automatically ten times cooler than all other chip clips because I won it.) So, if you’re looking for a way to stir up some excitement around your practice on social, …

  • articleSep 13, 2013 | 7 min. read

    6 Common Rehab Therapy Marketing Pitfalls and How to Avoid Them

    So, you’ve got a marketing plan , you’ve honed your content-creation skills , and you’re ready to get down to business—or, to be more accurate, you’re ready to get down to marketing your business. As with any new endeavor, you’ll probably experience a few bumps along the road to building a successful marketing campaign—and that’s okay. After all, some of the world’s best innovations came about through trial and error. But while mistakes often present you with …

Achieve greatness in practice with the ultimate EMR for PTs, OTs, and SLPs.