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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 all your interactions—internal and external—especially when it comes to social.

And because—as this BrassTacs Thinking blog post stresses—your values as a company are demonstrated—and judged—through the people you entrust to embody them, it is especially important to choose the right person to speak on your and on your brand’s behalf.

So, whether you are aspiring to land your dream social media job, are already tasked with engaging patients and colleagues while maintaining your brand’s voice, or are a clinic owner setting the tone and strategy for your company’s social media initiatives, you may want to consider the following few tips:

The Candidate

Delete your profiles

I don’t mean to sound alarmist, but if you are in the job market, I recommend deleting all your social profiles, erasing your hard drive, and ditching any mobile devices you have. A bit much? Okay, fair enough. At the very least, you should conduct a seriously thorough audit of your social media profiles and ditch any pics or updates that might offend a potential employer. You do know that your potential employer is going to check out your tweets, right? It’s true.

Picture the future

Do you aspire to work for a specific clinic or know the type of employer you’d like to work for? You can take steps today to position yourself for your dream job in the future. Make it a point to exhibit the types of qualities and online behaviors that align with your dream company’s core values.

The Voice

Don’t be a jerk

Whether you are a seasoned pro or a new intern charged with running your company’s Twitter account, you are now your brand’s official spokesperson. No one likes snarky remarks, inside jokes, or incoherent ramblings, so always play nice. And remember, people are absolutely judging your company’s brand based on the content you post, how responsive or nonresponsive you are to comments and questions, and your overall tone and presentation.

Don’t assume everyone shares your sense of humor

Having a well developed and lively company culture is great! However, culture tends to be very specific to each company that embraces it, so it isn’t a given that your social followers will share your enthusiasm for something so distinctly yours. So while your best bet is to simply be yourself, you also should be approachable, engaging, and fun—and keep it light on the inside jokes.

The Big Wig

Set the vision

Congratulations! You’ve taken the time to clearly define and document your company’s core values, and you’ve succeeded in having staff embrace your company culture. You might even consider your company culture as a competitive advantage or a special something that sets you apart from the rest. Now it’s important to define your voice and tone—and to stick to it.

Hire the right person

Earlier this month, Charlotte talked about the importance of hiring for cultural fit, and this is especially important when filling such a visible, public-facing position. “Hiring for cultural fit means hiring people based more so on their  ‘below the surface’ qualities rather than their technical abilities. Why? Because you can’t train people to genuinely possess the same values that you and your business do.”

No matter your role, your best social media strategy is to be genuine and stay true to who you are. And don’t forget, people won’t judge you for who you say you are. They’ll judge you for who you actually are, the type of content you share with your followers, and the way you interact with your audience.

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The Ideal WebPT Setup, 2013 Edition

Last year, I wrote a blog post on the ideal WebPT setup. In that post, I discussed what technologies—like browsers, hardware, and routers—we recommend to optimize WebPT. Of course, technology changes almost daily, so I thought I’d revisit and update our recommendations. In general, our application works great with just about any setup, but the following suggestions will help you create the most ideal WebPT experience. 

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Writing Your Clinic’s First Email Newsletter

Now that you’ve established that email marketing makes sense for your clinic, you’ve picked an email marketing service, and you have a stream of your patients’ email addresses coming in, it’s time to put together your first newsletter. But what should you include?

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Using Your Clinical Expertise to Create Meaningful Content

When it comes to marketing—especially the online variety—“content” seems to be the word of the moment. And just like any other business trying to market its services in the digital age, your clinic can boost its reach and visibility by producing and publishing content that is relevant and valuable to your target audience.

People are constantly searching the web for health advice. In fact, according to this Pew Research Center report, 72% of Internet users have looked up health information online within the past year. And when people search for medical-related content, they want it to come from a reputable source. That’s where you come in.

As a musculoskeletal expert, you can you leverage your clinical knowledge to get more “screen time” with potential patients. How? Well, first you’ve got to identify potential platforms for the content you’re going to create. If you have not yet entered the blogosphere, then that’s an excellent place to start. Look into adding a blog to your clinic’s website, or make one using a free service like Blogger or WordPress.

You might also consider reaching out to local news outlets—like newspapers, magazines, and radio stations—to see about contributing a monthly column or blog post to their websites. Speaking from experience, I can tell you that smaller news sources are constantly on the lookout for quality content to fill their pages, so don’t be shy about asking. And if you really want to get creative, try partnering with a non-therapy business whose target audience overlaps with yours. For instance, if you treat a lot of sports injuries, you could write an article about injury prevention for the blog or e-newsletter of a local specialty running store. (Here’s a great example).

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The ABCs of Marketing Writing

Remember the movie Glengarry Glen Ross with Al Pacino, Kevin Spacey, and Alec Baldwin? While it certainly isn’t the most uplifting of films, the famous line still lives on: “Always be closing” (please note that this link contains R-rated language).

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Four Metrics Critical to Your Blog

So you’ve started blogging, and that’s fantastic. It’s a great way to get your message out to the masses—whether it be how fantastic your services are, the latest in industry developments, or preferably, a well-balanced mix of both.

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Founder Letter: Marketing to the Consumer

When it comes to marketing your rehab therapy practice, the old school of thought is that to get more patients, you’ve got to get more referrals—and that means appealing only to physicians. Well, as the saying goes, “Out with the old, and in with the new!”

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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,

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4 Seriously Cool Developments in Speech-Language Pathology

This month, we here at WebPT are covering all things innovative in rehab therapy. Today, we’ve compiled four seriously cool developments in speech-language pathology. Whether you’re an SLP, OT, or PT, you’re going to love these, so keep on reading.

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What Email Marketing Service is Right for Your Practice?

Picking the right email marketing service is a bit like buying a car. Some are going to look great on the outside, but pop the hood and you’ll find a mess. And sometimes going with the older model is the smart decision, instead of getting that brand new, foreign sports car.

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5 Steps to Create an Advertising Plan for Your Clinic

The purpose of this month’s blog theme—small business best practices—is to help you be better in business. And as any business guru will tell you, advertising is a huge factor in not only creating new business, but also in solidifying brand identity. As a small business owner, you probably don’t have a lot of money to throw at media buying opportunities. But if you’re smart, you can get a lot out of the ad spots you do purchase—even on a tight budget. Here is how you can create an advertising plan for your practice while maximizing your marketing dollar:

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