The Personal Side of Social Media
So, how does the personal appeal of Facebook relate to
audiology and practice management and marketing?
As an undergrad I joined two social media committees - one
for the national student audiology group, and the other for my own university.
It seemed that the ideas centered on establishing a Facebook page and keeping
it updated with upcoming events and information. There was no focus on
establishing personal appeal. From my own unvalidated expertise, this is not
the best approach if you want to take full advantage of the benefits of social
Remove yourself as an activist for your profession or
practice owner and consider why you use Facebook or Twitter - communication on
a personal level. I know that I completely ignore most advertisements and
instantly block mass messaging. I rarely go out of my way to visit pages that I
have "liked." A social media advertisement with no personal appeal
isn't any different than the junk mail I receive, with the exception of being
easier to dispose of.
Now think about what appeals to you as a user. The Kony 2012
video spread like wildfire because it tugged at the user's emotions. The viral
clip of an angry father destroying his daughter's laptop with a pistol as
punishment roused controversy and the desire to express personal opinion. The
video titled "29 Year-Old Deaf Woman Hears Her Voice for the First Time"
was the closest audiology has come to moving to the forefront of social media
(regardless of its accuracy). The emotional response of the woman triggered the
same personal feelings in every user.
I believe that those who want to market their practice
or advocate for audiology via social media should brainstorm on how they can
follow the same blueprint. Keeping your "space" updated on a daily
basis is a good start, but you have to give your intended audience a reason to
come back, and even spread your message. How do you do that? I'm sure that if a
clinic had posted a video with staff members re-enacting a memorable John Wayne
scene, my grandfather would have eaten it up. There are countless ideas out
there. Just take the time to understand what it is that your audience responds