Social Media Best Practices: Facebook
With nearly 3 billion users across the globe, Facebook is the world’s largest social media platform for sharing ideas, photos, and videos 一 and it is one of the most powerful tools for pharmacies who are looking to expand their online presence. In the United States, nearly 69% of adults use Facebook on a regular basis, putting it second only to YouTube in terms of popularity. With so many users on the app, chances are your patients are using it, too.
On Facebook, you can promote your pharmacy, advertise your services, and interact with current and potential patients. In the process, you can build a following and increase your patients’ engagement both online and in person. This can lead to more business and higher streams of revenue for you. Benefits like these are why 93% of US businesses maintain an account, and why you should do the same.
Whether you are just starting out on social media or a seasoned pro, learn the ins and outs of Facebook to better your account and better your business. And, when you feel comfortable with Facebook, consider branching out into the other top platforms, like YouTube, Instagram, Pinterest, and LinkedIn, to grow your audience even further.
Facebook reaches a wide range of people, but its demographics can be broken down by the gender, age, location, education, and income of its users. According to the Pew Research Center, Facebook is used most often by:
Facebook’s demographics represent an older user base with middle-class salaries. While most of the top social media platforms reach younger users (< 30) who are upper-middle or upper class, Facebook is accessible to a wider range of people. Accessibility is key for pharmacies, who tend to reach middle-aged and older adults with average salaries. If your patient base falls within these demographics, then, don’t miss your chance to connect with them on Facebook.
For a more in-depth look at Facebook’s user base, as well as the demographics of the other top platforms, read our breakdown of each social media platform.
In addition to being accessible, Facebook is one of the most versatile social media platforms. It gives users the option to post many different types of content: from status updates to photos and videos to infographics and more. With so many options available, it is important to think about what kinds of posts will be the most effective for your pharmacy. To help you get started, here are a few ideas:
For a complete list of post ideas for Facebook and the other top platforms, read our breakdown of What to Post on Social Media.
If you want your messages, photos, and videos to be seen by your patients, post at a time that they are active on the app. In general, you should find a time when users have gaps in their schedules and are free to check their social media accounts. According to Hootsuite, a popular social media management platform, Facebook users check the app most often on weekday mornings. To be more specific, Facebook users 一 and your patients 一 are online most often between 8 AM and 12 PM on Tuesdays and Thursdays. When you create content, then, try posting at these popular times. Then try experimenting with your specific user base to see if other patterns of activity emerge.
As far as how much you should post, Hootsuite recommends posting between 1-2 times per day. Any less can risk your relevancy and any more can cause your patients to become overwhelmed with content and your engagement to drop. On Facebook, the time you choose to post is crucial, but choosing the right time can help you get noticed.
In addition to creating standard posts, Facebook offers several features that you can try out to engage your audience even more. Some of the top features include:
Facebook is the most popular social media app in the United States, and for many of your patients, it is the most used and most relied on. The key to social media success is going where your patients are 一 and in many cases, that means going to Facebook. Facebook gives you the option to reach patients in a way that is uniquely your own and allows you to show them what makes you stand apart.
With the right information, a bit of creative content, and a willingness to innovate in the online world, you and your pharmacy can reach new heights.
Looking for even more ways to grow your social media presence across multiple platforms? Discover RxLocal’s Social Media Assistant and find out how you can watch your numbers grow and your pharmacy succeed.