MM205 - How to Become an Audiology Social Media Star

Abstract: One of the most effective forms of marketing is through the use of social media.  Several audiologists have taken social media content creation to another level, helping consumers understand the value of professional audiologic care.  Now it's your turn!  This session will provide attendees with an understanding of the basics of creating social media content on different platforms and help them overcome barriers to content creation. With this knowledge, turning avid followers into eager patients is not only possible, but probable!

Summary:

Social media is vast and all-consuming. Whether that makes you excited or nervous, the shift from in-person communication to digital interaction requires a mindset change to stay relevant. While social media allows healthcare providers to share their knowledge and root themselves as experts in their communities and beyond, many are uncertain where to begin.  Content creation that converts avid followers into eager patients is possible when following five key steps. 

Step one: Identify Your Niche. Most content creators are too broad when they discuss topics on their channel, never allowing them to build a true audience. Successful content creation begins with a focused effort on content that aligns with both your passions and your expertise. It could be tinnitus, aural rehabilitation, hearing protection, hearing aid technology, best practices - the list goes on and on. After establishing a core base of educational content within your niche, you’ll be able to redirect nearly any topic back to your area of expertise. 

Step two: Build Your Creative Space. The biggest barrier to content creation is the absence of dedicated time and creative space. Content creation rarely fits neatly into the fleeting open windows on your clinic calendar. Successful content creation requires both designated time and space to brainstorm, script, and record uninterrupted. The fewer the barriers, the more consistent and captivating content you’ll be able to produce. 

Step three: Test Different Topics. Unfortunately, not many people care as much about audiology as Audiologists do. This requires research to see what content people are searching for in a variety of different approaches. While virality certainly increases viewership, entertainment and education are two distinct elements of content creation that require balance. Combining novelty and interest with education and resources is the key to creating trust in your brand. 

Step four: Polish Your Presentation. Humans identify with faces and energetic stories. Content creation without these elements is certainly possible, but rarely popular. Standing out among the masses begins by determining the main goal of your content. With your objective in mind, structure your content the same way every time. Lead with a captivating hook, followed by useful context and intriguing education, and wrap things up with a powerful call to action. Don’t forget that with the increase of available content comes a higher bar for its production. Lighting, audio, and design will determine just how far your content will go. Attention to these details creates the difference between being a fleeting video and embedding yourself as an identifiable and reliable expert that people turn to for answers again and again. 

Step five: Let Practice Turn You Into a Professional. Nobody starts by creating perfect content. Mistakes will be made. You’ll feel confused. As long as you stick with it, you’ll have a meaningful impact on the audiology profession. Rather than let your mistakes discourage you, learn from them and let them propel you forward. Identify your strengths and outsource your weaknesses to keep content creation fulfilling.