Social Media Marketing for Behavioral Health Professionals

Bob Ferguson / Jaywalker Lodge Cape Cod Symposium on Addictive Disorders

September 10, 2020

Social Media 101 Part 1 – The Bigger Picture

What is “social media” and why do we care?

The shift from traditional marketing to the “New Rules.”

Issues/opportunities for addiction treatment providers.

Social Media 101 Part 1 – The Bigger Picture

What is “social media” and why do we care?

Web 2.0 – the rules of the game have changed.

Issues/opportunities for addiction treatment providers.

Part 2 – Social Media Tools Facebook, Twitter, YouTube, and blogs

Social Media 101 Part 1 – The Bigger Picture

What is “social media” and why do we care?

Web 2.0 – the rules of the game have changed.

Issues/opportunities for addiction treatment providers.

Part 2 – Social Media Tools Facebook, Twitter, YouTube, and blogs

Part 3 – Show & Tell (20-30 Minutes)

Open Forum / Discussion / Q&A / Site Visits

Social Media 101 Definitions – “Social Media”

Social media are primarily Internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences.

(Source: Wikipedia)

Social Media 101

Definitions – “Web 2.0” Web 2.0 is a term describing changing trends

in the use of World Wide Web technology and web design that aims to enhance creativity, secure information sharing, collaboration and functionality of the we.

(Source: Wikipedia)

Social Media 101

Web 1.0

Traditional website provides information for users.

Provides toll-free number and (maybe) email contact button

Traditional websites are a one-way street

Web 2.0

A website that interacts with users while providing information.

Provides opportunity for user comments; allows users to vote; write product reviews; recommend to friends and colleagues

Social media, on the other hand, is a two-way street that gives you the ability to communicate too.

Social Media 101 Business Objectives for Social Media

Increased Brand Awareness

Reputation Management

Improved Search Engine Rankings

Increased Relevant Visitor Traffic

Improve Sales for a Product or Service

Stay Connected with Peers and Colleagues

Keep Tabs on Industry Leaders

Social Media 101 Social Media Challenges for Addiction

Treatment Field Rehab Community Competitive Online, Still

Evolving

Transparency Comes with a Price

Social Media Does Not Suffer Fence-Sitters Well

May NOT Contribute Significant $$$ to Bottom Line

…. Social media is low cost, but it will take time, patience --

and persistence.

Social Media 101 Synergies with 12 Step Addiction Treatment

Field Rapid, Sustained Growth Driven by Word of

Mouth

Platform of Anonymity Essential to Engagement

First-person Testimonials a Cornerstone

Program of Attraction, Not Promotion

…. Web 2.0 (2010) = Alcoholics Anonymous (1935)

Credit for these cool slides about

social media statistics:

Marta Kagan, Managing

Director, US Espresso Marketing