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?

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

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?

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

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)

Credit for these cool slides about

social media statistics:

Marta Kagan, Managing

Director, US Espresso Marketing

Social Media 101

Old Rules

Marketing = advertising

Creative messaging via broadcast interruption

Designed to appeal to the masses

1-way messaging: company to consumer

Focus on selling products or services.

New Rules

Marketing = advertising + PR + thought leadership.

Media shift from TV and print to social media via the web.

Timely delivery of detailed information on demand

2-way interactive dialogue; audience participation.

You are what you publish; content = king.

New Rules of Marketing & PR – David Meerman Scott

Social Media 101

Web 1.0

Traditional website provides information for users.

Web 2.0

A Web 2.0 website interacts with users while providing information.

Social Media 101

Web 1.0

Traditional website provides information for users.

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

Web 2.0

A Web 2.0 website 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 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 on the information super highway.

Web 2.0

A Web 2.0 website 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

Real-Time Content Management

Brand Building / Reputation Management

Improved Search Engine Rankings

Increased Visitor Traffic to Website

Stay Connected with Peers and Colleagues

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)

Social Media 101 Social Media Challenges for Addiction

Treatment Field

Rehab Community Competitive Online, Still Evolving

Social Media 101 Social Media Challenges for Addiction

Treatment Field

Transparency Comes with a Price

Reader comments may not always be positive… or sober!

Be prepared to answer: “What is your success rate?”

May need to promote other programs… “on the record.”

Social Media 101 Social Media Challenges for Addiction

Treatment Field

Social Media Can Expose “Sensitive” Topics

What is your pricing?

What percentage of your clients relapse or leave early?

Do you refund clients’ tuition if they are discharged?

Where do you stand on suboxone?

Social Media 101 Social Media DO’s and DON’Ts

BE AUTHENTIC… transparency are essential in this environment. (Remember social media is a program of attraction, not promotion.)

KEEP IT SHORT… Social media provide an extremely fresh and vital outlet for real time messaging to your marketplace. Always include or link to visual images wherever possible.

LINKS, LINKS, LINKS… Tie your content together across the social media platforms. For instance, provide links from Facebook and Twitter to your blog posts and video updates on YouTube.

“This web log is inspired from my own experiences with my alcohol and substance abuse early in life and my current struggles with my own children who have or are currently suffering from the ravages of substance abuse…

I have a great  passion for creating a venue to share all of our experiences with the impact of addiction and the world it has created.  You might say that I really have had enough and want to do something about it.” 

Nov. 7, 2009 – BF posts comment on Dad on Fire blog re: Suboxone. “Make no mistake, harm reduction + compliance does NOT equal sobriety…”

Nov. 10, 2009 – Dad on Fire blog comment posted on Changing Lives Foundation blog: “… a heated discussion re: the article Generic Suboxone Hits the Market.”

Bob Ferguson – Facebook page since 2009… 742 “friends”??

Friends of Jaywalker Lodge Facebook page – since July, 2010 – 136 “likes this”

Company website is the “anchor store” of Jaywalker social media “campaign.”

Prominent link from company homepage to blog – real-time content management.

Social Media 101

Bob Ferguson, Director, Founder / Jaywalker Lodge.

www.jaywalkerlodge.com

bferguson@jaywalkerlodge.com

www.twitter.com/jaywalkerforeal

www.jaywalkerblog.org