How is your Social Media Work/Life balance?

Why you need to separate your personal Facebook page from your Practice Page

We at Veerspace have never been huge fans of the term “work/life balance”. That’s not because we’re workaholics (Okay, some of us are). It’s because we realize that, when you’re passionate about your work, it tends to impact the rest of your life. As a doctor, you’ve probably realized this. We think that’s a good thing. The mixing of professional and personal doesn’t have to be a detriment. Unless we’re talking about Social Media.
When you’re creating your Practice’s first Facebook Page, you need to separate your persona as a doctor from your business entirely.  Why is that? We’ve got several big reasons.
  • You can’t advertise on personal pages.
For privacy reasons, (and because Facebook managers don’t want the site to become a free-for-all), Facebook doesn’t allow you to put money behind posts on your personal page. Even “public figure” pages that act as your face to the public has a lot of advertising restrictions. So, if you want to advertise your botox special or you want to feature the new body-contouring machine you’ve just purchased, the only way to get the word out is to have a business page. The only way you can effectively get the word out about your practice is by having a practice page that is entirely separate from your public persona.
Besides money, there’s another big reason to have your personal and practice page separate…
  • Having a personal page double as your practice page leads to confusion.
If there’s one thing that we can’t emphasize enough when it comes to branding, it’s consistency. Nothing confuses your patients more than seeing one name (say your name as a public figure doctor) on your facebook page then going to your Website or physical practice and seeing a completely different name. We’ve seen one practice with multiple names before. Not only has it confused potential patients, but it’s also hurt their Google search results. When Google is deciding which websites to rank where for keywords, Google will look at your Social Media pages. If there are no Social Media pages connected to your actual practice name, Google will mark your practice as less relevant. That means that when someone types in “Aesthetic practices in my area” on google, your site is less likely to come up. That’s not good for you, your practice or your potential patients.
Speaking of your potential patients, here’s another issue with not having a Business page for your practice.
  • You can’t target your audience on a personal page.
When you have a personal or “public figure” Facebook page, anyone, and everyone can choose to follow you and see your content. Are these people looking for aesthetic options? Are they interested in your services? Are they even in your area? There’s no way to know. Follows don’t mean much on Social Media if you don’t know who’s following you. If you have a business page, there’s a way to tell. When you advertise or boost content on your business page, you can target your audiences by age, interest level, gender, and location. If you want, you can target only women in your area. Those people are more likely to become your patients. That means those follows, likes and comments will mean that much more.
When it comes to Facebook, separating your personal page from your practice page will work to your benefit. The same applies when branding your practice. In general, when it comes to creating a strong style and image for your practice, keeping your personal life and business life separate is a step in the right direction.
For more information on branding new practices and tips for creating a strong digital presence, check back here every week for a new blog post.