Social media presence.
Did that phrase startle you?
Did it send shivers down the back of your neck?
Did it set off the thought committee in your head as another thing to casually remind you of at random moments during your work days?
You aren’t alone. Showing up on social media and growing on social media are two very common concerns. Especially in your world!
Therapists often share the same questions when it comes to the social media side of marketing.
No wonder you’re unsure where to even start. The analysis paralysis would have me under its thumb, too.
Reasons like this are exactly why your colleagues are hiring mental health copywriters to help out with social media strategy, content, and copy. They want someone who knows your industry and knows social media.
But if you want to manage and maintain your social platforms on your own, here are some tips from a professional to help you succeed.
Making a genuine connection means being a person first
We’re entering a time where being a person first is becoming increasingly more common. Even more so in the world of entrepreneurship.
What’s your story? Who are you? Why did you choose to work in this field? What do you do when you’re not working?
You’re either one of two types of therapists:
There is nothing that your target client will appreciate more than to feel connected to you. They want to feel seen by you. They want to know you.
You are the common ground here. When someone is looking for a therapist, they’re looking for someone that they can bond quickly with. And someone that they‘ll respect advice and guidance coming from. They want a real live person.
To have a successful social media platform means having a platform that genuinely connects with the audience. And that means sharing who you are in the office, and out.
There are so many ways to establish your humanness.
Don’t be afraid to share peeks into the days that you enjoy. Or that you dread. Like the last little bite of ice cream in the tub going to someone that isn’t you (insert crying emoji).
If your business stands for certain social issues, feel free to share your support of the side that is important to you. This can be divisive, so make sure you feel good about sharing your personal views on social matters.
Be both pointed and generalized
When you’re posting content to your social media pages, you should always keep in mind the purpose of posting.
Your posts should be specific and to the point. And whatever point you’re trying to make with your post should be clear.
You should also keep in mind the entirety of your audience. Try to leave room for everyone in your target audience to be able to join in.
For example, let’s say you are writing a post about grief. Don’t specify the scenario of grief or loss, but instead focus on quick mindfulness tips when experiencing the effect of grief.
When focusing on the specifics of the scenario, the amount of people this post is going to truly reach is quickly limited. We don’t want that to happen. Your posts should be reaching most if not all of your target audience.
Your “Followers” number doesn’t mean squat
One of the most common (and often the most discouraging) hold-ups for many therapists when considering social media strategy is…
...their amount of followers. Personally, hearing about this always pains me.
Listen. I’m going to say this loud and clear. Your credibility does not depend on this number. Your credibility depends on:
You’ve gotten the certifications, the licensure, and all of the education that you need for this. You’ve dedicated your life to this. You are a trusted resource right now by simply just existing.
Don’t get me wrong, though. Setting goals for your social media is very important. You want to achieve growth and exposure.
But when it comes to your goals, they should be realistic. You shouldn’t be setting goals that sound like, “I have to grow my Instagram by 1K followers this week.” You really don’t.
Set smaller more attainable goals for your socials based on previous activity and current commitment. This is where hiring a mental health copywriter that knows social media strategy and copy comes in handy.
Always consider your values when sharing tips
Being a therapist on social media can come with so many concerns. You have ethical values that are important to how you run your business.
You want a business that is successful by being in alignment with your values, and not bending from outside pressure. And mental health influencers on social media (we are looking at you TikTok) have likely made you think twice about how ethical businesses are truly being on social media.
When you are sharing mental health tips, those ethical values should always be cross-referenced. And if you’ve hired a copywriter, you should also be sharing these values with them. Your copy should represent your practice thoroughly whether it’s coming from you or your copywriter.
The last thing you want is to have anyone from your audience self-diagnosing themselves for the wrong thing.
Disclaimers in your content are great for this reason. You can also mention that the tip you are sharing is intended for someone who is already diagnosed with what you are posting about.
When you’re creating your strategy, you will also want to consider things such as:
Ultimately, if you’re second-guessing yourself at any point before posting or doing something on your socials just don’t do it. Pause and explore it with other colleagues and peers—then maybe revisit the issue later.
Where do you go from here?
These tips should have you started off in the direction. But if you’re interested in learning about what a copywriter specializing in mental health can do for your practice’s social media accounts, schedule a discovery call with Ellis Grey Writing.
We can briefly chat about your goals and your vision. And then I will provide you with a customized starting point based on that.
My goal and my vision include seeing you succeed in healing the world one person at a time. You are my starting point. Schedule a call with me today, and let’s talk about using social media the ethical way.