Sticking Your Toe Into the Waters of Social Media
February 22nd, 2012When seeking permission from their mothers, children often employ the argument, “But everyone’s doing it!”
To which the mother automatically replies, “If everyone was jumping off a cliff, would you want to do that too?”
Today, many of us are faced with a situation where seemingly “everyone is doing it,” but we’re still uncertain if simple popularity is a good enough reason to join the trend. What if it’s a cliff?
That situation is called social media. And, especially if you’re considering using it to promote your business (rather than just share photos with friends) it’s all together worthwhile to look before you leap. By now, we’ve all heard horror stories about public relations disasters related to inappropriate use of social media such as Twitter and Facebook. These risks can be even greater in the field of healthcare, where unsubstantiated claims and “loose lips” can quickly spiral out of control. Nobody wants that, but everybody wants customers.
…be assured, your customers and potential customers are indeed using social media
And, be assured, your medical device customers and potential customers are indeed using social media – and not just person-to-person. Everyday, millions are turning to social media to get the latest information from and about product and services providers.
So, the short answer: Join in. But you don’t have to go in headfirst. You can stick your toe in water first, to see how you like it. That minimizes risk while giving you ample opportunity to learn what works and what your customer (and the medical professional, patient/caregiver community) wants from you.
Here are some ways to stick your toe in the water of social media:
• Post videos to YouTube. Record the presentation you’re giving at the next industry event (professional production standards, please). If it’s long, edit it into smaller segments and post to YouTube. Put links to the videos on your web site.
• Start following other companies on Twitter and Facebook, including (perhaps especially) your competitors. Watch for comments. See what they do right and wrong.
• Start your own company Facebook account. Again, the key here is to remember this is social media, not a place to put overtly self-serving comments or commercials. (You can advertise on Facebook, but that’s a different subject.) Always think of your followers first. Give them something of value. Play it safe. Pretend it’s Thanksgiving Dinner. No politics or religion.
Once you find out the water’s fine, you’ll soon be swimming on your own.





Kathleen Malaspina, President of