A doge is an elected chief of state lordship, the ruler of the Republic in many of the Italian city states during the medieval and renaissance periods, in the Italian "crowned republics".
The word is from a Venetian word that descends from the Latin dux (as do the English duke and the standard Italian duce and duca), meaning "leader", especially in a military context. The wife of a doge is styled a dogaressa. 
No matter how much internet marketing you’re doing, chances are you’re missing out on a lot more business for your practice because you’re not taking advantage of certain websites and social networks. Why? Because no one has explained to you the value of using these online tools.
You can get a lot doing your SEO (search engine optimization), and Facebook can be a great way to drive traffic and sales, but even being visible on the top 2 websites in the nation (Facebook and Google) may not be enough, and you can still double or triple your business if you start utilizing a few websites that your competitors aren’t using or at least aren’t using right.
Yelp, YouTube, and Google+ are some of the most powerful and underutilized social networks that can bring a tremendous amount of traffic and business to your practice. Below, we’ll break them down to explain why they are so valuable and how you can dominate the search results for your area by using these and using them well.
Yelp, love it or hate it, is a powerful tool for a few different reasons.
Looking at just these three points, you know that:
Finally, Yelp users are some of your most important customers, no matter how much they are spending with you, because they are what are called “Brand Ambassadors.” They willingly share their experience in your practice, driving more business to your door.
Does this mean that you HAVE to advertise on Yelp? Not necessarily, though it helps. But many business owners won’t even claim their Yelp business page (or set one up), brand it and maintain it while driving existing clients to the page to leave reviews. By simply nurturing this online space and paying attention to it while asking patients and customers to leave reviews and check-in, you’re already ahead of the majority of your local competition.
YouTube is the next underutilized social network, and it’s likely because many people think that it it requires a lot of money or time to generate good videos. While it does take a bit of planning, good videos can generate a lot of positive SEO (search engine optimization) value, as YouTube is owned by Google and is often found in search engine results pages. YouTube videos are also tremendous sales tools as they allow people to get to know you and your practice before ever setting foot in your practice while also showing them demonstrations of different procedures. Having a well-maintained YouTube channel gives your website incredibly strong back links as well as great educational tools you can post everywhere else online including Facebook, Twitter and Google+.
Best of all, not all of your videos have to be professionally filmed, cut and branded. You can film 30 second-3 minute videos using your mobile device, a camcorder or even just using your webcam and produce a ton of useful content for your patients and potential patients. Then, start uploading one of these videos each week, publishing all over your social media channels and your website to boost your SEO value and social media engagement.
Google+ is under-appreciated and underutilized, largely because most people don’t understand how to use it.
Google Plus was created as a social media platform to rival Facebook; it’s for this reason that many people only see it as a social network and they fail to see the other wonderful benefits that come with having a Google+ page.
While your demographic does not necessarily use Google Plus as a social network, it’s still incredibly valuable to your business to have a well-branded Google+ presence, a verified Google+ Local listing (it’s the new Yellow Pages) and to post regularly on your Google+ page. It gives your website tremendous value as Google favors these backlinks. Posting daily to Google+ will also help drive more traffic to your Google+ Local listing, even if potential patients are doing a simple Google search and not actively using the social network or Google maps. Finally, your Google+ page will integrate with your YouTube channel, adding even more power to your Google search results, placing you higher on the search engine results pages (SERPS).
If you need help putting together a strategy to better use Yelp, YouTube and Google+ for your aesthetic medical marketing needs, please contact Total Social Solutions for a free consultation.
Let’s remember the ultimate goal as we build out our social media audiences: building loyal communities that will buy more product and services, refer more new clients, and resist the temptation to buy from other vendors.
In order to encourage people to buy more products and services, it’s important to know the right way to reach our audience on each social media platform. They have to hear what we’re saying, right?
This article will focus on maximizing impressions for our messaging, particularly impressions for our promotional posts. Each social media platform requires different standards and best practices to maximize these impressions.
Facebook, for example, allocates impressions for your posts based on your EdgeRank. Facebook essentially assigns a ranking to your posts based on:
You can see this in action yourself; a post with a lot of engagement (say, a funny picture) will be very visible on Facebook, where an unexciting post (e.g. a short status update with no link or picture) will often go ignored.
Twitter, on the other hand, displays every post to every follower. The challenge on this medium is to make sure that your post gets seen before it gets ‘pushed down’ in the feed by other posts.
Other networks carry with them different idiosyncrasies. Yelp and YouTube tend to be very search-based and carry strategies similar to SEO, and FourSquare is not search-based at all… promotions tend to get seen if and only if clients are already onsite.
The table below captures some best practices we’re using to make our promotions stick. Please contact your account manager if you have questions about how we can better use your social networks to build your audience.
Write compelling copy (keywords, images, humor)
Request for shares
Promote posts for inexpensive impressions
|Don’t spam (this includes overpromoting or posting more than 3 times/day)|
Request retweets (RT)
More frequent posts (e.g. 3x Facebook)
|Don’t spam (this includes too many or unrelated hashtags, or multiple identical posts)|
Monitor your audience
Tastefully encourage reviews (contact your campaign manager for details)
|Respond to negative reviews appropriatelyReview filtering|
Respond to positive reviews
Rewards for frequent checkins
|YouTube||Use keywords||Titles should be descriptive and SEO friendly|
|Hashtags||Be careful about copyright|
If you’re not already a client, then contact us and we’ll talk to you about how we can maximize the effectiveness of your promotions.
Months ago, Total Social Solutions published this article about the advent of Google’s new ‘Search Plus Your World’ default search platform. This was the first move by a major search engine to incorporate social media into traditional search results.
Google has repeatedly stated the integration of social and search will deliver more relevant search results for users. The prevailing logic has nothing to do with social media, SEO, nor even technology. To get some perspective on this, let’s take a big-picture look.
Since the beginning of mankind, we as a species have relied upon the recommendations of other people. Family members, friends, and thought leaders have been the primary places that we turn to in order to know what to do, where to go, or what purchases to consume. The reason we trust the recommendations of friends or relatives more so than strangers is that we trust people who are close to us.
So, it should not be surprising that Google, Facebook, and other online behemoths are interested in having our online experiences mimic your real, not-online life. Their beliefs are simple: if search results can mimic your cocktail party experience, you’ll be more likely to use their platform.
In the latter portion of the 20th century, Americans enjoyed the expert restaurant reviews of Zagat contributors. Zagat became the ultimate authority, and the one place that a traveler could turn to in order to get information on restaurants (and eventually other businesses) in another city. For years, Zagat enjoyed revenue from consumers of these reviews through sale of their print books and online subscription-based services.
With the growth of Google+ Local, Yelp, and other countless online review sites, the market for paid review results went away permanently. Recognizing a synergy, and as a direct competitive offensive towards Yelp, Google bought Zagat, and its entire database. Google then rolled Zagat into the new Google+ Local. We published this article on the topic after the launch of this new platform which will be a major competitor to Yelp. Google+ Local is already a formidable force due to its high search visibility. It will only grow. The great news for TSS clients is that we support your business’ Google+ Local listing, contact your account coordinator if you have questions on optimizing this listing.
Finally, the rumors have been circulating for some time that Facebook is developing a search tool. The vision of Mr. Zuckerberg and his team is that Facebook can be a place where users can poll their friends and family members about goods, services, and experiences that they are considering buying. Concrete evidence of this Facebook search tool has yet to surface.
What this means for you and your business:
Think about that statement… social media is not just the cutting edge, but is ahead of the cutting edge of search. If you want to get ahead of the competition, and stay ahead of the competition, your presence on social media will give you a huge advantage over your competition. The further ahead that you can pull today; the more ground the competition will have to make up in the future.
Your TSS account representative can help you position your brand for success today, and into the future. Contact us for more information, so you stay ahead of the constantly changing competitive market.