Social Media Posts That Are Shared the Most

You're listening to Podiatry Marketing, conversations on building a successful podiatry practice with Tyson Franklin and Jim McDannald.

Welcome back to Podiatry Marketing. I'm your host, Jim McDannald. Joined as always with my trusty co host, Tyson Franklin. Tyson, what's going on today?

Good morning, big Jim. It is I'm in the tropics, which means we're heading into some of the best weather we're ever gonna get. As we head into like, we're we're in autumn here and into winter, it's just amazing. And you probably find in The States, like, Florida or those sort of places probably experience the same sort of thing when they have their winter. It's like a glorious time to be there because you don't get the humidity.

You still get warm days, though, which is nice. So love this time of year, and it's also football season, and my team's doing okay. So it's can't complain. Life is good. What's the name of your football team?

Sydney roosters.

Okay.

Everyone's favorite team to hate. It is one of those teams that you either love the roosters or you hate the roosters. There's not much in between. Not many people go, oh, yeah. I don't mind the roosters.

Yeah.

So a

bit like it's probably like the in NFL, probably be like Green Bay Packers.

Yeah. Or Dallas Cowboys. I think it's Yeah. The Dallas Cowboys are kind of the team that people either they love it way too much or they just hate the team.

Yeah. So the roosters are pretty much the same. But but I've always been a roosters fan. So I mean, and tradition. To me, you don't switch teams.

You can have another team that you like, but to me, you stick with what's in your blood.

No. I totally hear. I've been a Chicago Cubs fan my entire life, and that's the the one team I always stick with in baseball. So

And I I know I like to hear that too. When you'll hear someone who they'll support a team or they'll support something, whether it's not even sport related, and they're doing terrible. They're doing doing awful. They've been awful for decades, and they just stick with it. They don't jump ship.

They just stick with it. And and I think there's a lot of correlation between those sort of people and whether it's your business, whether it's marketing, and those sort of things. It's just you're in there for the long haul. You know that it's going to all all come together eventually.

There there's a period of time that I wasn't sure whether it would come together for the Cubs, but it did back in 2016. So I've got no complaints.

Okay. So we should get on to today's subject. Yeah. So what are

we gonna jump into today?

Today, we're gonna talk about social media posts that are shared the most. Because a lot of podiatrists are always they're usually following what other podiatrists are doing. And and they they don't realize that just because someone's posting another photo of how to do an ankle stretch that 42 people liked and 39 of them were other podiatrists, that maybe they're not the best post to sort of engage with your with your patients. So I wanna run through a list of posted this is from a talk that I've done a while ago about social media and podiatry. This topic I was explaining to some of my coaching clients as well in a little bit more depth, but I just wanna run through the common post that sort of will get shared by your patients, and that's what you're after.

You want patients to see what you've posted and go, I wanna share that with my friends. And by them sharing it, automatically just exposes you to a whole new group of people, plus places like Facebook, Instagram. When they know people are sharing things, they go, oh, there must be something good here. They start showing it to more people. So I think it's important to understand.

Yeah. I I totally agree. If you have you're just gonna make putting up boring, you know, cookie cutter content that doesn't really connect with other people and it's very self promotional, it's really not gonna go anywhere. It's gonna get, you know, your staff and maybe a family member's gonna click the like button, but that's as far as it's gonna go and it really won't have any reach. So yeah, excited to hear the types of post you think are would do well for podiatry clinics.

Okay. The first one is amusement. A post that whether it's on your podiatry page, know, you have to look at what sort of post come through that you see and you find it amusing. It could be an image. It could be a meme.

It might be a joke that you will see that and you will actually share it. So I shared one not too long ago, and and it was it was a short video, and it was a girl having a piece of string and all of sudden, with her tongue, she tied it into a knot. And my wife saw that, and she thought, oh, yeah. But she was she was wondering why did I have that on my Facebook page. But then if she I said, keep watching the video.

Don't jump to conclusions. And then all of sudden, had this old woman, and she has a piece of string. She puts a string back with her back, and also she pulls out this whole big crochet crocheted, like, napkin type thing. And my wife just cracked up laughing. She said, I've gotta share that.

And to me straight away, that drove that point home that I shared it from someone else because I thought it was amusing. I thought it was funny. And then as soon as my wife saw her immediate reaction to me is, I'm going to share that. And I've posted some things in the podiatry business owners club on my personal page, and I've heard people comment and just say, I'm gonna screenshot that and share it. That's it when it's in the podiatry business owners club.

But even on my own pages go, oh, I'm going and they tell me, I'm going to share that because it was funny. So that's the first thing. If it's amusing, very inclined for patience to share it as well.

No. Absolutely. Anything that sparks that kind of interest where people are like, you know, it makes them smile, makes them laugh. They're much more likely to wanna spread it to other people.

Yeah. The second thing that is very popular that is often shared are quotes. If you find a good quote that when you see it, you go, wow, yeah, that really resonates with me, you'll know. You post it on your personal page and you'll see how many people like it, you'll see how many people share it. I know probably the most engagement I get in the podiatry business owners club are quotes.

When I post a quote, they probably get more people click on that and comment than anything else. So if you have a page for your podiatry clinic and there's some quotes that inspire you, you might have might be Monday, it might be quote day. Do you build a quote every Monday? Your patients will get used to that quote coming out. And if they're good quotes, you'll see which patients engage with it.

They got more chance of them sharing a really good quote than you do of them sharing a photo of a bunion. Just a wild guess, I reckon.

No. I totally agree. They're not or of a diabetic wound or something. I think there's you know, some of these quotes that are shared, you know, they're kind of they distill ideas and like like you mentioned, they kinda connect with people in ways that helps distill down these interesting ideas or concepts. And like I like like Mark Twain is probably my favorite.

Whenever I see a Mark Twain quote online, I'm usually, I stop and read it because it's you're always gonna get distill a little bit of wisdom in in there. So, Definitely, I enjoy. As long as it's not too much on the kind of the motivational side.

Yeah.

I see a lot of people kind of, you know, it's a picture of them with like a motivational quote. It just kinda like, I'm not so much into that, but definitely, you know, if something's more like like the Mark Twain stuff, I'm definitely into it.

Yeah. I saw a funny quote once in the head. People that quote themselves are dicks. Quote, quoted by them, and that just absolutely cracked me up. I thought that was really, really funny.

But Mark Twain, isn't one of his quotes, there's two types of speakers, those that get nervous and liars?

I think so.

I think that was his problem. And I know this is quite the whenever anyone says to me, I'll watch your favorite quote, the first quote that pops in my head is people with integrity expect to be believed, and if not, they'll let time prove them right. And and I heard that quote, oh, jeez, in the early nineties, and it just stuck with me. So people are are looking for those types of quotes. When they see a quote, you can put a hundred quotes there, they'll guarantee you you'll probably get so many people will like those quotes over a lot of other things.

But when you hit on just that that right one, and I did one a few weeks ago, and I guess still as soon as on there, the amount of people that commented on it, you just knew that yeah. And it could be whatever's happening in the world at the time as well. For sure. The next one is inspirational stories. So if you can just share a short story, I did this in used to do this on my in my Facebook page where had the podiatry clinic, but in the group now as well.

If I share a story of a female runner that was the first woman to do such and such or a guy that was the first person to do this and you share some of those stories, people love seeing success stories of other people because it motivates them I think in their own life. I think we've talked

about this maybe in a previous podcast, the kind of the art of storytelling and understanding how to write a good story is, you know, it it can really help you connect with people in ways that, you know, if you kind of know that there's that kind of buildup, there's kind of some conflict and then there's resolution at the end of it.

Yeah.

If you can kind of basic, you know, create a story like that, it's gonna resonate a lot more people instead of just throwing facts or throwing sentences out of people. So learning some basic storytelling and writing some inspirational stories about patients or just, know, people that are inspirational in any way, definitely can be a a benefit to your marketing to your clinic.

Yeah. But I remember when I even when I was just, yeah, storytelling, if I was talking to a patient and somebody come up and all of a sudden, I would share a story when I got attacked by a shark on my surfboard. Everybody when you when you even mentioned that you're on a surfboard and you got attacked by a shark, everybody straight away pays attention.

Right.

And I'll tell you a story one other just some other time, but it was was my third one. That's why I gave up surfing. But but it is but sometimes, I I will see somebody else has written a story that is I'll just share their story. So all they share their story onto my pages, and then from there, people will like it and share it. So okay.

You may not necessarily get the credit, but you'll understand. If you share somebody else's story first that they've written, see what's the impact that has, and then go, okay. What what's a story I know? And and it might just be a patient. Hey.

We had this patient that came in that, yep, that wanted to do this but wasn't able to anymore. They want to do this in the future but couldn't. We helped them out by, and now they're able to do this. That is still a story. And you may want you might we're not gonna mention the patient name.

You're gonna have a photo of the patient, but you'd have a photo that relates to that. It's that's still sharing a story.

Yeah. I think you put the word in there those, you know, that really connects is that making it relatable. Right? When people can see themselves in the story a little bit or might have a general idea of what that feels like. It doesn't like you said, it doesn't have to be name of a person, those things.

It's just kind of a generalized story about, you know, a treatment path or the way that someone lived their life. When it's relatable, people will really connect to it.

Yeah. And so what everyone's gonna remember, as we're going through this list, just remember, these are posts that are shared the most. So it's not in any specific order. So the fourth one I think I've got this number. +1, 23.

Yep. The fourth one is I can count. Yeah. Well, I haven't got a number. Just got a list.

Is your opinion. Share your opinion on certain things. If you if you have a strong opinion on something always say, never share never give your opinion on politics or religion or anything that's majorly happening in the world. But if you got an opinion on somebody else, you share it. Share what you think, put a photo with it, and if people agree with it, they're gonna, hey, they're gonna share it on their pages as well.

So the next one, and this one's usually is really popular, is advice, hints, tips, how to do something. Five ways to do whatever it is. Because even though the patient may see that, and that may not relate to them, but they might have a friend or a family member, and it does. And I've seen this on a lot of advice posts. Someone will post something, and then underneath the person will just type someone's name.

Very embarrassing if it's for herpes or something like that. Not. But I have seen a post, and my wife does it to me all the time. When she will see a post, she doesn't share it, but she will put my name in underneath. I'll get a message to say my name's been mentioned.

I will then go and have a look at it, and I'll read through, and then her and I will talk about it. I think that's that's a really good one as well.

You know, I think the opinions and advice perspective when you're posting about those things, not only are you providing kind of helpful information that may, you know, improve somebody's life or, you know, improve maybe some symptoms of something you're struggling with, it also positions you as an expert. When you're out there talking about maybe a specific type of surgery or the way you treat a certain condition or some of the problems you see when people are doing certain activities, it just you know if it's in the kind of the realm of the area of practice that you want to be seen as that expert by you know, putting it out there on whether your social media channels or getting it out there on your blog or on your website. It just helps reinforce that you are that local expert when you're sharing your opinion, you're giving helpful advice to people.

Yeah. No. I agree a %. And to keep us moving along, the next thing is special offers, which is yeah. Sometimes people will have they'll be doing something in their business.

They they have an offer that they're giving to patients and they're telling them about it. To me, that is something you wanna share in your post as well because and and the the best offers are ones that don't just relate to your existing patients. It's an offer that a patient will see and then go, oh, my friends over here, I think, would be very interested in that. And they more than likely share it. They won't get into what the offer should be, but special offers is one of the other things.

One that was really successful for us were contests. We used to do a a few different contests where if somebody took a you know, for example, we had a where were your feet taking you this holiday? And people would take a photo of wherever their feet were over. It was during an Easter break. And they had take a photo of their feet, what they were doing, and and then send it to us, and we would post it on our on our page.

Or they could post it and then just tag us into it. And I remember the winning photo was one where there was a foot there crossed over. There was a glass of red wine sitting between the toes, and in the backyard, you can see a vineyard. So, obviously, they're drinking red wine in a vineyard, and and then what we did is we took all those photos, we picked the best five, and then we reposted them again, and we got their patients to vote on which one they thought was the best. So we picked the top five, then let the patients do the rest, and then the patients were all voted on who they thought was the best one, and then that was the winner winner chicken dinner.

That's how they got

it. Yep. That can lead to a lot of engagement. Right? When you have people visiting your page to vote and then just you know liking things or you know voting in the poll, they get spread more especially you know, it can be sometimes difficult to get organic reach on some of these social channels.

But when you have something that engages people and they take action on those pages, then the the algorithm start kicking in and are more willing to show those types of posts.

Well, I think most podiatrists listening to this podcast would be part of some page or group on Facebook within podiatry. You have a look at some of things that people are posting and all that, and just have a look at the engagement within the group on some of those posts. I'll give you a rough idea. By the time I finish this list, next time as post are coming through, you see which ones have got 95 comments and, yeah, a 46 likes. They'll be one of these things that we're talking about.

There'll be something that somebody has posted that everyone just dives in with, especially if someone's given an opinion in podiatry. Everybody else, there's a few people out there who have a lot of opinions, who are always prepared to give it. We all know who you are too. We all talk about you behind your back. Oh, Jim does, so I don't.

No. I'm I'm a horrible person. What can I say?

Yeah. You just mean it nasty. And okay. The next thing oh, I said contests. Warnings.

Warnings are also a really good one. If you know especially, like, if it was a shoe, I remember many years ago, because I was involved in Cairns basketball, we did all the this is before the typerines were inside, back when they had the Marlins, just the state league. We saw all the basketball players, and this new shoe came out. I'm not sure if it was a New Balance or Adidas, and it was a basketball shoe. But the way they're designed, all of a sudden, was creating a lot of fractures in the fifth met.

It was just I think there were new shoe came out. They were sponsored by the shoe supplier. Everybody in the team was wearing them. And within the first four weeks, there were three fifth met fractures. And we go, oh, that's interesting.

We're talking to physio, then the physio said, hey, I've been talking to some other clubs who were using the same shoe. They've had the same thing. They've had two or three players that have a fifth met fracture. So then we started doing a little bit of research on before I get it was a fault. It wasn't the shoe was faulty.

It was a fault in the design. It was putting more pressure in that area. So they end up getting eventually, they got rid of that shoe. But if you knew that was happening and you put a warning out to your patients, hey, if you're thinking about this shoe, this is what's happening. There's a high percentage of you getting a fracture.

Or if you already got this shoe, if this is happening, and there were certain foot types that was happening too as well, then you should try and avoid it. Now if you did a post like that these days, that would get shared so fast because everybody the world loves helping everybody. So when there's something bad happening, people like to actually give everybody else a warning. So if you come across anything like that can be podiatry related, jump on it as fast as you can. And don't just share it once.

Share it multiple times. And you'll find your patients will they'll just share it as well. They won't even think about it.

No. I like that. I think it's helpful. Like you said, if there's something bad that's going on, you know, kind of being that voice of reason or helping spread the word about it can be really helpful.

The next one is things that make you go, wow. In UFC three hundred, which was a fantastic event, UFC men's ultimate fighting championships that people don't realize. But in the UFC three hundred, they were interviewing Dana White. And somebody said, people always ask me, Dana, what do you do? And he's the president of the company.

And he said, my job really comes down to creating holy shit moments. He said, that's that's all I'm trying to do is create an event that when by the time the event's finished, everyone's just gone, wow. That was amazing. And I think in some of their posts, we can do the same thing. Try and think of things that when a patient reads that or they look at that photo, they look at that video, they go, wow.

And that's what pimple poppers does. That's what some of those gory, you know, toe you know, chop chopping off big horny toenails and some of the ingrown toenails and all that sort of stuff. The reason they do well is because people look at it and go, one, go, wow, and they go, ugh. At the same time, there's a bit of a. But they're the things that and when people see that, they share it with everybody.

I don't need to a person listening to this podcast or anybody I know that has does not know about pimple poppers. Have you do you know who they're?

Yeah. Yeah. Or there's the as well. So

Yeah. Yeah. So the toebro is perfect example. He does all the ingrown toner stuff. I can't believe how many subscribers he has.

But it just lets you know people like seeing that stuff. And and then the last one they've got here is just news. Anything that that's newsworthy, whether it might be if it's like main news, people have probably seen it already. But what is some other news that you may you know, people aren't seeing in the mainstream music you've come across that you think, oh, this is this is worth sharing because if it's interesting, affects your patients, maybe affects the community, they're more than likely to share it with people to sort of keep them informed.

I see a lot of this with athlete injuries, you know, if someone has like a Liz Frank injury or a high ankle sprain. I think the the Aaron Rodgers, the quarterback in The United States for the New York Jets, tore his Achilles and like a bunch of other orthopedic surgeons and podiatrists jumped in to talk about the way that he was having his Achilles repaired. It also happened like the president the States has been wearing some some like athletic like black running shoes instead of like dress shoes recently. So some podiatrists have jumped on to say the president's wearing these HOKA or or, you know, tennis shoes instead of regular shoes. So there's people who do this kind of newsjacking or try to get associate themselves with some some popular story that's kind of foot and ankle related in the news.

But it's a smart move. What it comes down to in the end is what is your goal that you're trying to achieve? And I've got four things written down here. One is you're trying to influence your patients. You're trying to inform your patients.

You're trying to assist them, or you're trying to connect with them. So just think about when you're doing a post, what is it you're trying to influence I'm not saying in a bad way. Influence them to do something, to make a decision, to call your clinic. The informing part is to keep them educated in what's actually happening. The assisting part, helping them, once again, make a decision.

Help helping them give them advice, things that are gonna make their life better. But also, social media is all about being social. It's about connecting with people. And that's why I say your your Facebook pages or Instagram, whatever you do, it doesn't have to be all podiatry related. You can put stuff in there that is non podiatry related if you think your patients are gonna enjoy it and possibly share

it. No. Totally. I think it can be helpful to you gotta find those ways to connect with your patients and, you know, get on that same level with them.

Okay, Jim. I'm just I'm done on that subject.

Like I

said I said this is gonna be a short one. It wasn't short, was it? Once you get going.

Yeah. Well, I think it was a good one. Think we touched on some really really important stuff and I think it'll be helpful for the practitioners that listen to the podcast to implement some of these things on their social media, their websites, and their blog. And, yeah, I think it was a good topic today.

Yeah. And if you only do some of them, that's great. If you only wanna post amusing things or quotes, just you might even pick from that list two or three things that that's what you're gonna drive home. Just get really good at doing that, and then throw in the odd podiatry thing in between. For sure.

Okay, Jim. I look forward to talking to next week. Sounds great, Tyson. Okay. Adios.

Bye now.

Thanks for listening to Podiatry Marketing with Tyson Franklin and Jim Mcdonald. Subscribe and learn more at PodiatryMarketing. That's the website address, podiatry.marketing.