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4.
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5.
Why Social Media?
• Referrals for growing your practice
• Educating the public
• Letting people get to know you
Which comes first?
All three concurrently!
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6.
Old Versus New Media
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Traditional Media:
TV
Radio
Newspaper
Web 1.0:
Websites
Web 2.0:
Blogs
Wikis
YouTube
Social Media
Social Networks
• One-way communication
• Limited control on accessibility
• Challenging to change content
• Two-way and Multiple-way
• Communication
• Can manage content in the
moment
• Engagement
• Can be propagated
• One-way communication
• Always accessible
• Can change content as
necessary

7.
Marketing vs Advertising
Advertising
◦ Pay to play
◦ Limited run
◦ Cost per eyeballs
◦ Look at me!
Marketing (social media)
◦ Let’s get to know each other
◦ Let me solve a problem for you
◦ I am here for you
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8.
Isn’t all “Social” Social?
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Social Media vs Social Networks
• Relies on others to share and propagate
• You don’t interact with the content provider
• Not necessarily dependent on a follower base
• No control once let loose
• Relies on content provider to share and propagate
• Interaction with the content provider
• More dependent on a follower base
• People connect on a shared interest
• Builds relationships – community
• Control, but to a point

9.
Social Media vs
Search Engine Optimization (SEO)
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• Immediate
• Targets emotion
• Visual
• Engages – Conversation
• Viral potential
• High maintenance
• Minimal content
• Control can vary
• You are you
• Takes time
• Targets intellect
• Text driven
• No engagement
• Search engine driven
• Low maintenance
• Maximum content
• Maximum control
• You are what you say you are
(Can be inter-dependent with one driving the other)
Social Media Website

10.
Security Settings?
Depends on objectives!
Audience – open/closed
Media vs network
Engagement
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11.
Choices…
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Linked In: My skills to do include….
Facebook: I do… How about you? What do you think?
YouTube : Look at my video of me doing….
Instagram: Here’s of photo of me doing…
Twitter: A quick thought of me doing….
TikTok: Here’s my dog and pony show of me doing…

12.
Your Considerations
• Objectives
• Degree of Engagement
• Time Management
• Risk Profile
• Privacy
• Target Audience – Demographics
• Determine the actual referral source
• B to C or B to B
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13.
My Choice
Facebook:
◦ Demographic;
◦ Controls;
◦ “Boosting”;
◦ Engagement;
◦ Content.
…example:
www.facebook.com/GaryDirenfeldSocialWorker
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14.
Last Tips – The Four Bs
Be you.
Be authentic.
Be transparent.
Be helpful.
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