Cosmetic Surgery Times - April 2009 - (Page 14) COSMETIC SURGERY TIMES 14 Socializing1.0 Eliza Drewa SENIOR EDITOR Social Media Word-of-mouth goes virtual with Facebook as a place for you to carve out your own small space where all your prospective and existing patients “live” online. By setting up an account, you’re joining their virtual space, and creating a specific community in which to socialize with them. HERE’S THE GENERAL OUTLINE OF HOW TO GET SET UP: 1. 2. 3. 4. SOCIAL NETWORK? Uh-huh — more noise in an already noisy Web space, right? While that might be your first response (it was mine!), after spending several weeks exploring, examining and pondering virtual social networks, I’d actually argue that we’re on the cusp of another communication evolution. First, we had the World Wide Web, which offered a seemingly infinite space in which to house information for the world at large to access. But now, we’re seeing a shift from the (somewhat) two-dimensional Web “site” to the interactive 360 network. But what’s this mean to you, the practicing cosmetic surgeon? Quite simply, it’s more opportunity to generate visibility and credibility with both prospective patients and your peers. VIRTUAL STREET CRED Let’s face it: Create an Account (a “minimally invasive” process) Customize your profile (upload a picture of yourself — yes, we like a face with the name!) Make some friends (I’ll be your friend!) Create your business page Tap into your network of “friends” to create “fans” and maintain. And LinkedIn, a social networking site for professionals, can help you do it. So whether you’re already in the virtual community sphere or not, follow me as I show you how to make Facebook and LinkedIn work for both your biz and for your professional growth. INITIAL APPROACH Social networking sites Facebook and LinkedIn allow you to create, foster and maintain your reputation through networks of “friends,” “fans,” “members” or “connections,” depending on your strategy, approach and level of commitment. 5. YOU, A VIRTUAL DEITY “Great technology, today as always, renders us as gods,” writes Josh Quittner this past year in an article for Time magazine. And LinkedIn, a business-oriented social networking site mainly used for professional networking, can put stature, reputation and opportunities right in the palm of your hands. All you have to do is set up your account. Most people these days go to the Internet to find information before making decisions, especially when it involves (1) money or (2) their bodies (and in the world of cosmetic surgery, that can mean double trouble). And just having a Web site that outlines your services these days, some might say, isn’t enough. Today, Internet users want (and may even expect) to see that they can also find you in the growing cyber community — Facebook, Twitter — some public place where you’re “socializing” with real people. But that’s just the business side: You’ve also got your professional peer-to-peer reputation to build I know, I know — this already sounds high maintenance. “Friends,” “fans, “members” — too complicated! It’ll take up too much time, you worry. I’m here to tell you that the savvy user can be in total control (should you wish) and spend as much or as little time as is available (so long as it’s done somewhat regularly). So get savvy before you get started. (Read on ) FACEBOOK is a free-access social networking Web site through which users can join networks organized by city, workplace, school, and region to connect and interact with other people. Your LinkedIn account provides a synopsis of your education, experience and expertise to those within your virtual rolodex (ie, “connections”). To do this, LinkedIn allows you to create and maintain a network of professional contacts, for example, with current or past colleagues, former classmates, or those you meet at professional association meetings. Besides helping you to find people and opportunities, LinkedIn also lets you set up your account for opportunities to find YOU, from consulting offers and expertise requests to new ventures and business deals. H Join me online for details and instructions www.cosmeticsurgerytimes.com/facebook www.cosmeticsurgerytimes.com/linkedin Primarily used to keep up with the day-today meanderings of your family and friends, Facebook also offers a venue in which to market your practice. And all it costs is some up-front planning and a little of your time. Think of http://www.cosmeticsurgerytimes.com/facebook http://www.cosmeticsurgerytimes.com/linkedin
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