19 Jun 2017 RB Marketing Series

Two of a Kind: How Social Media & Recovery Go Hand in Hand

Ryan Eisenacher
Ryan Eisenacher
[Former] Content Marketing Manager

Over the three and half years I’ve been working at Recovery Brands, I’ve come to find that only a small handful of treatment facilities truly invest in social media.

I’ve encountered the standard reasons such as time, money, and resources. I’ve also heard the “We tried Facebook/Twitter/Instagram, but we didn’t get very many followers/likes/shares/retweets.” And the “You can’t measure the ROI of social media the same way you can with PPC campaigns.”

And I get it. I do. I really, really do.

But I’m going to let you in on a little secret: social media marketing and addiction treatment are two of a kind.

When it comes to recovery, all people really want is a place where they can openly express their feelings and be heard. And this is exactly where social media comes in handy.

3 Key Benefits of Using Social Media

Many businesses treat social media as an afterthought — something for an intern to handle or to log onto when time permits. But in my opinion, social media should be one of the key pieces leading your rehab marketing strategy.

Social media is so much more than a platform to promote your facility. It’s a two-way street for communication. And in our industry, honest and genuine communication has the ability to do three things:

  1. Build trust
  2. Inspire loyalty
  3. Encourage word of mouth referrals

When it comes to social media at Recovery Brands, there are many layers to our approach. We brainstorm together. We collaborate with outside organizations and thought leaders. We map out our plan. We create and share rich content. We listen and engage in meaningful conversation via Twitter chats. We measure our results and take note of what’s working and what isn’t. Then we repeat the process all over again.

The results speak for themselves. By investing in social media, we have:

  • Built partnerships with incredible organizations in the addiction and mental health space to help us expand our reach and build brand awareness.
  • Developed some of the most engaging Twitter chats in the recovery community (#PKChat, #CADAChat and #RBRoundTable). As a result, we’ve connected with individuals who enthusiastically serve as spokespeople for our media outreach.
  • Positioned ourselves as a reliable source of information. Each day, we receive direct messages on Facebook from individuals who are seeking information on how to help themselves or a loved one.

The Immense Potential of Social Media

If I still haven’t convinced you that social media is worth the investment, let me bring several key stats to your attention:

  1. There are a lot of people on social media — 2.8 billion active users in the world, to be exact.
  2. In America, 69% of adults use at least one social media site.
  3. American internet users aged 18-34 are most likely follow a brand via social networking.
  4. 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others.

By not being on social media, you are missing out on a huge opportunity to connect and engage with a massive amount of people! (And I mean massive.)

How does your addiction treatment center leverage the connective power of social media? Share in the comments below. 

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