As with any team, those involved with social media should have roles and responsibility. Here are a few key social media team members you’ll want to have:
Executive Director (Doctor)
This individual is responsible for setting the strategy and the content that will be developed. In most cases, it makes sense for this to be the doctor. The reason for this is that the doctor will provide content with whom they’re the most comfortable and will add the most to their value proposition. When the strategy and content originates with the doctor, messaging will feel the most genuine, which will read favorably with potential patients who engage with your posts.
Production Planning (Office Manager)
This individual takes the ideas from the doctor and creates a plan for the office, keeping in mind the when, how, and what that make the most sense for each piece of content. Often, this is the office manager, as this individual already possesses the organizational skills and insight needed to understand how best to integrate the agreed-upon content into the marketing schedule.
Production (Patient Coordinator/Office Administrator)
This individual follows the plan according to when, how and what is produced. In addition to creating the video or photo, this individual will upload the post to the relevant social media sites.
Typically, these responsibilities are entrusted to the patient coordinator or office administrator. To make social media posting easier, you could consider giving this individual access to Hootsuite, a platform that assists with syndicating and scheduling social media to make the process as fast as possible. This ensures that your social media endeavors do not detract from the rest of the work in your practice.
By establishing these roles within your office, you will keep your social media posts organized and ensure your marketing strategy is executed without delay.