Dr. Kim’S Kids Social Media Posts
As of 2018, I have been working with Dr. Kim Burlingham, a private practice pediatrician (say that three times fast) from Winnsboro, TX. I develop content for Facebook and Instagram, the latter of which I set up to expand her social media presence. Many posts I contributed to were either created using free license or Shutterstock assets and Adobe Photoshop, or were photographs taken by either Dr. Kim or myself.
Dr. Kim’s primary goal is to ensure important information reaches patients and parents through social media. My role is to ensure this information was eye-catching and easy to understand.
Furthermore, I also create evergreen “fluff” pieces to help maintain a consistent posting schedule. My strategy for these posts is to create content that falls under one or more of three “E's”:
Does it educate parents and patients?
Does it engage followers with a question?
Does it encourage kids and promote positive parenting?
By the numbers
For many businesses, the metrics - reach, engagement, and conversions - are a key aspect of social media success. For Dr. Kim’s Facebook, reactions, comments, and shares all increased over 350%, and reach increased well over 500%. The charts below show the increases in these metrics before and after I started contributing to the Facebook account.
One particular reason for the dramatic increase in all metrics was a photograph of one of Dr. Kim’s medical assistants demonstrating one ounce of baby spit up. The strategy for the post was to identify a visual demonstration regularly performed in the office and photograph it for online use. The result was a post that quickly spiraled to a significantly higher reach than anticipated for a small-town pediatric clinic.
With a viral post came new challenges including negativity and opposition. One of the biggest sources of opposition was that since the image used water on paper, it did not accurately depict the situation (typically formula on cloth). I recommended a repeat of the image using formula to show a side-by-side comparison and quell parent’s concerns. Once this image was posted, the opposition to the post lessened.