Twitter May Not Mean Twit for Your Marketing

Here is our full disclosure right now about our feelings on social media: The ROI is not high enough to spend a bunch of time doing it.

Sure, a friend or relative of one of your patients may see the nice things they say about you and decide to call your office. But those are going to be few and far between.

In the meantime, you and your staff can spend literally HOURS a day tweeting, posting on Facebook and Pinterest, and engaging whatever other social media outlets you like.

Just to be clear: this is not anti-social media. At SmartBox, we have Twitter, Facebook, LinkedIn, Google+ and all that. But we don’t recommend them, and we don’t spend time on them looking for prospects, as doing so is a waste of resources.

So a blog that seemed to promote small and medium businesses increasing their Twitter marketing campaigns was very interesting.

Here are some of the stats about small and medium businesses:

  1. 51% of businesses use Twitter every day.
  2. 73% of people said they feel more confident in a business after following it and reading some of its Tweets.
  3. 57% of people have discovered a new business on Twitter.
  4. 32% of people found a new business because of a promoted, or paid, tweet.
  5. 67% of people have retweeted a business’s tweet.
  6. 81% of people are more likely to take action after seeing something on Twitter than seeing something through any other marketing channel,  including visiting the company’s website, getting an email, and getting direct mail.
  7. 85% of followers feel more connected to a business after following it.
  8. The most common reason someone tweets at a business is to share a good experience.

It makes you want to spend all day tweeting, doesn’t it? That would make sense, since Twitter did the study of 1,000 people in the US who use Twitter monthly.

Here are some other statistics that show how unimportant those statistics are:

  • Only 16% of American adults even use Twitter.
  • Of that 16%, only 11% tweet monthly.

Frankly, that’s just not very many people nationally, and it’s certainly not a very big pool in your individual community. This post certainly isn’t meant to hate on Twitter. In fact, you should market via Twitter IF you can do so without dumping a lot of time and energy into it. You may well get some incidental referrals and new patients.

But like most social media, Twitter can be a huge time suck without getting a lot in return.

There’s one other important aspect of these stats: They don’t state how many Twitter users actually became paying customers due to reading something on Twitter.

Marketing of any kind has one ultimate goal – to drive business, whether that means increased sales or getting more and better dental patients. If your Twitter presence is putting butts in chairs, then by all means continue. If not, then redirecting that staff time and energy into marketing that brings more quantifiable results is the way to go.




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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.