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Don’t do these five things when running social media campaigns for your diabetes management program

If you’re not a social media expert, starting a social media account for business is hard — and it can be a bit scary. If you’re not careful, you can lose a lot of what you worked so hard to gain. People get brutal, and they’ll say a lot of nasty things, so you have to be a bit cautious.

This is your guide on what not to do as a social media marketer. Some can destroy your credibility (and even get you banned), and some can just cost you a few followers.

Don’t Buy Followers, Don’t Post Clickbait, And Don’t Generally Be Shady.

Social media platforms can tell when you’re doing shady stuff, like buying followers — and they don’t appreciate it.

Then, they can hurt your rankings in search algorithms, they can put your posts lower on your followers’ feeds, and they can even ban you (or “shadow-ban” you). In other words, it’s just like kindergarten: if you do something “wrong”, you’ll get punished for it.

But on the flip side, you’ll find that if you take your time and do social media the right way, people will reward you for it.

So How Do You Get Your Account Going?

The old-fashioned way. Create value. Share useful content. Make other people happy. Over time, you’ll build followers, and you’ll make sales.

If you take a look at what established brands who are considered to do social media marketing very well (like Wendy’s or Pop-Tarts) do on social media, it’s 100% value. They don’t do anything that the community would call them out for. Sure, it takes time, but it’s worth it.

Don’t Be Too Sales-y.

Your followers aren’t coming to your feed for a sales pitch. Being sales-y is a one-way ticket to getting less attention and losing followers.

Think about it: if you work all day and you like to scroll through Facebook on your break, and a company’s interrupting you all the time trying to sell you stuff, you’re not gonna be happy, are you?

Instead, you have to be content-first, sales-second. That means making far more posts that are just giving value to others. Remember, when you’re a social media marketer, you’re playing the long game.

Do’s And Dont’s Of Selling On Social Media

  • DO: Try to sell your program from time to time. That’s why you’re there, isn’t it? You’re allowed to make sales posts — people will put up with them — just as long as you do them right, and you don’t do them too often.
  • DO: Include a link to your website in your bio. That helps people who are interested find you. And it’s not an interruption — you’re just saying, “hey, this is here if you want it.”
  • DON’T: Make sales posts when you don’t have a “reason” to. When you pitch your services, try to have an excuse. For example: “we’re having a sale!” or “we just made these changes, check it out”.
  • DON’T: Make sales messages that sound like sales messages. If you sound like a salesman, people will tune you out — especially on social media. (And they might even call you out on it.) You have to blend in with the community.

Don’t Share The Same Post On Two Different Platforms

Just don’t do this. It’s tempting, because it saves you time. But people want to see something original, and they’ll get upset if they keep seeing the same thing, over and over again, across all your channels. (And that also goes for recycling old content: if you don’t have a darn good reason to do it, just don’t do it.)

Even worse: making a Twitter post saying “check out my Instagram post!” That just screams low-effort, and people will wonder why you don’t just put the same picture on Twitter.

Now, it’s okay to share similar posts on two different platforms. After all, some people will follow you on Twitter but not on Instagram, and sometimes, you just have to let everyone know. But if you’re just copy-pasting, expect someone to call you out on it.

Don’t Worry Too Much About “Likes”.

Likes are a measure of how many people liked your post. That can be useful for gauging if your content was any good. If you post something and nobody’s liking it, it’s a sign that maybe you shouldn’t be posting stuff like that anymore.

But at the end of the day, you don’t make money from likes. You make money from converting followers into subscribers.

Focus more on content that appeals to people who might one day become customers — even if you have to sacrifice vanity metrics to do it. It won’t feel good in the short term, but in the long term, you’ll make more money.

So How Should You Measure Social Media Success?

It’s a good idea to track your followers. Ultimately, you’re trying to get followers and then convert them into leads — and you can’t do that if you don’t get followers!

But followers alone still won’t tell you everything. Are they the right followers? Will they actually turn into paying customers one day?

Ultimately, you should be getting leads from your social media. You have to give it time, but after 12 months, if you’re not seeing results, it’s because you’re doing something wrong.

Don’t Do The Same Thing Everyone Else Is Doing.

Let’s face it: diabetes can be kinda boring sometimes. Especially if you don’t know you’re at risk.

As medical professionals, we tend to speak a pretty dull, incomprehensible form of the English language. We use words like “hypertension” and “idiopathic”. But that’s not how people really talk.

You have to break those habits. You have to write in a way that people actually understand. And you have to share content that people find interesting — it can’t just be the same old thing.

Don’t be afraid to think outside the box.

When Lil Nas X (the guy who wrote “Old Town Road”) was starting out in the music biz, he tried to get a following on Twitter. He would post a clip from one of his songs and only get a few likes. Then, he would post a meme, and get hundreds of likes.

Eventually, he wrote Old Town Road, which is basically a meme song. It’s made up of lots of little clips and videos that people liked when he posted them, and it’s based on a lot of the memes he was sharing on his account.

What lesson can you learn from this? Make your social media account fun, first and foremost, by sharing content that people actually like. It doesn’t always have to be the most relevant to what you’re doing, just as long as people like it and will follow your account to see more of it.

Remember: your goal is to a) get eyeballs and then b) convert those eyeballs into leads… and you won’t get eyeballs if you’re boring.

So What Should You Do?

If you’re not an expert on what content to post, what your brand voice should sound like, and generally how to navigate social media marketing, we always recommend getting expert help.

That’s us!

If that sounds interesting, check out our free social media strategy session. It’s made specifically for people in the healthcare space, and it contains a whole bunch of useful tips and tricks to help you a) get started, b) build momentum, and c) not make mistakes that cost you followers (and down the road, money).

If you want to learn more about it, check it out here.




We help healthcare organizations unlock the power of their patient stories.

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Miguel Johns

Miguel Johns

Co-Founder & CEO at mmnt* (formerly KingFit)

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