Strategic Social Media Guide for General Surgery Practices

Platform Selection and Strategy

Primary Platforms

• LinkedIn: Professional networking and thought leadership
• Facebook: Patient education and practice updates
• Instagram: Visual content and surgical success stories
• YouTube: Educational content and procedure explanations

Content Pillars

1. Educational Content (40%)

• Procedure explanations
• Pre/post-operative care tips
• Common surgical conditions
• Latest surgical techniques

2. Practice Highlights (30%)

• Team introductions
• Facility tours
• Technology updates
• Quality metrics and achievements

3. Patient Success Stories (20%)

• Before/after results (with consent)
• Patient testimonials
• Recovery journeys

4. Community Engagement (10%)

• Local health events
• Charitable initiatives
• Healthcare awareness days

Posting Guidelines

Frequency

• LinkedIn: 2-3 times/week
• Facebook: 3-4 times/week
• Instagram: 4-5 times/week
• YouTube: 1-2 times/month

Best Practices

1. HIPAA Compliance

   • Obtain written consent for patient stories
   • Remove identifying information
   • Use stock images when needed

2. Content Creation

   • Use high-quality images
   • Keep videos under 3 minutes
   • Include calls-to-action
   • Use relevant hashtags

3. Engagement

   • Respond to comments within 24 hours
   • Monitor mentions and tags
   • Address negative feedback professionally

Analytics Tracking

• Monthly engagement rates
• Follower growth
• Website referral traffic
• Appointment requests via social

Crisis Communication Plan

1. Establish response protocols
2. Maintain approved message templates
3. Define escalation procedures
4. Document resolution processes