As someone who has a strong personal social media presence in addition to one for my practice, I know firsthand how it can transform your business. Social media is a great opportunity for you to leverage the best of your clinicians’ ideas, specialties and personalities to create a community, and serve clients who you would never be able to reach without social media.
As an owner of a thriving group mental health practice, I've navigated the complexities of growing an online presence and I'm sharing 5 tips to help you elevate your practice through social media.
One of the unique opportunities of social media compared to other marketing or networking opportunities is that you get to talk to your potential clients directly. Instead of hoping a doctor’s office sends you referrals, you can find your clients directly. When I started my account in 2019, I knew very few people and personally really struggled at networking events. Social media provides an opportunity to connect with other professionals or clients directly through sharing ideas about mental health and actually helping them with tips rather than relying on how outgoing you are. Social media also provides a wider reach, allowing you to connect with potential clients and colleagues far beyond local boundaries.
It is important to remember that there are many different platforms that you can engage with. In this day and age, we may feel like we have to do EVERYTHING, but it is far better to be consistent with a few that you know your ideal client uses often instead of using all platforms inconsistently. In my experience, Instagram, Facebook and LinkedIn yield the best results for mental health practices. However, it’s important to think outside of the box as well. Tiktok can be a great place to find a younger audience, understand trends or get lucky and have a piece of content go viral. While podcasting and substack are not technically social media, they are also ways you can create content, provide value to your potential clients or connect with colleagues beyond your local demographic.
I think people sometimes forget that in this day and age, the entire point of social media is to provide value to consumers in some way. This is accomplished (in the mental health field) through educating them on a topic, providing them with tips for how to feel better, or entertaining or engaging them in some way. Often I find when group practice owners try to build their social media practice they focus a lot on themselves.. what they offer, why their practice is great, what makes them unique. Those things are important, but you must always remember first and foremost that your content should be about helping a potential client FIRST. Only through making a difference for them and serving them in some way will you then create interest in your practice. A huge mistake I see group practice owners make is that they do not spend enough time thinking of how to create value for their potential clients or community.
Trends provide timely, relevant content that resonates with your audience, increasing the likelihood of shares and interactions. By participating in trending topics, you tap into ongoing conversations, expanding your reach to new potential clients. This doesn’t mean you need to make TikTok dances, lip sync or do something that feels out of alignment with your brand. There are many ways to utilize trends in ways that feel authentic to you and also preserves your professionalism. Participating in trends can help humanize your brand, making your practice more relatable. However, it's important to always filter things through the lens of “if a current client of the practice saw this, how would this impact their treatment?” Don’t sacrifice your values for a fleeting trend.
Like anything, building a strong social media presence is a marathon, not a sprint. Aim for 3-5 posts weekly across your chosen platforms. Consistency on social media is crucial for growing your group mental health practice's online presence. Regular posting keeps your practice visible in followers' feeds, maintaining top-of-mind awareness. It helps establish a reliable brand image, showing potential clients that you're dependable and committed. Consistent content creation allows you to develop a cohesive narrative about your practice's values and services over time. It also helps build a loyal audience who come to expect and look forward to your posts.
Your social media presence is more than just marketing—it's an extension of your practice. By sharing valuable content and fostering connections, you're contributing to destigmatizing mental health issues and making support more accessible.
Amanda E. White, LPC, LMHC is a licensed therapist and the creator of the popular instagram account @therapyforwomen. She is the owner of the group therapy practice, Therapy for Women Center, based in Philadelphia serving clients across the country. She is the author of the book “Not Drinking Tonight” and its corresponding workbook. She has been featured in notable publications such as Forbes, Washington Post, Shape, Women’s Health Magazine, and more. To learn more visit therapyforwomencenter.com
