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One of the metrics used by marketers to determine the cost-effectiveness of marketing efforts is cost-per-impression (CPI), or the cost required to gain the attention of just a single member of their audience.

No other marketing channel yields a CPI lower than that of social media, in which the metric can approach zero. The simplicity of using social media, such as a Facebook page or Twitter account for your PT practice, beckons the attention of practice owners, and at least a stab at the free use of the marketing channels.

Creating a Facebook page or Twitter account takes only minutes, and – used regularly and strategically – can engage large, focused audiences for pennies on the dollar.

So, don’t be fooled into thinking social media is just for teenagers and rock bands – used correctly, it can be one of the most cost-effective marketing channels in use by practice owners today.

An edited version of this content was published in the February 2012 issue of Impact Magazine.