Facebook Posting Proficiency


To maximize the value of your next post, run your content through these 6 questions.

By Larry Briand, PT, MS, ATC, and Mark Nelson*

1. Does your post include a call to action?

  • Think of how many apps you have downloaded or purchases you have made because of a creative call to action on a Facebook post.
  • Remember the goal of a call to action is to direct your visitor to a desired course of action: to call you, sign up for a newsletter, visit your practice, etc.
  • Ask a question. Propose a poll. Host a contest.
  • Make bold statements:
    • Did you know you were doing this wrong? (with a photo showing an example)
    • Complimentary offer for this week only!
    • The running program starts soon! Sign up for our newsletter to be at the front of the line!
    • Start feeling better today.
    • Discover an effective way to feel better using this simple, quick technique.
    • What pain is just the worst!

2. How does this post relate to your community? Who is your post really about?

  • Let your community know you are involved and aware of current happenings.
  • This may prompt “shares” from fellow Facebook users who are passionate about your community as well, which will increase your audience.
  • Acknowledge people/organizations/heroes in your community who are making a difference. This does not have to be related to physical therapy at all; the goal is to prompt an emotion out of your followers to share your post.
    • “Congrats to the high school football team for donating their time at the soup kitchen last week!”
    • “The FD is having their annual cookout open to the community, hope to see you all there!”

3. Can you enhance your post with media (image/video/web link/emoticon)?

  • It is important to give your audience your message in the format they prefer.
  • Posts with photos receive nearly 2.3 times more interaction.1
  • Emoticons: 33 percent higher share rate, 33 percent higher comment rate, and 57 percent higher “like” rate.2 Emoticons show a “human” side to your business and can make you seem more approachable.
  • Four times as many customers would rather watch a video about you than read about you.2 This does not have to be a major production! With Facebook’s Live feature, use your phone’s camera to give a quick tour of the practice or to introduce the staff.

4. Has someone else posted something similar?

  • Creating a unique post can be great, but so can sharing someone else’s.
  • When sharing another individual’s/group’s/business’s post, it is recommended to ask your followers to share it as well, which increases the interaction between you and your followers.
  • By sharing a post from a community member/business/group/organization, your followers also get to see your “human” side, which reemphasizes that you are part of your followers’ community. For example:
    • The high school baseball team you are working with posts that they just won a big game. Share the post and add “Congrats to our boys! It’s been a pleasure working on the field with you this season!” People will now see this relationship you have in the community.

5. Which of your Facebook posts have been most successful in the past?

  • Periodically review your Facebook analytics and see what posts had the most likes, shares, and comments.
  • It’s okay to recycle old posts. If your audience responded well to your post promoting a new hire in your practice, be sure to be consistent and promote any new staff members moving forward.
  • Use your data to formulate a new post. For example:
    • Your followers shared your post about your practice working with the baseball team more than any other post in the last month. Look for other opportunities to post/share something similar that will evoke the same emotion from your followers.
    • Your post offering free screenings didn’t work. Why? Did your offer include an expiration date? Was there an image or any media attached to the post? Did you explain the benefit of a screening? Your intention for the post may have been great, but you may not have clearly shown a benefit or used language/media that evoked an emotion.

6. Is this post worth boosting/spending money on to promote to a larger audience?

  • Is this worth applying marketing dollars to?
  • If this is a limited time offer, yes!
  • Do you want more people out of your network to see this? Then yes! More examples:
    • You have hired a new physical therapist who has a unique specialty.
    • Expansion in your facility allows patients to be seen within 24 hours of referral.
    • You will be hosting a lecture or class that requires a signup.

Facebook is the top resource many people in your community are currently using when looking for recommendations or to catch up with the latest news and trends. By asking yourself these questions before you post, you will find that you can deliver a post with more value that will benefit your practice.


1. https://blog.hubspot.com/marketing/visual-content-marketing-strategy. Accessed April 2017,

2. www.fastcompany.com/3022301/work-smart/7-powerful-facebook-statistics-you-should-know-about. Accessed April 2017.


Larry D. Briand, PT, MS, ATC, is the founder and chief executive officer of Rehab Management Solutions where he owns and operates a nationwide network of private practice physical therapy clinics. He has more than 25 years of experience leading clinics. Larry is an APTA and PPS member. He can be reached at lbriand@rehabmgtsolutions.com.



Mark Nelson is the marketing director at Rehab Management Solutions and the founder of The Brand Guyz in Racine, Wisconsin. He can be reached at rms-marketing@tds.net.

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