Ethical Boundaries and Guidelines for Addiction Treatment Centers

1. Social Media Marketing
for Behavioral Health Professionals
Bob Ferguson / Jaywalker Lodge
Cape Cod Symposium on Addictive Disorders
September 10, 2020

2. Social Media 101
 Part 1 – The Bigger Picture
 What is “social media” and why do we care?
 The shift from traditional marketing to the “New Rules.”
 Issues/opportunities for addiction treatment providers.

3. Social Media 101
 Part 1 – The Bigger Picture
 What is “social media” and why do we care?
 Web 2.0 – the rules of the game have changed.
 Issues/opportunities for addiction treatment
providers.
 Part 2 – Social Media Tools
 Facebook, Twitter, YouTube, and blogs

4. Social Media 101
 Part 1 – The Bigger Picture
 What is “social media” and why do we care?
 Web 2.0 – the rules of the game have changed.
 Issues/opportunities for addiction treatment
providers.
 Part 2 – Social Media Tools
 Facebook, Twitter, YouTube, and blogs
 Part 3 – Show & Tell (20-30 Minutes)
 Open Forum / Discussion / Q&A / Site Visits

6. Social Media 101
 Definitions – “Social Media”
 Social media are primarily Internet-based tools for
sharing and discussing information among human
beings. The term most often refers to activities
that integrate technology, social interaction, and
the construction of words, pictures, videos and
audio. This interaction, and the manner in which
information is presented, depends on the varied
perspectives and “building” of shared meaning
among communities, as people share their stories
and experiences.
(Source: Wikipedia)

7. Social Media 101
 Definitions – “Web 2.0”
 Web 2.0 is a term describing changing trends in the
use of World Wide Web technology and web design
that aims to enhance creativity, secure
information sharing, collaboration and
functionality of the we.
(Source: Wikipedia)

8. Social Media 101
Web 1.0 Web 2.0
 Traditional website  A website that interacts with
provides information for users while providing
users. information.
 Provides opportunity for
 Provides toll-free number
user comments; allows
and (maybe) email contact users to vote; write product
button reviews; recommend to
friends and colleagues
 Traditional websites are a
one-way street  Social media, on the other
hand, is a two-way street
that gives you the ability to
communicate too.

9. Social Media 101
 Business Objectives for Social Media
 Increased Brand Awareness
 Reputation Management
 Improved Search Engine Rankings
 Increased Relevant Visitor Traffic
 Improve Sales for a Product or Service
 Stay Connected with Peers and Colleagues
 Keep Tabs on Industry Leaders

10. Social Media 101
 Social Media Challenges for Addiction Treatment Field
 Rehab Community Competitive Online, Still Evolving
 Transparency Comes with a Price
 Social Media Does Not Suffer Fence-Sitters Well
 May NOT Contribute Significant $$$ to Bottom Line
…. Social media is low cost, but it will take time, patience --
and persistence.

11. Social Media 101
 Synergies with 12 Step Addiction Treatment Field
 Rapid, Sustained Growth Driven by Word of Mouth
 Platform of Anonymity Essential to Engagement
 First-person Testimonials a Cornerstone
 Program of Attraction, Not Promotion
…. Web 2.0 (2010) = Alcoholics Anonymous (1935)

13. Credit for these cool
slides about social
media statistics:
Marta Kagan,
Managing Director,
US Espresso
Marketing