Social Media Tool Kit

Your clinic’s Facebook® presence is an important component to your social media plan. Facebook provides a great opportunity for followers to find more information about your clinic, share articles and resources, link to your website or find your clinic location. The key to a successful Facebook presence is creating a consistent look and feel for your posts while tapping into different topics.

Facebook Guidelines >>

Facebook Specifications

Each Social Media channel comes with its own specifications for image sizes and text length. The following content highlights a few of the most common criteria.

Facebook Profile Page

• Profile photo: ​Displays at 170x170 pixels on desktop and 128x128 pixels on mobile

• Cover photo: ​Displays at 820x312 pixels on desktop and 640x360 pixels on mobile


Facebook Ads

Facebook offers different ad types depending on your campaign objective. Below is a list of each ad type along with a brief description to help you determine which format is right for you.

• Brand Awareness — ​Increase the likelihood that people will recognize your business' services or products

• Conversions — ​Get people to take specific actions on your website, such as signing up for a newsletter or buying a product

• Engagement — ​Likes on your posts, comments, shares and photo views

• Lead Generation — ​Collect information from people interested in your business

• Reach — ​Reach people near your business

• Traffic — ​Send people to important sections of your website

• Video Views — ​Tell a story using a video in your ad


Using Images

• Use an acceptable file type (jpg)

• Images in ads can include text, but Facebook will not allow more than 20% text in the image. Facebook offers a grid tool to use so you can test this before your ad goes live:

• Choose an image that catches the viewer’s eye and piques their interest enough to stop scrolling to check out what you have to say

• Keep captions at 90 characters or less. Ads with less text are less expensive and better performing than ads with more text


Refer to the spec sheet for more details about Facebook specifications

View list of specifications for Facebook >


Paid vs Organic Posts Example

​Social media is no longer just about conversation and content; it’s now an established channel for customer acquisition, remarketing and engaging existing fans and customers for support – all through organic or paid social media marketing.


Paid Social Post Example

Paid social is paying to display ads or sponsored messages to social network users based on user profile, e.g., demographic. A cost is incurred depending on the type of ad planned; for example many ads incur a cost per click.

Organic Social Post Example

Organic social is using free tools provided by each social network to build a social community and interact with it, sharing posts and responding to customer comments.

  • A character limit of 100 characters or less is recommended for paid posts
  • There is a 20% text-to-image ratio for text on an image (Image Text Ratio tool)
  • Calls-to-action and images are clickable to a website

  • Character limit and image size are not as restricted for Organic posts
  • Text is allowed on an image
  • The image and text of an organic post do not click through unless a link is provided in the post text



Here are some Facebook best practices and example posts are above:

• Best times to post (generally): ​1pm most shares, 3pm most likes

• Best days to post (generally): ​Thursdays and Fridays

• Share a variety of content: ​Relevant videos and images

• Post text should have a purpose: ​It should be either benefit driven, conversational or provide useful information in the form of statistics or stories

• Share exclusive content to your brand. ​

• Interact with followers: ​Answer questions/concerns, respond to positive/negative comments, be personal.

• Features to utilize: ​Facebook Live, Slideshow Ads

Browse curated content for your posts, including downloadable images and sample text.

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