Social Media Strategy

Let’s get honest about something that can feel like a full-time job on top of your actual full-time job: social media.

If you're running a myofunctional therapy practice, you've probably been told that social media is essential for growth. And while that can be true, it’s also a tool that needs strategy, time, and some serious reflection to use effectively.

Sure, a strong Instagram game might lead to more visibility, but how do you know if it’s actually leading to patients?

Start By Tracking How People Find You

Before you can decide if your social media is “working,” you need to know how people are ending up in your office. One of the simplest (yet most underused) tools we have is asking.

Survey your patients — ideally at the first point of contact, in their intake forms, or at their first visit. Ask them how they found you. Was it Instagram? A Facebook parenting group? Google search? A provider referral? This is your first line of discovering what’s truly driving new patient acquisition.

When you understand where your patients are coming from, you can begin to weigh your time spent online against actual outcomes. Look at your engagement: views, likes, DMs, shares. Then consider: is the effort you're putting in worth it? Are you seeing tangible results — whether in new clients, increased referrals, or visibility in your community?

This is what we call evaluating your return on investment (ROI).

If you're not seeing the outcomes you hoped for, it doesn’t necessarily mean you should throw in the towel. But it might mean it’s time to shift your strategy. Revisit your goals. What are you trying to accomplish with your posts? Are you aiming for visibility, education, connection, or conversion? And with whom?

Then adjust accordingly — whether that’s changing the kind of content you're creating, the platform you're on, or the frequency of posting.

Who Are You Posting For?

Is it other providers? Potential patients? The parents of those patients?
Or — let’s be real — are we mostly posting for each other?

And honestly, that’s okay! Some of my favorite accounts are other myo therapists who keep my Instagram feed fun, relatable, and inspiring. But it’s worth stepping back and asking: What’s the goal of your posts?

Because the truth is, your ideal audience shapes everything:

If you’re posting for referring providers, your content might be science-minded, educational, and highlight collaboration.

If you’re posting for parents, you’ll want content that’s accessible, engaging, and speaks to their concerns and values.

If you’re posting for fellow therapists, you might be focused on community, humor, or professional tips.

But if you’re trying to do all three? You may find yourself burnt out — or just posting into the web abyss without much return.

But Sometimes, Social Media Works Big

Recently another therapist I'm in a study group with had a video taken of her during a therapy session. It was posted by the children's mother, a social media influencer. It went viral. She looked like the wonderful, skilled therapist she is, connecting beautifully with the kids, guiding them through exercises with joy and ease. And just like that? Her business is BOOMING.

My Personal Approach

I’ll be honest — I’m not posting every week on Instagram or Facebook for my own myo practice, and I’m not trying to grow a massive following. Because that's not what my business needs. I mostly post here and there so that if my patients happen to look me up that way, they know my business is alive and operating, lol.

What I am doing is participating intentionally. I join in on local facebook groups, answer questions when topics related to myo come up, and position myself as a helpful, informed resource in my physical community. This makes sense for my practice because I prefer to see patients in-person.

And if I ever do want to grow my reach through social media? Targeted ads to specific demographics in my local area are an option.

Final Thoughts

Social media can be a powerful tool — but it isn’t the only tool. And it’s not the right tool for everyone, at every stage. There’s definitely a place for social media in your business growth strategy if it fits your goals, time, and budget. Just make sure you’re clear on how it serves you.

That’s why it’s so important to evaluate your goals, track how people are actually finding you, and assess whether your time and energy spent on social platforms are generating the results you want. Not just in likes or followers — but in real-world outcomes like relationships, referrals, and revenue.

You don’t have to do it all. You just have to do what works for you.

For content on social media creation and scheduling, access MyoBloom's Networking + Social Media section of the Essentials Package Directory.

For guidance on setting up social media calendars, creating content collections, scheduling posts, using AI and hiring help, check out the Grow Series Workshop #5: Create Your Own Social Media Calendar