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ASDS/A 2020 Annual Report
SOCIAL MEDIA
Continuing to grow our social media presence was an important goal for 2020. Instagram grew 198% adding more than 4,500 new followers, Twitter’s reached grew by 28% with nearly 300 additional followers and Facebook increased 12% with 269 new likes. Our social communications are designed with consumers in mind to help educate, correct misinformation, and attract new patients by spreading the message that our members are THE experts in skin health and beauty – for the lifetime of their skin. Generally, the call to action was for consumers to visit the ASDS website to access patient education information and our “Find a Dermatologic Surgeon” referral service. Our top posts included COVID-19 patient resources, supporting skin cancer awareness and national hair loss month as well showing solidarity and commitment to diversity during the racial unrest this year. The ASDS / ASDSA Social Media Ambassador Program continues to grow with more than 140 participating members sharing content through their personal social media accounts. Not only does this disseminate factual patient information to a larger audience, it can educate lawmakers and other key decision makers on critical issues impacting patient health and safety. A new“Own Your Expertise” social media campaign was established in December 2020 to reinforce board certified dermatologist as THE skin health and beauty experts to consumers. The “Own Your Expertise” campaign highlights ASDS / A members longstanding history of innovation for aesthetic and cosmetic procedures and educates consumers on why they should only trust a board certified ASDS member with their dermatologic procedures. These consumer-facing posts are shared with members in a stand-alone ASDS email once a month, allowing members to click a Facebook, Twitter and/or Instagram icon to share on their individual social media platforms.
The first post on Dec. 11 featured dermatologic surgeons advancement in many popular procedures; it reached 6,138,239 consumers across all platforms. BY THE NUMBERS [ ]
198% increase in Instagram followers
269 new Facebook followers
49,804 views on YouTube
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