Although many therapists consider using social media to attract potential clients, many of them pause. They may create a professional account, but they never use it. And the reason is simple: they are scared to post online.
Social media algorithms reward contentious posts with reach and engagement but this makes social media seem a place full of hostility and trolling. And counsellors who are trying to reach clients with positive messages of how therapy can help often feel too intimidated to say anything.
In this podcast episode, I share how it’s possible to create an online space for you to reach clients that feels safe. If you’d like to listen to the whole episode, you can do so here:
If you would like to subscribe to the podcast, click here.
Why Social Media Feels More Difficult Than Ever
Recently I found myself spending half an hour reading – and drafting furious replies to – the comments on a social media account that I would never actually choose to follow. Once I became aware of what I was doing, I stopped. But like many, I’d been a victim to an algorithm that knew exactly what would engage me and keep me on the platform.
For social media companies, keeping someone on their platform rewards them with advertising revenue. And there’s plenty of very educated psychologists and designers working in Silicon Valley to make that happen. Posts that attract comments are the ones you’re shown and it’s very likely they’re on subjects that raise your blood pressure! Add to that the bot activity that amplifies cultural and political ideology and social media can feel unsafe.
The Real Reason Many Therapists Avoid Social Media
Many older therapists are not versed in using social media and don’t have the knowledge and tools that help them navigate social media confidently. And whatever your age, it can feel really uncomfortable to be criticised. Online disinhibition means it is less likely that commentators hold back meaning that you can be publicly shamed and challenged if you say something in the wrong way.
It’s therefore not very surprising that many therapists avoid posting on social media.
However, if you can put boundaries in place that protect your wellbeing and those of your potential clients, social media can become a place where you can create connections without it being a source of stress.
The following are some ideas that are based on my lived experience of managing social media communities for nearly ten years.
Boundary 1: Deciding What Happens on Your Page
The first thing to remember is that your social media page is just that – your page.
That means you get to decide what is allowed on your page and what atmosphere you want to create. Examples of this include:
- Whether people can swear (you can often using your settings to exclude comments containing swear words or memes)
- What comments you’ll allow on your page (you can delete, block or hide comments and users)
- Whether you allow “debate” (there are plenty of other places people can debate, you don’t owe them your space)
Boundary 2: Protecting Your Inbox
If you don’t want to receive unsolicited messages (some of which can be abusive), use your settings to automatically deal with these. For example, on Facebook I use a combination of message request (meaning I get to check whether I want to accept a message) and an automated reply directing people to email. You can make it clear on your page that you don’t use messaging and direct users to other channels.
Boundary 3: Choosing the Right Online Spaces
To protect your energy, think about the online spaces you inhabit. How do you feel when you’re there? If you’re in a space where you don’t feel happy, this is a sign it may not be the space for you. While that sounds obvious, my experience is that my desire to belong means I may override the warning signs and end up feeling uncomfortable because I don’t fit.
It’s helped me to recognise that online spaces may not be “wrong” but they’re just not right for me. It’s OK for them to serve different needs and for me to find more appropriate places that suit my personality.
You don’t have to be on all the platforms, in all the groups, and take part in all the discussions. You owe no one comments or replies. You get to decide.
How Boundaries Help Therapists Show Up Online
If you’re worried about whether you’ll be criticised online and this is stopping you from posting, remember that boundaries make it possible for you to use social media safely, in a way that suits you.
How Therapy Growth Group Can Help
You’re really not the only therapist who finds social media intimidating,
One of the things I hear most often from therapists is that they know they should be posting, but they worry about getting it wrong, being judged, or simply not knowing what to say.
Inside Therapy Growth Group, I help therapists build their confidence with marketing through training, coaching and support from a community of like-minded practitioners. Whether you’re struggling with social media, your directory profile, networking or finding your niche, you’ll find practical help and encouragement from people who understand what it’s like to put yourself out there.
You don’t have to do it all on your own.
Find out more about Therapy Growth Group here.
FAQ’s
Why am I scared to post on social media as a therapist?
Many therapists worry about being criticised, judged or attracting negative comments online. Others feel uncertain about what to say or fear saying the wrong thing. These concerns are common and can make it difficult to show up consistently on social media.
How can therapists feel safer on social media?
Creating boundaries can help therapists feel safer online. This might include moderating comments, limiting direct messages, choosing supportive online communities and deciding what types of discussions you want to engage in.
Should therapists delete negative comments on social media?
Your social media page is your space. If comments are abusive, offensive, misleading or undermine the atmosphere you want to create, it’s perfectly reasonable to delete, hide or block them.
Do therapists need to respond to every comment or message?
No. Therapists do not owe everyone a response. Clear boundaries around comments, messages and engagement can help protect your time and wellbeing.
What are healthy social media boundaries for therapists?
Healthy boundaries might include limiting access to your inbox, deciding what behaviour is acceptable on your page, choosing which groups to participate in and taking breaks from social media when needed.
Can social media help therapists attract clients?
Yes. Social media can help potential clients get to know you, understand how you work and decide whether you’d be a good fit. The key is finding an approach that feels sustainable and authentic to you.