Ep.252: AI Content, Social Media & What Urgent Care Clinics Are Getting Wrong

PCMP (00:00.536) Hey, welcome back to Walkins. Welcome with Nick and Michael. We're here to help you get more patients, deliver better care, get repeat visits, scale your clinics. Brought to you by patient care marketing pros. I'm gonna learn to talk before the episode is over. Michael, what's happening, bro? How are you, man? Good, good. you know, we are now I'm ready for the weather to cool off a little bit. Yep. We're going on a camping trip next week. Good for you. going over to Cave, Cave Springs, Georgia. Okay. Ever heard of that? No.   So it is actually a natural spring in a cave, hence the name Cave Spring, that does two million gallons of water a day and you can go and fill your own jug with it. that's amazing. Yeah. And it's anyway, so it's like a real small town, but my dad mentioned it. And we're like, that'd be fun. And my and then my daughter's on fall break next week. I was like, cool, I'll take a couple of days and we'll go over there. So that'll be fun. It will. did you happen to find it on social media or was this just pure your dad? My dad and   Mentioned it, but then I went to social media to confirm it and the most country people you can imagine did all the videos for. Was it like Coleman? You remember the old Coleman? Yeah, yeah, yeah. Very much so 'cause it was like, well, there's this cage springs and and it's like a guy with no shirt on. He's like, look at this cold water. It might take your breath a little bit. It might take your breath away. He jumps in with a GoPro. He's like, he's sitting there trying to breathe. So what you're saying is that him not being perfect on camera but putting out social media content.   didn't really have a bearing. You just wanted to see the content. I wanted I wanted to see the reel of this place. And it was very like so what I've I haven't been there yet, obviously, but I've established it's a very small town with a couple of antique stores and general stores. It feels like it's stuck in the fifties, and a cave and a giant one acre pool from the cave. I love that. Well, that leads us straight into their episode today because the whole point is is going to be social media today. And what what   really triggered the thought process behind it was just simply we're getting inundated with AI content on social medias. I can spot it a mile away. It's painful. well especially the posters. I hate the posters. Yeah, I know, right? It's the 30 check boxes. It's like nobody's ever going to read this amount of content. And it's so funny because I remember you remember this too. Like   PCMP (02:22.008) Five, seven years ago, maybe maybe ten years now, where you wanted to make money as a digital marketing agency. You wrote these long and daring posts that people loved. Yeah. And they did. And then AI is like, that's what everybody wants. And so now it's like, that's the only version I'm gonna give you. That's right. you know, we've been screaming this for years, but it it it came from Bill Gates that content is king, right? That's yeah, it's been saying forever. Well, and people are are lazy with content, so am I. This is everybody.   Right. People are lazy with content because it's not easy. It's difficult. AI comes along, takes over that process for you, and does a really good job. Like it's not crap. It's really good content. It's relevant, it's relevant. It's polished. It looks good. But we can see through it. it painfully sits through. But but not just we, me and you. I'm talking about like the whole public can see through it. I saw a post from somebody the other day.   that said, I am so tired of AI content that I'm gonna start reporting posts that are AI. Yeah. Like just they're going out of their way to do it. we run ads regularly and we get we get hate, y'all wouldn't believe that people are convinced. There was one comment on one of our ads where they basically accused us for causing people to be sick.   Well, I this some dude told me to kill myself. Yeah, yeah. Exactly. Like he goes, You should kill yourself. You're the problem. You running ads are the reason healthcare is broken. I'm like, this is wild. that doesn't matter so much as part of his commentary during the the beratement I was receiving was that it was all AI slop. And I'm like, none of our content that we put out, video or or otherwise, at least for now anyway, is is AI at all.   Like we're generating it. all the time, you know what I mean? Unless the AI creation button was turned on and we didn't know. But so I did anyway, that's neither here nor there. But yeah, it could have been turned on and I just don't know. Well, he was not happy with me, but that doesn't matter. So what I thought I would do for this episode is talk about the different social medias, the functions of those social medias.   PCMP (04:35.574) how it relates to urgent care and how you can leverage it and why it is still, in my opinion, important, but even more so, it's like more important for it to be authentic and real. Yeah. in the day and age where it's so easy to go to Chat GBT, Claude, any any one of them and just say, spit out thirty social media posts. Yeah. and then I'm also gonna back up to to just right out of the gate, we don't want to sell this service to you. We don't want to.   Not because we can't and not because we don't. We don't want to because it's better if you create it yourself. And we always tell our clients like we offer we can social post for you, like it's a service we have, but it's always better to come from the client. Every single time. Every time. Like it and we even have clients that we do social posts for and we will encourage them, please send us things that we can swap out with. Right. We don't want to just cause I think you know   We're just sending what the industry talks about and all things. We're not we don't know every little bit that's happening locally in your community. Right. Unless you tell us. another thing that I want to note is that this is not a podcast about advertising. This is social media content created to put out message, right? And we're gonna break it into the platforms as following. We're gonna talk about Facebook, we're gonna talk about Instagram, we'll talk a little bit about TikTok, and we'll talk about X.   So those are really the four platforms. Yeah, X, Twitter, however you want to look at it. It's just groc at this point. Groc at this point. I want to talk about those particular platforms and how they operate to maybe give you some context on either where you can do this regularly yourself or where it's gonna make the most sense for your clinic. So are you ready, roll? Let's go. So why don't we start? I'm gonna break it up and then we'll talk about each one individually. So Facebook is about community, Instagram is about vanity.   X is about opinion and TikTok is about influence. Those are the four areas and understanding those four areas and how they operate will allow you to not to create crap content that you're gonna put the same content across every platform. And as a bonus, we'll talk YouTube. All right. I feel like YouTube is a bonus. Well, I feel like YouTube is stalled out in some way.   PCMP (06:55.822) so like I know the shorts have kicked in real hard because we're just like it's a rip-off of TikTok, but same with Facebook Real. Well, do you want start with YouTube? We can. I I just like YouTube is so cause YouTube is still long form, I get that. Right. and we still get plenty of views on it from our own stuff on the podcast and stuff. But it's just I f I do feel like the creators have kind of like thrown their hands up a little bit where you had the top creators that make all their money and then all the other ones like we aren't making money anymore. We don't know what to do. Right.   I don't know, I just I mean, gosh, YouTube's been around for twenty years. It has been. Well, what what is it really? What's that? It's a search engine. Yeah, yeah. It's still like you you are searching on YouTube to fix or find out more information. Right. And even down to the very foundation of it, my children are using it as a search engine. They want to know how to beat a game. They go to YouTube.   They want to know how to create a YouTube channel, they go to YouTube. But they're they're using it and now it will spiral down an entertainment rabbit hole. Yeah. Right. Very good. And it'll start feeding them what they want to know. But what is YouTube? A YouTube is a way for you to educate an audience that you create. All right. So is it a social media? Is it a search engine? I've heard I I've It's both. That's why it's a weird one. Well, and I and so like I'm a DIYer, so I always what I find myself doing is that I will   Kinda wanna know about something. Go to TikTok real quick and then I realize it's just a bunch of opinions. Yeah. And then I like let me go to YouTube and actually figure out how to do the thing. Yeah. It's much more instructional. Yeah. I do wonder if YouTube university will be like the thing at some point. Yeah. I d I mean 'cause we always joke about that. But I wanna we have a YouTube education. Yeah. And by the way, I hold a YouTube education in much higher regard than even a traditional education. Yeah, because you can yes, you can dig a lot deeper with YouTube, honestly.   Well, I mean, okay, so in full disclosure, I am back in a Highlands College Leadership Institute. So so I am back in school because I'm trying to level up my leadership. Okay. I I don't want to poo-poo all over Highlands College. That's not my goal. But it is very clear the difference to me in a professor standing in front of a classroom teaching versus YouTube who is educating me properly, the how to, the walkthrough, the deep dive, the   PCMP (09:15.992) video and all that kind of stuff, even structured, right? Where at college they're reading slides to me. Yeah. Right. So I'm I'm like, there's a difference in a syllabus and something that you have to cover to check boxes in education versus people seeking out information that's really going to teach them what they want to know. Now, that doesn't mean that I don't value education. I value the right kind of education. Otherwise I wouldn't be in school again right now. Right.   but I am seeking out the the knowledge. But let me tell you what, I am getting more leadership knowledge from Alex Hermozy on YouTube than I'm I have gotten so far this entire semester in school. Yeah, yeah. And and like there's a and Alex Hermozzi give him enough time, he'll have his own school probably of some sort. Well, I mean he invented school, S K O O L. Yeah, yeah, yeah. But I'm saying like I I could almost see I wonder if he'd ever go traditional. Right. I don't know. Like   'Cause I I think, you know, for col I know this is a little rabbit hole, but like colleges, like they're in a really tough spot where they were the go to for education after high school. And then things got expensive and then YouTube came out. And then now you can have b you know, the con academies and stuff have come out. And now it's like okay.   There's a formal piece too that's very expensive now and then I'm not gaining like real world real world knowledge with exceptions of doctors and engineers and things like that. Like there's there's that place. But for business degrees, for general education degrees, like what is it? What value is is there being at at this point? Like it's it's challeng it's a challenge for the school system and they don't really know what to d I don't think they don't know what to do. Well, I mean, the value is college football or   whatever school. Yeah, now it's more like that is the value to go into a university. It's a social aspect at this point where you have interactions. I I really hope that the schools will adjust and say when you're part of a school system like this, we're going to have real life role playing in the on a constant basis, not just something you read and take a test on. Like I need like actual interactions to see what happens. Because like I do remember like the only value that sounds terrible only like true values I when I was getting out of my   PCMP (11:31.457) Undergrad and my masters was all the group projects where you had to learn how to work with terrible people and good people. I there is a lot of value in that. That is real world. You you have the quiet quitters. You have the ones that don't show up. The A players who just do it all. Who who are are like getting after it and then you have the B players who exist and they check their boxes. I even had a instance where I was like the A player for most of the projects and then I came across a project where there was another A player   And I started to do stuff and they're like, they took me to the side and said, Why are you doing all this? Like, well, why not? And then they got mad at me because I went too far with something. Anyway, it's just like a whole thing. And then when I got to master's, it was the opposite. I was trying to keep up. And they're like, We all we all got work to do. Let's do it now. Yeah. Totally different environment when you get into a master's program. I my goal isn't here to to to blow college out of the water. I'm just sim simply saying that YouTube as an urgent care.   Right. You can you can use YouTube to educate your audience. What is the difference between an an an ER and an urgent care? That's a great place to create long form content. and then you can take that same content and put it in an entertainment factor and put it on another platform. We'll talk about that in a minute. But you're gonna you're gonna educate your audience on YouTube. We're putting the bonus up front, baby. Let's go. You're taking it technically the it is the bonus up front, but it's technically the longest form of content you're probably gonna make. Yep.   And then everything else we talk about will be shorter form. Now it short form has changed over the years. It has. We used to say, it has to be less than 30 seconds. Then it became less than a minute. Now it's less than 90. Now now like, two to three minutes is okay. It's because the platforms keep allowing it. Yeah. And now we're like, I can sit for two to three minutes and watch this very second. Six seconds. That's it. And then that was like an art form. And then people would stream 30 Vines together.   And it would become a TikTok. It would make it a lot for them. Now they play all those at Bully Gellies. Yes. Anyway. so YouTube is gonna be what you're gonna do to educate your audience. I'll think of it this way. I've got a a good friend of mine, Bethany, she works with Southern Media Care, and she loves to do sutures. She loves it. It's her favorite thing on the world. Like she would rather do sutures than anything. That's kind of funny. And so if she could get like a dummy arm or something like that and do a YouTube video on how to suture an arm, that content would be amazing.   PCMP (13:51.277) Right. So that's just an example of, you know, how how to, I don't know, get those two little things and pulled together to close up a to close up a a a cut. Right. I don't even know what those are called. Sorry. Call me ignorant. You know what it is because you work in urgent care. tell me, do you know what a backlink is though? Boom. There you go. Anyway. see we all have our own expertise, right? but but that th those type of things YouTube is amazing for, right? So so people are like, I need   What is this new version of of how to do a suture or whatever, right? What is this skin glue? Like, people are gonna go to that for that content and they're gonna find you and you educated them so you're building trust. Yeah, yeah. Well, I wonder too in this industry if educating video if education videos are easier to do than entertainment videos. I would say they are. I am so much better at showing you how to do work than trying to figure out a way to entertain you. Yeah. Well, and that's what I'm thinking. Like,   And there's a line because sometimes the education is entertaining. Yeah. Because it's like, I'm learning something kind of cool that I could apply or like I feel smarter about. So Well, I mean, I like to watch documentaries. Yeah. So like that is entertainment to me. And that's so it depends on the person. That's right. Me and Kyle Channel. My my son who is off at boot camp right now, we love to watch documentaries together. And I don't know why. Yeah. I guess we love to learn. Yeah. which is funny because he hated school. What do you do? I was like, wait a minute. So we're   well let's move on past YouTube. YouTube is both a search engine and a social media platform. It is a search engine that allows you to have people comment and and stuff on your videos. So that's the social aspect of it. So let's go straight to Facebook for a second. Facebook is all about or I guess meta. Well, so I'm gonna keep Facebook and Instagram separate. Okay. because I think they're two d they're they're two parts of the same platform and they have a different approach. So Facebook I see as community.   This is this is especially groups and stuff. But I will also say that it's changing. It is weird right now. it used to be where you would go there and you would be looking at pictures of your family and and sharing things that are going on in the community. That is still a place for that. But if you were to go to your feed right now   PCMP (16:08.362) I would make the argument that ninety percent of what you see has nothing to do with the people that you know. No, no, no. It's weird. Where and now there's two feeds. You have the friends feed, which I do not default to. Yeah. And then but the default feed is the you might be interested in this. Yes. And I don't follow any of these pages. But somehow it it's all I see no grab. Yeah, there's a button that says follow. And like that means I've never followed you before. And and a lot of it's AI content and   Like there's one guy follow called like good financial sense and he's actu I have to assume it's AI content because he posts like four times a day. But I fin after like a month, I was like, I I kinda like this follow. But it didn't actually change anything. It's just showed up the same. Right. So it's just like what is this fee? 'Cause I didn't ask for any, but it but it does know you well enough. It's like you probably are interested in some of this 'cause I was like, that's kinda interesting. That's kinda interesting. And there you go. I went down a a rabbit hole.   I want to say it was yesterday. Here's the deal. I was running ads for one of our clients, and automatically it was popping up AI content for them. And the people that were in the images that was supplied to me by our client when I was running Facebook, they were pissed. I say, yeah, I get it. I get that. But but but this is Facebook ads, so I apologize. A little bit of a deviation, but it had decided, hey, I'm gonna go in and generate these ads in AI and make it a pictures move and all that kind of stuff. Make it very AI looking. And I'm going, I didn't ask it to do that.   but you know what? Those AI images were outperforming everything else. Which I think is probably where the platform is just gonna prefer it. Yeah. Because they want to promote it. That's right. And then something that's going to happen, then it will change. Well, what it made me do though is when I saw the ad show up in my feed, because I was outside of the target audience, I clicked the little three dots and one of it is why am I seeing this ad. And then it takes you to a page where it can go, here's what we have on you. And it showed.   Everything I've engaged in. And I was very happy that it was nothing inappropriate in there. So I was glad I was like, go for me. Right. But it it was showing me you've clicked on this ad, you clicked on this ad, you like this post. This is where we're formulating your avatar for us to show you content. And I kind of appreciated the fact that it was letting me know what I was engaging in and why it was showing me what I what I wanted to see or didn't want to see or whatever. So explain again how you see how you saw that page. If you see an ad. Okay.   PCMP (18:32.216) There's three dots next to that ad. And you you can say on that click the three dots, it'll say, Why am I seeing this ad? It'll take you to an another page that'll say, This is what we think about you. Click here to see what you've engaged in that that formulated that opinion or why the algorithm is showing you what it and it's pretty good at it, by the way, because it is stuff that I'm interested in for the most part. back to Facebook being a community, right?   You can build community on Facebook. You can build your following. You can build your group, but people are there for community. That doesn't mean that's always what they're being served up, but you want to build community. Like are you out in the community? Are you are you part of groups? Are you part of neighborhoods and stuff like that? that is gonna be a great place for you to talk about your urgent care and and how it's serving the community. Yeah. Well, and I think, you know, talking about community stuff where I am   I find myself personally I've joined groups of interest and that's where I communicate mostly. With the exception of if somebody posts something that I know personally, it's like, yeah, let me celebrate that. Which is one out of twenty one posts. Yeah, yeah, yeah. Yeah. It's about Honestly. Yeah. Like there was one yesterday my pastor had reposted something from Babylon B, which I thought was funny, but it was the you basically have made the holy grail when you have the fridge in the garage. there you go. That's right. Like, yep, yep. That's fun.   all cool. So that's Facebook, all about community. Of course, that's also your ads platform on Meta. That's where you're gonna deliver all of your ads if you run ads. But let's kick over to Instagram. So we talked about Instagram being very vanity. Yeah. Right? It is. when I look at Instagram, I'm still getting pictures of all of my feeds, but it is very selfie driven. Yeah. I don't even venture into Instagram 'cause it the algorithm is so intense where like if you pause for half a second, it's like, that's all you want. Like, no. Well and and   I don't know about this for you. I guess because I'm a guy, it changes at ten o'clock. Yeah, yeah, yeah. It does. Like and I don't know that's a frustration. Nothing but OnlyFans stuff. And I'm going, I don't click on that stuff. Why are you showing up? Yeah, yeah. And it's one of those yes. And even TikTok's got that same problem. Once you get like to nighttime, like what in the like I It's like HBO after hours. It is like it really Cinemax. And I'm like, I just gotta turn this thing off because I can't get away. You can say   PCMP (20:52.716) Dislike, dislike, don't want to see anymore or whatever. And and then I click over to YouTube at that point. And then YouTube stays pretty clean. Like YouTube stays that algorithm is not as aggressive. Yeah. I mean, but it knows I'm a guy and it knows my age and it just show stuff and I'm going Nope. Like no. I just go put my phone on the charger and and and we move on to YouTube at that point. But nonetheless, it's very vanity driven. Yeah. so lots of selfies, lots of food pictures, lots of highlights. Highlights, travel. Yeah.   Reels. I started a new channel and it's growing fairly quick. Now it's not like rocket fuel or anything. I'm not an influencer, that's not the point, but it's called Pics with Planes. yeah. And it's just I'm showing pictures of of planes that I like and it's like my own little thing separate from my from my actual Instagram page. It's getting better interaction than my than myself because I have the proper hashtags, it's all about the air aviation. super focused. It is very focused.   which brings me to the point with Instagram. And there's a reason I brought this up, is you can focus. It's okay to focus and be vain about it. Man, look at my look at my office. Look at this install we just look at this new piece of equipment we just stay in the life of a urgent care provider. All of that kind of stuff, right? So you can be all about you where Facebook is all about them. Yeah. Instagram   Can be all about you. You can have your own little highlight reel. You can be your own little celebrity on Instagram and and not be looked down on. Yeah. On on Facebook, if you're not building that as a community first, they will burn you to the ground. They will. They will for sure. Instagram, totally acceptable. Take all the selfies you want. Yeah, the exact same post that you're getting burned on and Facebook probably does really well on Instagram. That's right. That's right. Yeah. Excuse me. So then let's take it to X, formerly Twitter. Grox.   As you call it. Well, Grok is the AI, X.ai, I don't know what it's going to be, but it is still a very popular platform. Yeah. so X is all about opinion. That can be opinion about politics, that can be opinion about religion, but it also can have your opinion about medical. And I think that is a healthy place to offer those opinions. And maybe you have healthcare reform opinions. Well, as a medical provider, I want to know your opinion. Yeah. I care about your opinion.   PCMP (23:11.244) I don't have to agree with it, but I but I care about it. I care about what you think about urgent care and where it's going and what it's doing. I care about what you think about a couple of years ago when the United Healthcare CEO got murdered in the street. I care about your opinion on about that being in the healthcare. That's where your opinions live. And it's okay to be opinionated. If you think people should be coming to urgent care for every little sniffle cough and and chest congestion, share that opinion. That's okay. It's an opinion platform.   Be ready to be berated on your opinion and for all the people that are to come line up with you. And a note that if you're putting it out there, you're being held accountable to that. Yeah. Somebody will bring that up at some point. Yeah. But it is an opinion platform. Yeah. And it is okay to share your opinions on that platform because that's what it was built around. So do you think on X it's a personal opinion platform, not a business platform?   Page opinion platform. I think the business owner can share their opinion about it. I think their their intern that they hired over the summer doesn't need to I hey listen, I had to shut some stuff down on our own social medias because I don't share some of the same beliefs with some of my team members. Yeah. And they were sharing some things and I'm like, get that off my page. That is not who we are. And boy, they didn't like me for it. And I don't care. I own the company, I'm responsible for it. Right. And I don't care about their opinion.   I care, but they're not gonna put it out publicly. Man, the emails I was getting, or I'm sorry, the messages I was getting, based on some of this stuff, and it doesn't matter what it is, we've already handled it. But the point is, is you asked a very important question. The opinion needs to come from the person who has the most to gain or lose from it. Yeah. And I think that's where a X lives, where you may be Nick's urgent care, but Nick's urgent care isn't necessarily posting. It should be Nick, the owner of the urgent care that's doing most of that.   I'm a mindset of. Let me give you a real world current event of what I'm talking about. This isn't social media, but it is social media. Ed Sheeran. yeah. That was a He had Macklemore, who was an opening act for him, go all in politically on Free Palestine. I don't care how you feel about that. That's But that's what he did. He he focused on it. That's what Macklemore did. Guess what Ed Sheeran did?   PCMP (25:30.594) He went the opposite. No, he kicked him off the tour. That's what I'm saying. Like he's he was trying to keep neutral and everything because all he wants to do is entertain. Yeah. Somebody that was invited to tour with Ed Sheeran, the headliner, the main event, the main guy, brought their own opinion and bout has wrecked that whole tour. Well, I think it is wrecked because I think the other ones Aaron Sheeran bought everybody's tickets that were pissed off at him and gave them to veterans who couldn't afford to attend the concert and he's bringing them to the concert. That's fun.   So you know what? He's never at any point stated his political opinion one way or the other, but he's had to clean up a mess because somebody else did not represent his opinion or his comp it may be his opinion. He never shared it. Yeah. That's the whole point, though. Is if you're not careful with who you allow to do your social media, all of a sudden the I watched an urgent care get destroyed this way. yeah? Yeah. Well, I don't even mind saying their name, your kid's urgent care.   Right. They they hired another person that was a completely different political belief or sexual belief or whatever you want to call it that started posting that stuff and that whole company melted to the ground because of now your kids' urgent care is still alive, but it's not the same company that it used to be for that very reason. Yeah. Right. Well, I just think, you know, when it comes to opinions and so forth, like like the edge sharing thing.   Or like any musician, they're there to entertain. I I never I've never understood why people lock into I if this celebrity says this, I'm gonna believe it. Like they're a celebrity, they they're there because they entertain. They don't really know anything about much. I'm a huge Dave Matthews man fan. Yeah. There's never been a more political person singing music. Yeah. But I know that about him when I listen to his music. So I can I can choose to listen or not listen based on my own political or or or whatever beliefs, knowing that that's what he's about.   But Ed Sheeran is not known for that at all and has stayed out of it. Yeah. And then third party comes in and decides to use Ed Sheeran's platform. Whether h Ed Sheeran agreed with him or not, he was never given permission to do that. This is what I'm talking about with social media. When you hire an intern, when you hire even a social media person, outline   PCMP (27:41.549) Yeah. The do's and don'ts. Be very clear about what you can and can't do on social media. Is that right? We ask that. Sorry, I know I keep interrupting. I apologize. But we even ask our clients do you want us to say happy Easter? Do you want us to say Merry Christmas or Happy Holidays? Or not. Do you want any post on the fourth of July? Yeah. Do Christopher Columbus Day. I need to know. You know what I'm saying? Like before we post that. And I think that's just a good rule of thumb, too. Like if you you the owner, if you've been posting stuff.   And then you've hired somebody to help help with that. Have you just like set the boundaries of where we are and how the post? Right. Because it comes back to the owner if it go it's sideways and you gotta account for that. And just deleting a post doesn't really fix the problem because it is burning people's brains. But I was gonna say briefly, like this I've I've never understood why celebrities, when it comes up to like election time, I side with this. Like   How many people are switching over because of what you celebrities said? I just, I don't know. I just, I've always thought like that's such a waste of time and energy just to say you should go over. I'm like, but you're you sing a song. Who cares? Some people want to die on that sword, Michael. I know. I mean, we even have clients that are so bought into their pol politics and their and and whatever, they won't post about that. If that's what they want, and it's representing the business owner.   Okay. Yeah, yeah. Like it's not my job to sit here and judge you. I'm just I I I'm just saying like whatever goes out on social media needs to represent the will of the owner. Yeah. Yeah. And I and I live in the world of I want just give me the fact. The opinions can go to the side, please. Sure. But but if you want to to share opinions, X is the place to do it. That's that's the whole point of that social media platform. This is not for Facebook. This is not for Instagram. This isn't for TikTok. This is for   X. That is your opinion platform. And I just want I just want our urgent care listeners, I want you to post the right content in the right place. Yeah. Well and that's what I'm talking And I even think, you know, I like we'll be going to TikTok in just a second, but just if you start posting your opinions in TikTok, you start to get unfollowed. Right. Versus gr not gro X, there's not a big exodus on your following because you're just hooking into the people that are who who already know your opinion. Right. So I just cause I've seen so many   PCMP (30:00.313) TikTok accounts like start to fall because they put out an opinion that did not jive. Yeah. Well, I mean, there's there's a company that I I like the company and wish they had stayed out of the political venue. That would be sticker mule. yeah. Yeah. And it was hard to watch, but I don't care that they had an opinion. They just put it on the wrong platform. Yeah. Well, I even think about are we going to TikTok next? Yeah. Okay. So on TikTok, was it   It was a golfing company that put out a video where like the the man was just talking down to the woman and it burned them to the ground. I haven't seen that. You must have pulled that really, really quick. No, it's still out there. Is it really I wish I could think of the name of it? Anyway, but no, but TikTok's so interesting because you you're very you have to be very careful in TikTok from a political view or just a personal opinion view because you have very opposite ends on those comments and it can just work against you.   but on TikTok, what I think is working, I think TikTok is the micro influencer platform at this point. I have two micro influencers that I follow almost exclusively, it feels like, because they're so funny, and they represent how simple it can be to get a following. Right. one is Barry, Barry Dabbs. So he is here in Hewettown, actually, not far from us. He is the store manager of a food giant, and it's Barry, and they're like, it's Barry. And   He like, go find Barry, just look up Barry Dabbs, you'll find him. It's real easy. And he's a probably in his 60s, scrubbly beard, very country. And he started off just posting about like specials in the store, and then things about the food, hot food area, and all that stuff. But then he starts like spinning and all that. It's like it's almost it felt like a train wreck, right? When you watch it, but you couldn't like unwatch it. You're like, this is so funny.   And he would post every day, multiple times a day. And then he has a following. Now he has like millions of views and people love him. He has merchandise now. He's like a local celebrity now. And all this happened in like a year. Good for him. And it's like and the the the the thing is, if Barry can do it, anybody can because he is he doesn't like honestly, he doesn't look great on camera. Like that's not who he is. And but he's just being him. And like we even went to his grocery store a few weeks, maybe a month or so ago to go try his breakfast that he kept promoting.   PCMP (32:24.544) It was really good. And he was there just walking around talking to people at the store. And the store is probably paying him more like to keep him around. Yeah, yeah. Well, being recruited by Publix. And right. And I'm like thinking so and I and what's happening, he now has other associates in the store doing their own content. And like there's a butcher and he's talking about the meats and stuff. And it's like the most awkward crap you could watch. But it's like I can't look away because you're just the the guy down the street. And I'm really entertained by this.   So that's that's number one. And then number two is mullet reviews. And mullet reviews this is so funny. The fish or the hair? The hair. And so this guy, he's from Ohio, and he has been, I he has been doing restaurant reviews, whatever, for maybe two or three years. But this year he started the I'm trying to get food poisoning from a Chinese buffet, day one. And so he's at day ninety five right now. And he hasn't gotten food poisoning for now.   And but he goes to like he's playing Russian real life. He is. And the and the comments are so funny because he's like, I'm just talking to him, Mike, and my wife's recording, and he's just so bland about the whole thing. I think I've seen that guy. You've probably seen him now. And but when you look him up, he is actually a postal worker. Okay. He delivers your mail. And so he does this, and he's now he's maxed out his Ohio bu buffets. And so now he's like in Indiana. He went to Tennessee and now some other places. And he can't get food poisoning.   And it's almost like I bet he did, but nobody said anything. But some of the restaurants he goes to are like, my God, how is this even possible? But like h the last thing I s last time I saw him, like a couple of days ago, he had over a hundred thousand likes on one video. And this guy is taking like three minutes of a video of just like him going to a buffet and looking at the food that looks gross on the plate, you know. Right. He and now he's even known for walking into the bathroom without shoes on.   And looks down and looks So this is kinda great. Yeah, exactly. And then people are calling, Why do you not have shoes on? And it's like it's part of the game, right? Like he's like, it's entertaining and stuff. Is it is it to kill yourself? Like Well and he's trying to get sick and he won't get and he can't get sick. And then the he had a breakdown video where he's like, Guys, I can't handle this anymore. It was like at day seventy. He's like, I thought I'd get food poisoning by now, but it's just not happening. He's like, I can't handle this this trend.   PCMP (34:38.962) He's probably tired of Chinese food. Well, and I I'm like, and then there are people who are coming, this is how much he has spent so far, and it's like four thousand dollars on Chinese buffets. I wonder how much he's made on TikTok. I know, but it's like he's probably 10X and that on TikTok. But like that's another example. It is the most bare bone, like he's just going to really crappy restaurants and just looking at it and like the most like dead face type of thing. And   It's just funny. Like it's just so entertaining 'cause you're waiting for him to say, That's awful or I'm about to be sick or whatever. And then the one that got me was like he had these like little clam things that like they were filled with something. He bites in he goes, no, it's mayonnaise. In a clam. In a clam shell. So we need to find a micro influencer that'll just go around to different urgent cares and yeah, I've been like, Here's my experience. Here's my experience or like a lot of hippocompliance issues there, I could imagine. But but the the whole point of the Barry and the mullet reviews guy   These are normal people. Right. They're just and they're like not extravagant, like people down the road, like your neighbor. And they just decided to focus on something and do that. Because if if the mullet reviews didn't do with this trend of just going to Chinese buffets but kept swapping in stuff constantly, we would have lost interest as a as a community. Like, yeah, okay, whatever. He's not doing it as often. Barry, he's 100% about his store and about promoting everything about the store and then helping people.   And like we're look we're locked into that. And so and then he has this like patented twirl he does in front of everybody. that's funny. He twirls and one time he's like, I'm gonna go real fun. He did like five and he like fell sideways. Well, I I love the fact that you had that that you went a different route than I would have. I agree with the micro influencer, you were correct, that's the entertainment side. I look at it also as the trend side. So I look at TikTok as if there's one trend video.   then you can probably recreate that in an urgent care. a hundred percent easy. Like we do it in in in marketing all the time. Some other trend that has absolutely nothing to do with digital marketing, we'll go recreate that trend internally. Yep. And we just create a culture around it. And that is the the the the most important part of it is if one is community and one is vanity, one is opinion, well then this one would be culture. Right.   PCMP (36:59.212) And I was gonna say in if you're an urgent care and like, I don't I'm medical. I don't wanna post stuff on TikTok 'cause it it it may be trendy, but I feel like I'm breaking a something. Right. Go look up dentals. Like any of dentist office. They're good at it. Dentist office are very good and chiropractors are very good at it. Like those are too medical, like they have some things they gotta follow just like you do urgent care. But they somehow make it super entertaining. and I even for us recently talking about taking a trend to making your own, like we did the keyboard clacking. What does the keyboard sound like?   Yeah, that was really fun. Did you hear that Dolly Parton? This is kind of relevant. How she came up with working nine to five. So she was getting her nails done. I swear this is relevant. She was getting her nails done. I can't do it because I don't have nails, but she was doing this with her nails. Yeah. See if we can get it. I don't know if you can get it or not, but she was doing that. She said it sounded like a a keyboard typing, and all of a sudden she started writing nine to five. Yeah, yeah, yeah. Waking up early in the morning. Yeah, yeah, exactly. and now we have September twenty fifth as Dolly Parton Day. Worth every nine to five. I love it.   I love that. I just didn't even put that together. It's like Mario Day is March 10th. Mario. Mar1Z Mario. Yeah. anyway. And then of course May the 4th. Yeah. Revenge of the fifth. there's so many stupid days out there, but Dolly Partons is not one of them. anyway, that's it's funny that you made the keyboard sound, but that's there you go. It incorporated a Dolly story. Yes. Timely.   but yeah, I I think you're you're looking at the culture piece when you look at TikTok because the culture shifts and trends and all these different kinds of things. so if you're on there talking about, you know, this is urgent care, this is what we do, this I then you're doing it wrong. TikTok is very relevant, even for an urgent care, but it's gotta be trendy and it's gotta be culture relevant. And that's what I want you to think about as an urgent care owner or or sending out your social media team.   Is is using it as a culture platform. So there you go. That's the that's the four. But Nick, what about Snapchat? I don't know squat about Snapchat. Here's what I know streaks. That's all I know. They have these things called streaks that cost me money every time my son hits it. That's all I know. All those Facebook's threads? Yeah, I don't know anything about that either. I'm not on threads. And now they have their new AI now that Manus is broken off. It's some blue squiggly mark. I don't know what it's called. we're just in a in a world of like whatever works, but then we   PCMP (39:20.61) But I had to give Meta credit. It has survived them all. Well, they're the OG. I know I I get that MySpace is the Friendster. In Friendster I didn't I wasn't on Friendster, so I don't know much about it I know I know MySpace, but Facebook is the one that that really made it I mean it changed the world. It knew how to monetize. I I think it did I I think Facebook changed the world for the better in in some ways and has completely destroyed it in other ways. Yes.   that's for another episode for another time. We'll go to to an opinion page on that one. There you go. Find us on X for that conversation. No, we don't. but I do want to encourage you while we're at it anyway, go find our TikToks. We we we have some fun on our TikTok page, so patient care marketing pros on TikTok. and then of course, you know, check us out on Facebook at patient care marketingpros.com. Yep. and then leave us a review.   We would love that. That would be super cool. Yeah. As it sits right now, I was looking at our Apple Podcast reviews. We only have 30. Love to get to 50. You will help us out tremendously. So if you've been listening for a while, go to your if you're probably on your phone, rate us real quick. It helps. And then finally, Chuck, thanks for listening, man. Chuck. We appreciate you. We appreciate you. We had a great conversation. We'll hear this soon. Happy listening, man. Yeah. Hey, y'all have a great week.   We'll see you soon. See ya. Bye bye.