Increasingly, accountants, attorneys and physicians are using Twitter as a way to reach new audiences; speak directly with their clients/patients; and develop expert status on particular topics.

According to an article in the South Florida Business Journal, some surgeons are tweeting live from the operating room and providing opportunities for people to follow them through their days.

“Cosmetic surgeon Jason Pozner’s most recent tweets focused on laser hair removal, medical spa lawsuits, celebrity endorsements and armpit Botox. The variety keeps the Twitter stream topical, and links steer people back to his blog site, Cosmetic MD Nation,” notes Journal reporter Jeff Zbar.

“The variety has boosted traffic to the blog and led to ‘re-tweets’ (where his Twitter followers pass along his tweet). Pozner believes he’s reaching the Generation Y, X and baby boomer demographic that’s both conscious of their appearance – and increasingly active on social media.”

Twitter also is being used as a search tool by consumers, peers and others, and companies are using it for market research.

While some in professional services shun marketing, those who embrace Twitter and other social media to promote their practices are differentiating themselves, establishing their expertise and effectively reaching their target markets in an increasingly competitive environment.

To read the article, go to: http://tinyurl.com/l7uveo

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.