Pacific Coast Society of Orthodontists Bulletin Winter 2012 - (Page 41)

ANNUAL SESSION THE TOP THREE SOCIAL MEDIA MUST-HAVES FOR YOUR PRACTICE #3: FACEBOOK It’s easy, and free, and most of your patients already spend time on Facebook; as Zig Ziglar said, “Fish where the fish are.” New activity pops up in user feeds automatically, keeping your practice on their minds. Properly configured, Facebook is safe and secure. It’s easier to update than a Web site, and it can contain much of the same information. Dr. Jorgensen’s practice posts photos from events, short recommendations from patients, and “Smile of the Month” photos (with permission from parents and patients). He has also added custom tabs with general information, blog entries, and reviews. #2: BLOG Surprisingly, Dr. Jorgensen says that nothing brings more people to his Web site (about 2,000 unique hits per week) than his bi-weekly blog entry. He uses his blog to answer common questions about orthodontics, bringing in traffic from around the world. This is important because the more hits to a site, the higher it will appear in a Google search. Users post questions and comments on each blog entry; people can interact with and share the blog. Blogging requires a bit of technical know-how, but it’s worth learning the ropes. #1: GOOGLE+ LOCAL You may never have heard of Google+ Local (formerly Google Places), but if your practice has a telephone number, you already have a profile automatically created by Google. This information shows up automatically on Google searches, including user reviews. You can see your reviews by going to Google Maps and searching for your office phone number. Google+ Local is the new Yellow Pages. It’s accessible to anyone with an internet connection. Unfortunately, anonymous reviews are allowed, making it possible for users to leave false or malicious reviews. Although business owners cannot remove or edit reviews, they can respond to them on behalf of their business. After verifying your identity, you can confirm the information presented is correct, and add links to your Web site and other general information. REPUTATION MANAGEMENT Whether or not you choose to participate in social media, there are people out there talking about and reviewing your practice. You need to be part of the discussion. What can you do? W I N T E R 2 0 1 2 • P C S O B U L L E T I N SUMMARIES BE IN THE GAME ∑ Identify the sites that are reviewing your practice. These may include Google+ Local, Bing, Demandforce, Judy’s Book, Yelp,Angie’s List, and more medicine-specific sites like HealthGrades, DR. Oogle and DexKnows. ∑ Consider products which help generate reviews like Demandforce or Practice Genius. These can help to certify reviewers and share reviews with multiple search sites. ∑ Set up Google Alerts to monitor the use of your name (or competitors’ names) online, and manually check the main review sites every week. If you get a bad review: ∑ Respond quickly, online and by phone if you can. You cannot take the review down, so you must respond! ∑ Be humble. This demonstrates to users how you’ll handle issues in your practice. ∑ Be informative. Explain the situation, and show that you are reasonable in handling problems. Discuss the reviews with your team and make changes as necessary. FIRST STEPS IN SOCIAL MEDIA There are things you can do now to start your social media presence: First, evaluate your main Web site for its social media readiness. A dedicated Web site is still the hub of a practice’s online activity. Ensure that all of the links work, that directions and contact information are included, and that prospective patients have information on how to make an appointment. Keep it simple and modern. Also, it’s a great idea to post prominent links to your social media sites right on the home page. Secondly, choose which social media you’d like to participate in, and set up or edit your profiles. Make a calendar of updates and who will perform each. Some of these tasks need weekly or even daily upkeep and new content. Decide who will be in charge of each one and stick to the schedule. Get started today! These technologies are available now. You don’t need to wait for everything to be “perfect.” A good place to get ideas is from non-competing orthodontists who are already online. Hire professional help if you lack the required technical knowledge. And don’t forget, after all your hard work, to get the word out to your patients. S 41

Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Winter 2012

Incremental Change
What a Time it Was!
AAO Trustee's Report
A need, A dream, A reality: A team approach produces an extraordinary outcome
PRECEDENT Orthodontists on Devices
The Complexities of Successful Herbst Treatment
Dr. Bryan Williams
Presentation Software
Treatment Planning: The Magic Step
Comprehensive Mixed Dentition Approach
Social Media 101 for Orthodontists
Update on Bonding 2012
Create the Future by Looking Back: 100 Years of PCSO
PCSO Business
Component Reports
AAOF Report
PCSO at a Glance
Case Report Pre-Treatment
Case Report Post-Treatment
In Memory

Pacific Coast Society of Orthodontists Bulletin Winter 2012