Pacific Coast Society of Orthodontists Bulletin Winter 2012 - (Page 41)
THE TOP THREE SOCIAL MEDIA
MUST-HAVES FOR YOUR PRACTICE
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.
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.
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
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
∑ 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
∑ 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
FIRST STEPS IN SOCIAL MEDIA
There are things you can do now to start your social
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.
Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Winter 2012
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
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 at a Glance
Case Report Pre-Treatment
Case Report Post-Treatment
Pacific Coast Society of Orthodontists Bulletin Winter 2012