Dentaltown April 2015 - (Page 86)

practice management feature Facebook Updates and the Impact on Your Dental Practice by Angela Weber, BA, MBA Usually when people go somewhere expecting to be social, they're not interested in talking about business. They might be somewhat interested in hearing about other people's businesses or opportunities, but these topics rapidly become annoying if they are allowed to overwhelm the conversation. Facebook, which is of course the No. 1 online space where people go to be social, has learned through surveys that its users are turned off by promotional content. In particular, Facebook found that users don't like: 1. Posts that solely push people to buy a product or install an app 2. Posts that push people to enter promotions and sweepstakes with no real context 3. Posts that reuse the exact same content from ads Users instead want to see stories from their friends. Indeed, they do like seeing items from businesses' and organizations' pages, as long as the users care about the business and don't feel like they're being spammed. For 2015, Facebook intends to use its algorithms to keep an eye out for overly promotional posts from business pages, and then downgrade these posts in users' news feeds. This will have an impact on dental practices that use Facebook for marketing and advertising. If your dental practice is putting up posts like this: "New Patients at ABC Dental get a free Spin Brush when they sign up for treatment. And the first appointment is free! Make your appointment today!" ... you might as well stop. Not many people are going to see it. But even though using Facebook to promote your dental practice will become more challenging, the platform is still worth your time. Here are a few tips. Be engaging Say something of interest, and don't just run contests to get a lot of likes. Tell your practice story. Give people something to respond to. Use social media as an opportunity to connect with potential and current patients so that they get a better understanding of what you are all about. One of the most overlooked aspects of social media is engagement. You want BY Angela Weber, BA, MBA 86 APRIL 2015 // dentaltown.com people to comment on your posts. You want to be part of their conversations. So be sure to respond to any comments posted on your page. These are gold. Each comment represents another opportunity to engage and treat your Facebook fans like friends. Empower your team If you're the only one posting on your Facebook page and it's getting overwhelming, invite your team to join in. After all, they have the most interaction with patients. They're in sync with what people are interested in. And they could possibly do a better job than you or an outsourced solution. No doubt some of your staff members have a natural facility with social media and use it frequently in their own lives. They instinctively know what works. Tap into their talents. Get to know your patient audience There is no shortcut on this one. Getting to know your patients will require you to pay attention. Let your previous posts be your guide. Look at which ones garnered the most comments, likes and shares. What content has taken off and what hasn't? If nothing yet http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown April 2015

On Dentaltown.com
HOWARD SPEAKS: When Staff Members Lose Hope
PROFESSIONAL COURTESY: Recommendations Refl ect You
Continuing Education Update
Industry News
Poll
Lateral Incisor Placement with CEREC
Oral Cancer: Stop Assuming and Start Screening
CE: Removal of Hemangioma, Fibroma and Performing a Frenectomy
Braces V. Aligners: As Technology Evolves So Do Patient Choices
Malpractice: Changing the Way We Practice
Treatment Planning for Implants in the Maxillary Edentulous Patient
You Should Know: Molar Media Mount
Collecting Trauma Pictures for a Lecture
A Progressive Treatment for the Over-Flared, Over-Prepared Endodontically Treated Tooth
New Products
Creating a Safe, Effective X-ray Practice
SmartBox: Marketing Prodigy Masters Patient Attraction
Facebook Updates and the Impact on Your Dental Practice
Improve a Dental Practice’s Fiscal Health by Proactively Managing A/R Days
Pennsylvania Doc Balances Professionalism and Humor
Ad Index
Product Profile: Ivoclar Vivadent
Perspectives: Being a Female Dentist in Yemen
Products in Practice: DENTSPLY
ULTRASONICS SHOWCASE
Ready, Set, Know: Making the Most of Your Dentrix Investment
Dentally Incorrect

Dentaltown April 2015

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