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
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