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Inside Dentistry
October 2016
Volume 12, Issue 10

Stay Current with New Social Media

Social media content also is continuing to evolve. Zuckerberg mentions the new Facebook Live feature, which enables users to broadcast live events. He advises dentists to consider using it when “you’ve got a patient in the chair that you’ve just wowed, and they can’t do enough for you. Too many of us just say, ‘Well, thank you for your compliment, Mrs. Jones, but that’s what I’m here for.’ Why not instead pull out a phone and ask, ‘Would you mind if I video you and broadcast it out to my Facebook fans?’”

Along similar lines, Tim Vassilakos, senior manager in charge of social media and integrated marketing at Henry Schein, mentions the tide of young patients who are taking pictures of themselves mid-procedure “because they want to show how great their dentist is doing something specific. It tells you that the next generation of patients wants to review their dentists but they’re not going to sit down and write a 400-500 Google review. They’re going to do what comes naturally to them. And it feels so much more genuine than a review.”

Although some patients may spontaneously be taking #dentistchair selfies, it takes a lot of thought and calculated effort to create an integrated online presence. For that reason, Friedman makes the case that dentists need professional help. “Social media is all about content,” she points out. “How do you create really great content that the market cares about? Content that patients will engage with?” Even if a practice has a modern website and a Facebook page and a LinkedIn account and Instagram and Twitter, “All of these different channels should look the same,” Friedman argues. “They should all have a similar view and voice and content strategy. Because if Peggy Sue does the Twitter and Ann does the website and somebody else does your Facebook, the community listening in will be confused about who you are.”

Final Thoughts

It really is pretty complicated to put a comprehensive program together,” Levin agrees. “It’s not one thing. It’s multiple parts, synergizing together.”

At the same time, Willardsen makes the case that “you can’t just hire it out without being hands-on with it as well. No one wants to read statistics on how fluoride helps cavities. They want to see the real practice, the real patients, and employees. So if you want a good reputation on social media, you have to be engaged in it.”

Geier seconds that idea. “When it comes to managing your reputation, you have to think about the fact that the reputation of your practice improves with the right team and the best patient experience. The more patient centric your office, the more you over deliver to your patients, the better your reputation will be. And this translates to the online community as well.”

References

1. McLeod NS. Enhancing the online presence of a dental practice. J Prosthet Dent. 2012;107(4):271-275.

2. https://www.brightlocal.com/learn/local-consumer- review-survey/

3. http://minoamarketing.com/how-to-ask-patients- for-online-reviews/

4. BuzzFeed News. Yelp’s warning: This dentist might sue you for posting a negative review. Posted July 25, 2016. https://www.buzzfeed.com/leticiamiranda/yelp-warns-dentist-may-sue?utm_term=.eeNWozE7R#.lj8YO9x5B

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