You hear a lot about “social media post ideas” but not as much about “social media post principles.” Let’s take a step back and review the fundamentals of what makes an effective dental Facebook post.
For too many practices, this is the daily social media process:
- Randomly choose a topic to post about.
- Spend half an hour searching Pinterest or Google for an image to use.
- Wonder why the post isn’t getting any interaction.
Sound familiar? Without first understanding the purpose of social media and having a strategy for your posts, it can be difficult to stay motivated when you’re not seeing results.
The “Why” of Social Media
As part of your marketing strategy, social media allows you to grow your practice by attracting new patients and retaining the ones you have. The primary way it accomplishes this is by providing unique opportunities to connect authentically with your community and turn patients into advocates for your practice.
When you focus on the “why” of social media, generating effective post ideas is easy. Every one of a dentist’s Facebook posts can help them build relationships and credibility, as well as lead patients to introduce their practice to family and friends.
Memorize these five fundamentals of social media strategy and share them with your team. Then, brainstorm post ideas together! You’ll be amazed at how quickly you can come up with a list of shareable, engaging posts that will help you grow your online presence—and in turn, your practice.
Five Fundamentals of Effective Dental Facebook Posts
1. Provide Value
First and foremost, the best way to build a strong social media following is by simply providing content that is worth people’s time. While brainstorming post ideas, ask yourself “What can I share that would improve patients’ lives?” Then, think about the best way to present it.
For example, you might make a short video reviewing the correct way to brush, or share an article about a new whitening product along with your thoughts on if it’s right for your patients. This isn’t to say that everything you post needs to be educational—you can also provide value by giving fans a chance to win a prize or just posting something to make them smile!
2. Make It Personal
One of the greatest strengths of social media is its ability to build a sense of community. Focus on the needs, interests, and personalities of your patients and team members. By doing so, you create connections not as a business and its customers, but as friends.
Our client practices consistently report that one of the best ways to kickstart social media engagement is by sharing photos of team members. When patients become familiar with your team and are engaged on a personal level in return, you strengthen the relationships that allow your practice to thrive.
3. Invite Interaction
Fan participation—such as comments, Likes and shares—amplifies the reach and effectiveness of your posts. But getting people to interact isn’t as simple as tacking “please Like this” to the end of all your posts. In addition to encouraging spontaneous interaction by providing high-quality content, occasionally design elements in your posts that give fans a good reason to leave a Like or comment.
You might tell fans that they can enter to win a pair of movie tickets by commenting with their favorite character from the series. Or announce that if a post reaches a certain number of Likes, a hygienist will dress up as the tooth fairy for a day. Asking for feedback about your practice is also a great way to spark a conversation.
4. Use Interesting Visuals
Incorporating images, infographics, photos, and videos is essential for an effective social media mix. A 2015 study reported that social media content with relevant visuals receives 94 percent more views than content without. Not only do images and videos make your posts more attractive, they are highly shareable and favored by social media algorithms—meaning they will appear on more news feeds.
There are many resources you can use to obtain visuals for your posts. Take photos or videos with your phone, or share links that have featured images attached. My Social Practice clients also have access to the largest library of shareable dental-themed images and illustrations.
5. Have Fun Together
If you’re having fun creating and sharing posts, you can bet your fans are also having fun following and interacting with you on social media! The growth difference between practices enthusiastically participating in social media together and those who aren’t is like night and day.
Involve your whole team, especially those who think they’re “too old for this.” Get creative. Don’t be afraid to show your lighthearted side. Our star clients strike a balance between fun and professional posts that showcases their team culture, builds unity, and invites potential patients to become a part of their practice family.
Try New Things, Find What Works
While these guidelines give you direction on how to create effective social media posts, what you create is up to you. Strive to provide a variety of content—team photos, articles, polls, practice updates, etc.—and measure interaction to see what resonates most with your follower base.
You know your patients. Share content that meets their needs and encourages them to get to know your team better. As you build relationships in-office and online, they will be more willing to introduce your practice to family and friends, helping you find new patients and grow your business.
Need some help finding great content to pair with these principles? Becoming a My Social Practice client gives you access to the largest library of dental social media content, and one-on-one training on how to use it effectively. Don’t spend another minute struggling to find just “something to post.” Download our free ebook below for ideas to try on your social media pages, and contact us for a free demo of our services!