With Facebook, Instagram, Twitter, and new social networks popping up every day, where should you focus your marketing efforts? Here’s how dentists can determine the best place for each type of social media content.
One of the questions we get most often from our new dental clients is “Which social media platform should I be posting on?” With so many options and the nuances of each platform, it can get confusing fast.
There are several factors to consider when deciding where to post, such as:
- The size of your following on each platform
- Length of the post
- Media in the post (images, videos, links to articles)
- Interaction you’re seeking from followers
- Tone of the post
But don’t worry! It’s not as complex as it seems. Just remember a few simple posting guidelines, and as you get more familiar with each platform the right style of posting will become clear. Let’s quickly review the social networks that will be of the most value for dental practices.
This is the big one. Facebook is by far the largest social network in the world, and the one your patients are likely to interact with most often. Facebook should be the starting point for building your online presence, and where you should focus most of your efforts.
Facebook’s versatility makes it a great place for all types of content. You can easily post text updates, photos, videos, links, and receive comments from fans. You can run giveaways and contests, and promote your posts with Facebook’s robust advertising features.
Most importantly, Facebook provides you with the tools and opportunities to strengthen relationships with patients and introduce your practice to the people most likely to become new patients.
Generally, keep your Facebook posts to one or two short paragraphs — and don’t be afraid to have some fun and show your practice’s lighthearted side! We also highly recommend that you read our blog post on how to create an effective Facebook post.
Some might think of Instagram as just for selfies or fancy shots of food, but its photo tools offer you a great way to showcase your practice culture. Also, with 500 million active users, Instagram can help you reach groups of patients and potential patients that aren’t regularly on Facebook.
Instagram is designed to be used primarily on smartphones, which makes it easy to snap and share candid photos throughout the day. However, you cannot put links in photo captions, which makes sharing other content more difficult than on Facebook.
Instagram Stories are a feature that lets you share as many photos as you want in a slideshow format — without clogging the feeds of your followers. They’re great for documenting and sharing activities like team training and continuing education trips! Learn how to use Instagram Stories in our blog post.
Your Practice Blog
Does your practice website have a blog? With the right strategy, blogging can be one of the best ways to build your credibility and trust with patients. In general, if you have more than a few paragraphs written about a topic, save it for your blog. Then, share links to your blog post on other social media platforms.
Blogging is ideal for longer posts like in-depth product reviews, explanations of treatment procedures, or team member spotlights. Check out our post about the fundamentals of an effective practice blog.
Twitter, LinkedIn, and Others
We know the time dental teams can devote to social media is limited, so we focus on strategies for the social media platforms most likely to help our clients build relationships — relationships that lead patients to refer family and friends. For other platforms like Twitter and LinkedIn, it’s good to at least have a complete profile page. These services can be another way for people to reach you with questions and feedback, as well as another place to share links to your content from other platforms.
The main rule is this: for any platform on which your practice has an account, make sure you’re at least regularly checking it for interaction and responding to any messages. Few things on social media are worse than appearing unresponsive.
Be Consistent and Build Your Online Presence
Whether you’re using Facebook, Instagram, your blog, or other services, post regularly and provide a variety of content. Don’t be afraid to post something every day — when people follow pages they expect to see their content often.
For most dental practices, the hardest part of social media is finding compelling things to post. Let My Social Practice take care of that for you! Clients receive daily, weekly, and monthly ideas and content to help them build a robust presence on every social platform they use. Download our free ebook below for ideas you can use today and contact us for a free demo of our services!