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Social media marketing: control your content

social media marketing
Social media marketing is about more than setting up a Facebook page.

Social media marketing for dentists appears to be free, fun and friendly. But you need to understand how the ‘marketing’ bit of social media works. Rob Johnson covers four key questions

Facebook is always tweaking and updating their algorithm to work out what to show people. If your dental practice has a Facebook page, or is thinking about starting one, that’s an important point to keep in mind.

Firstly, understand that Facebook, LinkedIn and Instagram are all marketing to you, not for you. They make their money from businesses paying to either advertise or boost content. If you’re an admin of your practice Facebook page, you are the customer.

You’ll get reminders all the time about how you can boost a post for a small amount of money and reach hundreds of people. It’s a good system, and works for both you and them in getting your message out.

But it’s getting pricier. I got one of those messages the other day, saying I could spend $10 and my post could reach 820 people! Which sounded appealing until I remembered I already had 2500 followers on that particular page. Facebook was saying I could reach one third of my own audience for only $10.

There has been a lot of advice about dental marketing through Facebook and other social platforms. I say “Facebook and others” because Facebook dominates the social space. If you are doing social media marketing, you should be doing Facebook and anyone else. A lot of the advice revolves around having fun and connecting with people, which are both fun things to do. In fact, that’s really what you have a personal Facebook page for.

But Facebook for business is a different beast. Facebook knows this. They know that your desire to reach people is for more than just friendly reasons. That’s why they charge you. And will continue to do so in ever greater amounts.

1. Do you still need your own website if you’re on Facebook?

So, if you set up a Facebook page intending to use it, rather than your own site, to connect with patients, you have a problem. Facebook owns that audience, and will charge you more and more for access to it.

Based solely on the numbers I’m seeing across four different Facebook pages I administer, an organic post nowadays only seems to reach about 0.1 per cent of your audience. If some people share it, and comment on it, that number might go up to half a per cent or one per cent.

But that’s okay, you think, because I can still pay a small amount to boost my posts and get lots of clicks, likes, and various engagement metrics. Which is true … but there’s a problem with that as well. What do

you get from interacting on social media? What does it mean when someone ‘likes’ one of your posts? Does it mean that they actually, you know, like you and your practice? Not necessarily.

Social media marketing for dentists is about more than just setting up a Facebook page and posting occasionally. Unless you pay a lot of money, those posts will never be seen by anyone. And if you do pay, those posts may be seen by people who will never visit your practice.

Just because that individual presses the ‘like’ button, it doesn’t mean all their friends see your post. Shares or comments are given greater weight by Facebook’s algorithm.

And if someone does comment on your post, what type of comment is it? Frequently they’ll just be tagging a particular friend (have you noticed when people just write the name of one of their friends in the comment section?). While that’s lovely they want to share your content with one friend, they’re not sharing it with anyone else.

And is telling a friend really an interaction? Try butting into that conversation between the friends in the comments section of your post. Most likely they’ll just ignore you.

Finally, there is also the problem of ‘fake likes’. Facebook fights hard to fix this problem, but it still happens. A percentage of the people you think are liking your boosted post are actually coming from ‘click farms’. They will like legitimate pages to appear more real to Facebook. They won’t hurt your business, but they won’t do anything to help it.

2. Will social media get more patients into your practice?

This is the big question. And the answer is no. Well, it may if used correctly as part of a well thought-out plan. But then it’s the well thought-out plan that’s getting people into the practice. Not the social media platform.

Like any form of media, social media can help people know you exist. But even a perfectly targetted boosted post or ad is only going to get a limited result. People don’t just decide to go to the dentist based on a single ad or article.

The trick involves regularly communicating with them. If you try to do all that regular communication through your Facebook page alone, you’re just not going to reach your whole audience. But if you use social media to drive people back to your website, you have a chance of capturing their details and continuing the communication with them on your own terms.

3. What social media platforms should you use?

That all sounds like I’m advising against using social media. I’m not. I’m just saying, use it in a careful, planned manner, with your objectives in mind. The actual social media platform you use should depend on who you’re talking to. Facebook, as I said at the start, is a given. But if you have particular services that appeal to particular audiences, you should try and find out where those audiences are. If they’re millennials, there may be more sense in using Instagram. If you’re based in a CBD, it may make sense to use LinkedIn.

I know what you’re thinking. “Who uses LinkedIn to connect with consumers?” But if your practice is in the CBD, you are surrounded by businesses. And if you create some content about how having a good smile helps your career, LinkedIn may be an ideal place to promote that content.

4. Time to plan

Social media marketing for dentists is about more than just setting up a Facebook page and posting occasionally. Unless you pay a lot of money, those posts will never be seen by anyone. And if you do pay, those posts may be seen by people who will never visit your practice.

You should still use social media to market your practice but do so in a planned way. Start out by thinking about who you want to connect with. Create content that is meaningful to that target audience. And find a way to get them back to your site, where you have some control over when you speak to them and how many people you reach. 

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