Social Media...What Does That Even Mean?

Webster tells us that Social Media is “forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content”. That sounds well and good and that definition makes sense…but what does Social Media have to do with your practice and why should you care?

Times, they are changing. Gone are the days of Direct Mail Marketing and News Paper and Yellow Page Advertising. Knowing this, you may have already stopped and asked yourself, “How on earth am I supposed to promote my practice?”  The answer is Social Media. Ok… so now you’re thinking, “I have a FaceBook Page for my practice, I’m golden.” Not the case. Social Media is more than just having a FaceBook Page.

There’s Blogs, Twitter, Instagram, Google+…and that’s just the tip of the Social Media iceberg. And knowing when to post is just as important as knowing what to post. While most practices think of the kids when it comes to posting on their FaceBook Page and Blog, the kids are not the people who actually make the decision as to which practice they are going to select for their treatment. “Mom” is your target marketing and “mom” is who you should be thinking about when posting.Shareability is the driving force for all content. The beauty in people sharing your content is once they share it, they feel an emotional ownership and loyalty to that content, because it has helped enhance others. Their loyalty to your content generally mirrors their loyalty to your practice.

While professionals in the orthodontic industry may find FaceBook Posts and Blog articles on Oral Hygiene, Invisalign and Eating Tips interesting, the majority of the general public does not and typically will not follow practices whose social media is heavily loaded down with this type of content. And if “mom” isn’t following you, “mom” isn’t sharing your practice with her friends. Finding the right mix of posts and articles on patient education and fun stuff to insure “mom” will keep sharing is key to a successful Social Media Marketing Program.You have an amazing practice, your patients and their families are thrilled with their results. Now it’s time to spread the word. Your Goal…put together a Social Media Program. Get yourself a FaceBook Page and a blog and start building your likes and followers. Post content at least once a week, if not more. And stay on top of it…cause believe us when we say, the practice down the street is already doing just that.

Not sure where to begin or how to manage your Social Media? Give us a call. Many practices have turned to us to manage their Social Media Program because of our unique formula. Our practices have had great success because of the research we have done on the content your target market is interested in following.