Social media is all about making and maintaining connections. And as a dentist, it’s critical to establish your presence not only in your community (which in social media talk, can mean a lot of things) but among people who share similar interests. The heart of social media is what dentists did years ago, long before dental marketing and social media. If you remember our article, “Did Dentists Use Facebook 50 Years Ago,” we connected these ideas – years ago, dentists relied on networking and community outreach/involvement to gain patients. Well, when you think of it, aren’t you doing a lot of those same things each time you log on and interact on your social media platforms?
The Goal of Social Media
The best goal you can set for yourself is to get in front of others!
In the world of social media, this means connecting with both followers and communities.
But, How Do I Do That? Start with Networking.
Start networking with other groups who have a strong social media presence. This allows you to get in front of others and share information that begins cultivating that relationship. Through that, you can start getting people into your practice! The key to remember is you build your community directly by getting in front of others’ communities. You can only expand so far within your own community; now is the time to get some exposure among other groups.
Social Media Properties Dentists Need to Know
When you consider where and how you’re posting and engaging on social media, it’s important to remember the differences between the different platforms. Facebook’s main audience is 35 to 50-year-olds, whereas Instagram’s audience skews slightly younger and predominantly female, at 25 to 35-year-olds. These are two, distinct core social media audiences that carry significant weight; you must think strategically about how you engage on these platforms. While there may be some overlap between the Facebook and Instagram audiences, they are different audiences overall, so remember that as you begin your plan to build that online community presence.
Measuring Success for Your Dental Practice in the Social Media World
What’s the whole reason you do social media as a practice? It’s the same reason why you do any type of marketing – to get patients. One of the big perks to social media is how affordable it can be to demonstrate your presence AND get patients in return! Just think, if you can enhance your marketing efforts and get new patients for less than $100/new patent or $100-$200/new patient via social media, you’re doing good! The ROI is high and you’re capitalizing on that social media investment.
But how do you measure success? It’s also by patients. You can be super active on social media, keep marketing costs low and engage, but if you’re not getting patients, you’re not succeeding. The most important measure is getting patients, not activity level. Secondary measures are building brand awareness and getting people to engage with your content, but if you’re doing that, the patients will come as a result.
Social media can open up lots of doors for your practice, but it’s important to learn the fundamentals before jumping in headfirst. There are lots of ways to spin your wheels online, but if you figure out how to implement some of those very tactics dentists of long ago perfected – connect with others and highlight your presence in the community, you can be on the road to success…with new patients coming in the door.
If you’re a newbie to social media or looking for ways to improve your social media marketing efforts, call the team at TNT Dental today. Our experts are here to help you navigate the ever-growing social media landscape and turn your time online into dollars in the door. And, if you liked this article and want to dig a little deeper, check out our next article in the series, where we look at the five things you must do on social media on a regular basis to not only connect with others but also help build that online community.
About The Author
Tim Healy is one of the founders of TNT Dental, the #1 creator of custom websites and marketing strategies for dentists. Recognized as a leading expert in helping dental practices attract new patients, Tim has a true passion for teaching dentists the important “business stuff” they do not teach you in dental school. If there is anything Tim can do to help you, please do not hesitate to contact him directly at the office, (877) 868-4932, on his cell, (214) 680-1270, or via email at tim@tntdental.com. Of course, you can always visit www.TNTDental.com to learn more.
