Why Building a Strong Social Media Presence Keeps Your Dental Practice Relevant
Dentistry was a bit late to the party in realizing the power of social media.
Many practice owners thought it, much like the internet, was just a passing phase.
They could not wrap their brains around the fact that this was a moneymaker growing their business and increasing its bottom line.
Boy, were they ever wrong!
At this stage of the game, most dentists realize that they must build a strong social media presence to stay relevant in keeping with their brand identity.
But a lot still have not come to terms that this is either a newly created position in their practice or an outsourced service.
Instead, they either take on this task themselves or assign it to their manager or an admin team member, either of which means an added item to the multiple responsibilities that they juggle each day.
Over time, this new responsibility becomes furthest down on the priority list.
Before you know it, you have lost that connection with your audience.
Social media is one of those things that requires consistent momentum to be effective.
It also requires having well-versed in the various social media platforms, content creation, and the ability to connect with your target audience so that it organically feels like it is an extension of you and your office culture.
SproutSocial notes that 47% of social media managers/marketers say that developing social strategies that support overall business goals is their number one challenge. 64% of consumers want brands to connect with them on social media.
When they feel connected to a brand, 57% will increase their spending, and 76% will choose and refer others to that company over the competitor.
Here are some helpful tips to help when hiring a social media content creator
Creating authentic communication
Your brand identity differentiates your practice from your competitors.
Social media takes it a step further in translating your brand identity into your brand’s voice.
Having someone solely dedicated to handling your online posts and replies ensures each one will have the same flow of energy, wit, personality, and flair unique to your culture.
That is why it is so important that this person can adopt a communication/writing style that mirrors the tone of your practice, whether it be business casual, ultra-professional, or laid back and fun.
They need to know how to speak to your audience — making an impactful impression requires more than just those mentioned above. And just as crucial, it is extremely important that they use English, grammar, spelling, punctuation, and proof every post before it goes live.
Strategy & collaboration
A well-versed social media content creator will know the importance of collaboration and formulating a strategy for daily, weekly, and monthly posts.
Covid-19 taught us that even the best-laid plans quickly become irrelevant, which is why it is important to have someone that has the foresight to quickly adjust the course when a new trend, product, technology, opportunity, or crisis comes into play.
It is important that your practice has an active role in its social media content creation and that it reviews and signs off on it before any posts go live.
The power of presence
Social posts speak louder than their resume, which is why it is important to review a marketer’s social media presence to note the tone and interaction they have with others.
If a prospective candidate is currently working as a social media content creator, review their work for professionalism, tone, creativity, and ability to adapt to a new industry quickly.
LinkedIn, Twitter, Facebook, and Instagram are the top sites to review.
In dentistry, we know all about reports. They are a valuable tool in evaluating our business metrics. These data metrics help determine the best times of day to post and whether to include photographs or videos geared to create audience engagement.
You want to ensure that your social media manager will review relevant data and turn it into an action item.
Social media content creators often use images and other forms of content to create a buzz.
Ask our friend Google, and it is guaranteed to find an image that will connect your audience. Most unskilled media content creators may not be aware that copyright protection applies to content and images posted on the internet and social media platforms.
An error in judgment in unknowingly posting copyrighted material can cost your practice thousands of dollars.
It is important that any person serving in the role of social media ensures that the images and material are free and clear from any copyright infringements.
In the long run, delegating the responsibility of social media content to a professional will save time, money and improve your overall presence in the social media community.
Meet the author
Christi Bintliff, MAADOM is a Practice Administrator and in-house coach for a multi-doctor dental practice in Durham, North Carolina.
She is also a dental performance and development consultant with more than 30 plus years of hands-on experience in dental practice leadership and management.
In 2019, she successfully launched her consulting company, LEAP 2 Solutions … This text opens a new tab to the LEAP 2 Solutions website….
In her spare time, she enjoys DIY home projects, upcycling and repurposing discarded items in the most unexpected ways, and landscaping/gardening.