Making social media work for you
Social media may be outside the dental team’s expertise, but there are many benefits when you get it right. We spoke to Nicola Ripton, Marketing Business Partner at Rodericks, about how professionals and practices could make the most of the opportunities available.
What are the benefits of social media for dental professions?
On an individual level, social media can greatly help to raise your profile. This is because it provides a platform to showcase your expertise, specialisms and training. In turn, this strengthens your reputation within the profession, while also showing patients (both potential and existing) that you can meet their needs. With so many people researching their options online before purchasing a product or service today, this is crucial. A social media account can display before and after photos of past treatment you have delivered, as well as patient testimonials. In addition, some social media avenues like LinkedIn are ideal for professional networking. You can talk to colleagues about new techniques, materials or training courses, constantly finding new solutions and learning opportunities.
How can dental practices benefit?
For a dental practice, a strong social media presence allows patients to find you in the first place. It is also the ideal place to provide information about you, your team and the services you offer. What’s more, social media can give the practice a more personal appeal if you post about fundraising or practice events.
Which platforms are most suitable?
Instagram is gaining popularity throughout the dental profession right now. While it can be effectively used to demonstrate before and after case photos, or to introduce new team members, it should not substitute a Facebook account. Search engines still rank Facebook pages higher than anything else. They can also allow more than just images or videos – you can post text alone if you need to. As a result, this tends to be the easier platform to use daily. In addition, it is applicable for both individuals and practices, although dental professionals – as mentioned – should consider LinkedIn as well.
What’s the difference between Facebook advertising and boosting posts?
It’s important to understand the difference between Facebook Advertising and boosting posts. For example, advertising is for promoting specific treatments, special offers and free consultations. It enables you to target the most appropriate audience. You design your ad separately to your page and then it appears to appropriate users in their feeds. You can choose to pay for each time the advert is viewed, or each time is it clicked on. This will depend on your objectives.
Boosting a post is not about selling a product or service. It’s more suitable for posts about research that you’ve completed or charity events you’re supporting. It’s about increasing the reach of certain posts in order to share the information with more people.
Finding the right balance between boosting posts and advertising is essential. It ensures your page – whether personal or practice – keeps the audience interested. It also enables you to maximise on the benefits of social media.
Read our next post to find out about Nicola’s top tips for making social media work for you.
About Nicola Ripton
Nicola Ripton has over 12 years’ experience working across B2B, B2C and B2B2C at both operational and strategic levels and across a multitude of sectors. She specialises in both online (digital) and offline marketing disciplines, and has led and supported in the development and execution of brand, website, social media, email and content strategies.
After gaining extensive experience in recruiting, mentoring and developing teams of marketers throughout her career, Nicola went on to cement this passion for managing and developing others by achieving Chartered Manager status with the Chartered Management Institute in 2017.
Nicola joined Rodericks in May 2019, where she is now responsible for transforming their online presence and for delivering against key organisational initiatives.