Social media – the do’s and don’ts
You don’t have to be a social media expert to benefit from using these platforms. You just need to know the basic do’s and don’ts, and then dedicate enough time to your page. Here are some top tips from Nicola Ripton, Marketing Business Partner at Rodericks, on how you can do just that.
What common mistakes should be avoided?
There are three common problems that I see time and time again:
1) Ignoring bad reviews
The worst thing you can do if you get a bad review is ignore it. That’s the same for whether it’s on your professional profile or your practice page. It needs a public response. That might involve asking them to call the practice to discuss the problem. It might just advise that you’ll send them a private message in order to gain details, clarify any confusion and improve for next time. Ignoring a complaint or bad review sheds a bad light on your aftercare service.
2) Too promotional
You don’t want too many posts on your page simply promoting treatments, because this can irritate followers and cause them to unfollow you. Instead, try providing useful information, personal news or oral health guidance that patients will benefit from. Charity events you’re participating in or have held, team member birthdays or achievements, news headlines and research findings all make good content. Leave the promotion to more targeted Facebook advertising campaigns.
3) Shaming bad smiles
Emotional marketing is important for good results. However, it is not necessary to make people feel ashamed of their mouths. Patients with poor oral hygiene or smile aesthetics will often be self-conscious about it already. Instead, social media posts – including before and after photos and any advertising – should focus on the benefits of treatment outcomes, rather than highlighting what people don’t like about themselves before treatment.
What would be your top tips for good social media?
- Make social media part of your day-to-day life.
- Don’t spread your time too thinly by managing many different platforms. Identify what your patients use and do that, but do it well.
- Use visuals wherever possible as these increase engagement.
- Engage in conversation with patients. Respond to reviews, thank them for tagging the practice, share their posts with before and after photos. Social media is not a one-way street!
- Post 2-3 times a week. Don’t bombard your page with messages, just remind followers that you’re there and offer interesting content that they want to receive.
- Make a plan and have an objective. This way you can optimise the type of posts and content that work best for you and have a target so you can determine whether it’s working.
Social media is becoming increasingly important in modern dentistry. Young people today expect to access information on and contact service providers via social media. If a dental practice is not getting involved, it will get left behind. Similarly, social media platforms offer professionals many opportunities for career developments and networking. Make sure you’re not missing out!
About the author
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.