Category: Author: Danielle Azar
So you have a Facebook page. One that has been claimed, optimized, and with a beautiful cover that represents your brand. Now what? At this point, you should be ready to make your first post. This is your chance to show the world what you’re about. Don’t know where to start? Here are some things to keep in mind:
You’re Not as Boring as You Think You Are
The #1 answer I hear when I ask for Facebook content is ” But we’re such a boring office… we don’t really do anything”. This is simply not true. Remember that you’re treating your practice like a living, social being. Have you seen what the average person posts on Facebook? Half the time, it’s describing what they had for breakfast or that they’re bored. Remember: there is no detail to mundane to share. I’m not telling you to start posting stupid content, just that if your posts seem real and ring true, your followers will like and comment on them, no matter how mundane.
Have Camera phone, Will Travel
Posts with images get about twice as many responses as those with just text. The good news is that anybody can take a high-quality picture with an item they already have within arm’s reach: the camera phone. Many smartphones have the ability to post a picture directly to your Facebook page in less than one minute. Unleash your inner photographer and take pictures of anything happening in the office. Take a picture of a co-worker hard at work, your office fish tank, a happy patient (have them sign a release first), a toothbrush pyramid, the view from your desk, etc. Images are the currency of social media, so get snapping. Remember to have fun and don’t be shy!
Know Your Audience
Nobody knows your patients better than you do, so take their demographics into consideration when you’re posting. If your patients are mostly families, they will probably respond well to content about children’s wellness. Older patients usually respond to cute old-fashioned dental comics or information about healthy aging. If you’re an orthodontist, you can be much more current and trendy with your posts because most of your patients are tweens and teens. If you see a lot of young women, highlight your wedding season whitening specials. You get the idea.
Humor+Cleverness=A Great Post
Everyone loves to laugh. If you can show your followers you have a sense of humor it will greatly increase their comfort level with you. Things that are humorous in a new and original way are the most share-able, and shared posts get exponential exposure. If you don’t have a funny bone in your body, don’t force it; there are plenty of dental comics out there that need no clever explanation.
Content that is current, trending, seasonal, or holiday-related is viewed as significant and gets commented on often. Staying abreast of current news topics that may be relevant to your industry is a great way to garner discussions on your page. Seasonal or holiday-related posts are generally well-received. Familiarizing yourself with obscure holidays like Lief Ericson Day or National Toilet Appreciation Day is a great way to start a conversation when you are out of ideas for posts.
Showcase Your Giving Side
If images are the currency of social media, images of your involvement in the community are the $100 bills. Show your followers that you’re not only a talented, like-able dentist but a person who loves to give back as well. Social media and charity work go hand in hand because of the instant awareness it can create for a cause and the ease of finding others that support your cause as well. It’s also a great way to advertise yourself without actually selling anything. If you’re not involved in your community, start getting involved. It can be something as small as sponsoring a little league team to something larger like hosting a Dentistry From The Heart event. In 2014 and beyond, social responsibility should be a part of every business plan, whether the company’s big or small.
As a small business utilizing social media marketing, you want to show off the true heart of your business. Don’t be afraid to show off; your fans are following you because they’re interested in you and your accomplishments. Keep abreast of opportunities and trends and really get to know your fans. Ask them questions and learn from their answers.
One thing to keep in mind that will help you more than any other piece of advice: “Don’t post something that you would not find interesting yourself.” If you wouldn’t click, comment, like, share or engage with your content, don’t share it. Simple as that.