Facebook is a tremendous communication platform that offers instantaneous and unprecedented access to a potential customer base. It’s a place to share ideas, have conversations and build connections. Unlike traditional marketing communication channels, Facebook (and social media in general) will be much more successful if you’re having conversations rather than pushing products or agenda. Try and make sure your readers get something out of your posts, whether it’s information or just a smile at the end of the day. Facebook is a permission-based platform and we should think of ourselves as invited guests in our readers daily media stream.
- Readers aren’t looking to your Facebook feed for the latest celebrity snafu or breaking news. They want info on orthodontics and/or inside information. So don’t be afraid to show some “behind the scenes” activities. Not only can this humanize your practice, but it can also put potential patients at ease, which can enhance the patient experience.
- Braces are a rite of passage for many kids and they want to be recognized as “on the inside”. Once you have a new patient, Facebook is a great way to make them feel special and a part of the team. If you succeed, they will share your post with their friends. Be sure to get written permission from patients prior to posting their photo.
- All Facebook posts should convey the same positive and professional voice used in your practice. But, your posts don’t have to be formal to be professional. Remember your audience and speak conversationally in your posts. Yes, emoji are acceptable.
- All Facebook communications should be respectful of all individuals, races, religions and cultures. Use the dinner conversation filter as your guide: no politics, religion or sex.
- Don’t forget to interact with local businesses, referring or formerly referring practices. If they’re on Facebook, they appreciate any love (or likes) you send their way.
Finally, remember that Facebook (like all social media) communications should be considered permanent. Once information is published, it’s basically part of a permanent record, even if it’s removed or deleted.
Check out the category “Social Marketing Tips” in this blog for more social insights!