As your dental practice enters the world of social media, understand that you are embarking on a journey where mistakes will happen. That’s okay – just make sure that you include reputation management in your daily activities and have a plan in place for responding to issues.
Whether you are focused on Facebook marketing or use a variety of social media channels, it is important to start reaching out to consumers and building a fan base. If you want to grow your practice, online marketing and social media need to be part of that strategy. They are excellent ways to build relationships with your patients and people throughout the community. We recommend engaging your employees and having them post regularly so that you can keep your content fresh and interesting. From time to time, your employees may post something that isn’t in line with your vision, and this is where reputation management comes into play.
Avoid These Common Mistakes
• Not having consistency. It is important that you discuss how you want your practice to be perceived online. Create a vision and a strategy then write down guidelines that can be shared with your employees. This will establish consistency and help to create a cohesive brand image across multiple channels.
• Posting on the wrong page. Employees have been known to post on the company page, while handling Facebook marketing, when they should have posted on their personal one. You can monitor this by having a staff member assigned to check the company page throughout the day. If something inappropriate is there, they can delete it quickly.
• Not responding in time. Most businesses will receive a negative review or comment from time to time. This is perfectly natural but how you respond determines what impression your current and prospective patients will have of you. Reputation management requires you to know when something is said about you, respond quickly, and respond in a positive way. For example, if you notice a negative review while working on your Facebook marketing, respond publically by apologizing for their experience and offering to resolve the issue. Stay relaxed, informative, and professional. If they continue to post negative comments, ask if you can speak with them offline. When other patients see you handle the situation professionally, you will improve your reputation.
• Using the wrong hashtag. #Hashtags are an important part of social media since they allow users to search for information and posts with a certain subject while also bringing groups of people together for one conversation or promotion. Make sure that your employees search for a hashtag before using it. Otherwise, they may accidentally use one that is associated with a known marketing campaign or perceived to be insensitive. You can also search for the hashtag of your practice’s name as part of your reputation management strategy.
Your dental practice needs to be online and have a comprehensive social media strategy. Not having one will put your practice at a distinct disadvantage over your competition. Make sure to include both Facebook marketing and reputation management as part of your strategy so that you can engage with users and make sure that what is said about you has a positive impact.