Do's and don'ts for using social media wisely

Use social media to inform and entertain patients, not just as an excuse to talk about your practice. While a tweet or a Facebook post can discuss important practice announcements, you should also share stories about oral health, nutrition, and other subjects that patients may find interesting.

Keep your social media posts short. More and more people are using smartphones for everything, including connections to their favorite social media sites. Even if there's no character limit at the sites your practice is using, keep your posts short and to the point so they'll stand out even on a tiny screen.

Don't forget to keep your online presence updated. Online marketing enables your practice to reach prospective patients cost-effectively and to keep existing practice-patient relationships healthy, but you must keep content fresh. A "dated" website will send a negative message, as will your social media presence if you fail to remain engaged and responsive.

Roger P. Levin, DDS, is the CEO of Levin Group, a leading dental management consulting firm, and one of the most sought-after speakers in dentistry. Dr. Levin has authored 65 books and more than 4,000 articles on dental practice management and marketing. You can sign up for the Levin Group Tip of the Day.

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