Social media allows businesses to receive free exposure and build up brand recognition no matter which platform is used. However, many healthcare professionals often tend to lack the know-how or desire to keep up in the world of social media.
While there is no wrong way, there are several things that dental offices can do to take their social media feeds to new heights in 2020.
As someone who both has a passion for social media and teaching others how to harness the advantages that it provides, here are my five best tips for a winning social media strategy.
1. Use original photography
Mikaeya Kalantari, DDS.No matter what you hear from another company or see on another account, do your best to stay away from generic stock images. These images lack excitement. The point of social media should be showcasing your creativity and what your practice is about. Using a photo that many other offices may use will not set yours apart. Stand out from the pack by using original and creative photos.
2. Engage with other accounts
"Post and ghost" is a phrase in the social media world that your dental practice should not be associated with. This means that you are only on social media long enough to post your own content and then you sign off, and only return when you plan on posting again. If this is you, reconsider this strategy. Unless your content is so amazing that it will draw in viewers all on its own, which would be an anomaly, you must engage with other accounts to grow your community and gain brand exposure.
Instead, set aside 15 to 30 minutes every day to engage with other accounts and people on social media. Like, comment, and share posts from others and many will do the same when you post. The more consistently you are able to engage with others, the quicker your community will grow.
3. Collaborate with local businesses
Reaching out to other local businesses is always a great idea. Find other local businesses on the social media platforms that you frequent and send them a friendly message asking if they would be interested in collaborating. You can propose a joint giveaway, consider an account swap/takeover, give each other shout-outs, or even plan a live event together. The possibilities are endless. When you collaborate with local businesses, you begin to build a sense of community and also can gain exposure to other audiences in an organic way.
4. Get personal
You probably know already but let's put it out there anyway. Medical jargon and dental x-rays do not lead to Instagram gold. The most engaging content consists of photos, allowing the audience to get to know you on a personal level. Opening up and sharing personal snippets, such as your goals, obstacles, motivations, and more, will allow your audience to understand and connect with you on a deeper emotional level. Emotional connections are what drive social media engagement, so the more you connect, the more you thrive in the eyes of the social media algorithms.
5. Pay attention to what's working
Do you pay close attention to your insights on social media? Many social media platforms, such as Facebook, Instagram, and Twitter, offer free insights so you can see how your content is performing. Check on these insights at regular intervals and take notice of what type of content resonates with your audience. Find what works and post more of it!
Just remember, social media is all about being social. Now that 2020 is here, let it be the year that you log on, have fun, and grow your business on social media. Those connections, opportunities, and conversations are waiting for you.
Mikaeya Kalantari, DDS, is a pediatric dentist at Sunshine Smiles of Orange County and the founder of Thinking Outside The Drill.
The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.
