There is no question that social media has become an effective way to promote dental practices. As social media platforms are growing in popularity among dental professionals, it bears repeating that what gets posted on social media can be widely shared and reflects directly on the individual or the dental practice. This is especially important if your social media account is in the name of your practice since one, it is a direct reflection of the care that you provide and the level of safety you provide to your patients; and two, as individuals view your posts, they learn more about your practice through internet searches.
Mary Govoni, MBA, RDH, CDA.
Rita Zamora, a social media marketing expert recommends creating a plan before you create your posts. Know what you want to focus on, such as the doctor, the team members, the types of services you offer, and how you want your practice to be represented. Other factors to consider include who will potentially view your posts: prospective and existing patients and their families, colleagues, referring doctors/practices (for specialists), and the general public.
With these things in mind, also consider if your photos and/or videos present a positive, professional image of your practice. Are you wearing the correct personal protective equipment if you are simulating dental procedures? Are you following appropriate infection control protocols for patient safety? Spending the time to create photos and videos but which show inappropriate actions, such as not practicing appropriate infection control, has the potential to harm your professional image.
What about humor? Is it wrong to make funny videos about your dental practice? Absolutely not! Humor is a great tool. However, if most of your posts make fun of patients, procedures, and dentistry in general, ask yourself if that's what you want to be known for. Also, consider your patients' and the public's perception of your infection control protocols shown in the posts. If something is cringeworthy, it's not appropriate or professional. This doesn't mean that the posts must always be serious. It is possible to be funny and infection control compliant at the same time. Remember that patients have become even more aware of infection control threats because of COVID-19.
So post away on social media, but do it professionally. Your personal and professional image benefits from it rather than being detracted by them.
Editor's note: Below you can hear more thoughts from Govoni on this subject in the latest edition of the "Dental Assistant Nation" podcast series.
Mary Govoni, MBA, RDH, CDA, is the CEO of Mary Govoni & Associates, providing seminars and coaching services to dental practices on infection prevention and control and regulatory compliance. She can be reached at [email protected].
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.
