Social media is a confusing aspect of modern digital
marketing for many people, but if used correctly it’s a vital and incredibly
powerful tool. It allows dental practitioners to reach out to a wide community
to talk, interact, inform, and generate referrals from existing patients. To do
so, however, you need to know how to leverage the way people communicate and
share information across social platforms.
FIND WHAT’S
TRENDING
The first step to joining the conversation in social media is
to find out what people are talking about. This changes constantly — so
rapidly, in fact, that any list of words we included here would likely be
outdated by the time you read this article. Instead, here are the best places
to find out what people are talking about right now, for various platforms:
• GOOGLE
TRENDS:
Google Trends allows you to see what people are searching for
in what numbers, with what frequency, and even shows how the conversation is
changing over time. While Google isn’t social media, if people are actively and
enthusiastically searching for something now there’s a good chance they’re
talking about it on social media.
• FACEBOOK
TRENDS:
Much like Google Trends, this gives you an up-to-date look at
what people are discussing across Facebook right now.
• TWITTER
SEARCH:
Twitter’s search function also displays the latest trends at
the bottom, so you can see what the most engaged current conversations are.
There are also multiple tools, both free and paid, which
allow you to track various social media accounts for trends, hash tags, URLs,
and shares.
USE
HASHTAGS AND LOCATION DATA TO MAKE YOURSELF SEEN
Once you’ve found what’s trending you’ll need to include tags,
hash tags, and if at all possible, location data in your social media posts to
get your message in front of as many people as possible.
Hash tags started on Twitter as a means of finding and
sorting content in posts and steadily grew across all social platforms. Now
Facebook, Twitter, and Instagram all use hash tags to make content
discoverable. It’s best to only use a few, around 1-5, or else be seen as
“spamming” to get views. Go for quality, not quantity.
Location data is used to show people trending information in
their geographical area, and is useful to find people close to your dental
practice. Combining trending keywords with location data will boost your
chances of being found by people in your area.
BE RELEVANT
AND ENGAGING
This is the most important step, even more so than getting
people to get back to your website or book an appointment. Why? Because
irrelevant or distasteful content that attempts to jump onto a trending topic
bandwagon is a disaster for PR in the modern marketing landscape. A piece of
content on social media that tries and fails to be relevant, or tries too hard
to appeal to trending topics, is usually seen as embarrassing and desperate.
On top of being relevant to the topic at hand, you must also
stand out. Social media feeds are often flooded with updates so it’s very easy
for content to get lost in the crowd. Eye-catching imagery and short,
informative or entertaining videos are the best way to engage with fast-paced
social media audiences.
BE SOCIAL
Once you’ve put your relevant, engaging piece of content onto
your social media account, the final key step is to be social. Reply to people
who engage with your content. Like posts, thank them for their comments, elicit
feedback.
One of the most powerful tools social media gives dental
practitioners is the ability to communicate directly with potential patients in
an informal setting. That’s why it’s called “social” media. This is one of the
fastest ways at your disposal to convert that potential patient into a paying
one.
By targeting trending topics, you give your content the best
possible chance of getting in front of a large audience of potential patients.
By being relevant and engaging, you invite those potential patients to engage
with you and your business. By being social, you can turn that interest into a
long-lasting patient relationship with you and your practice.
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