Facebook Tips to Improve Engagement

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Are you in need of some Facebook marketing inspiration? Before you judge the value of your social media marketing efforts, be sure you are fully embracing the platform.  Here are a few tips to help you ensure you are delivering what your patients expect.

#1 Use a Facebook Business Page

How is your Facebook page set up?  You should be using a Facebook business page for your practice, not your personal profile.  You may choose to run this page yourself or assign that duty to a trusted employee.  It’s common for business pages to have multiple page administrators.  Just be sure you are not using your own personal profile for your business.

#2 Set up your vanity URL

If you’ve got 25 Likes or more, you can set up a Facebook URL that makes it easier for your community to find you.  Go to your Facebook page and look at the URL in the address bar.  If your address is www.facebook.com/YourPracticeName you are all set.  If instead you see a long string of letters and numbers, go to www.facebook.com/username and walk through the wizard to choose your username and vanity URL.

#3 Use Real Pictures

Use actual photos of yourself and your staff.  Team photos are great as well as solo pictures of the doctors.  Your patients expect authentic images.  It’s a great idea to have a professional photographer capture you at your best for your profile or cover image as this is the image people see with every post, but don’t underestimate the power of candid shots as well.  Your authentic images allow your patients and community to make better connections with you.

#4 Get Personal

Your community wants to get to know you and wants to be able to relate to your practice.  Share what’s happening in your practice.

#5 Always Link to Facebook

All of your marketing efforts should link to Facebook.  Review your practice website and be sure each page holds a Facebook icon linking to your URL.  Additionally, your Facebook URL should be on all your printed and electronic communications.

#6 Run a Contest

Facebook Contests are a great way to add some fun to your page.  In addition, they can help boost your likes and promote your services, making them an excellent marketing tool.  Be sure to review Facebook’s guidelines beforehand.

#7 Support a Cause

Encourage “Likes” on your page by donating $1 to a local charity for every Like you get on Facebook. Not only will you be supporting a good cause, but you will encourage your patient base to participate and drive prospective patients to your site via the viral effect of social networking.  Choose a charity that will help you spread the word.

#8 “Like Us”

Go ahead and ask.  One of the best ways to increase your Likes is simply to ask your patients to Like your Facebook page and to make it easy and convenient for them to do so.  You might offer a token gift as an incentive for liking your page.  Unlike a Facebook Contest, this contest is run by your office and thus bypasses the Facebook contest guidelines.  Another option that has proven successful in many offices is to offer use of an iPad chairside once the patient likes your page.

#9 Click Like if you…

Create ways to keep your followers engaged.  Patients that liked your page a year ago are likely no longer seeing your posts if they have not interacted in any way on your page.  It’s important to engage your followers with posts that evoke a response. One way to do this is to ask questions in your status updates, such as, “click Like if you flossed your teeth today.”

Kathy Culbreth

Kathy Culbreth is currently a Data Analyst with Net32.com and an occasional blog contributor for ModernPractice.org. With her background in Industrial Engineering and Business, Ms. Culbreth spent over 8 years working with dental and medical practices in the areas of implementation, training and support for a leading practice management software provider and well as providing practice management consulting services.

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Kathy Culbreth is currently a Data Analyst with Net32.com and an occasional blog contributor for ModernPractice.org. With her background in Industrial Engineering and Business, Ms. Culbreth spent over 8 years working with dental and medical practices in the areas of implementation, training and support for a leading practice management software provider and well as providing practice management consulting services.

Last modified: January 18, 2013

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