North Texas Dentistry Volume 9 Issue 1 2019 ISSUE 1 DE | Page 18

The 7
Worst Things Your
Dental Practice
Can Do on
Social Media
social media
(And What to Do Instead)
by Richard V. Lyschik, DDS, FAGD, CFE
While social media can be a great tool for
building a loyal following and staying rele-
vant in today’s consumer landscape, you
definitely need to know how to use it
wisely. One wrong move, and you could be
issuing mass apologies or even facing a
boycott. Don’t let your social media strat-
egy and practices create a potential liability,
when meaningful social interaction could
instead offer real benefits to you and your
dental practice.
1. DON’T allow a staff member or consultant
free rein to run your social media accounts.
Instead: If no one on your dental team has the know-how, try
offering social media as a development opportunity for a current
employee. Develop specific guidelines as to the types of posts
and language you’re okay with for your business. And, whatever
you do, ensure that you are the administrator and manager of
all accounts. This will allow you to grant access to others who
can manage it, without risking that they could quit without ever
giving you the passwords, or worse, become disgruntled and
cause problems for your practice.
2. DON’T build audiences that don’t fit your
target patient profile.
Instead: Make sure that whoever runs your social media
accounts understands your preferred patient types and develops
a strategy that will attract and appeal to that group, adding value
to their day and hopefully building credibility, referrals, and
trust for your practice.
3. DON’T neglect to establish a “voice” for
your practice.
Instead: Discover your practice’s personality by starting with
your patients — what appeals to them and the way you talk to
them as their healthcare provider. What’s your brand promise
and how does that factor into the way you communicate with
your patients?
4. DON’T delete bad reviews.
Instead: Even if a review isn’t fair, do not delete it. This could
look like you have something to hide, and can generate further
ire from the person who posted it. Instead, use this as an oppor-
tunity to publicly remedy any situations that need attention —
and make sure to respectfully address the poster. Research has
shown that addressing bad reviews publicly can actually benefit
your business.
5. DON’T post only promotional content.
Instead: Keep in mind that social media is called social media
for a reason. Inform your patients of topics related to your
services, like hours, finance options, and extra services. Ask
them questions, and promptly answer any questions that come
your way.
6. DON’T publicly argue with or attack current
or would-be patients.
Instead: Publicly respond by giving patients a number or
email where they can reach you directly and then take the
conversation offline.
18 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com