Facebook Developing a Product Dentists Might Want to Follow

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Patient Attraction Episode 380

If a dentist finds his employees using Facebook at work, he’s probably not going to be very happy. But Facebook is apparently working on a new product that could change that entirely. I’ll tell you more when I come back.

– Hi, Colin Receveur here.

– This might sound like an April Fool’s Day prank, but it’s really not.

– When I see interesting nuggets of information, I like to pass them along to you

– Late last year, The Financial Times reported that Facebook is working on a new site and app that will allow people to message their coworkers, connect with people in professional networks, and cooperate on work.

– If it can do this, Facebook would combine some of the best services of Google docs, Dropbox, Salesforce, and LinkedIn.

– Here at SmartBox, we use Google docs and have used Dropbox.

– We also actively use Facebook and LinkedIn for professional networking.

– If Facebook is able to find a way to merge all of these functions, it could be a real benefit for us – and you.

– But probably not how you think.

– Just as I don’t believe Facebook or LinkedIn bring you a significant number of new and better patients, I don’t believe Facebook at Work will either.

– As I have said in previous podcasts, the return on investment, or ROI, of spending a bunch of time advertising on social media is too small.

– For any marketing to work, you must have three things: the right message to the right audience at the right time.

– The problem with advertising on Facebook or any social media is that it is not the right time.

– People on Facebook want to see what their friends or family are doing.

– They are not searching for a dentist.

– People on LinkedIn are making professional connections.

– They are not searching for a dentist.

– No, the benefit of Facebook at Work could be in how you run your office and collaborate with your staff and other dentists.

– You could collaborate with your staff, obviously.

– But if you are a general dentist who makes referrals to specialists, or vice versa, think how productive it would be to have instant communication with those partners.

– We’ll have to wait for specifics to see all of the benefits.

– But Facebook at Work is something we may come to “Like.”

Until tomorrow, keep moving forward.