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Patient Attraction Episode 614: How Social Media is Pulling the Wool Over Dentists’ Eyes (Part 1)
If you think Facebook has the ability to bring you new patients, let me shed some light on what Facebook is really doing for your dental practice. I want to spend the next three days doing one of my favorite things: bashing the idea that organic social media is going to bring you more and better patients. Stay tuned
– Colin here, and welcome to a Saturday edition of the Patient Attraction Podcast.
– Those of you who follow this podcast regularly know that I am not a fan of using social media to bring dentists new patients.
– There are many limitations with social media, and it’s simply not a place dental prospects go to find a dentist.
– As a dentist, you should constantly be finding new leads and nurturing existing patients.
– To do that, you need the right message, for the right person, at the right time.
– All these things have to come together for you to get the patients you want to see and grow your practice.
– That’s why I’m so skeptical about the use of social media, and why I would highly recommend dental practices seek other types of promotion than Facebook, Twitter, and the like.
– Here’s why.
– Last year, it was reported that the social media giant Facebook intended to cut the organic reach for its Page feature down to 1-2 percent in 2015.
– On the Facebook Page feature, businesses and brands use paid likes to promote their company with the anticipation that many of those followers will see promotional posts.
– I can see why businesses and brands buy into this method, but there is more here than meets the eye.
– California technology company The Mountain View found that the organic reach for Facebook Page users was about 16 percent just two years ago.
– A different study found that the organic reach dropped from 12 percent in October 2013 to just 6 percent in February 2014.
– Now it seems as if Facebook has changed its algorithm again, but why?
– Well, it’s important to remember that Facebook is a business that has its own marketing and advertising departments.
– Facebook is pushing brands and businesses to pay for even more advertising.
– Critics have lambasted Facebook for making companies pay MORE to advertise to people who have already “liked” their Page.
– If you’re like me, you like to see your return on investment increase, and I doubt you want to pay more only to see your engagement numbers decline.
– You might be surprised to learn that I encourage my clients to have a Facebook presence, but I don’t suggest they try to build their entire marketing campaign around Facebook.
– If you insist on using Facebook in an attempt to attract new patients, pay close attention to your engagement numbers.
– You’ll be surprised how few of your followers are truly getting the message.
– Join me tomorrow when I’ll discuss the organic reach of Twitter and how 140 characters or less isn’t helping your dental practice.
– Until then, keep moving forward.