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Should Dentists Be Using Employees on Social Media?

Patient Attraction Episode 505

Do you allow your employees to talk about your practice on social media? I’m betting most of you don’t. I read a blog recently that said employers should not only ALLOW employees to talk about their work on social media, employers should encourage and equip them to do so. Today, I have come here to chew bubble gum and kick butt, and I’m all out of bubble gum. Somebody’s due a butt-kicking when we return.

– Colin here, and I read a lot of books, articles and blogs to stay current on the latest trends in sales and marketing.

– Most of the time, I take that good information, adapt it for dentistry, and give that to you here on the Patient Attraction Podcast.

– Other times I see information that I don’t think works for dentists or I think is incorrect, and I just file it away mentally.

– But sometimes I find something so laughable or wrongheaded, I have to call it out here on my podcasts.

– Today is one of those days.

– I recently read a blog that started with its premise that brands can direct the conversation their customers are having by allowing and empowering employees to engage on social media.

– If you’ve watched this podcast for any time, even as recently as yesterday, you know that I have never found organic social media to be a good way to attract new patients online.

– So the idea that you would ask your employees to spend a bunch of time on Facebook, LinkedIn, Twitter or wherever is laughable to me.

– Let’s look at some of the suggestions in this blog for how to get employees engaged on social media and I’ll tell you why.

– Suggestion 1: “Make your culture so integral to employees’ lives that they can’t help talking about it with friends, family and strangers.”

– Hey, I love it when my employees say nice things about the company on social media.

– But that’s not why I treat them well.

– I treat them well and help them love their jobs so they will do a great job for our clients.

– And what about the flip side?

– Do you give them the freedom to complain about the job online?

– Of course not.

– People would see right through this.

– Suggestion 2: “Identify employees who are already engaged on social. Develop programs for the most engaged ones.”

– Not too difficult.

– But just because someone is active on social media, doesn’t mean they should talk about your business.

– Do you really want your hygienist or dental assistant spending her time on her phone tweeting about how busy it is or how there are openings today?

– And who will monitor what these employees are saying?

– Do you have time for that?

– Oh, wait, the genius on this blog has an answer for that:

– Suggestion 3: “Empower employees to speak freely on your behalf.”

– You feel super comfortable with that, right, Doc?

– The blog goes on to say that you need training and a social media policy, but this is just a problem waiting to happen.

– Let your employees stick to doing social media on their breaks and their own time, and concentrate on doing their jobs when they’re on the clock.

– Until tomorrow, keep moving forward.

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