A common question I hear these days is, “How often should we be posting to our practice Facebook Page?”.  Some practices are posting once a week, and others once a day or multiple times per day.  To help you determine what is best for you, consider the following recommendations…  This is an excerpt from an article I recently wrote exclusively for Patterson Dental’s “Off the Cusp” blog:

How often are you posting on your dental practice Facebook page? Once a week, every day, multiple times per day? Ever since the first Edgerank study was released, people have been clamoring to crack Facebook’s algorithm and find the sweetest spot to maximize their newsfeed exposure. For those of you who are newbies, that means, how you can maximize keeping your name and face in front of patients via Facebook’s newsfeed.

I’m certainly all for keeping your name and face in front of patients – within reason. And note that each practice, depending on the type (general practice, orthodontic, pediatric, etc.), will have different audiences and thus varying preferences with regard to communication.  Read the rest of the article here.

Have you heard of black hat SEO (unscrupulous search engine  optimization) which will supposedly help get your website to the top of Google?   While getting your website to the top of Google can be enticing, in the long run black hat tactics can get your website banned entirely from Google.  In other words, this is not a practice you should employ.  Unfortunately there are also now black hat marketing vendors for Facebook Business Pages.

This week I witnessed a Facebook Business Page fan count grow by over 1,500+ likes in less than a few hours.  How can that be?  Must be some rock star dental or medical practice right?  Not.  Rather, this practice was taken. Perhaps a firm promised this practice that it could have hundreds, if not thousands of Facebook fans in no time.  No talking to patients, no email campaigns, no worries, just add water and poof, you’ve got thousands of fans.  Okay, you really don’t even need to add water, I just put that in to add some humor to what I think is a sad situation.

Why do business owners think they need to have hundreds or thousands of fans to be relevant?  The truth is that a few dozen real fans will far out value a zillion fake fans.  One of the main reasons to have a Facebook community is to share the authentic human side of your practice—and to grow relationships and trust. Most importantly your Page should allow potential new patients to learn about you through genuine interaction from other real people.

Consider this: A potential new patient is deciding between you and another practice. In reviewing each of your Facebook Pages, which do you think will make the best impression—testimonials and comments from real local people or those from people with obviously fake accounts based in far away locations?  Fake likes, fake endorsements and fake accounts, can damage your online reputation and repel potential new patients.  I suspect these practices will also send flags to Facebook which could put your account at risk of closure. Why risk this happening?  Is it ego or ignorance that motivates people to employ black hat strategies?  I don’t know.

The key thing to understand is, if you have to buy likes, your practices’ Facebook reputation is built upon a pathetic house of cards. On the other hand, grow your community with integrity, through honest word of mouth and ethical tactics, and you will find your Facebook Page to represent the high standards your practice likely already embraces.

At the end of March, 2012 Facebook will be rolling out a new design and layout for all Business Pages called Timeline.  However, you don’t have to wait, the option is now open to preview and publish the new design on your Page. Note, Facebook has a handy and helpful “tour” available to walk you through the new key changes.  The tour option should automatically pop up for you upon initiation of previewing or implementation of your new Facebook Page. So not to worry, the sky is not falling on your Page:) and Facebook will have you well advised in no time.

To become personally informed about all these new changes, I spent a day watching a live web stream of the Facebook Marketing Conference in New York where the new changes were announced last week.

One of the most powerful themes of discussion about the new Timeline design is to let your cover photo tell a story about your practice…  The cover photo will be the landscape at the top of your Facebook Page. It will be one of the first and most powerful messages you can share about your practice.  You can see what Facebook chose for their cover photo, as well as several other excellent examples on Mashable.

Note when I say let your cover photo tell your story, that means tell it mainly in pictures.  To clarify, below are updated terms Facebook has laid out regarding cover photos.

Section B of Facebook Pages Terms:   Cover

All covers are public. This means that anyone who visits your page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines.

Covers may not include:

i.    price or purchase information, such as “40% off” or “download it on socialmusic.com”;

ii.    contact information such as a website address, email, mailing address, or information that should go in your page’s “about” section;

iii.    references to Facebook features or actions, such as “like” or “share” or an arrow pointing from the cover photo to any of these features; or

iv.    calls to action, such as “get it now” or “tell your friends.”

In other words, Facebook would like your cover photo to illustrate your story in pictures/photographs vs. excessive text.  

You can read all of Facebook’s updated Pages Terms here: http://www.allfacebook.com/facebook-ads-page-timeline-2012-03 

My recommendation is to follow Facebook’s cover photo advice.  Choose a photo that you know in your gut represents your practice well. It might be a photo of your entire team, the doctors, your beautiful practice interior, or a montage of several photos … Brainstorm with your team and choose your photo as a group.  Know that it is as easy as the click of a button to change out your cover photo.  I’m looking forward to seeing how practices express themselves and what their stories represent.  Keep me posted on your progress!

Do you have a social media policy in place for your practice?  Does every practice need a policy—even those not marketing with social media?  Certified Senior Professional in Human Resources (SPHR) and experienced management consultant Ginny Hegarty answers these questions and shares invaluable information you need to know.  Take 10 minutes to watch this and inform yourself!

Have you ever wondered how dentists across the country are faring in the new ecology of dentistry?  My friends at The Mastery Company are conducting a survey entitled, ‘The State of Solo Private Practice in the U.S.’

It’s a short survey designed to get at the concerns about private practice, the impact of the economy on professional satisfaction, and how the future looks for solo and small-partnered practices in the U.S.

The Mastery Company is working with numerous sponsors who have stepped up to help get the word out so that they can maximize results and produce a clear analysis of the state of dental practice.

We will publish the results for you in March.  We hope you will take a few minutes to complete the survey and learn about what most matters to dentists in 2012.

Survey Link  

The following is a guest post from a dentist and social media friend.  In addition to dentistry, she’s got a love for for social media and a talent for writing …  Enjoy her tips!

Do you have a Facebook Page for your practice?

I’m not here to convince you one way or the other. I’m saying you SHOULD have one.

For those of you who do, or have finally seen the social media light and are about to, I have a few words of etiquette to offer. Not only will these make you seem savvy, they will help you gain Facebook favor as you build your following.

Now, if they seem head-slappingly obvious to you, feel free to act smug and smirk at the end of this post. You earned it.

If not, you may congratulate me on turning on a few virtual light bulbs.

1. Friends and Family Who???

The natural tendency at the start of a Facebook Page is to approach friends and family to get the numbers past one (because you are your very first “fan”, right?). Since family doesn’t usually put up a fight, let’s talk about friends.

To get Likes (formerly known as Fans), your brand new Page allows you to send invites to all your friends on your personal Profile. Which you might do.

But consider this first: you may have friends on your Profile that are mere acquaintances with whom you seldom interact. We all do. So why do you think they’ll agree to ‘Like’ your Page just because you sent them a request out of the blue?

Etiquette Tip: Don’t send a mass invite. Pick and choose your closest friends and invite them. Better yet, send them a private message asking them to ‘Like’ your page and THANK them for doing it when they do.

2. All Take and No Give

How do you feel when you do something really nice for someone, and when it’s time to return the favor, they turn their back on you?

Pretty crappy, I’d guess.

Some of your friends may also have their own business, and set up a Facebook Page just like you. So if they were nice enough to ‘Like’ your Page six months ago, why are you ignoring their Page ‘Like’ request? Huh?

This is, by far, my biggest pet peeve.

Etiquette Tip: Do to others what you’d have done to you. Return the favor. If you choose not to, don’t expect them to Like your business. Unless there’s a valid reason (such as, their business is south of shady or their tag line is “never see a dentist”), be courteous and give them a Like.

Not only is this good Facebook karma, it could very well be a good building block for a future business-to-business relationship for you both. Win-win.

3. Leave the Smut Out Of It

I’ll keep this one short, because it’s common sense, but sometimes not too common.

Etiquette Tip: When commenting on your own or anyone else’s Page, please refrain from profane, derogatory, sexually explicit or suggestive language.

4. I Don’t Care What They Say

Let’s fast forward to when your Page is beginning to get some attention, and hits social media gold: Comments!

And what if the person commenting hears this:

(sound of crickets chirping)

What I mean is, silence from YOU. Facebook is social media. The first part of that is “social”, which means interaction. If a potential patient/customer/person interested in your Page takes the time to comment, do you think they will do it again if their words disappear into an abyss?

NO.

Etiquette Tip: Take the time to reply, respond or acknowledge their comment. Make it social. Make it fun, so they’ll come back and do it again, and maybe even tell their friends.

Bonus: If your commenting Like-r happens to be your buddy with a business as well, return the favor on their business wall. Remember, karma!

I’m sure there’s more, but these came to mind the most.

As in real life, follow good etiquette on Facebook and get REAL Likes.

Have you more tips to add to this list? Let me know in the comments, and I *promise* to reply:)

Dr. Ritu Rao is on a mission to create a platform female dentists can use to step up their game. A dentist, practice owner and mom, she’s on her way out of the blogging closet. She authorsBizzyToothMommy – a blog with a fresh take on life on the cusp of dentistry and motherhood. Check it out for straightforward, action-focused support for your business goals, as well as straight talk on personal ones. Pester her on Twitter @RituRao.

This article UPDATED March 13, 2012:  Note as of March 31st custom pages on Facebook can no longer be set as default landing Pages.  See here for details on functionality changes that will apply to all Pages.

Do you have a custom Facebook landing page for your practice?   These page tabs may be labeled as “Home, Welcome, or Special Offer” tabs… If you aren’t sure what a custom Facebook landing page is, you can see an example here.

Whether you already have a landing page for your practice Facebook Business Page or are considering one, here are a few important points to keep in mind.

1. Is your Facebook Page active? If you haven’t received a new “like” in months and your comments and interaction are non-existent, you may want to reconsider dedicating resources to a custom landing page.  Why?  It would be like buying a website remodel to make a non-performing website look better.  In other words, if your website isn’t getting web traffic, you should probably be thinking about SEO rather than just a prettier website.  The same holds true for your Facebook.  Rather than purchase a fancy custom landing page, you may want to think about investing in training for your team to give them the tools to enlist patient interaction.

2. Scrutinize template landing pages. There are a variety of services and options to personalize templates for your Facebook landing page—some are excellent while others are totally inappropriate.  Before you purchase a custom landing page, consider where your Facebook traffic originates. For example, do the majority of your likes come from existing patients?  If so, then a custom landing page offering “New Patients Receive Free X-Rays and Exam” is sure to offend patients who may have recently paid for this service themselves.  However if the majority of your Facebook traffic is coming via Facebook ads (people not currently patients), then you might consider a special offer.

3. Remember the primary purpose and benefits of Facebook: To connect with others and grow long term relationships. Be thoughtful about what your custom landing page says.  For example, would you tell people to visit your Twitter so they could find a link to your Facebook Page?  That’s silly right?  Well, why then would you make “Visit Our Website!” the primary header of your Facebook landing page? You’ve likely spent money, time, and effort to get people to your Facebook Page—with the intention of getting their likes and growing relationships with them on Facebook.  Therefore, encourage people above all else to connect with you by first and foremost clicking the like button. Don’t make the primary message people see when they land on your Facebook, “Hey, thanks for visiting our Facebook! Now leave Facebook immediately and go to our website”.  That’s just silly.

Most importantly, consider the culture and values of your practice. What impressions do you want to make on existing and potential new patients?  In addition consider your Facebook marketing goals.  Let your values and goals dictate the direction of all your Facebook efforts, including the direction of your custom landing page.   What will your Facebook landing page say about you?

Need help with Facebook Marketing?  Check out Rita’s On-Demand webinar series.  Watch the webinars whenever and where ever you want. Learn more here: http://www.dentalrelationshipmarketing.com/webinars/

With the onset of social media taking the marketing world by storm, many practices are finding themselves sifting through the endless resources and wondering where to begin. If this sounds familiar, join Dr. Marc Cooper from The Mastery Company as he interviews Rita Zamora. Addressed in this beneficial audio session is the “what, why, and how’s” of creating a social media presence for your practice along with the most common mistakes made by dental practices:  http://www.masteryofpractice.com/ritazamora/

Are you on board with Google Plus Pages yet?  If not, grab your stake… Perhaps you are thinking “Not another social platform to manage! My team barely has time to keep up with Facebook”.  Or you may be thinking, “Why set up shop there, it’s a ghost town”.  Remember that Google is still the king of search.  Google Pages will become another valuable piece of online real estate for you. I’ve touted how important multiple pieces of online real estate are, and so does Google.  Check out this awesome free ebook, Zero Moment of Truth, from Google themselves and learn how online research and purchase/decision making has changed.

If search and being found on Google matters to you, then Google Plus Pages should matter to you. Will Google reach Facebook’s popularity as a social platform?  In my opinion, no—at least not at this point.  Too many people have made Facebook their social “home” filled with friends, photos, and memories. Plus in some cases baby boomers got dragged kicking and screaming to Facebook—they aren’t going anywhere.

So where do you begin with Google Plus?

1. Set up your Google Plus Business Page.
2. Populate your practice information and upload a profile photo.
3. Enter a status update or two.
4. Plan to check in occasionally to update any followers, and keep yourself informed about changes and upgrades.

At this time don’t worry about implementing a posting schedule to match your Facebook efforts.  In the coming weeks and months we should know more about how Plus Page updates will play a part in Google’s grand search plan.  If you have ever invested money for search engine optimization, joining Google Plus Pages is a no brainer, and could potentially return similar benefits—getting found on Google.

So is Google Plus a ghost town or boom town?  From a networking and “social” standpoint for practices at this point, it is a bit of a ghost town (at least at the time of this writing).  However from a search standpoint—being found on the number one search engine in the US and the UK—it could be a hugely powerful potential boom town. A benefit you could reap with the initial investment of thirty minutes of your time to get set up and familiarize yourself enough.  Here is a list of top resources to help you get set up and familiar with Google Plus Pages.

Remember the key to online marketing today is multiple pieces of online real estate.  Will your practice stake a claim on Google Plus Pages? If search and being found matters to you, I hope to see you there!

P.S. Facebook is still Number #1 for social networking in the US, UK and Canada—and still my top recommendation for practice’s social marketing. Looking to boost your Facebook Marketing efforts? Check out my on-demand webinars for help.

When was the last time you searched your name or practice name on Facebook? If it’s been a while, you may want to do so today.  I’m beginning to see unfortunate situations where practices have a multitude of Business Pages, Community Pages or Places that the practice or doctor is unaware of.

Doctors, even if you have no interest in Facebook, I encourage you to sit down with someone on your team who is Facebook-knowledgeable and search for your name and practice name on Facebook. It’s important to understand that Facebook accounts, Pages, or Places represent you, your practice—and your reputation.

In one situation, the doctor’s team had created a personal profile for the doctor, as well as several Facebook Pages. The doctor was unaware of his Facebook personal profile, and even worse the profile had begun to accumulate patients as friends. Needless to say, this alone creates a risky situation.

With regard to multiple Pages or Places, note that multiple Facebook properties can cannibalize your “official” Page. In addition, you may have patients leaving comments (good or bad) on other Pages or Places that you are unaware of. How are these pages created? Facebook auto-generates Community Pages, often in the case where someone has typed in your practice or doctor name as their “Employer” in their personal profile. Ask your team members to ensure their employer information is linked to your “official” Facebook Business Page.  You can recognize Community Facebook Pages by their unique profile images, often a briefcase represents a company or what looks like a plus sign within a circle for a dental or medical practice.

Regarding Facebook Places, these pages may be generated via the action of someone “Checking In” at your practice.  This could be created by either a patient or team member. In one situation, a practice was unaware of their Place page and they had several patients who had liked the Place and left testimonials for them. Note at this time, it’s possible to transfer likes/fans, however posts, content, testimonials and recommendations would be lost in the claiming/merging process.  Look for the link that reads, “Is this your business?”    located underneath the profile photo on the left hand column of the Place Page.  Facebook will walk you through a series of steps to claim the Place and merge it with your Business Page.

Also ensure your team is aware of the potential risks of these multiple properties on Facebook. I’ve seen practices with up to five different Business Pages, each one started and abandoned by a team member for “unknown” reasons.  While Facebook can be fun and taken lightly, it’s important to be well informed about this platform.  Invest in team training or consulting when needed. Remember that your online reputation, whether on Facebook or other online platforms, are your responsibility. Take time today to ensure your Facebook presence is representing you well.

Boost your Facebook Marketing Efforts with Rita’s On-Demand Webinars!! (available whenever and where ever you like!)