Social Media IS Word-of-Mouth Advertising

Few dental specialists would question the role of word-of-mouth marketing in acquiring new patients. But many are still reluctant to use social media. A recent survey of small businesses illustrates this disconnect. Among those surveyed,

• 50% said word-of-mouth recommendations is a tool they cannot live without.
• Only 12% said social media is a “must” that they use all the time.

See the disconnect? Social media receives a bad reputation as a vehicle for wasting time. But for dental specialists, a well-executed social media program can be an important source of new patients for your orthodontic practice, pediatric dentistry practice or whatever your dental specialty may be.

Here are three ways social media can increase word-of-mouth referrals for your practice:

1. Social media can spread your content beyond your network of friends or followers. Facebook and Twitter make it easy for followers to share information with their own network, spreading your messages to a much larger group of potential patients. Because sharing is done by a quick click of “share” or “retweet,” you have control over the marketing message that spreads across the Internet. Post valuable information to your Facebook page or tweet an interesting link—perhaps an informative article on dental hygiene or periodontal disease—and your messages can work their way well beyond your own network.
2. Social media builds relationships with dental patients, which in turn encourages them to recommend your practice to others. Be sure to engage in two-way communication with existing patients. Building good relationships makes your patients more likely to spread your marketing messages and recommend your dental specialty practice to others, either verbally or through social media.
3. Finally, like it or not, people use social media to exchange information about products and services. How many times have you seen a Facebook friend ask for a recommendation? It might be a question about the purchase of a new camera, but it also might be a fellow mom looking for a good orthodontist in the neighborhood. People constantly exchange recommendations on social media. Facilitate these discussions by being part of the conversation.

Remember, social media is not merely an entertaining diversion. Executed properly, it can be an important source of the word-of-mouth referrals on which your practice depends.