Social Media Marketing for the New Dental School Graduate
Social Media Marketing forthe New DentistDr. Sam WeiszDentist in private practiceKeri KramerCommunications director, Chicago Dental Society
PresentersDr. Sam Weisz (@askmydentist)has reached more than a millionpeople online by answering dentalquestions through his YouTubeand Twitter accounts.Keri Kramer (@kerikramer)oversees online marketing,including social media, for theChicago Dental Society.
Agenda• Overview of social media marketing with emphasis on the unique needs of a soon-to-be graduate• Setting goals• Deciding what tools are right for you• How to measure• Coping with online review sites
What Social MediaMarketing Isn’t • Magical! • A silver bullet • Free (It costs time) • Easy to outsource
Social Media Is• Opportunity to market yourself professionally• Part of your online presence• A way to benefit from your connections
Traditional Word of Mouthvs. Online Word of Mouth• Recent studies find that people more likely and more often consult online reviews than asking family and friends for recommendations
• In 2011, the Internet population grew by 6.59%.• It now represents 2.1 BILLION people.
How do you compete?Corny buttrue:Only youcan beyou!
Getting started...• Start editing yourself now--be strategic• Set goals• Decide on services--LinkedIn, Twitter, Facebook
What isyourpersona?How doyou wantto beperceived?
Editing Yourself• Ask yourself, “Is this… – Funny – Engaging or Social – Kind – Interesting or Thought-provoking – Adding value to the conversation?
Setting Goals• “I want to…” – Get patients – Find an apprenticeship – Position myself as a thought leader – Promote myself in the media
Using a Facebook Profile--Pros• Benefit from connections you’ve accrued now• Less friction--people more likely to friend you than like a page• People relate differently and expect different things from a person than a page
Using a Facebook Profile--Cons• Facebook does not allow you to promote your business on a personal page• Fewer measurements available• Trading privacy for findability• Can’t advertise, although you can do promoted posts
Using a Facebook Page• Robust ways to measure• Less personal, totally public• More opportunities for branding and search engine optimization• Can promote your business without running afoul of Facebook
Facebook Page Best Practices• Ask short questions to encourage conversation• Post photos• Post at least three times a week• Tell people what you want them to do