2. About iMatrix
• Trusted provider of Internet marketing
services for over 12 years
• Specialize in social media management for
dental practices
• Empower our clients with the tools they need
to be successful in running effective social
media campaigns
3. About Debbie Harris
• President of Performance Intermedia
– Launched in 2010
• She is a leading Speaker/Trainer/Compliance Specialist for
“Practice” based businesses in Facebook, LinkedIn and
social media compliance
• Writes Weekly Social Media Tips Email – sign up at
http://performanceintermedia.com/
• Active Rotarian – incoming PR Chair for District 5300
• Completing her Masters in 21st Century Communications
with an emphasis on compliance and the law
4. Todays Agenda
• About Facebook
• Building the Social Practice
• Doing Facebook Right
• Building Engagement
• Be Compliant
5. Compliance Disclaimer
The information shared in this presentation is based on best
practices and our experience, it should not be considered
legal guidance.
Due to the magnitude and interpretation of HIPAA
Compliance, the National Labor Relations Act and State
Laws, it is strongly suggested that you seek the advice of an
attorney before setting your social media policy.
Debbie Harris, President
Performance Intermedia
8. Who’s On Facebook?
Age 13-24 51,042,140
Age 25-34 36,397,440
Age 35-44 25,928,800
Age 45-54 20,456,940
Age 55-64 13,340,660
Age 65+ 8,517,620 Everyone…
Women 56.2%
Men 44.8%
CheckFacebook.com; July 4, 2012
9. Edward Zuckerberg, D.D.S., F.A.G.D.
Mark Zuckerberg’s father is a successful dentist
in Dobbs Ferry, New York – not surprisingly he
uses social media
to enhance his
practice.
11. What is a Social Practice?
“The Social Practice creates
transparency by engaging all
customer facing areas of the
organization with it’s customer base.”
Debbie Harris, President
Performance Intermedia
12. Why the Social Practice
Marketing is no longer a one-way conversation
Now the consumer has a powerful voice
13. The Millennials Have Arrived
There are approximately 80 million Millennials in America today.
Those born between 1980 and 2000. How will you reach them?
14. Creating The Social Office
• Claim a User Name
• Create Signage
• Incent “Checking In”
16. Remember:
Social Media is a Marathon
not a Sprint
*****
But like any race
First, you must get started
17. How to Get Started
1. Set up a business page
2. There must be a Personal Profile in order to set up a
Facebook business page
3. You can have as many Administrators as you want
4. Set the Privacy Settings – Profanity at Strong
5. Fill in all the blanks in the About section – tell your
company’s story
6. Choose (or design) an impactful cover image
7. Use Facebook Timeline to tell your story – add important
dates in your company history, with corresponding photos
18. Facebook Profiles & Pages
Personal Profile Business Pages
• Friends • Likes
• Represents a person • Business organization or
• No Page apps personality
• Can only post as you • Offers page apps
• Offers advertising & • Offers advertising &
promoted posts promoted posts
• DO NOT use a profile as a
business page, Facebook • Post as you or the page
may remove it and it looks • Facebook.com/page
“tacky” • Can schedule posts
24. Do It Right
Social media presents a unique opportunity for
dentists and their staff to get information out to
large numbers of people on platforms such as
Facebook and Twitter.
Having your staff engage with consumers can
increase the comfort level with your practice and
reduce the time you are spending on social media.
However, hearing from the “doctor” is a vital part of
making social media successful as a marketing tool.
26. Why the Social Practice
The Doctor’s
Doctor
leadership sets
the tone for the
practice and that
drives staff Staff
engagement and
patient Patient
satisfaction.
27. Seize the Day
Social media presents a
unique opportunity for
Dentists and their staff to get
information out to large
numbers of people on
platforms such as Facebook
and Twitter.
28. Engaging the Patient
Consumer satisfaction
increases as you engage
with them via social
media.
Your patients will post
testimonials.
30. Tips for Posting
• Show pictures of “before & after” cosmetic
dentistry – be sure to get permission
• Educate your patients about new procedures and
products
• Discuss Frequently Asked Questions
• Ask your patients to put up testimonials
• Give an incentive for “checking in” – maybe a
chance to win a $100 gift card by filling out a
form in your office when they “check in”
31. More Posting Tips
• Create Facebook offers – receive a whitening
treatment before February 10th and receive a
$100 gift card
• Post reminders about the importance of regular
visits and reward patients who consistently do so.
They will spread the word.
34. Recognize Your Staff
Facebook is a great place to get your customer
familiar with your staff and build a relationship
with your business.
• Post a picture and short bio about a new
staff member.
• Post a happy birthday or anniversary
message on Facebook.
• Recognize a staff member for something
special they have done in your business.
35. Provide Them With Purpose
• Your staff are your greatest human
assets for your social media engine
• They are both your ambassadors and
watchdogs on the Internet
• Train them how to engage as a team to
grow your business and be compliant
36. Bridge the Generation Gap
• Engage younger staff with older
staff in a reverse or reciprocal
mentoring program
• Older staff learn important new
technology – social media
• Younger staff will learn from
experienced older staff
37. Engage Your Staff
Having your staff engage with
consumers can increase the
comfort level with your practice
and reduce the time YOU are
spending on social media.
39. Do It Right
Having your staff engage with
consumers can:
• Increase their comfort level with your
company
• Reduce the time you are spending on
social media
• Expand your “Reach”
However, hearing from the Dentist is a
vital part of your social media success
40. Getting Information Out
• Facebook’s sharing nature means
that information can easily be
passed on from one person to
another.
• Short videos can be even more
effective as a means to spread the
word.
• Doctors can also turn to Facebook
and Twitter to ask their patients for
input.
42. Understanding “Reach”
• The average person has 130 Facebook friends.
• If a friend comments on your post, their friends
see it too.
• 6 friends commenting on a post, have a net effect
of 7 times 130 friends of friends.
• Total potential reach of the single post - 910
people.
• If one person shares it, the cycle expands
Posts that are shared have the
potential to go viral
44. Insights on Timeline
• Total Likes – Unique people who LIKE your page
• Friends of Fans – Number of unique people who
were friends with people who LIKED your page
• People Talking About – Created any content
regarding your page; LIKES, Shares, Posts, Comments,
etc.
• Weekly Total Reach – Number of unique people who
have seen any content about your page includes Ads
and Sponsored Stories
46. Be Compliant
Understanding Health Information Privacy
• The HIPAA Privacy Rule provides federal
protections for personal health information
and gives patients an array of rights with
respect to that information.
47. Beware of Third Parties
For Compliance Reasons:
Our staff will not discuss
your situation while you are
on your cell phone
48. Be Proactive
It is imperative that you have a Social Media Policy
added to your Internet policy.
• Have your Internet policy reviewed
• Have a social media policy created by an attorney
• Communicate your social media policy to your
entire staff and have them acknowledge receipt
• Train your staff on appropriate use of social
media to ensure HIPAA compliance
49. Conclusion:
• Social media is here to stay.
• Referrals are the greatest source for consumers
looking for Doctors.
• Consumers will look to social media to get and
validate referrals.
• You are an important catalyst to your social media
strategy.
• Your staff can drive your brand to go your practice
through appropriate use of social media.
• You should have a social media policy and your staff
must be trained and acknowledge receipt of it.
50. Make Sure You Are Visible
• Facebook
– Do you have a professional presence on Facebook?
– Are you posting regularly?
– Are you patients engaging with you?
• Google+ -
– Hasn’t really caught on but Google loves it – are you there?
• Yelp
– are you getting positive reviews on Yelp?
• Twitter
– do you have a profile that is integrated with Facebook?
• LinkedIn
– is your profile current and complete?
52. Stay Informed
• Facebook announced major changes last week to their
Search function
• LinkedIn has a new Profile Format
• Pinterest recently added Business Accounts
• Social Media policies and the law keep changing
Stay informed with iMatrix and Performance Intermedia
Blogs:
http://www.imatrix.com/blog/blog.html
http://performanceintermedia.com/
54. Social Media for the
Dental Practice
Debbie Harris, President
Performance Intermedia, LLC
www.PerformanceIntermedia.com
Debbie@Performanceintermedia.com
702.940.9919
