My approach take it relatively slow - after watching others/seeing it mature somewhat - but to get in and start figuring it out.
Yes, there can be a negative result from getting into social media - but that is ONLY PART of the Reality...
> I have linked to some ARTICLES below from other sources
---- Dentists, you don't need to read all of them - read a couple - even couple paragraphs of a few - to get a broader perspective.
We can do some removal - however, that is only about 15% to 25% of the content you could get to.
The other problem is if dentists pull back too much when they hear about some negative potential pitfall or cliff jump - then whatever BAD there is out there - will start showing up higher THAN the dentist's GOOD reviews/etc.
To some extent Social Media marketing is the WILD WEST. Yet, dentists and dental offices either must go WEST (and try to disarm the BAD Guys) or pull back and the nattering naybobs of negativism take over - or at least KICK up enough dust that the GOOD dentists become virtually non-extistent...
You've Been Yelped
Social Media's Good, Bad, Ugly and Unexpected
1) Blog not 'editor reviewed' - but the blogger provides a quick synopsis of some of the challenges in Social Media marketing/advertising.
>> 7 Reasons Social Media Is Bad for Marketing
Similar Articles at BusinessWeek.com
> Debunking Six Social Media Myths
> Top Five Social Media Marketing Mistakes
This INC.com articles goes another direction...
It Takes a Community to Raise a Customer
MORE SOCIAL MEDIA
You Can’t Measure Social Media ROI in a Silo
Future Success Depends on Analytics and Integration
Chocolate, Vanilla, or Swirl: The Debate Between Online and Offline Marketing
> I am not debating that digital marketing offers tremendously valuable opportunities to reach out to and connect with consumers. In fact, when Aprimo polled hundreds of marketing professionals who attended Online Marketing Summit events over the past few months, we found that, not surprisingly, 62 percent are increasing their spend for online marketing. It makes great sense. Digital is more cost effective, easier to measure and satisfies instant gratification – for our online audience, as well as for us as marketers.
But –and here’s the KICKER –we also asked marketers, “What channel has yielded you the most success in connecting with customers?” And, here’s how they responded:
• Events – 49 percent
• Email – 29 percent
• Advertising –15 percent
• Industry publications – 4 percent
• Social Media (Facebook, Twitter, etc.) – 4 percent