Social Media Marketing - What Should A Dentist Do?

First,
My approach take it relatively slow - after watching others/seeing it mature somewhat - but to get in and start figuring it out.

Second,
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.

Third,
We can do some removal - however, that is only about 15% to 25% of the content you could get to.

Remember, people can post on their sites, create sites specifically to take out their frustrations on others/businesses, write up something in review sites that are not 'yours/the dentists', etc.

Finally...
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...

From New York Times Web

"The Excel Phenomenon"

- Book By JAMES W. ROBINSON

http://www.nytimes.com/books/first/r/robinson-excel.html

Some Excerpts

> The invention initially had its doubters and cynics, though. The chief of the British Post Office was reported to have said: "The Americans may have need for the telephone, but we do not. We have plenty of messenger boys.

> Others reacted with fear and superstition. They were afraid to talk to a disembodied voice and worried they would be electrocuted. Still others felt the phone was simply another "gilded-age" toy for the upper crust--certainly not a development that would alter the lives of average people and society as a whole.

> Even the now universal method of answering the telephone went through several manifestations in the very early days.

> The early notion that the telephone would remain an extravagance for a small segment of society was quickly proved wrong. Communications technology spread like wildfire from day one, and it hasn't stopped since:"

(Obviously, social media helps to uncover those businesses that are not 'GOOD' but one person - going off the charts with 'facts' derived in some part through an "I'm upset filter" - can damage another person and/or business significantly more than we would agree with if we were the 'negative receiver' - ONE Wronged - Does NOT justify Sherman's March to The SEA into waves and waves of Virtual, Viral, Viciousness.)

---
Next...

> This 'Yelp' article shows why dentists need to take control - rather than expect their dental office image to be better by hiding from the new....

You've Been Yelped
http://www.inc.com/magazine/20100201/youve-been-yelped.html

Social Media's Good, Bad, Ugly and Unexpected
http://technology.inc.com/managing/articles/200901/leary.html

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1) Blog not 'editor reviewed' - but the blogger provides a quick synopsis of some of the challenges in Social Media marketing/advertising.

However, it is too simplistic to categorize any marketing completely good or bad. Yes, it does not work for some dentists and it might not be worth in some cases. But like the telephone 100 years ago, fearing new just means dentists will miss the future.

>> 7 Reasons Social Media Is Bad for Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/6244/7-Reasons-Social-Media-Is-Bad-for-Marketing.aspx

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Similar Articles at BusinessWeek.com

> Debunking Six Social Media Myths
http://www.businessweek.com/technology/content/feb2009/tc20090218_335887.htm

> Top Five Social Media Marketing Mistakes
http://www.businessweek.com/managing/content/jun2010/ca20100617_480316.htm

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This INC.com articles goes another direction...

It Takes a Community to Raise a Customer
http://technology.inc.com/managing/articles/200911/leary.html


MORE SOCIAL MEDIA

You Can’t Measure Social Media ROI in a Silo
http://blogs.forbes.com/lisaarthur/2010/11/02/you-can’t-measure-social-media-roi-in-a-silo/

Future Success Depends on Analytics and Integration
http://blogs.forbes.com/lisaarthur/2010/10/12/future-success-depends-on-analytics-and-integration/#post_comments

This Forbes.com article compares online to off line marketing.

Chocolate, Vanilla, or Swirl: The Debate Between Online and Offline Marketing

By Lisa Arthur
http://blogs.forbes.com/lisaarthur/2010/09/08/chocolate-vanilla-or-swirl-the-debate-between-online-and-offline-marketing/

Excerpt...
> 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

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Dick Chwalek

Dental Marketing Consultant and Dentist Communication Coach

NicheDental.com