When it comes to Facebook, lots of dental practices around the world are still in a holding pattern, circling the social dental-centric biosphere and searching for a place to land.
While those unfortunate dental practices are complaining about dropping gross production, increased cancellations, and diminishing per patient profits – all while wasting fuel in a hopeless racetrack pattern – the smart dental practices out there are actively listening to the insights Facebook provides for their ‘Dental Facebook Pages’…and they are taking action to benefit from the information!
But things are changing; new ‘Insights’ analytics are now becoming available as Facebook recently began offering page administrators previews into the emerging functionality.
Previous versions of these page metrics communicated some information about the page, but not all.
At least not all the info that could be proactively used to help your chosen page administrator make your dental practice Facebook page a welcoming, relevant environment generating consistent and sustainable return on engagement.
Specifically, the info that was previously available highlighted such Facebook fan page metrics as, user interactions, user demographics, the number of ‘Likes’ your page generated, the number of average daily users, and the total page and post impressions — how many times your page & ‘Wall’ content was viewed.
But, with all of this information given to the page administrator with regard to your dental Facebook page, there was still no transmission of information that helped determine the effect of user activity on your bottom line.
There was no way for you to determine the value of the CONTENT communicated through your Dental Practice Facebook page.
Now, arming yourself with this info you are better able to understand what type of content best resonates with your local social dental audience.
Was it the video last week of Ms. Hanratty touting her terrific teeth whitening results, or was it the Oral Cancer Screening for Candy promo that led to a local news mention?
Content is King
Now more than ever, the content we publish to our wall and how our content gets shared with others is now quantifiable.
The outer reaches of the social dental stratosphere are now available to us, for further in-depth analysis and enhance page performance.
We’re now able to identify what types of content, methods of transmission, scope of messages, and even times of day, to best learn which communication methods provide the best return on engagement.
We’re able to gain more insight into the actual performance of our page, and a deeper understanding of what content stimulates engagement and encourages sharing.
What content is best for the dental practice?
Everything, try it all. Mix it up.
Videos, blog posts, press releases, funny dental anecdotes, most of all beneficial dental health related info…patient interaction is essential to success.
We can now measure the reach of our dental Facebook content, enabling us to continually analyze and refine to deliver the most socially stimulating content so essential to generate the return on engagement.
This new Facebook Insights information should help us better understand the how, who, what, where, and why, behind determining what types of content our collective dental-centric audiences best appreciate…and SHARE.
This post, and virtually the entire intended message was inspired by a great in-depth article from Practical E-Commerce.
And here is some more info on ‘Insights’ from the Product Guide for Facebook Page Owners.