Turning Facebook “Likes” into Practice Love

Dear Stoked Group,

I decided to launch a Facebook page for my practice about three months ago.  Now that I’ve reached over 100 people who “like” my business, what do I do with those fans?

KT, orthodontist, New York

Dear KT,

We’re glad you’ve jumped into the world of social media with a Facebook page!  With a little strategy, you can interact meaningfully with your fans, engage them with just a few clicks, inspire their loyalty, and reward their attention.  We know it can be tricky to figure out how to use the page to garner the kind of attention you want for your business, so here are our recommended posting strategies for making your first foray into Facebook marketing truly successful.

1.  The Frequent Post. Ideally, you should be posting frequently so that your fans see your content on a regular basis.  It would be great if you could do it every weekday.  Minimally, shoot for once a week, and throw in a bonus post when the occasion calls for it.

2.  The Targeted Message. Make the Facebook experience more personal by addressing a sub-group of your fans.  You can give shout-outs based on interest, geographical area, or any appropriate group of fans that might benefit from direct attention.

3.  The Interesting Question.  Posting questions as status updates encourages fans to jump in and answer, sparking potentially interesting conversations and engaging the readers in an easy way.  Be sure to respond to their comments in the comment section, too; it’s a great chance to show how responsive you are.

4.  The Dynamic Multimedia Content. Try to spice up your posts with variety:  photos, videos, polls, reviews, and links to relevant articles or sites.  Keep a digital camera handy, and take shots of successful happenings or new technology when they pop up in your office.

5.  The Thank-You. Welcome new fans (and reward their attention) by mentioning them by name at the end of every week, month, or other interval chosen by you.

6.  The Incentive to Act. Get your fans to recommend your page to friends, share content, or respond to posts by occasionally offering incentives, like a month’s supply of toothpaste or small gift cards to local shops.

7.  The Solicitation for Feedback. Ask loyal fans to submit positive content by asking for endorsements, feedback, success stories, and photos to share on your site.  Look, your fans just did some of your work for you!

8.  The VIP Treatment. Make sure fans are privy to exclusive content about new developments in your office, such as improved technology, new staff, extended hours, new procedures, and any breaking news that will benefit your patients.  Your fans should be the first to know!

Since you’ve put in the effort to build a Facebook page you’re proud of, take it a step further and use these posting strategies to take your social media strategy to the next level.  Before you know it, your engaged, inspired, loyal fans will be loving your practice just as much as they “like” your Facebook page.