Don’t Get Demoted by Facebook!

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Facebook Tactics to Avoid

Although Facebook lags behind its acquisition, Instagram, for engagement, it still has the largest number of monthly users by far.  It’s the one platform every practice I speak to is using even if they’re just getting started.  It makes sense.  People are familiar with it, so it feels comfortable.  Just like the statistic that most car accidents happen within a mile of our homes,  it’s this comfort that can get us into unexpected trouble.  Let’s review some no-no’s in the land of FB posting:

Don’t Post Engagement Bait

So what is engagement bait? Per FB itself: “Engagement bait is a tactic to create Facebook posts that goad people into interacting, through likes, shares, comments, and other actions, in order to artificially boost engagement and get greater reach on News Feed. Posts and Pages that use this tactic will be demoted.”  Let’s look at 3 types of posts that FB can consider engagement baiting

  • React baiting: Asking people to react specifically to the post (includes like, love, haha, wow, sad, and angry).
  • Comment baiting: Asking people to comment with specific answers (words, numbers, phrases, or emojis).
  • Tag baiting: Asking people to tag their friends.

Is engagement bait all bad?

Definitely not. While lots of posts that use engagement bait tactics try to boost content that isn’t relevant or meaningful (e.g. “LIKE this if you’re an Aries!”), other examples can provide benefit to people. For example, posts that raise money for a cause, or ask for travel tips. These posts drive authentic engagement and FB says it takes precautions not to impact them with their machine learning model.

Is all engagement bait demoted equally?

No. Pages that repeatedly and systematically use engagement bait as a tactic will be demoted more than individual posts from people and Pages that use it.  So a few now and then won’t hurt.  This means you can still run those seasonal contests (think: How many jellybeans in the jar?) without facing the wrath of FB

How can I ask my patients to engage, if I don’t use engagement bait?

You can get your patients to engage by creating relevant and meaningful stories. Unlike engagement bait, these kinds of posts will foster authentic engagement.

Engagement is the key tactic that will keep your business page in someone’s feed(rather than the old-school “like us” approach), but we need to be sure that we’re doing it by the rules.  This shouldn’t shy anyone away from posting or asking for comments – that’s engagement.  A good guide to keep in mind is your own reactions to posts you see in your feed that seem smarmy- you know the kind.  Always ask yourself before you post: Would I want to receive this message?  Remember, patients are people just like us.

To learn more about using Facebook and other platforms in your marketing strategy, hit the Talk tab at the top of the page.  We look forward to connecting!

Update to Google+ Sundown

Google+, we hardly used thee

Hey, Marketing Friends!

Just wanted to post a quick update to a previous article about Google’s decision to end Google+.  Back in October they told us to get our affairs in order because they would be ending the service for private users in October of 2019.

Well, those crazy kids issued a press release on January 30th to tell us “time’s up”.  Google+ will cease to be (outside of corporate environments) on April 2nd.

My guess is that most of you will never notice because really, a lack of users is what prompted the move. Do make sure though that you no longer have links on your site to your Google+ profile.  Also be aware that on February 7th they will cease to support links to reviews on the platform, so again – if your site has them, now’s the time to have your “web guy” clean that up.

As ever, if you have questions about this, or any of your practice marketing needs, WorkingCat is here to help.  Just click on “Talk”.

 

Does Your Blog Sing?

Are You Writing Music?

I know, I know – writing a blog every week or two can be a drag.

  • What to write about?
  • Who’s going to write it?
  • Who’s even reading it? (Is this thing on??)

As healthcare professionals we often think the main purpose of our blog is to educate.  I’ll give you that educating patients is a noble pursuit and definitely in the top 2-3 things your blog should do. But it’s main purpose is to engage.  I could have copied the text of this image and explained all the fun out of it, but Gary’s right, and music is better experienced first hand.

So yeah, MY word count is only 159, but Gary played for you so you could work to improve your writing, and engage your patients.  That’s good stuff.

If you need help with your blog or any area of practice marketing we’d love to hear from you.  Hailing frequencies open.

See you on the internet!

The Increasing Influence of Instagram

The Photo Sharing App Exceeds Facebook for Engagement

Instagram has become the most engaged social platform for brands, with more than 7% percent of users interacting with each post. Twitter is the least engaged platform, with less than two out of one thousand followers (<.2%) engaging with each post. Facebook falls between the two, and continues to decline after a year of bad PR.  7% may not seem like a lot, but in our world of constant stimuli, it’s a huge share.

For many years, Facebook had been the primary platform for social media marketing.

In 2018, Instagram not only caught up to it’s parent company, but has sped right past mom and dad to capture the attention of an even broader audience.

Instagram ad placement is also increasing, reaching 43% of dollars spent with the company in March 2018. This means that out of all the ads businesses placed on Facebook and Instagram, almost HALF were on Instagram.

So what has made Instagram the go-to location for marketers?

The answer is  simple – Instagram engagement.

Instagram might not have the biggest audience size (in terms of monthly users) or highest activity volume (in terms of daily posts), but it is the biggest major interactions driver for businesses.

According to Instagram, 80% of users say they follow at least one business on the app, with 60% hearing about a product or service through their feed. As of March 2017, over 120 million Instagram users visited a website, got directions, called a business, emailed or direct messaged a business.

More importantly, at least 30% of Instagram users have purchased a product or service they first discovered on Instagram.

Every one of these activities shows a level of interest, so in many ways, these Instagram “interactors” should be considered as prospective patients.

 

Goodbye to Google+

Google is shutting down it’s social network

Yesterday Google announced a ten month “sunsetting” period for their underused social network in a blog post .   A security review called Project Strobe discovered a bug in Google+ that had the potential to leak personal information from users’ profiles.  According to the analysis no one took advantage of the vulnerability – likely because no one bothered to notice.

Even though G+ was well integrated with the company’s other products like Gmail and YouTube, Google had to admit usage is virtually non-existent.  “90 percent of Google+ user sessions are less than five seconds.” – Google blog

The combination of this potential exposure, and the fact that almost no one is using Google+,  prompted Alphabet (Google’s parent company) to decide to put G+ out of it’s misery.

What should you do if you keep a profile on G+?  Frankly, not much. You’re probably also use other, more widely embraced platforms.  Keep working those and just begin removing you data from G+  Ten months will be plenty of time to download and migrate your data before the platform finally slips below the horizon in August of 2019.

Welcome to the Blog

Hello, Dental Friends!

Welcome to WorkingCat’s blog.  This space will provide tips and thoughts about effectively marketing your dental practice.  I’ll be posting here weekly, just like I tell my amazing clients to do.  Just like those amazing clients, I may miss a week now and then, so don’t panic if you don’t see something. Some things you can expect to read:

  • Tips for using Social Media
  • Becoming a YouTube star
  • How to write Blogs that get found and read

To make sure you don’t miss a single thing, click on that “Subscribe” box over there on the right.

Then you’ll get an email notification each time there’s a new blog post.

Let’s be better together!