Chris Brogan wrote a book last year entitled, “The Impact Equation” in which he introduced the term “Echo” as part of effective social media marketing strategy. For a dental practice’s purpose, Echo can be defined as finding and sharing common experiences with patients and prospective patients for the purpose of building and strengthening relationships. People like doing business with people they know and like. In his book, Chris talks about the popular singer Adele’s ability to turn her contact with fans into something much more.
“Adele sings songs about love and heartbreak that resonate with people of any age. By ‘resonate’, realize that we mean she’s built songs that Echo (echo, echo) the emotions you feel, which helps her grow her platform… She talks to people, not as a celebrity but as if they were friends…” (The Impact Equation, pp. 225–226)
Do You Talk To Patients As Friends? Do You Respond?
Do you talk with patients not as their dentist, but as their friend? Here’s a great example of a practice that understands Echo. They find “common” ground, talk with patients as friends, and religiously respond to comments:
When it comes to social media marketing, nothing discourages your patients and prospective patients faster than not responding to their social media comments. We’re all that way, right? When we say something we like to know that we were heard and that the entity we directed our comment to is listening and cares. For small businesses like your dental practice, ignore someone once and you’ll likely never see a second opportunity.
Building Relationships Builds Your Business And Retains Patients
Social media marketing is relationship marketing. One of the first and most important things you can do is convey the message, “Yes, I’m busy… But never too busy for you.” What are you doing in your practice to connect the dots between social media activity and growing your practice?