Beware The Dark Side of Content Marketing on Facebook

Don’t give in to the temptation to post questionable content on Facebook. It could cause long-lasting damage to your practice.

Good content gets noticed. If it’s informative and relevant, then you’re sure to get clicks that convert into patients. Unfortunately, the opposite is also true as evidenced by the proliferation of fake news and clickbait marketing, especially on Facebook. Yes, people like useful content but they also like provocative news that confirms their beliefs. But in the era of “alternative facts,” People & Practice is firmly in the “just the fact, ma’am” camp.

Facebook has taken to the road to convince publishers that this is also their opinion. The company released a 50-age document explaining what they think works on their platform and what doesn’t. And, they have taken steps to target the bad actors disseminating fake news. They offer three things to remember when producing content for Facebook:

  • People on Facebook value content that’s meaningful and informative
  • People on Facebook value accurate, authentic content
  • People on Facebook value standards for safe, respectful behavior

While these are meant to be directed at the media, they apply to anyone who produces content for self-promotion, including those in the dental community.

Don’t give in to the Dark Side. While the quick and easy path might offer a short-term benefit in hundreds or even thousands of clicks, the long-term damage to your reputation can be irreparable. It’s not worth going viral for the wrong reason. We constantly advise practices to put in place our system that captures negative reviews before they’re posted to a site like Google Business or Yelp. A bad review can become a big headache. Anyone engaging in clickbait marketing techniques risks causing even worse damage to their reputation.

Facebook is possibly the largest and most effective direct distribution channel for online content in the world right now. It can be hugely beneficial to those who know how to use it the right way with a mix of good content and targeted advertising.

People & Practice specializes in advising practices about how to promote themselves with online content that resonates with prospective patients in a positive way and communicates the values of your doctors and staff. We help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, contact us at 888.866.DOCS, or by email at hello@pplpractice.com.