1. Your cover photo is now panoramic, which means it's a wide horizontal picture at the top of your page. I recommend using a team photo, or combining 2 photos side by side. You will have to combine the photos yourself before you upload the picture?this can't be done within Facebook. It can be a photo of the dentists with the logo of the practice on the side. Do not put offers or promotions in the cover photo. Facebook doesn't like it. Also, keep in mind that this photo is public?anyone can see it who searches for your page. It will create a much nicer look for your page, so take some time with it, and change it every once in a while to keep it fresh.
2. Where before all your posts showed up chronologically, now you can "pin" a recent post and it will stay at the top of your page for as long as you want, rather than getting replaced by the next post. This means if you have a special post, photo, or promotion, you can keep it well in view. Take advantage of this feature?it's an excellent improvement.
3. Your practice address appears right under your thumbnail photo, and people can click on it and get a map. It also displays your phone number.
4. Just below your address, it now shows if your practice is open at that moment. Facebook looks at your office hours to determine this, so make sure your hours are accurate and up-to-date in your basic information.
5. The next valuable change is that there is now a section that appears called "Recommendations." This is written by people who have visited your fan page or "checked in" to your practice on their phone and then wrote a review. This is different from a wall post. If for some reason your recommendations do not appear, it means you have not set up your fan page as a "local business place" in your basic information. Change that, because you want people to see what patients have to say about your practice. Also, underneath each recommendation is the date it was posted, so you want to keep these fresh as well. (see my previous blog about using iPads in your office to get a steady flow of reviews). You don't want recommendations sitting there that say "4 months ago" or "9 months ago" People want to see current reviews.
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This blog post was re-posted with permission from 1-800-DENTIST.
Fred Joyal is the Co-Founder of 1-800-DENTIST, and author of the book Everything Is Marketing: the Ultimate Strategy for Dental Practice Growth. He has worked in the dental industry for 26 years, and has helped thousands of practices grow with new patients and with marketing guidance. He speaks all over the country on dental marketing, social media, and practice management.