Title

Social Media Smiles: Should Dentists Join the Social Media Bandwagon to Promote New Business?

Date of Award

5-6-2011

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

dental; dentist; interaction; Internet; marketing; networking; online; social media

Abstract

As social media continues to revolutionize communication practices, skeptics within the dental industry are now coming to the realization that traditional means of marketing are just not enough. Social media allows for dental organizations to connect instantaneously with their community, engendering a sense of loyalty to be built throughout interactions over time. This study demonstrates the importance of incorporating social media into existing marketing plans for dental practices. Results indicate that with the help of social media, dentists will now be able to connect with those whom they may not have been able to reach before. Findings were used to develop a social media plan for California Dental Group.

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