 Richard, what a nice name. Richard, how are you? I'm good. Are you on the way Pacific Coast? No, on the East Coast. Well, I'm in the middle, right by Chicago. Okay. Starting to get dark. It is. Yeah. Hello, Dr. Blanton and Sonia. You're muted, Pat. Thank you. I was just commenting too nice and rough. We must be drunk. Yeah. And I was I was thinking that Susan should probably be about one semester away from getting your dental ethics degree. Yeah, probably so. And if we get her into the clinic, she'll be a dentist. Oh, no, there you go. Get the light down a little bit. It's kind of bright in this room. Richard, how many people do you expect on this call tonight? Susan said we had 46 signed up. Whoa, that's great. Yeah, it's an important topic. That it is that it is good to see you too, Richard. How are the two girls doing? They're good. They're. They've got a scam going where they'll take. One of them will take me shopping for the other one. For things like bed, bath and beyond. Oh, yeah. And the first time I walked out with an $85 bill, I thought that's crazy. And the next time it was more like 150. I was going to say you got, you did pretty good with just 85. Right. Bed, bath and beyond that's something else, but that's a great place to shop. Do you ever go in there? Only to spend money. Yeah. Okay. Hey, Dick, what did you think about that presentation last night? I really liked the film. I think it's great. I made a suggestion to Carol that you should beta test it with. A younger generation than you and I. Yeah. I don't think we're capable of. Of viewing it with the same critical eye that. You know, we don't know exactly what they're looking for. I don't think we appreciate that. And I also, I had a couple of experiences with. With tapes like that in my marketing guy said, what you need to do. Is have a short, like 30, 60, maybe 90 second. Video with real short clips, almost like an infomercial. Yeah. And get their interest because most of them are not going to be interested in a half an hour or more. But if, if you can trigger their fancy. With a real short. Clip. Yeah. I think you're right. Richard, what he's talking about is the American college is working with a DIA. To create a program entitled your finances, your future to travel. The dental students plead to talk with them about what to do with student debt. How to preclude student debt and how to manage student debt in the event. It occurs. So we're trying to address that. That really came to us as a request from young students to do something to help them. Yeah. It's the elephant in the room. Yeah. Yeah. It is tremendous impact on the future of their profession. Yeah. That latest article that Leo sent around was the interesting. Although I crunched some numbers when I graduated. Compared to my classmates. I had a fairly low debt. It was $50,000. Wow. In today's dollars. It's 265,000. Yeah. And I was eating soy meat and driving an old car. And I didn't have any vacations. I went to McDonald's once a year. As a tree. Oh, you really splurged. Okay. Yeah. I went crazy. You know, I don't remember very much from those days except studying. I don't remember ever shopping. Going for clothes. I never had a car. I don't remember thinking about any of that. I don't remember. Going for clothes. I never had a car. I don't remember thinking about any of that stuff. It was all about school and learning and studying. But that was me. And it's a different group today. Well, we need to focus on that. They have a different set of values and concerns. I think they're a lot more balanced. Then we were our are. Sounds like it could well be. Hey, Dr. Good evening, Tim. Hey, Doug. Good evening. It's a little past seven. So I'm going to go ahead and get the program underway. And others will log on as the evening progresses. Good evening. I'm Richard road. Program chair for. AADJ. And I'd like to welcome all of our attendees tonight. And thank you for taking time out of your Friday night. During the holiday season. And just a moment, I'll introduce our presenters, but first some housekeeping. There will be time for questions and discussion after all three speakers at finish. So please hold your questions until the end of the program. Discussion may involve more than one presenter. Please use the raised hand symbol at the bottom of your screen. And I will recognize questions. Also introduce yourself to the audience and mention your publication or association if possible. I'd like to especially thank Suzanne Pittman and staff from the American College of Dennis for their assistance in making tonight's program possible. If you need CE credit, information will be available at the end of the program. Our first speaker tonight is Tim best lockers to the senior director of strategic business operations for the strategic business group at Henry shine with the responsibility for the corp companies corporate. Social media team. Team is responsible for integrating and growing social media presences across the company's business groups, which speak to dental and medical professionals around the world. He holds an undergraduate degree in communications and public relations from the state University of New York and only only onto Tim. I hope I said that right. And a master's degree in media management from the new school. Our second presenter tonight is, is Dr Nathaniel Lawson. Dr Lawson holds a DMD and a PhD degree. And he's director of the division of biomatter materials at the University of Alabama at Birmingham. And for those of you not from the south that's Birmingham and not Tuscaloosa. University of Alabama school at Birmingham school of dentistry and he's the program director of the department of bio materials residency program. He graduated from UAB school of dentistry in 2011 and obtained his PhD in biomedical engineering in 2012. He has served as an investigator on over 50 clinical and laboratory research grants and published over 150 period articles, books, chapters in research abstracts. His research interests on mechanical, optical and biological properties of dental materials, the subject near and dear to practicing dentist and clinical evaluation of new dental materials. He was a 2016 recipient of the stand for a new investigator award in the 2017 3M innovative research fellowship, both from the ADA. He serves on the ADA council on scientific affairs and is on the editorial board of the journal of the dentistry and compendium. He has lectured nationally and internationally on the subject of dental materials. He also works as a general dentist in the UAB faculty practice. In rounding out our stellar lineup tonight is Teresa Pavlos who is a digital first producer and editor with nearly 10 years of experience creating multimedia content. She is a trained broadcast and digital journalist and currently serves as the editor in chief of the daily and you heard me write daily dental news website doctorbycuspid.com. In her current role Teresa at its features curates thought leadership pieces and produces video comment. She also is the host of doctor by cuspid's popular video series dental dose. If there are no further questions I will turn the program over to Tim Vasalacos. Thank you Tim. I believe you are muted. Hi everyone I hope all as well. My name is Tim Vasalacos from Henry shine. I am the senior director of global business operations for Henry shine dental. And I am pleased to join you here today. I really wish that we were live in person. I know we said that last year. Hopefully this is the last time we are saying that we would love to start off by thanking Dr. Chambers, Brian shoe and of course my wonderful colleague and partner in crime over here at Henry shine. Just a fantastic person and a fantastic group of people that I have worked with over here between this presentation and last year. I would like to thank you for joining me today to present an intro to the topic of building out your social community on social media. Would love to expand on that a little bit. Probably a little bit more of an update. What I do miss is having the back and forth both of being in person, being able to talk to each and every one of you as we go back and forth throughout the presentation today at any time after this virtually shoot me a team is message zoom however you want to do it I'm totally open to talking to anyone about and expanding on the topics that I'm going to go through here today. So with that today we're going to go through what we titled building your social community which is really finding, building, growing your community that fits the needs that's in your community needs to be different. We at Henry shine have multiple, multiple different types of social communities across the globe, you know, working in in more than 30 countries. It really is important that we speak to the local market and we don't treat every customer like they're the same whether they're a doctor or dentist or the various professions that fall within those professions. So let me go ahead and share my screen. I'm sorry to not to have someone directly to talk to. So bear with me. All right, I think that should be sharing. And then let me just go through where the social landscape is today. I know a lot of people see this. It's it's probably not too surprising to see what is where and what's growing. I would like to start by saying, you know, it's still very much the dominant source for social media across the globe. It still is very, very sticky with a lot of people for someone like me. Facebook is something that I picked up freshman year of college and it's kind of been my home base for social media for almost one close to 20 years kind of kind of scary to say that. But it really is affecting just so many people across the across the entire world where almost 70% of Internet using adults use Facebook. So keep in mind basically, you know, a vast majority of the world use the Internet and almost three quarters of those people have Facebook in some way, shape or form. So if you're ever questioning yourself, hey, you know, is Facebook a place where my customers, my constituents, my readers are? The answer is likely yes, but the answer is likely changed over the last couple of years as to how you would use it. When you go to Twitter, I think Twitter is probably the perfect demographic for this group here, right? Twitter is really not the place for the individual dental practitioner. We do not see a lot of our individual customers on Twitter. Or if they do, they're not public about being a dentist or they're not using it in any dental capacity. So I would, if you're, if you're thinking about Twitter and what's right for you, I would keep in mind that it's certainly a lot more popular for media, KOLs, rather than what you would consider, you know, your private practice, even your DSO doc, it's going to be just so differently used, not really a place where they come for peer-to-peer conversations. LinkedIn, obviously, a little bit more of a professional skew here. A lot of people here, it has to do with their career, their career direct trajectory. We do see more and more dentists using it. We do see more and more dentists using it. And dental professionals using it, which is really encouraging because we, as a company, have been using it. And it's honestly, from a Henry Shine standpoint, one of our biggest platforms. We're a company of about 20,000 Team Shine members. Our LinkedIn following has well over 100,000 followers. So it shows you that there is impact there from both the Team Shine member side but also from the customer side. And it shows you that it's only 81% of adults use this. Right? I keep finding myself YouTubing a question almost more than googling a question sometimes. I don't even want to read something. I just want to be shown, hey, how do I fix this patch in my grass? How do I do this in my house? It's incredible. And if you do the same thing with Dentistry, you find people asking how much that has grown over the last couple of years. That heading to the right side of this graph, there shouldn't be all too many surprises. We pair them together because the demographics are incredibly similar here, especially for new users. A lot of increase in adult users but obviously very, very popular with 30 and under of which I am a club that I am actually long gone now. But my sister is still in it just barely. And I could tell you very, very much still the go-to place for what I would say the younger millennials, maybe the older Gen Zs. I actually think 59% of users logging in daily seems very low, but according to Pew that's where we're at. And I would say a lot of our efforts in terms of targeting dentists, speaking to dentists, especially the next Gen Y, Gen Z, Instagram has taken over our priority. It's just where they're all going to share their conversations. I know that there's going to be a track about Instagram specifically so I'll leave it to that. I'm going to talk about a couple of things that we do. But I hope you take more from that session. And again, if there's anything I could tie back or work in and follow up please reach out to me. Pinterest is something we use very, I would say almost surgically we use it for very specific reasons. It has a very specific data, a very specific following right. Very, very female heavy. It is it's something that I realized all my female friends use for one way or another. It's almost the same for dentists, right. We find that it's a lot of female dentists sharing inspirations, talking about different things are going on. But it's very design focused. It's very inspirational. How are you setting up offices? How are you doing this and that? That's very aesthetic less so peer reviewed things and best practices. Very interesting though. If you could go down a rabbit hole there spend some time see what different offices are doing it is it is really interesting and we've used it for specific reasons most notably our design services. And TikTok is something that we haven't dived into yet as a company mostly because our voice wouldn't particularly fit with the content that needs to be created right. It's a lot more about people to people communication rather than brand speaking and we want to make sure that we don't just try to cram a message on a different platform for the sake of doing it. That's not to say that we're not focused on it. We're totally listening hearing what people are saying whether it's about shine whether it's about the industry on the platform but we're not we're not actively marketing on it just yet. Maybe next year we talk about this as a completely different subject because that had may have changed but as of today we're not we're not there yet and then thinking about the community as we break into content creation you know one way that we would think hey here's how you should go about it is we're very much focused on not doing everything just to say we're doing it right we're not on every platform just because we want to say hey shine has a presence here there we want to be on the platforms that's right for our customers and for our team shine members. So the first thing we're always doing is defining our goals before ever creating any type of community any type of social media content and the next is defining your audience right is your audience that you're trying to speak to actually on this platform do some due diligence we'll talk about that a little bit more but you want to make sure that the people you want to speak to are actually on the platform before you start spending time and resources building it out and then determining what type of content you're going to create right you if you're going to go on Facebook you're probably going to create different content than you would if you went on Snapchat actually you would 100% have to do that because the content isn't the same and then lastly is creating content creating a calendar of it and then making sure that you have consistent use which we're going to go into even more but honestly when we were approached by many of our internal business groups at shine about creating new social media pages of new social media handles we always have stipulations as to what they need to follow making sure that it is wasn't just a you know an idea they had that they want to start walk away from it needs to be a well thought out strategic process and we want to make sure that we're not just standing up brand pages just for the sake of doing it and then for you guys this shouldn't be any surprise here right tomorrow's dentist actually I would say today's dentist digital natives if you take a look at the handful of the current immediate previous as the presidents of who we all have really great relationships I mean just some fine people on this page Dr. Tonya Sue Meisters Dr. So Solomon and Dr. Craig Mackenzie all people that we've worked with in the past we've actually had what we call shine chat discussion between all of them in our chairman and CEO Stan Bergman they all are incredibly sharing on social media I mean they share every aspect of their life and every aspect certainly of their dental professional there and it's great to watch it's great to see see how they matured how their journey has expanded over the last couple of years but it's indicative of the fact that our dentist today our dentist of tomorrow's especially they're going to talk about everything they're doing inside and outside of the office online for I would say from from at least a vast majority part so in terms of knowledge please feel free to follow these young individuals and see what they're talking about what's important to them but it's easy to go in you know take a look at some of the hashtags they're following the hashtags they're using dive into those conversations really get an understanding of what these people are talking about this will help you build out your community it certainly is worth the time to do the due diligence and see hey what's you know what are dentists of today and tomorrow talking about before you dive in and say here's what I'm going to talk about these three individuals I can't speak highly enough for just great people so when we dive into some of the things that we do at shine and we talk about hey we want to keep an engaged audience stemming from the work that we've done with as the work that we do with some of our newer dentist you know we thought and these are just examples and I'm going to show you certainly not our whole strategic plan but we think about hey you know we want to make sure that we're relatable to them we want to make sure that we're not speaking to them as a fortune 300 company to a solo dentist we want to make sure that we're engaged and building out the relationships with them making sure that we're able to create content that speaks to them and speaks to the peers is really fun now this is one a line of content that I will give full credit to miss Jessica Post on our team she has been really active in working with our dental students and increasing engagement with them and one way that she's done it is being sharing their best practices working with them sharing some of the things that they're doing some of the things that they're excited about giving them a platform to a fortune 300 company to speak to other dentists and doctors across the world to say hey you know tell us your stories we'll help you tell them to others and obviously they love that the feeling of being approached by such a large company but also giving the platform to expand their own reach just what couple of these posts that we've have are just dentists sharing milestones things some of the advice things that they would give to themselves in the past it really really incredible and you see here that it's as simple as working with them reposting some of their own content where we've had huge spikes engagement rates because people love to see what other people have to say and especially young dentists with other young dentists when they're talking about hey listen I'm just getting out of school how do I do X Y and Z they certainly love to see what other peers are doing so certainly you have here and there's no shortage no shortage of content out there especially with our with our new generation of dentists and then another thing we've been doing to boost the student engagement is using reels and this is something that didn't exist when we talked last year but reels is essentially I mean for lack of a better term but reels is Instagram's foray into doing what tiktok does right so short videos fast fast paced videos moving quick also very easy to consume and scroll on with your life we've created something that is a post we've been loving it comes out every Friday of which we share a bunch of reels and other posts across Instagram of things that we've been tagged in as a company and very often more often than not it's tagged we're tagged in by dental students or young dentists young practitioners and we reuse it we create this story at the end of the week it's a really fun round up of things that were talked about across the dental profession from people that follow us and people that thought to tag us so really simple ideas and like I said happy to ideate some more with you if you if you ever want to reach out just some of the easy things that we've been doing to keep to keep a relevant conversation going and then something we're doing from the business is and I'm just messing with the animations something we've been doing the business is there's a lot of polls and a lot of ways that you could use multiple choice answers yes and no answers voting where we've talked about room design and how we could build it out what we what you see here are different stories the way people could build out a different room on social media and what we do is we let the audience decide right let the audience decide hey what do you want this room to actually look like and after a day we let the results come in and we show hey here's what as a collective of our audience here's what you actually design it creates a fun stickiness for people because they feel like they have a little bit skin in the game but it makes it so it's it's interactive with the brand right it's not just us talking to you we want to hear back from you and it doesn't need to be in such corporate jargon it doesn't need to be such a you know in in this large space it really is about hey we're curious about what you have to think about different designs different things that are going on the industry we love to have your input and it's as simple as taking their input and creating it on our end now there's many ways you could take with this I follow tons of brands that do something similar to this and maybe I'll be touched upon later but there's no shortage of things you could do here and then speaking of listening I think this is really important especially as you build out your community and that is you know think about social media listening and monitoring as something that is incredibly critical to the way you're going to build things out without it you shouldn't even be doing it right so if you're listening you want to be able to listen to all the things that your audience or your potential audience are saying that's going to really help you create your content moving forward if you're not doing that then you're really just talking to yourself and hoping someone cares about what you have to say and shine we don't unless it's something directly related to a sale or of a product or service everything every piece of content we build up is based off of previous data that we have of other engagement so we're not just creating things hoping hey I really like this Tim me as Tim I think this is a great idea just go out and do it we're looking at the data of what's worked in the past and we're building it for the future now obviously for a company our size are listening and monitoring also ties into many other things legal aspects HR aspects team shine member issues there's so much that are said about our brand that we need to protect it you might not have that level of issue right there's not that might not be something you need to worry about every day but from a standpoint of if you're going to build a community you certainly better be ready to listen to what the people who join it have to say because if not then you're talking to yourself and with that there are a handful of there are a handful of platforms I certainly could recommend I swear I work from neither of these platforms I've used probably close to three digits of social media platforms over my 13-14 years of doing this and that is Hootsuite it's really good for small to medium businesses and Sprout Social also good for small but they also do enterprise I would say if you were just getting into things Hootsuite should probably be the first go-to it's really really easy to use Sprout probably has a little bit more features and might also cost a little bit more but I recommend to you checking out both they also do a lot more than listening and monitoring they do publishing they do you could do community management in there no shortage of things you could do in there certainly employee to spend some time in there before you think about putting together social media strategy and just the an idea of what this actually looks like you know we log into our dashboard every day and we have hundreds of things being said about the company of which we need to make a decision are we going to reply to this are we going to follow up on this how are we going to do it I think everyone in this room can imagine that March to June July of 2020 this these mentions were a mess in terms of hey what's going on with dentistry what's going on with PPE what's going on with products and services I would say last year was probably one of the most challenging years in regard to social media management I've ever seen but the team did an awesome job at following up with every customer every every comment every question made made for early mornings and long nights but it certainly was a learning experience and I think we're a little bit better for it but this is what I tell you when I say listening and monitoring is incredibly important and if you stand up some social media pages you better be prepared to answer some questions you better be prepared to take the feedback because if not then you're not doing it for any particular reason that's that's beneficial to your followers to your audience to your readers and one thing that I wanted to mention regarding the communities you are thinking about I know there's a lot of ways you guys could build things out one way that might be most beneficial for for you is building out private groups and private groups has many definitions you can make a private so it's private completely nobody can know about it unless you send them link you can make it so it's private where someone could see it but they have to ask permission to join and you can make it public so anyone could join anyone could see anything there's many options there and like I said easy to find out exactly the details here or please reach out to me but for for you especially if you're building out smaller niche groups private groups are certainly Facebook's focus the last couple of years they find that it keeps people on the platform because it talks to it brings people of like natures together it keeps it keeps people within pockets where you know people can help each other out and in dentistry there's no shortage of them I mean there's so many dental Facebook groups many many popular many that have thousands if not tens of thousands of followings where you could really build out your niche topics talk about specific issues it really is a place that is booming certainly something that we from Henry shine try to be involved with but from an arms distance right because we're not we're not an authority we're certainly not clinical we want to make sure that we're respectful of everything that the practitioners have to say so we do we do pay attention to what's being said as long as it's public enough or that someone's in the group and we can actually see it but for you guys especially it's a little bit different you have a unique opportunity right now to build out private to build out a group that could speak to your niche following to speak to your niche needs and I won't say I'm a little jealous that you have that because we don't right and and you guys will have you know a strong following that can probably grow quite quickly especially if you're talking about your readership your viewership so please keep that in mind and then I certainly want to talk about when you're talking about building out your community how are you measuring success I'll tell you there's no shortage of data points that you'll have when you start digging into social media metrics so much so that it's just incredibly confusing you could get so into the weeds so much so that you don't even know what you're looking at anymore and man when you get into social media advertising there are so many metrics that you could have that it's a little mind blowing without a mind I would encourage that you don't get too enamored with followership right everyone wants a big audience but I will tell you there are pros and cons of having a big audience the biggest con being the larger audience you have the less likely more people are to see your content and I know that sounds confusing because you would think larger audience means I'm going to have more people to see my content but the way that Facebook and Instagram's algorithm and maybe even LinkedIn and Twitter work is the more people you have following your page the more they throttle down your reach organically is unpaid when you're not paying to reach them hold another topic that I could spend another couple of hours on I know it's a little confusing but what I mean by all of this is if you could focus on your engagement rate and that includes when people comment like share on the pieces of content that you publish this is what really matters right because this is what people see this is what the platform sees as hey people care about what you have to say so we're going to keep showing them what you have to say if you keep seeing that your content falls flat it's not working out people who follow you are not engaged with it this is really where I'm talking about you need to listen to the data and move on right you need to follow you need to find what your audience actually cares about engagement rate is probably the best indicator of that and it's not as black and white as that in terms of saying oh we just need to do X and Y will happen but it's certainly something you want to put at the top of your strategy if you're putting out content that no one's caring about in all honesty it's the same thing as publishing a newspaper 30 years ago and no one buying it and reading it right so you have to be you kind of have to have a little thick skin when it comes to this because you might have something you think is great and you find out completely falls flat on social but you have to be able to roll with it and keep going there have been countless ideas that the team has come up with based off of data hey we think this is going to work over the years and it's completely falls flat but we just got to keep moving on we'll try something else we'll try something new we'll listen to the data we'll listen to the audience and we'll try something new next week so don't be afraid of moving on from something especially the faster you can do it the better for your morale and just so you know when you think of engagement rate it's not as easy as oh I have 100 followers I had one click of something I had one like of something I have a 1% engagement rate it's a little more complex than that but not all too much the way you make engagement rate and this is based off of how platforms define it it's all engagements divided by impressions times 100 and that gives you an engagement rate so you'll see that fluctuate up and down even across our company we have it fluctuating up and down but we have very different audiences across China as a whole we have so many professions within dentistry medicine it's just so many roles within that that we're trying to speak to we see engagements rates spike up and down very dependent on that which means you really should focus on the quality of things and not the quantity of things I know this is almost cliche to say but a lot of people ask hey you know how many times should I post a week how many times should I post a month how do I create a calendar there is no right answer there right if you go and look at and use paper on Facebook or Instagram multiple times a day because guess what that works for them if you look at Shine if you look at Henry Shine dental we probably post 3-4 times a week because that's kind of what works for us right now right we have to find out what works for us there is no right answer to say hey how many times should I post a week there just isn't you need to find the cadence that's right for you but also what's realistic in terms of content that you're going to create right so tell me how many great pieces of content you think you could create and what the cadence is of that once a week once a month it's better than cramming 3 things in one week and then not doing anything for another 4-6 weeks so it's really important that you have this build out phase where you talk about how am I going to create a line of quality content rather than say hey I have 2 great things I really want to get out right now we'll worry about everything else later because that's when everything falls apart when you have to live day by day so for thinking about the importance of consistent use you know number 1 is always keeping your followers engaged like I said if they're not engaged they're just not going to see your content anymore so if I scrolled on and I saw something from Nike and I didn't even stop to read it I certainly didn't like it I didn't click on it Facebook's going to think you know what Tim really doesn't care what Nike has to say so let's stop serving him it even though he follows Nike let's stop showing him the content and Facebook takes more than just likes clicks and shares they'll know when someone stopped to read so keep that in mind right if you're not engaging your followers Facebook, LinkedIn, Twitter, Instagram they're going to know about it and they're going to stop showing your followers your content so keep that in mind especially as you try things if they're not working making social media making social media part of your everyday activities incredibly important what we see all too often is people do a whole bunch of activity and then they say okay throw this up on social media that's just not how it works right if you're not thinking about how am I going to use this on social media from its origins you're going to end up throwing things that don't belong on social media on social media and that's where you see things really crash and burn and lastly on this consider who your customer is or in this instance your reader your viewer and what they want to see you have to be really unselfish here think about I mean the way I look at it I'm not a dentist I'm not a medical professional not a dental professional I am always looking at things the way that I think our customer sees it not the way that I see it because I for certain do not consider myself an authority especially on the clinical side so I'm constantly looking at data constantly looking at what they're doing on social like I said look up those hashtags look up those influencers see what they're talking about easy way to tap in there and then we don't have time to talk through all the aspects of paid social media but I definitely wanted to talk through a couple and again another thing please if you have questions on paid social media advertising I'm more than happy to spend time with you maybe even meet with a team to talk about how this works how we do it some best practices you could take but some of the things that you're going to be looking at if you if and when you get into paid social media we want to highlight the three most important aspects so this is when you're paying to reach people when you're buying advertising rates when you're buying advertising media one is a click-through rate right obviously this means how many people saw it versus how many people actually thought to click through it this is one of the ways that the social platform is going to charge you one of the most basic ways they charge you is cost per click right so you say to Facebook hey I'm willing to pay a dollar for someone to click this article or hey I'm willing to pay up to ten dollars for someone to click on this or do this this is a very basic way that they charge you and obviously that could fluctuate a ton you can make it so I'm willing to pay a couple cents for someone to read this and see this just wanted to get you familiar with how this all works and then one of the most mainstay pieces of data this is lived for decades is a CPM CPM is cost per thousands of people who have seen the piece of content you post one of the options you could have is hey I'm going to run a post that's going to be about this I don't really care if the person clicks it or not I just really want them to see it you could pay for them you could pay per thousand people so that's the that's the amount Facebook Instagram will charge you to reach one thousand people three these are just three of the basic ways that they charge you there are many I mean dozens if not potentially hundreds of ways you could create a campaign and how you want to pay for it these are three of the most basic ways honestly one of the most ways we've done things for years is cost per click because usually we want to get someone from A to B so it's getting them off of Facebook to a platform whether it's to read something or to buy something there's also cost per lead there's just so many things we could talk about so like I said can't spend too much time on it right now but feel free to reach out I do want to go into this because this will probably go into how you guys go about building out your communities and how especially if you get into advertising how that works one of the things we hear often is is Facebook listening to us is my cell phone transmitting what we're actually saying I will say there's tons of times where it certainly feels that way do I personally believe it I'd say no because we reveal more to Facebook and Facebook's partners by typing things out then we'll ever say out loud so I'll give you an instance I had with my colleague Joe who is actually helping me run this video is a couple of months ago actually it was a pre-pandemic so maybe let's say two years ago we were talking in the hallway at Henry Shine and he had come over to me and he said his wife had just become a realtor along island and he had said to me hey when we have time we'd love to talk to Marty his wife about doing social media for her realty business so of course next time we have dinner lunch whatever we'll certainly go over I could try to help her best I can from a small business aspect lo and behold it was like 15 minutes later I get back to my office and I get an advertisement for a social media expert for realtors right on my Facebook timeline send me a screenshot I said how creepy is this right now granted to anyone that isn't on the back end of social media ads all day like I do myself and my team sometimes you would think okay Facebook clearly heard that right they thought let's serve Tim with a realtor ad because he talked about being a realtor so we think he is one what likely happened more unless this is disproven regarding how Facebook listens is Facebook I have GPS on my Facebook right Joe does on his Facebook Joe Facebook knew that Joe and I were together Facebook knows that Joe is Facebook knows that Marty is a realtor Facebook could assume that Marty was looking at things for social media on realtor that Joe knew about it and Joe was with me so what were we talking about right these are the assumptions and there's thousands in your life that Facebook will take based off of knowing your GPS based off of knowing what you do for living based off of you know thousands of websites they know that you visit because Facebook is partners with them now the next slide that I'm going to talk about might be a little surprising and I and I do I do I'll encourage everyone on this call to go to go take a look at what I'm talking about and that is if if we were alive I would ask you hey do you know what I'm looking at so I'll ask do you know what I'm looking at I'll take your fake pause and I'll tell you and that is what I'm looking at right now is one page of 150 pages that Facebook has shown me personally knowing what I'm interested in knowing in websites that I visited knowing in things that I've showed interest that I bought in the past and it's really really you know kind of creepy because they it just shows you Facebook's breath in terms of how deep they could look into what you're personally interested in now all these things within the last say some are a little dated within the last couple of years are things I've absolutely done recently bought so I've been on Zillow a ton obviously between ADA dentistry all these dental things make sense right I'm constantly on dental websites HubSpot I mean I brought up to I brought up HubSpot like what five slides ago Etsy I bought a ton there we were planning a wedding a couple years ago so we spent a ton of time on Etsy save the elephants my wife and I actually adopted two elephants it's all these things and now imagine they had 150 pages of this on me so obviously not not all is correct right I'm not a and I don't even have bank of America so I don't know why that's on there but it tells you the trail of right from that you leave Facebook is able to see it's certainly gotten tighter over the last year to with all these privacy concerns popping up but the way that and there is actually one big one and that is the way that Apple and Facebook have started to kind of heads has definitely impacted this so maybe next year we'll have an updated presentation on this and how this all works but Facebook really knows and Facebook Instagram and even other platforms really know what you're interested because you surf the web while you're while you're logged in on Facebook so they they know all the partner websites they visited and that's why you start seeing advertisements for things that are relative to your interests so keep that in mind I mean listen for for a personal side could totally seem creepy to totally seem invasive and this could be shocking to a lot of people but from a business side this does power that social media advertising will have for you especially as you build out your communities especially if you run any advertisements there's no shortage of ways that you could try to target your your readers your viewers your constituencies and then the last thing I really want to leave you with is thinking of social media as a business sense might not be relevant for every single person on this call but I want you to know how Henry shine and most businesses certainly the businesses that I've worked for have thought of social media it is unlikely that social media will be will often be the last touch you have before purchase right if you saw a car commercial on social media it's unlikely right there and then you decide I'm buying that car similar to a house similar to a box of gloves it's just not you don't really go from seeing what your friends and family are doing to making major purchases in one step so if you look at the sales funnel and how we approach it this social really gravitates towards the top when you think of a display ads you know display ads are those things that you see on websites those banners different things very much awareness less about purchase intent you go down you go down to SEO by the time you get to SEO this is where you're thinking of buying things so you're googling it right so that that's what SEO is and paid search especially you get lower you get to email you get to that paid search part that's where you're talking about running Google ads for people that have shown intent about buying something right so if I say I want to buy a new laptop and I go in and I put to Sheba laptop and to Facebook into a Google that's a paid search add will probably find me and say hey Tim's really interested in buying a to Sheba laptop because that's pretty specific and he typed in the model and he typed in the price that he wants to pay so let's sort of remember paid ad right total opposite from you casually scrolling Instagram and Facebook wondering what you know your old roommates doing and then all of a sudden being served with an advertisement or a piece of content from Henry Shine the psychology there is just completely different which is why I wanted to paint the picture of what this looks like in terms of the sales fall it's important to keep this in mind especially when building out your goals for social media social media goals should not be crammed at the bottom sure there are certain things on social media that could lead to purchases that could lead to sales but it's certainly more often than not a place for consideration and awareness so with that I want to thank you I really appreciate the time that you've offered me I appreciate being asked to come back again I'm again sorry we can't be in person hopefully one day we can I will love to meet all of you certainly it certainly a welcome all of your questions concerns anything I'm happy to talk to you about social media all day every day it is thoroughly interesting to me and if you have any problems hey I would love to help ideate how to get you through them because the industry is incredibly active on social media we find new things every day and it certainly excites us so with that I will pass it off I thank you again thank you so much for the time and please reach out to me if you need anything I wonder I know that maybe you're supposed to be giving the next presentation is there any segue okay I guess you're up Dr. Lawson okay here we go can you all see my presentation okay yes okay so I have to admit there's a little bit of surprise because I also had recorded my presentation and I thought I was just going to be playing the presentation I had we just had a daughter two less than two weeks ago and I wasn't sure if I was going to be able to come online and do this but she's pretty good and my parents are here and they're watching her so I guess this is this will work out so what I'm here to talk about is maybe more specifically Instagram and maybe a little bit about Facebook too I was watching Tim's presentation and I have to say that was really really interesting for me to learn about you know on a more professional level how social media is done so my name is Nate Lawson I am a full-time academic I'm an associate professor at the school of dentistry at University of Alabama at Birmingham so I'm coming from my home here in Birmingham, Alabama I'm a really what I do is I'm a biomaterialist I I think Jack Farrakhan is here so you know he's one of my big heroes professionally and I think he's one of the guys that helped wrote me into this conversation but you know something I've been doing for fun over the past maybe three years is I'm really more involved with social media both on Instagram and on Facebook so what I intend to do over this next little bit of time is talk to you about you know someone that's living in the social media world and within dentistry and how you know personally I use the platform maybe some ideas for how others can use it within dentistry specifically so this is my little back my thing is why about social media on Instagram versus Facebook how to increase followers I have some stuff in here about photography I'm probably just going to skip through it I like photography and that's how I've made a lot of my Instagram content and then I'll kind of end with my thoughts on how to create an engaging post again Tim was amazing Tim you can tell as a professional I'm clearly an amateurist at this social media stuff but just in case you're a grassroots organization you know less how a non-professional handles this field you can see what I'm kind of doing so I'll tell you like you know for me so I think it's relevant to say some 37 and so Facebook I'm the same age as Mark Zuckerberg so Facebook came out when I was in college and then Instagram came out when I was little I think right after I graduated from dental school and so I always thought that Instagram was silly child's play and one day I was I had moved from Chicago back down to Birmingham where I'm living now and when I was in Chicago I used to get my hair cut and they used to put a little, you can't see it now but they put a little line in my hair cut in my side part and when I moved to Birmingham I couldn't find anyone to do that and my wife was scrolling through Instagram and she said oh there's this lady with this hairdresser place and all the guys that she cuts their hair they put the little side thing in there and I went to her I went to her as a hairdresser and I've been seeing her since and I was like one of the first times like oh my gosh Instagram is how would have ever found that out just from Google Instagram is more than just for kids there's a real business opportunity here and then I thought about this more even for like my wife and I were not quite foodies I think that's a little aggressive for what you we like to go to restaurants though favorite restaurants in Birmingham and one of our big things is we're always wondering are restaurants that we like to go are they going to be open on the holidays we're Jewish so I was wondering where can we go to get some food on Christmas it's not always on you go to Google you type in the restaurant's name and it'll tell you it's hours and it said these hours might be affected by the holidays then you go on Instagram or Facebook and their page and they'll tell you their holiday hours so I mean that's the other neat thing about social media is it's very current and it's more interactive than just a website so some of these things are just how I personally realize Instagram and Facebook aren't just for kids they're for real business purposes and professional purposes so this is I guess I'm an old millennial born in 1984 and it's interesting I was talking to my in-laws about where we get our news from and everything that happened the written house your verdict the elections every piece of information I get is from Facebook or Instagram we don't have cables I don't watch the news I watch the news or anything like that whereas my parents have cable and my in-laws read the newspaper so this is some statistics about how frequently people of different generations spend on their social media account so if I'm sitting here in this millennial that sounds about right but that sounds about right even younger than me and about three hours sounds about right so a lot of time spent on these social media accounts so when I think about social media within the space of dentistry I think of different kinds of uses for social media so we've got some that are clinical education this is a Facebook group called Dental Clinical Pearls and they're providing clinical education we've got some that I consider just dental communities like places that dentists can go to to talk about their problems and talk about staff and that kind of thing we've got dentists that are using social media for marketing like more of a business sense and then we've got the this is my Instagram page and we are kind of market ourselves like dental experts like KOLs and we use this platform as an academic we started it altruistically for teaching students and making it more engaging and then I guess as time has gone on it's also for speaking opportunities and that kind of thing and engagement with the companies that we interact with so this is like Tim presented a great awesome overview of how I guess corporates is using social media this is more from like an individual perspective of using social media so these are all different sites created by individual dentists that for one for mentorship and clinical education one for community some using it for practice marketing and some of us using it for the dental expert or being part of this larger dental social media community so again clinical education you know this has been a really great tool I remember when I graduated from dental school I worked in a DSO I was a young dentist I knew nothing and there was three of us young dentists that all worked together and we all knew nothing and we didn't have a great place for mentoring we'd all ask each other and it was like the blind leading the blind I mean it's a little scary now you see some of the things that people post on these Facebook page sometimes you wonder if they're validating HIPAA but they'll say I got this patient came in this condition what do you think I should do about it and they'll get a bunch of you know information feedback from dentists it's kind of like some group polling you'll have a lot of him specialist way in and the specialist are weighing in which is nice they're doing it sometimes for their own reasons because they're kind of advertising themselves is you know particularly in a big city they'll say you know here's the answer to this question PS 11 I take referrals and I practice in Houston or whatever there's dental communities this one's called dental nachos it's run by gone in Paul Goodman I don't know why he calls it dental nachos but everything he does has some relation back to nachos which is I guess funny but he I think he actually does practice sales and so that's why he started this but it's it's they don't talk as much about clinical dentistry they talk more about you know how to deal with staff and how to deal with depression and burnout and you know and funny things in dentistry and it's just dental community and a lot these past few things I showed both dental clinical pearls and dental nachos are both closed Facebook groups where you know dentists can ask to become members and as long as you're in the dental profession you can join these close Facebook groups then you know within the there's practice marketing so you know the this is somebody just marketing his dental page and obviously using it to attract patients and also attracting referrals I think it's funny to think about like the content obviously that you put into these pages can dictate who you're trying to to advertise to and like you know if I'm when I'm posting stuff in dentistry you know if I was going to post something in dental journal I would show like a composite filling that I'm doing and I would show it close up you know all the gums you know full retraction all the gums close up just that too so you can see all the margins of the composite I'm so proud of and I could be you know posting that on Facebook and my wife would be sitting next to me and looking at me and she's not a dentist so that's the most disgusting thing I've ever seen like why would I want to see a tooth that close up and she would like to see you know she was looking for a dentist she'd want to see dentists that post pictures like this and she said oh look at her smile is nice and bright and why I don't want to go to that guy you know she doesn't want to see my perfect margins on my class 4 composite I'm so proud so you know you know a lot of social media is like who are you who are you trying to reach with your content and then this is our our Instagram page where you know we're posting you know pictures of content that's supposed to be for for dentists specifically so we'll show close ups of teeth and things like this that patients would never want to see alright a little bit about Instagram versus Facebook just to give you a little bit of the when these things were created like so this was created when I guess in the middle when I was in college and Facebook came out and and then Twitter and I really glad Tim said you know I've never found a person I don't even have Twitter and I don't know that much of the dental community is on Twitter and then Instagram came out a little bit later and this is like you know everybody that I know is on on Facebook Instagram you know many Tim I think Tim and I are probably about the same age and he I guess is not as active on Instagram you know it is true like it's a lot of 20 year olds a decent amount of 30 year olds and then you know plus on Instagram now and it's kind of the newest thing is TikTok and I'm glad Tim said that they're not going on and Tim TikTok is a lot of just dancing people and I never want to go on and I hope that the dental community doesn't move to TikTok but so in my mind Facebook and Instagram right now are the two kind of platforms that I try to become a part of and I'm just going to skip through that slide so you know the difference to me between Instagram and Facebook is Instagram is like a highly visual platform and it's not on Instagram you haven't seen it before you open it up and you know all you see is a whole bunch of a whole bunch of just pictures and so you know when you're making content for Instagram you just want you have to make highly engaging highly engaging pictures let me see if I can so you know just look something like this just a screen full of a whole bunch of pictures and so it's image driven you know it's also when you start off with a Instagram page you know there's no groups or anything like that you have to create your own individual Instagram page and you start off day one with zero followers and so like now we've got something almost 80,000 followers but probably the first six months I was on Instagram I remember having a big celebration I think we've been on for a year when we got 500 people to follow us so you start off with very with nothing and you really have to you really have to build it up I mean if you if you're a knit if you're you know if you're a journal and you have a known name some people might follow you just because of the name of your journal but it's not going to be you know there's many big organizations that have very few followers but the neat thing you know since you have your own page you have some autonomy you know you make your own page you make your own roles of who can post what and what you want to post on there and you can gain followers by making good engaging content so that's how we were able to grow our page was by having you know working really hard and making interesting pictures that people wanted to see and that's how we grew our following so with Instagram it's all about pictures and having engaging picture content and very few people actually read the text and and I'll be honest 80% no probably about 75% of our following is not from the United States of America and so I don't know that they even read any of our text so pictures are really big Facebook is on the other hand you know Facebook you know there's two ways you can think about using Facebook you can make a business account or business page to kind of like your personal page and you can post information on there and then in that sense it's a little bit like Instagram where you start off with nothing but you know when I when I engage with dental social dental Facebook I'm engaging with some of these close groups I think Tim was mentioning close groups on Facebook they have close groups like dental clinical pearls dental notches like I was showing you and and to get engagement which is a word I've learned by becoming involved with social media which means likes and follows and comments all that kind of stuff you don't have to have great pictures you a lot of times on on Facebook and if you're participating in these close dental groups you can have engaging texts and tell stories or you know and you can post pictures too but they don't always have to be the most interesting photos so you can get away with just having more interesting text but when you participate in closed dental Facebook groups the disadvantage is you know if you join dental clinical pearls they already have 50,000 followers so I can post something on there and automatically there will be an audience I mean if my post is not ever engaging not all of those 50,000 people will see it probably a couple hundred will see it and if I posted things on there that over a thousand people have likes that means probably 10,000 people to 20,000 people saw that content but you have to play by the roles of the moderators that set up the closed group and so a lot of times what I do with the closed Facebook groups is I would direct I would post content on there and then direct people to other sources like to my to my website or to my Instagram account how to increase followers a lot of times when people start an account particularly on Instagram I've had friends start accounts to say how do we how do we get people to follow our account because we started it and we 20 people follow it and it's been a couple months so really the only answers that I know of is to create engaging content just to give you an idea of like how many people will follow an account so I mean you know this is the upper echelon of like Kim Kardashian 257 million but you know big you know there are things like the Chicago White Sox might it was my Jackson here and he's I know he's a big cubs fan but I was a group of big White Sox fan and you know the White Sox have 550,000 so that's you know they're big you know major league baseball team 550 just to give you an idea of how many people follow that and then Ario Speedwagon has about 50,000 I just use that as an example of someone that's famous but not relevant so within dentistry like the really big dentistry accounts on Instagram have about 500,000 followers you know a couple hundred thousand followers you know there's dental influencers individuals that will have like two you know a couple you know these are just another you know these are maybe kind of these are some of the big big accounts these are some of the moderate size dental influencer accounts and if you look at companies companies you know like I said if you start off even if you're you know 3M or even the American Dental Association has about 50,000 followers so you know the dental influencers people in the dental community can have as many followers as big accounts I think I actually just looked up in shine maybe has about 20,000 followers so but it's really interesting to hear what Tim said is you don't have to I never really realize that everyone's chasing this number of more and more and more and more followers but honestly and I've seen that before where people that have 10,000 followers gets 4 or 5,000 people to like their photos you know where we have this 80,000 followers and you know nobody ever likes more than one or two 1000 people would like a photo which means that maybe what maybe a popular thing maybe 60,000-70,000 people will see a particular post that we put out you can also get you know I see people do this as they buy followers which is the worst thing to do I think there's like robots and Russia that are just clicking on your pictures to like them and you pay money for it and it's a terrible thing and anybody that uses social media will know there's accounts that you can tell when people bought followers because they'll have a really high number of followers but nobody will like their pictures or they'll put out content that's terrible and 1000 people will like it and then you know well this is not a real account so you know how do we grow our account one of the big ways to grow accounts is to find bigger accounts that will repost your content so sometimes you have to pay for this or sometimes if they like it they'll repost your content so these are some big accounts that I don't really understand but I don't really understand hashtags so you know until three years ago I did not understand with the concept of a hashtag I just thought it was the thing that hipster said and I didn't I didn't really understand it but the hashtag is just a way to make some some text that you make either on Facebook or on Instagram like searchable so like if I make a post I'll put hashtag dental hashtag dentist hashtag a couple other things that like content that has hashtag dental on it will also maybe be fed some of my content because Instagram will recognize that I'm making dental content and content for dentist and it's a way to hopefully get spread out some of my content so other people will see it and then of course you have to make engaging content and then also Instagram reward you for consistency so like I remember when we were posting a lot kind of got really really hot and we post a lot of content we're getting a lot of followers and then on vacation for two weeks and didn't post anything and then came back and post the wife I was a really great post and like five people liked it or something so yeah it does reward consistency um uh so yeah so the difference between a hashtag and then the at sign that hashtags again you use keywords so that people know that that's that's the type of content that you're posting so that hopefully other people are interested in those hashtags at signs means like you know you if you tag at dental tube when you post something then I would see it and then I might say oh that was an interesting thing let me repost that on my account and then tag your account so other people would see your content another great way to as Tim mentioned to get content out is to use uh influencers you know like dental students or people that are you know want to engage with your um you know organization um so like figs is a scrubs company that has done this famously I think that must give scrubs to free out to uh certain people that want to um be you know Instagram influencers and then they wear those scrubs and take a billion pictures with figs scrubs and then now figs is you know the hottest scrub company or you know you can allow you know the American Dental Association does this they let as the you know repost something that as a post there's something that their members post and then that's that's a way that's you know to keep their their followers engaged um of course you have to think about what kind of followers do you uh do you want uh so like you know if you want to have international followers um one thing I've learned for our account we got a lot of international followers we have a lot of pictures and there's not a lot of text on them so that you don't have to understand English to follow our account um again if you want to think about who are you trying to target is it is it patients or dental professionals like I mentioned the story earlier like you know if I'm trying to target a um a patient I wouldn't show like a close-up of a of an implant surgery because they're gonna they're never gonna want to go to your practice they're gonna probably uh uh this it might be shocking and terrifying to them to see that um and then you know dentists, students, hygienists, technicians, industries they're like you know with students sometimes you know if I'm trying you know our account kind of lies in that you know we try to be kind of funny and hip and relevant a little bit to kind of you know because we're in an academic teaching institute so trying to be relevant with students um but might interact differently depending on you know who you which what type of um you know who you're going after with your with your content um just a little bit and Tim did a really nice job of this so it might not be as relevant but just a little bit you know I remember again three years ago I got on an Instagram I had never had no idea what was going on I had my little brother sit there and start the account with me and show me how to press all the buttons and it took me like the first three months to figure out what all the little buttons did and what you could do with this thing and then they kept on changing it every time and they still change it every once in a while and I can't figure out what the buttons do but um you know if I open on my Instagram account it looks just like this and at the top of the Instagram account it's got my profile where I can put a little you got one teeny little circle where you can put like a profile picture and I use it to put the my three buddies that I run the account with um you get to put the name of your account you have to pick a handle so this is you know you know what at you know the dental journal of Alabama or whatever your handle one to pick it out you can try to be cute like we were um you get to very little space for text information about your organizing uh you know we had we used every line of to get in this information about us and then you get once one place to put a website to link to um you have your feed which is where all the pictures so an individual post is just a picture or a group of up to 10 pictures that you can post or you can post a video of up to 60 seconds um and you post these this content and it's in a one to one ratio so that you make little uh I mean you can post things that aren't squares but um most of the pictures and the content that people post on Instagram are little squares and you again you within you know you can post the picture and also some text around it in those texts you write a little bit of a little blurb about it and you can use these hashtags and the at signs um to call these reels I call the stories I didn't I didn't realize they were called reals he's probably he I'm sure he's the expert right uh within Instagram if you if you click on someone's profile picture and they've chose to upload a story a story is content that's available for 24 hours and then it goes away and that's why I said it's like snapchat I guess that's what snap um snapchat is I always thought snapchat was for posting inappropriate pictures because they only last for I think I thought they last for a couple seconds but um but stories I guess are you know they last for 24 hours and a lot of times what you know the stuff I put on a post is there forever and so I work a lot to make the pictures look really pretty on a story is just there for 24 hours so I can put out stuff that's more topical just something I'm thinking about during the day I might put out five stories and you know might advertise for a course or um so but they're available for 24 hours you can put you know once you have 10,000 followers you can put links in your stories I think actually now they're letting everybody put links in their stories so that people you know if you want to say hey check out then this newest article we posted here's a picture of it and here's a link click on this and you can get directed towards that article um and then polls polls are pretty neat uh Tim showed a poll so we'll do polls uh where we'll ask questions like uh a lot of clinical questions and you know I mean we're lucky because uh we've got pretty good engagement where some and we'll get over a thousand people respond to a poll um you know and it's and it we get it instantly in 24 hours you know we get the poll completed and they show us the results of the poll as it's going on so people are incentivized to answer the poll because then they get to see in real time how other people have answered that poll so it's a pretty fun way to interact with users and the newest thing on Instagram was something called Instagram TV and this got to be really popular um over uh a quarantine period of time and I think a lot of uh there's there's people that have started HBO television shows based on uh Instagram TV series that they did over the quarantine period and these are basically you go live with one other person and that just means like they turn on their Instagram you turn on yours and it records uh it used to be up to only an hour but now I think they can go beyond an hour conversation you have with someone else and a lot of times people can take a picture of their computer and they'll give a little lecture or you know it's a great it's a great kind of interviewing type of video and like I said ours you know we were in during the hype of the pandemic we get some videos that were six five six thousand people will watch these uh these videos um and they were they were I think they've they continue to be pretty big people will will do these Instagram TV interviews I'm going to skip over this photography hacks thing if it's okay um I don't think it's going to interest for everyone these are just some of the things that you know to make my to make engaging content I I've I've always kind of been into photography so but the photography has really helped make that our Instagram content so I'm just going to end here with maybe a little bit about how to create how I think creating engaging particularly Instagram um content um so you know this is this is a really big account I think they have a couple hundred thousand followers uh they you can tell that it's like some degree between being professional content but not seeming like overly uh like commercial uh you know you can tell this is an individual making this but they've really put a lot of attention to detail in making all their pictures look uh perfect and they have consistent style where you know you the color palettes in the in the way that they shoot things you know with these three lines or you know they've it's just everything about the content they posted as consistency and it's high quality this is a 3M's website 3M's Instagram page and they've done a nice job here they have consistent style I mean you can tell obviously it's a little more uh commercial um but you know I think they've done a nice job is is a corporate entity of making Instagram page this was someone's Instagram page I pulled off that I found it's like when it was terrible they have like five people following it and they I don't even know why they do this they have I think almost like a hundred posts that uh no one has looked at and they just get stock images and they just post them you know if it's Thanksgiving they post uh a happy Thanksgiving and they have no pictures of any I don't know maybe that is one of the patients they took uh but it's just like a very it's like in that kind of like I'm saying if you're not if you don't know what you're doing and you post something like this it's kind of almost just a waste of time um so keys to engaging posts for Instagram photography needs to be pretty good it's good to have consistent style and font and also you know I think post you know if you look at like this guy's posts everything's everything's pretty simple these ones are you know this look at all all the stuff that's going on in this this post it's it's just not your typical Instagram uh post um and then again like I told you I'm not a professional at all on this I'm coming very much from like a you know a hobbyist um so I did a lot of thing on the cheap uh there's a company called Fiver uh my brother-in-law the graphic designer and he hates this site because he thinks it's it's under cutting his profession but you can go on and get people make logos for you do different graphic designer type tasks for you and they do it it's called Fiver because some of them do it for five dollars ten dollars fifteen dollars so I have people in here make logos for us and you know cartoonize things for me and it's been you know it's all pretty cheap and even if it doesn't work I will I'm only out five or ten dollars um and then most of the content I make people ask how do you make your content like I make a lot of cartoons and stuff and I'll make it all just in keynote or PowerPoint and just um animate I mean um make animated videos or just cartoons and this is a hobby of mine and and I'll do it on either keynote or PowerPoint and then finally I'll tell you one of the biggest pain in the butts of Instagram is that it's not really set up for the for it's not made to be easy it's made for millennials and Gen Z's that you know don't like to use computers they do everything on their phone and I you know even though I'm pretty young like I not that I'm not that enamored of my phone um like I'd rather be able I wish I could just do this all on my laptop uh so essentially what I have to do is I have to create all the content on my laptop and then email it to myself and then I open up my phone download on my phone and upload everything to Instagram so I don't think there's an easier way to do this so you gotta you gotta manage a lot of this off of your cell phone so I just went through and you know since I'm uh you know speaking to journal editors I was trying to think of you know of see if there's journals that um you know uh you know when I could have put up here would have been like compendium I mean compendium inside dentistry and the AGIS group has has gotten on social media pretty well this was a general prosthetic dentistry did a neat job of how they you took pictures from their articles and you know realizing that Instagram is a visual medium instead of just you know they've posted some pictures you know from their articles to is engaging content but um well I guess that's not a lot of uh I guess let's see at the end of my presentation there um so yeah hopefully that was okay and I didn't mess up anything with time I thought that was fascinating maybe based um should I go ahead and take it over it it's all yours Teresa alright um alright so we've been kind of sitting here for almost like an hour and a half so uh if you guys want to like stand up real quick stretch move those legs wake up uh well I get this up and running I have to open system preferences so I can give zoom permission from my screen oh shoot I've got to quit zoom in order to give permission okay so keep stretching I will be back in just a second right I am back hopefully I did not miss too much to see if this will work now think can you guys all see that alright hello um I am Teresa Pavlos I'm the editor-in-chief of Back to my Cuspid and I am going to talk a little bit today about um the tremendous power social media has for uh helping your brand build loyalty and authentic connections um and that's both your personal brand and professional brand and so before I get started with this presentation by a colleague earlier and they said I needed to come with a disclaimer um and that is this is a very millennial presentation so be prepared for gifts um dark satirical humor and meaningful reference unfortunately I do not have avocado toast to share with all of you today so it's not that millennial of a presentation um I'm going to get into all the fancy slides in a moment um but I want to kind of make this presentation a little bit more interactive um and so to start if you have your cell phone just get it out open your camera app and uh when I walk us through a little exercise if you could take a picture of the screen um I'm going to take a picture with this so will I you may see a flash I don't know what that's on that's okay um and so if you look at the picture that you took uh you know there's a lot of choices and I kind of just want to use it to like emphasize how much power is in your hand with this device um and so for instance if you posted this picture to social media then you just do write out a quote how accurate is that quote is that quote relevant why does your audience care about it uh do you tag me uh and if so how are you going to tag me is it my personal account my professional account which networks do use do you tag me in the post itself um or in the picture and did you get my name right in case you do want to tag me there you go that's it's Teresa with an H um and so you know will you post your summary of the event today and give your own personal interpretations and thoughts and feelings and will you skip it all together you say you know my audience not interested in this kind of content perfectly valuable and all of those questions and your answers to them matter and they're all going to be different because your personal brand your professional brand is all different and they all matter um and regardless of what they are with this phone whichever one you have you have the ability to connect with upwards of billions of people and that's a lot of power um and what you post uh the choices that you make can affect the trust from your audience whether that's patients colleagues Dennis family and friends um and so it's a lot of power and as uh Peter Parker's uh Uncle Ben so Spider-Man with great power comes great responsibility uh that's a great line maybe you want to share that one so I'm kind of kind of making light of the situation but um I just kind of wanted to emphasize that journalists are using these tools all the time I have a friend that works for the digital team for NBC in New York and her professional equipment is an iPhone it's the exact same of what everyone has at home and we're getting this power now with social media right at the same time that public trust in traditional news institutions has crumbled record rates and misinformation is spreading like wildfire online uh so your public your audience is starved for authentic factual content and your brand depends on you thinking like a reporter and when you do it right you can build a brand for the world following and so I am going to show you how but first who am I like I said I'm Terese Talblos editor and chief of Dr. Bycuspid we are a daily uh news website for the dental community uh I often hear we're one of the fastest to get stories out in the dental news landscape but uh I think we're still too slow working on it though uh so what makes us different is that our team is entirely composed of trained journalists um so basically we took classes in writing and ethics and investigative reporting and media law to go into a career that uh ranks lowest for job satisfaction and that's uh yes lower than lumber jacks according to a series of unscientific surveys from about 10 years ago uh and so I went to J. School at the University of Southern California um and I don't get any fancy credentials behind my name but I do get the luxury of randos on the internet telling me everything was going wrong maybe some of you editors out there came early um but I do it because I love connecting with people and I love telling stories and social media is really a great way to do that and to build communities and I'm going to share with you some of the tips I've learned from the years of journalism experience to make sure that the stories you're telling personally and professionally online on social media are as true and as factual as possible um and so we'll learn some tips um that journalists use to back-check stories um so you can be even better reporters of the world around you whether they're just sharing updates with your friends and family or providing information to patients the dental industry in the world at large uh this includes some back-checking resources and some strategies for combating misinformation online and there are a lot of cheesy gifts so yes I'm gifts with a card G not like gifs like with peanut butter I hope that uh isn't a don't see anyone like log off because of my take um all right so here we are my three tips to build a brand loyalty for being a better reporter of the world around you so number one share the facts all right this next slide I think it's going to really shock you the social internet has a fax problem you're probably thinking like come on Teresa I didn't register and sit through like the first two presentations to learn that the internet has a fax problem like clearly the internet has a fax problem but the internet's fax problem is directly related to trust and brand loyalty especially when it comes to the content you're sharing with your audiences on social media channels and here's why 84% of us adults say they often or sometimes get news from the smartphone computer tablet that's a statistic from a November 8th report from the Pew Research Center Pew Research has already been cited in this you may be very familiar with it but in case you're not Pew conducts wonderful surveys that often help reporters and the public clean insights into what Americans are doing picking and feeling trust in news and consumption and the media are huge topics right now and in fact one of the topics Pew is actually actively studying is news habits and media and so what else can this Pew study tell us it's 48% of us adults get their news from social media one of the other presenters said he gets his news from social media the younger you are the more likely you are to get your news from social media and so for people 18th or 29th the late Gen Xers millennials 71% get their news from social media and 29% of people in that age range actually prefer to get news from social media than any other source so a lot of cameras are off but I want to get a little mean girls on you and if anyone feels comfortable gather in the comments or you know show in your face you could raise your hands because you have ever sorry if you sorry oh sorry if you have a social media account that was the question if you have a Facebook page Facebook page, Twitter account YouTube channel, Instagram thank you Nate I appreciate it WhatsApp Twitch, Tumblr, TikTok or whatever crazy new app the teenagers are using these days now that their parents are on TikTok all right I'm seeing lots of hands here don't put your hand down yet keep your hand up if you have ever shared anything to any one of those platforms hot take congratulations you're now a reporter so with social media and everyone getting there not everyone but a vast path of adults and then it's going to increase as time goes on because young people then 71% get their news from social media social media sites or news platforms your social media pages personal and professional are a source of news for the people in your life your patients your professional audiences your friends and family so when you share a picture, a post or a news story you are curating your own newsletter we're taking what you see to your personal and professional audiences you are saying to them this is important enough to share no matter whether you're sharing this that's something that Dr. Vikas made to share on his Facebook page November 15th or this and that was our Thanksgiving post and so you may be thinking like okay yes Theresa I get it's important to be aware of what I'm sharing on social media but don't worry I only share factual information so it's not really a problem to which I would say but do you so I'm going to take you back in a little time capsule we're all going to get back in it and go all the way to the year 2015 which is the year that you may remember this dress made the rounds on social media so some people said this dress was 100% cross my heart and hope to die black and blue but another large contingent said the dress was 100% cross my heart hope to die white and gold two groups of people looking at the exact same image reporting on what their eyes were seeing and their brain was interpreting and coming to two completely different so who was right well the definition of a fact is a thing that is known and proved to be true and so in 2015 when the photo first went viral a group of fact finders and journalists were able to find the actual color of the dress boil or it's black and blue by reaching out to the original poster so in this Buzzfeed news article from 2015 the reporter reached out to the Caitlin McNeil who posted that dress on Tumblr after I think she was wearing it to a wedding other news sites also talked to other people who witnessed the dress firsthand they reached out to her family and could ask hey what color was this dress they also used color programs to find the actual hex code of the dress in the image and so it was a technology tool that was not your human eyes and brain to confirm through an outside source of hey this dress that is the dress color in the photo you also have people who were able to find the dresses online retail posting which is still up to this day that is how popular that this dress is but it's still part of their retailers site and they did make a limited edition white and gold version of hashtag the dress and so it's the same tools that all of these people used back in 2015 to figure out what color the dress was are the same kind of tool that we can use in 2021 to identify the actual content online and so first look for firsthand sources so just like with the dress reaching out to that original poster this is this is also if you're looking at people who were at an event for instance and it's really invaluable to get that in-person information but remember just like with the dress our eyes and brains can still deceive us and so it's important to look for multiple sources of information another really key one I'm sure dental editors are very familiar of looking for reference material looking at that data so when a story is shared by a traditional news site or a website that looks like it could be a news site but you're not sure high quality journalists will often mention who or where they got their information from so if they publish a factor statistic there will be a link to it and then you can go look at that information for yourself for instance a press conference with police chief or data from a local health department and so you can make sure it lines up and so on Dr. B this is something that we do and it's really important to us so we want to make sure people know where we're getting our information from and this is especially important with stories related to COVID-19 right now especially when we're going to share them on social media so for instance that COVID-19 story that I showed you the screenshot of earlier if you clicked on that story and you looked at it on our site you can see where we're getting that information from in the very first paragraph and I've kind of highlighted it in yellow but it's linked with the date and the journal and if you actually clicked on that link it's the DOI and it links back to the journal study so people know exactly where that information is coming from when they see it on social media we also cite our images to be as transparent as possible which is a huge thing for news organizations on social media and any kind of editorial publication and I would argue any even personal account because like I said we are all reporters now with the way social media is structured so back to tips to identify factual content tip number three reference fact-checking websites so you've looked at firsthand sources you've checked reference material an easy way if you are curious about something is just to go look at the people who have done it for you and I'm just going to highlight two of my favorites that are run by editors and nonpartisan the first for political things is political fact this is run by it's a Pulitzer prize winning site and it's run by the editors and reporters from the Tampa Bay Times in Florida the newspaper also part of pointer and so I don't know if you can see underneath political fact it says the pointer institute that is actually a huge continuing education resource for journalists and editors and so if you're a dental editor and you want to learn more about topics do you haven't heard of them I highly encourage you to look at their site they have a bunch of stuff on everything for misinformation and fact-checking to covering events to even style and editing and so they might run political fact and it's claimed to fame and what you may have seen it for is it's pants on fire truth and meter when someone some elected official says something that's absolutely ridiculous that's what they do there's also a personal favorite of mine is Snopes it's got such a funny name and it's an invaluable resource for vetting anything you see on social media or the internet that you're that can't be true it's one of the oldest fact-checking sites and it's been around since 1994 and it originally started as a site for vetting urban legends and so again this is a screenshot of their right on the dress and as you can see they were one of the people that use the hex code color to determine the color of the dress and it gives an article in Snopes for the dress has a full background and everything and they do that for so many of the myths going around the internet so those are just two resources to kind of help you fact-check if you want to gut-check for whether you're seeing something whether it's true or not and then finally my last tip for identifying factual content is look for sites to see if they have a code of ethics and some organizations require their staff to follow codes of ethics it's very possible that many of you work for organizations that require codes of ethics I know for some financial editors who work for financial publications for instance they're not the code of ethics bars them from creating individual stocks and things like that true story I don't know how many of you went to J school journalism school but if you did you may have taken an investigative reporting class and in my administrative reporting class one of our classes we had a guest speaker from someone who lost his career in journalism because he published a story over a bad tip he wrote it up too quickly and didn't do his due diligence and he was still working 20 years later to rebuild his reputation over one story published too soon and so codes about that's the code of ethics of his publication and so sites with codes of ethics take them very seriously doctor by cuspid does not have one yet we are a pretty small team if we grow and sure we will add one but personally I'm part of the society of professional journalists if you are an editor you may be able to join too and so I am bound to the SPJ code of ethics which includes things like I wrote the list so I can do some of the cool things taking special care to not misrepresent or oversimplify in promoting previewing or summarizing the story recognizing that legal access to information differs from ethical justification to publish or broadcast it labeling sponsored content updating information throughout the life of the news story and so things like that where it's really just having high standards for the industry and then also having accountability if you break those standards and so journalists that work for publications reporters that do work for these kinds of publications there's accountability when they work for a site that has code of ethics moving on tip number two so again that was tip number one tell the truth on social media so now we're on tip number two on that misinformation and so sharing facts on social media is great and it's needed it's by far the only thing you'll ever want to share with your audiences personally or professionally if you're like me you like to post pictures and I really like to for instance post way too many pictures of my dog like way too many pictures of my dog like he has his own Instagram page pictures of my dog and you know sharing more than just pure cold hard facts is part of the magic of the internet it's part of what makes it a quirky lovely place at times and for instance through my dog's Instagram page I've connected with people in real life in LA and we're like oh I saw your dog and I have this dog and we also know this other random mutual person like let's meet up and so it's wonderful and it can be lovely but there's a downside to the candor and personality and that's sometimes it can be hard to tell fact from opinion which is why my first point to combat misinformation is brush up on fact first opinion and so here's why going back to our friends at Pew Research Center in a June 2018 report Pew examined whether roughly 5,000 adults could recognize whether news was factual and so like I think I have that definition here a fact is a thing again known to be that is known or proved to be true so there has to be evidence versus an opinion which is a view or judgment formed about something so again it can be based on facts doesn't have to be but it's more of the interpretation of the facts and so Pew asked the 5,000 people whether these 10 statements were facts or opinion included things that were like spending on Social Security, Medicare and Medicaid make up the largest portion of the US federal budget versus for instance government is almost always wasteful and inefficient and so Pew in their write up of the results of this said they expected this to be a basic task and so both watching this presentation may not be surprised here the results shown that the assignment was anything but easy and so just 26% of adults could correctly identify all 5 factual statements and 35% of adults could correctly identify all 5 opinions pieces and so while the majority were able to tell fact from opinion at least 3 questions out of the 5 and each said that may sound better than it is because Pew said this result is only a little better than random guesses which is wallp, wallp, wallp not a great I was kind of disheartened because when I'm sharing a story that's news and what my audience to have you know better than a guess of knowing versus opinion and vice versa there were some things that were interesting for instance Democrats were a little bit better at categorizing facts from opinion but not by much and rather than political party people of both political parties were likely to be swayed by statements that aligned with their political views people who got answers correct instead of again being related to political party were more likely to be digital and more likely to be savvy have a lot of trust in the news media and have high political awareness and people who are younger also tended to perform better that one also surprised me younger people were better at spotting fact versus opinion online so I was a little astounded but I wasn't really surprised because around the time that this came out was my wonderful father this is him in full 1970s fashion and so I love him but right around the time again 2017 2018 he started sending me articles and asking like hey are these factual I just I don't know what to believe with everything all this misinformation going around and like my dad's no dummy he's got an MBA he works in finance he knows numbers and so I actually I sat down with him and I walked him through how to tell which stories are fact which are opinion which don't seem like they have as much of a group grounding in factual reality and because all of you are so kind to show up today I'll tell you what I told Sam tips to identify factual content hopefully the slide looks familiar we just covered it it's the same tools for when you are vetting a story on whether you want to share with your audiences you can also use to say see whether something could be misinformation the first hand sources the reference material the fact checking websites and codes of ethics regardless in the internet age it is getting harder to tell fact from opinion from many people the lines are getting blurrier and worse it seems like when doing my research for this there are more websites with bad intentions that are actually trying to take advantage of the fact that people are struggling to identify the difference between facts and opinions and it's just one of many things pushing people into misinformation rabbit holes so if you are looking for more information on how to brush up on back first opinion I can send you links for different tools but again editors I have a feeling you are probably more familiar with fact and opinion than maybe your friends and family or the audiences you are trying to reach and so we can help them because we know that it's harder for people to distinguish between fact and opinion online by appropriately labeling our content so when we put something out into the world the newsletter also for media we can really help our audience and help tell them hey this is an opinion piece or this is something editorial and factual on doctor by cuspid we label our opinion pieces pretty clearly in the title we call them second opinion pieces that way our audience knows for instance we reporters at doctor by cuspid are not saying dental therapists are the key to making Medicare work that's not what we're saying it's not a study it's not factual this is an opinion piece this is by doctor I hope I'm saying that right and so that is his thoughts and you may agree with them you may not but it is an opinion and we try to make that as clear as possible there's another kind of piece that's growing I feel like increasingly prominent on social media and those are paid promotions and sponsored promotions and paid content in general and so I couldn't find one doctor by cuspid does do paid social ads I couldn't find one for the slide deck so I just they have a sponsored label and I know on instagram if you're doing a paid partnership with an instagram influencer that again you can label that as paid content and it shows up in pretty much the same place on instagram right underneath the brand or profile name and so it's just making it a little easier to share with your audience this is not 100% it may be factual but there are other things going on that you need to consider when you're looking at this content and it's being pushed to you for a reason and try to make it a little bit clear when there's money involved when it comes to content so doctor by cuspid for our newsletters we do we do do paid newsletters and so for instance companies can pay us and we will do a newsletter and so this one is fused by I think it's Patterson I'm pretty sure fuses Patterson and so for instance we actually have before you can read the article a page with a big sponsored by so you know that this is not 100% like it is factual so this is actually I grabbed the screenshot before one of our editorial pieces where our editorial team did write up the article but we wrote up the article because it was part of a sponsored newsletter and so the article itself Patterson had no hand in but I still it's important to let our audience know how paid relationships not work but you know to know that we have to get paid to that there is just a disclaimer of like hey you deserve to know we want to be transparent this is sponsored by very rarely we do sponsored content and when we do again we put that label kind of like on Facebook and it's like you know you should know we trust your audience hopefully you trust us we want to be as transparent as possible there are lots of types of additional newsletter labels this is from the San Diego union for viewing it's just a few of the kinds that they have pulled out and so other ways you can label content news story which is something done by reporters it's an editorial it's opinions about matters of public interest by editors again bound by code of ethics column reporting commentary and opinions made by columnists who sometimes are bound by code of ethics not always news analysis which is not just the facts but also facts for like context for instance data or trends and then that is a typo op ed not open ed but opinion pieces and again opinion pieces and someone not in the news someone not bound by a code of ethics and so this is all very formal and I feel like more for when you're working professionally you're probably not going to put like I wouldn't put on my dog's instagram page like this is an opinion piece but you can still signal to your followers when you know something is more opinion based rather than peer up cold heart facts and some of that is easy by doing things like I think I feel I value just simple statements to show hey this is my personal opinion and not there's also this kind of like reverse question mark which I've seen a few times and it's been proposed as a way to like to note comments that are ironic or sarcastic and so people don't take something at face value I don't know if that will gain traction I have a feeling more likely what will happen is social media platforms will start building in ways to kind of denote sarcasm or whatnot and who knows maybe one day social media platforms will actually build in ways to denote the kind of news content it is so their algorithms can get better which we will talk about a little bit later so another way to combat misinformation is to admit when you mess up sometimes it is hard out there there is some content that looks like perfectly legit and it is not in terms of editorially when it comes to social media I know for instance I have a personal weakness with headlines for like site character limits it's pretty low it's like 5 characters and that means sometimes a lot of times anyway nuance gets lost and that's difficult and I feel like that's probably one of the reasons why you've probably seen people share stories and then they don't realize what they're sharing because they're only shared based on the headlines chances are that headline did not capture that whole story a little bit more sensational and so headlines I think are a common problem across the web and I think part of that is also because sensational headlines kind of tempting to write because they do so well for engagement and the algorithms which I know got talked about a little bit earlier but it's really important to bring up the algorithms the way to combat misinformation is you can try and hack the algorithms so on social media platforms we are all at the mercy of them so like let's go back to our time capsule 2015 right so that was the year of the dress that was put in perspective guys 2015 was before baby shark the internet was a much more peaceful beautiful place back back in 2015 twitter and instagram they still posted content in chronological order that means used all stuff from your friends remember back when you used to see stuff from your friends on social media before the algorithms changed it was wonderful and so then in 2016 twitter and instagram joined facebook and google and youtube and all the other websites and changed their algorithms prioritized what the algorithm thought was great and it showed so yep the all mighty algorithm and so the algorithms are all a little bit different and it is important as mentioned earlier to kind of try and create content that people will see and react to to appease the algorithms and so for instance if you have a blog or a website like on doctor by cuspid we try to do fancy things with headlines and links to boost our search engine optimization to appease the google algorithm and end up hiring google search results you have a youtube channel and you make a pretty thumbnail and fill out your video description and make a catchy title and upload a video longer than two minutes and attempt to please the youtube algorithm and end up higher up in their results if you have instagram you look at optimal posting times and tagging relevant users and hashtags for instance you can upload up to 20 hashtags to appease the instagram algorithm and better satisfy your followers the whole problem with this is that the algorithms end up being waited for anger shock frustration which translates to misinformation they call it and again this was described earlier engagement content that does well you know when it gets a lot of clicks when it gets a lot of comments when it gets a lot of likes when viewers watch a long portion of the video and stay and read the whole article great in theory great in numbers and data but what has happened and what we've seen happen on the internet starting around 2016 is content that is controversial so we're right to the top content that is well researched and nuanced not so much and what's happened is these algorithms have resulted in an increasingly rabbit hole misinformed parallel universe like existence on social media and but like twitter you can still go back to chronological order that's what I do I am very much against the algorithmic view on twitter I look at chronological order but facebook got rid of that feature years ago you can only look at through an algorithmed lens and so that's what your viewers are going to have too and it's kind of frustrating because you can be doing everything great and moral and not get that traction and not going to get that engagement quite at the same level if you were not and so again what you can do about it hack the algorithms so my favorite example is my really weird niche youtube community vlog brothers so this is in 2016 again right around this turning point in the internet where everything kind of changed on the social internet and so in this video one of the two vlog brothers Hank Green actually asks the members of the youtube community to post the plus sign in the comment section if they like the video because the youtube algorithm weighs comments a lot higher than likes again it's that engagement and so right before this video posted the comment section was filled with at the very top with things that felt like to me read very much like personal attacks on the green brothers things that tended to be more negative things that tended to be really controversial because they drew in a bunch of comments that responded and led to those whole dumpster fires you probably see of just a bunch of arguing and so after they implemented that change when most of the comments are just plus signs the comment section became so much more productive and positive and even now years later you'll still see plus signs in the comments of the vlog brothers youtube channel that was just their way to kind of hack the algorithm it's not an ideal solution by any means but until we can find ways to make more sustainable media until they change the algorithm for instance maybe allowing you to label type of content it's just going to be trying to find creative ways to again let people know this is how we're going to try and create positive community and share positive truthful things which brings me to my last point which is be authentic I almost put this as be kind because being kind is so so important but I think being authentic covers that too the internet is mind field right with misinformation lack of facts and inability to tell factual non factual content star unless you've taken this course thank you to all of you who are still here and the last thing we need is to run communities and post content content that produce more divisiveness and then also confusion fortunately I think again most of the people in the dental community I haven't seen much that seems that way which is great and it's one of the reasons I really love being part of the dental community and so keep up that authenticity keep up that kindness and keep up the you and so I'm crazy so in addition to running Dr. my husband I produce a podcast it's called mission to run business one theme that consistently comes up when so these are small business owners and so they're often thinking about social media from a marketing standpoint the thing that I've been surprised that has kept coming up is the power of values and authenticity as a marketing people are starved for factual and authentic content if that's something you're interested in a humane marketing episode with Sarah Santa Cruz talks a lot about that and again small communities of where you're reaching people who have your values it's not going for the billions people on social media it's like if you have a hundred people who have all of those same values as you that is incredibly valuable and so you need to find the people that are going to resonate with you in these communities I think authenticity is one of the reasons we have a video series called and I think authenticity is one of the reasons it keeps showing up in the top 10 for us which is amazing and I think it's part of it is like I'm a freaking group watching way too much YouTube and pharmacologist Tom it makes a wonderful horrible dad jokes while talking about pharmacy facts so yeah we're talking about facts but we don't use newscaster voices I'm probably breaking 90% of the rules I learned in broadcast journalism school but our audience loves it and has responded to it and is engaged with us and I think one of the reasons for that is because we're being real and authentic people don't want newscaster voices they want real people they want to know who you are and what you value that also helps not fall into the misinformation trap because we're being authentic online so there's two tips for being authentic that I have which is one, define your values and two, run anything you post by them and so I made this slide a few people I was thinking about we all know someone who is the most upright, pleasant, kind of accepting person in person when you're seeing their face and then you see what they post on social media and what they say to people and you're like who are you online this is not who I know that you are like no don't be that person instead think about if you were in person trying to reach your audience your friends, your family, your patients the dental community that you see their face I think is a really great easy way to kind of define a value and run something you post by it you can even go so far as to define your own personal code of ethics or value statements and run anything you post by those you don't have to be part of the society of professional journalists to look by a code of ethics each of you watching have your own sense of what is moral and valuable and taking the time to kind of reflect on that will help you share authentic valuable information with your personal professional audiences so I want to share what I use for sharing personal and professional content which is I took it directly from this clock tower it's in Silicon Valley in the town of San Bernard I used to live there San Bernard is the city of the headquarters for you do which is I think kind of ironic I got this from from there but it's called the four way test and it says of the things we think say or do and then I would say also or share with their audiences on social media first is it the truth second is it fair to all concerned third will it build goodwill and better friendships and fourth will it be beneficial to all concerned so to recap my three tips to build brand loyalty and be a better reporter of the world around you one tell the truth now some tips on how to do that two combat misinformation again it is surprisingly hard in the digital age but there are again tools and resources that can help you make sure you're sharing the best information you can three be authentic be yourself respond with audiences it's not always about numbers that's about recognizing who you are and your community so I believe if you do these things in this modern era of social media your community will report on doctor by cuspid to me one of the most important statistics is 92% of our audience trust our reporting and that like excludes we asked an other like 7% of people filled in and other when we asked this on our survey earlier this year and most of them said oh we trust your reporting but we don't always trust like the second opinions on your site perfectly valuable so I think that percentage is actually like a little higher but that's still really high and something I don't take for granted especially when going back to wonderful Pew data Pew shows that only 58% of adults trust national new organizations 75% of adults trust local news organizations it's astounding that and again I'm very grateful that our audience has that much trust in us do we always get a point like I said sometimes my headlines don't have enough nuance maybe a little bit sensational and our audience is not shy to let me know on social media and in my email inbox that I need to reign a backend but that's because they trust me and they trust us as editors and they're part of this community and their feedback is valuable and I know at Dr. Baikus we're fortunate to have a community that can hold us to such high standards and such high standards that I want us want to be held accountable to and that I want us to meet even when it is Rando's on the internet telling me everything I'm doing wrong and so in 2020 news websites and brands dental journals are more than just places to curate news they're the hearts of online communities there's enough toxicity let's create spaces that are factual trustworthy and foster community on and off the line after all when it comes to social media we're all reporters now thanks there are going to be questions well first of all I'd like to thank all three of our presenters Tim, Dr. Lawson and Teresa for their fine programs tonight and the floor is open for questions right now I think Tim stepped out but Teresa and hopefully Dr. Lawson are on board to answer your questions so if you can raise your your hand I'll look forward so I just wanted to say because of Nate with the full stories versus Reels so stories are those 24-hour things Nate that are like Snapchat where like if you click on a profile they disappear and stuff Reels are a whole other new separate tab in Instagram that is like competing with TikTok it is confusing because they're both video and you can use Reels to add to your stories and it's just a whole mess but it's fun I've got a question from Teresa I think I know I think you told us what disqualifies a story or an article have you ever published a story you wished you hadn't that's a good question publish a story I haven't not off the top of my head unfortunately because once something in this modern internet era once you want something you can't put it back in the model and so that's something I think quite a bit about and again that's a big point of a whole section of like the SPJ code of ethics is when to not publish something and so as of now I can't think of anything that I publish that I wish I hadn't hopefully nothing on wood stays that way it happens in publishing let's see what story needs to be told hmm that's a good question that was from the comment section hmm what story needs to be told I feel like we at least on Dr. Breikas we need to do a better job of telling the stories of people who are like on the front lines of dentistry we talk with a lot of industry people a lot of dental editors a lot of the really big thinkers and the think-takes and the decision makers which is great it's important they know trends they can see things that other people can but I really I love people and I feel like it's really valuable to hear what's going on in like the day-to-day dentistry side the people who are practicing and seeing patients what's their stresses and what's going on with them particularly with dentistry huge shifts right now so how are they responding to it in their day-to-day practice something that's really interesting hmm can I also anything more content for younger dentists again before this webinar we're talking a little bit about like student loans hmm that's something I think that needs to be told hmm probably through a more um profiling like piece like following someone like what does it actually mean to be graduating with so much student loans after a pandemic and everything going on but I'd be curious if anyone else has any other takes on what should be what still needs to be told I had a question I was going to ask Tim in um Dr. Lawson but I don't I don't know if Dr. Lawson's still on but they had to do with my question was private groups hmm on Facebook yeah yeah um my question was right it's a two-part question should every publication have one and should publications try to join closed groups yeah I'd be really interested to hear his answer on that um it's something I've been doing on Dr. Bicuspid for a while now creating like a Dr. Bicuspid closed group because like I'm a member of various closed groups and I find them extremely valuable but it would have to be very close like creating a closed group that there isn't a really can be for um my gut feeling is probably it doesn't hurt to try and have a closed group but I don't think you need one but I if you want to get feedback from your community could be one way to do that in addition to potentially some of these and stuff um and then as for joining a publication joining existing closed groups I think it's going to depend on the rules of the closed group um some I don't think would like that um others would probably be really welcoming uh you would my gut feeling is you would probably have better luck though using your personal account and then just being transparent like hey I'm Tariq Spadaw you're the chief doctor by best way would like to join your account so I can just kind of see what's going on and see what's interesting you that's my thought I don't know if you have any no I know I notice both Tim and Dr. Austin mentioned it so I thought I would just kind of follow up on them I know we've written a lot of stories this year um or at least it feels like I've edited a lot of stories this year of um people who these closed groups as education resources and how valuable they've been again these are practicing Dennis and hygienists for um just learning information and getting gut checks on patients and apparently looking for referrals and things like that so it definitely seems to be um becoming more popular um and I'm glad to hear it seems like it's useful for um the community any other questions this evening I have one for the people in the audience I was curious okay I asked before um did anyone I was curious so through your background like did anyone else go to journalism school um for editing um wasn't quite sure you hmm well that's me and it doesn't seem like many people who end up in dental editing kind of stuff have come to journalism school you come more from like the science side which is really cool any other questions from the audience tonight if not first of all I'd like to thank uh especially uh Susan Pittman from the acd office in Rockville for all her help and putting together this program tonight without her this would not have happened and I again I want to thank our three presenters I want to thank uh Tim Dr. Lawson and Teresa for their their efforts tonight I'm grateful to it so uh I wish everyone a good evening and a good weekend and uh we're going to sign off and uh if there are no other questions thank you very much everyone have a great weekend thank you