Orthotown October 2019 - 49

Christmas wishes from Dr. Sarpo: We have found that heartfelt stories
about our team members trend well with our population. In this post, we
strive to be genuine and relatable.

Watch exemplary video
posts like these online!
To see some of Dr. Andrew Sarpotdar's favorite video
posts, head to orthotown.com/sarpotdar-social.
We've embedded them all in the online version of this
article for easy viewing.

Mouthguard sponsorship-repost from parent volunteer: Supporting our local
schools is a foundational element of how we inspire smiles. During our event,
parents were encouraged to share their own stories on social media to increase
organic reach. Because we were providing a huge value to them at no cost, they
were just looking for a way to thank us. All we had to do was tell them how!

Facebook and Instagram: The
Batman and Robin of social media
Of the major social media platforms,
Facebook and Instagram remain at the top
for targeted content delivery to current and
prospective patients. With 68% of adult
social media users on Facebook, compared
with 35% on Instagram, it's generally
accepted that Facebook is king for reaching
parents of prospective patients. With 72%
of all children ages 13-17 on Instagram,1
though, it's an excellent channel to engage
with teenage patients.
Each platform has its advantages and
disadvantages. Savvy Facebook advertisers
enjoy an extraordinarily sophisticated ad
creation, targeting and measurement tool
through Ads Manager. As a community-oriented platform, Facebook lends itself well to
discussions, event planning and promotion,

and discovery of detailed information about
one's audience. Compared with Instagram's
60-second limit on video uploads (not
including the newest add-on, Instagram TV),
Facebook offers a robust 240-minute limit.
Facebook also allows social media managers
to schedule posts in advance.
Instagram, on the other hand, is designed
for real-time sharing of visual experiences
and requires posts to be uploaded from a
mobile device. Benefits include greater
organic reach through its news feed and
stories. (Facebook also has the "stories"
functionality, but it is nowhere near as
popular ... yet.) Because both companies
are owned by Facebook, we've seen the
benefit of cross-platform functionality
while generally maintaining distinct social
media niches; Facebook remains focused
on community building, while Instagram

exists to experience moments in friends'
lives through pictures as they happen.
Consequently, the way in which their
individual algorithms select for content
reach is slightly different.

FACEBOOK
Facebook 's algorithm prioritizes
engagement as part of its mission to build
online communities. Engagement refers
to a specific action taken on a post, such
as a like, comment or share. Posts likely
to garner the greatest number of actions
generally reach a wider audience and,
ultimately, will continue to garner more
engagements. The Facebook news feed
is effectively a curated ranking of posts
based on how likely they are to elicit a
positive reaction from users and is based
on four factors:

orthotown.com \\ OCTOBER 2019

49
http://www.orthotown.com/sarpotdar-social http://www.orthotown.com
Orthotown October 2019

Table of Contents for the Digital Edition of Orthotown October 2019
