Many dentists I talk with are hesitant to engage in social media because they fear negative comments. The Mashable article linked below has three case studies on how businesses reacted to potential negative online reviews.
One of the primary bits of advice is to monitor your online presence and have a plan. In my experience dentist rarely do this. I am astonished at the number of negative reviews I find about dentists on Google, Yelp and elsewhere, which I expect the dentist knows nothing about.
For all the praise that brand advertisers have for social media, they must be aware that it’s very much a double-edged sword. ..your customers, it can just as quickly turn on you and your brand.