…because of Facebook’s new Graph Search, which enables people to search Facebook’s database for information that lives there only, your patients’ interactions, such as likes and check-ins, have actually become more important than the posts published by your practice.
With Graph Search the person looking for a dentist can search their social graph to see which dentists their friends like.
Compare this with a typical Google search. If you type in the word dentist into Google you will get a list of dental referral sites as well as some dentists in your area. Which dentists show up? Those who are Internet savvy have paid a web designer for good SEO and or paid Google to show up on a PPC ad. Are those dentists any good? Will you like them?
With a social Graph Search you are finding dentists your friends use and like. It is much more like an actual personal referral than a random Google search.