Dental social media is largely about familiarity in a local catchment, and it is constrained by the same privacy rules as any healthcare marketing. Patient images and stories are the content practices most want to use and are exactly the material that requires authorisation, so the calendar has to be designed around that rather than adjusted for it.
Patient images need authorisation
Before and after photographs, treatment stories and anything identifying require valid written authorisation for marketing use, recorded and time limited. Consent to treatment is not consent to publication. Having a standard form ready means a good case can be used promptly rather than missed.
What works without any patient content
The team, the practice, what a first visit involves, answers to the questions the front desk is asked daily, insurance and payment explanations, and the small practical details that reduce anxiety. This is the content that converts locally and it needs no authorisation at all.
Reviews need a standing response rule
A public reply acknowledging someone's treatment is a disclosure. The workable pattern is a brief general reply thanking the reviewer and inviting private contact, used consistently and trained into staff, because the damaging responses are written quickly by someone who felt unfairly criticised.
Social supports local search, it rarely replaces it
For a practice, the listing, reviews and appointment availability produce most new patients. Social builds familiarity so that a referred or searching patient recognises the practice. Judged on new patient numbers alone it will usually look weaker than it is; judged as a support to the rest it earns its place.
Questions people ask about social media management for dentists
Can a practice post before and after photographs?
With valid written authorisation covering marketing use specifically, recorded and time limited.
Should the dentist appear personally?
It helps considerably. Patients choose on trust in a person, and a familiar face reduces the anxiety that stops people booking.
How should a negative review be answered?
Briefly and generally, inviting private contact. Discussing any detail of care publicly confirms a patient relationship.