The rise of digital opinion leaders
Five ingredients of an effective social media account Dr. Mohamad Bassam | Lebanon DDS, DESS Periodontology & Implant Dentistry Maidan Clinic, Sabah Salem Branch Manager, Kuwait
Even before the Covid-19 outbreak, the use of virtual platforms was already on the rise. With the pandemic, many new platforms were launched to adapt to the “new normal”. It was the time for the emergence of the new thought leaders who adopted the modern evidence-based dentistry, with all its digital features. Social media includes several internetbased tools including, but not limited to, blogs, internet forums, content communities and social networking sites such as Twitter, YouTube, Facebook, LinkedIn, GDPUK, Instagram and Pinterest.¹ Today there are more than 4.3 billion social media users worldwide, almost half the world’s population.²
A new era
“Missing information can be as dangerous as ‘misinformation’ in social media.”
With the outbreak of Covid-19, many new platforms were launched, to adapt to the “new normal” during lockdowns and curfews. Online conferences were broadcasted, like “Geistlich+You”, and the “new normal” opened new opportunities for young clinicians to share their talent and skills with the dental community. It was the time for the emergence of new speakers and mentors who adopted modern evidence-based dentistry with all its digital features, biomaterials, techniques, and professional documentation. My social media journey started with Instagram, the most popular social media application in the country I reside. Ins-
tagram has a suggestion mechanism – it informs your Facebook friends and suggests your account to other Instagram users with similar interests. I first posted some of my old clinical cases. I also tried to observe the other high-impact influencers and learned that high-quality clinical case images, procedures, and surgical techniques are the most interesting for clinicians, with the highest level of engagement. I upgraded my photography skills and equipment, e.g. used a more advanced camera and lighting system. Then I started to post clinical cases with high quality on a daily basis, and with a detailed description of the surgical protocol in the captions. I answered all the comments, as well as the private messages. Sometimes, I had to consult digitally with my colleagues and help to identify the right treatment for their patients. Sometimes I sent them the related references and scientific articles. My account started to grow, and I noticed the inspiration I was spreading with every post.
1. Start with strategy In the dental community, social media is used not only to extend our professional network, but also to educate patients, build trust, influence, and help to develop our practice. To use it to benefit the community and build a successful page, we need to make our purpose clear and follow a strategy. It starts with being transparent about who we are. For example, in Instagram, having an attractive and informative “Bio” which shows the domain of expertise, level of education, and a link to
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