However, the platforms are usually used by the most vocal customers and given that they are unregulated and very public, companies sometimes shy away from them.  By adopting an approach of non-engagement there is the potential for a missed opportunity to react and improve the customer’s perception of the brand if it is negative or benefit from some positive free publicity if the customer speaks highly of you.  Social networks are generally growing in quantity and popularity and it has been said that they are responsible for driving the bottom line, although it is difficult to prove whether comments on a social network have encouraged purchases.

The BDTA is currently undertaking online research to determine the level of adoption of social networks amongst the dental community and the reasons for use or non-use amongst this audience.  The results will be available to BDTA members in June. 

For further information in the meantime, please contact Rebecca Evans at the BDTA on 01494 781181.