I rarely see practices embrace Facebook.   If I had summarize the one key element to successful Facebook marketing it would be narrowed down to authenticity.  Facebook is a social tool not a selling tool.  Although the Facebook Profile is built for multi-directional engagement, the Facebook Page is built for business.  Behind the image of a Facebook Page sits thousands of “sockets” waiting for the right “plug-in” to power the practice needs.  Practices tend to either hire a company to post something bland that won’t require any pre-authorization from the practice so the service can be set-up and forgotten or post copy and pasted images from the web.  A quick caution to using images online: this can violate copyright laws which result in fines and litigation.   What is the advantage of this?  The advantage is the social activity is picked up on by Google which affects the rank of the website.  What is the disadvantage?  The posts are generic and don’t rank well within Facebook’s own algorithm, EdgeRank.  In Facebook profiles, according to the Social Media Examiner, personal posts in the Profile world that contain the word “congratulations” have far better “reach” or engagement.  These posts are pushed up in the Newsfeed.  Does this mean you should “keyword stuff” your Facebook with word “congratulations?”   Any artificial attempt to gain notoriety should be avoided.  Instead, consider asking yourself  before you post.   Is this a post that my patient community can engage in?  For instance, if you have a coat fundraiser you can install an app that invites participation.   Can your average patient donate a coat?  Would they like your page?  Would they share the cause on their page?  Would they comment on your page?  This appeals to the psychology of Facebook as a social place and ties together your practice with your community with what you already do, serve others.