The patient audience checks social media almost every waking hour of the day, which means a regular presence on social networks is one of the most straightforward ways for the dental practice to establish visibility and credibility. Effective social media management for dentists requires not only being active but sharing educational content, replying to patient questions and establishing that kind of trust that would make a follower become a patient. Regularity, consistent brand voice and genuine interactions are much more important factors than the mere frequency of posts. Practices that consider their pages not a billboards but a two-way dialogue receive much better results in terms of word-of-mouth referrals. At ProSites we have witnessed such results firsthand for many dental practices.