THE ADA PRACTICAL GUIDE TO INTERNET MARKETING iii Chapter 1: Building a Solid Foundation for Your Dental Practice Marketing. .........................................3 By Naomi Cooper Chapter 2: Putting It Together: The Building Blocks of Internet Marketing.........................................15 By PBHS Chapter 3: Posting Effective Content That Engages, Provides Value, and Shares Practice Culture. .......................................................................................................................................................... 29 By Jack Hadley Chapter 4: Creating Stronger Patient Relationships Through Facebook................................................ 39 By Edward J. Zuckerberg, D.D.S., F.A.G.D. Chapter 5: Blogging for Dental Professionals.......................................................................................................... 49 By Colleen Greene, D.M.D., M.P.H. and Chris Salierno, D.D.S. Chapter 6: Reputation Management for Dentists.................................................................................................59 By Shauna Duty Chapter 7: Search Engine Optimization........................................................................................................................71 By Naomi Cooper Chapter 8: Making the Transition from Paper to Digital Marketing......................................................... 83 By Xaña Winans Chapter 9: Legal Considerations for Digital Internet Marketing................................................................. 99 By the ADA Legal Division Chapter 10: Social Media Planning. ............................................................................................................................... 113 By the ADA Council on Communications The ADA Practical Guide to Internet Marketing Table of Contents