Do high test scores and 4.0 GPAs equate to true comprehension and application of the subject matter? Does our ability to run fast or lift heavy weights indicate how healthy we are? Does having high production numbers and low overhead mean you are a great dentist? It is easy to lose focus and drown in data, only to realize we have lost sight of our initial intent or purpose. Interestingly enough, the same can be said about our social media accounts.
I was recently at a dental meeting when I overheard a dentist boasting about the number of followers he had on his Instagram page. After a quick audit1 of his account, I discovered a follower list full of bots2. His posts were filled with inflated likes and nonsensical comments unrelated to the content. With a follower count that staggering, I can only imagine how much money was spent to boost his numbers. I asked myself, “What purpose does this serve? Does he value genuine engagement, or flashy statistics?”
In complete transparency, I was once an Instagram user whose main mission was to collect as many followers, likes and comments as possible. Instagram is an amazing tool I’ve used to build and market my practice, and in my early days, I thought it was all about the numbers. I would post content and then incessantly monitor how well it would “perform,” constantly refreshing my page to see how my numbers fluctuated. #FeltCute #MightDeleteLater #AmIRight?
I took a step back one day and questioned everything. What draws us to social media and is it worth our time in the first place? Does follower count, or the amount of likes and comments on a post, actually reflect anything meaningful? Simply put, what is our “WHY?”