{"id":40198,"date":"2025-02-19T10:07:02","date_gmt":"2025-02-18T23:07:02","guid":{"rendered":"https:\/\/www.bitemagazine.com.au\/?p=40198"},"modified":"2025-02-24T13:29:59","modified_gmt":"2025-02-24T02:29:59","slug":"striking-the-right-tone-in-online-self-promotion","status":"publish","type":"post","link":"https:\/\/www.bitemagazine.com.au\/striking-the-right-tone-in-online-self-promotion\/","title":{"rendered":"Striking the right tone in online self-promotion"},"content":{"rendered":"\n<p class=\"wp-block-yoast-seo-estimated-reading-time yoast-reading-time__wrapper\"><span class=\"yoast-reading-time__icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-icon=\"clock\" width=\"20\" height=\"20\" fill=\"none\" stroke=\"currentColor\" style=\"display:inline-block;vertical-align:-0.1em\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M12 8v4l3 3m6-3a9 9 0 11-18 0 9 9 0 0118 0z\"><\/path><\/svg><\/span><span class=\"yoast-reading-time__spacer\" style=\"display:inline-block;width:1em\"><\/span><span class=\"yoast-reading-time__descriptive-text\">Estimated reading time: <\/span><span class=\"yoast-reading-time__reading-time\">1<\/span><span class=\"yoast-reading-time__time-unit\"> minute<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion.jpg\" alt=\"online self-promotion\" class=\"wp-image-40199 lazyload\" data-srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion.jpg 1024w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-300x200.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-768x512.jpg 768w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-630x420.jpg 630w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-150x100.jpg 150w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-600x400.jpg 600w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-696x464.jpg 696w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><noscript><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion.jpg\" alt=\"online self-promotion\" class=\"wp-image-40199 lazyload\" srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion.jpg 1024w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-300x200.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-768x512.jpg 768w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-630x420.jpg 630w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-150x100.jpg 150w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-600x400.jpg 600w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2025\/01\/online-promotion-696x464.jpg 696w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Photography: wavebreakmediamicro\/123RF<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-to-others-in-the-dental-profession-online-self-promotion-can-run-the-risk-of-coming-across-more-as-grandstanding-than-effective-self-branding-by-seth-adamson\">To others in the dental profession, online self-promotion can run the risk of coming across more as grandstanding than effective self-branding. By Seth Adamson<\/h2>\n\n\n\n<p>There\u2019s a saying in the social media world\u2014content might be king, but context counts for everything. Our linkedIn account is a case in point.<\/p>\n\n\n\n<p>In today\u2019s digital professional landscape, LinkedIn isn\u2019t just an online resume; it plays a critical role in\u2014and is the preferred platform for\u2014both personal and professional brand building, and as a networking tool for making connections. It also helps with creating a referral network and is a terrific resource for training and development prospects, and new business opportunities and recruitment.<\/p><div class=\"bitem-article-desktop-720x300-in-text\" id=\"bitem-2170348079\"><!-- Bite 720x300 [async] -->\r\n<script type=\"text\/javascript\">if (!window.AdButler){(function(){var s = document.createElement(\"script\"); s.async = true; s.type = \"text\/javascript\";s.src = 'https:\/\/servedby.engagemedia.com.au\/app.js';var n = document.getElementsByTagName(\"script\")[0]; n.parentNode.insertBefore(s, n);}());}<\/script>\r\n<script type=\"text\/javascript\">\r\nvar AdButler = AdButler || {}; AdButler.ads = AdButler.ads || [];\r\nvar abkw = window.abkw || '';\r\nvar plc705185 = window.plc705185 || 0;\r\ndocument.write('<'+'div id=\"placement_705185_'+plc705185+'\"><\\\/'+'div>');\r\nAdButler.ads.push({handler: function(opt){ AdButler.register(165450, 705185, [720,300], 'placement_705185_'+opt.place, opt); }, opt: { place: plc705185++, keywords: abkw, domain: 'servedby.engagemedia.com.au', click:'CLICK_MACRO_PLACEHOLDER' }});\r\n<\/script><\/div>\n\n\n\n<p>But there\u2019s a fine line to negotiate when creating an online presence that gives the right impression to the business community. What might be your intention to simply promote your engagements and achievements may instead come across as a none-to-subtle exercise in self-aggrandisement.<\/p>\n\n\n\n<p>Perception counts for plenty, consultant Carolyn Dean of <a href=\"https:\/\/mydentalmarketing.com.au\" target=\"_blank\" rel=\"noreferrer noopener\">My Dental Marketing<\/a>, says, adding that how you promote yourself requires careful consideration.<\/p>\n\n\n\n<p>\u201cThe most successful LinkedIn posts aren\u2019t just about broadcasting your achievements and the latest in your practice; they have to be about providing value to the reader,\u201d Dean says.<\/p>\n\n\n\n<p>\u201cIf you want an online presence that connects you with others in the profession, then think of your LinkedIn profile as a calling card that shows who you are and how involved you are in a range of ways across dentistry, rather than a hard-sell sales pitch.\u201d&nbsp;<\/p>\n\n\n\n<p>Dean says succeeding in this quest means asking yourself certain questions such as: Do your LinkedIn posts offer genuine insights and industry perspectives? Are you sharing meaningful professional experiences that others can learn from?<\/p>\n\n\n\n<p>\u201cThe posts should demonstrate your expertise without seeming like a self-promotion,\u201d she says. \u201cBasically, you need to be clear before you do anything about why you are posting this material in the first place, and what kind of impact you want it to have on the people in the industry reading it.\u201d<\/p>\n\n\n\n<p>Dean recalls an experience with a previous client whose approach to impressing his peers (or so he thought) was to flood LinkedIn with a series of posts consisting of photos of the practice team sipping champagne on a super yacht.<\/p>\n\n\n\n<p>\u201cThat is just grandstanding and does not wash,\u201d she says. \u201cIt does make an impression, but probably not the one you want and yet there are many businesses that do that. They think it shows just how successful they are, but it adds no value for the reader.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>I try to keep my posts short, simple and to the point, so people feel they have learned something useful from reading it. In the end, I focus on what\u2019s the impact on improving oral health outcomes. <br><br><strong>Dr Gavin Quek, vice chair, ADA Federal Oral Health Committee<\/strong><\/p><\/blockquote><\/figure>\n\n\n\n<p>\u201cThat kind of thing may work as an end-of-year celebration post on Instagram but not for professional brand-building on LinkedIn, and that\u2019s why knowing the differences between your social media channels is so important.\u201d<\/p>\n\n\n\n<p>To achieve the right tone when posting to the profession, there are some basic rules that need to be followed, marketing lead Belma Cancar of <a href=\"https:\/\/olinqua.com\" target=\"_blank\" rel=\"noreferrer noopener\">Olinqua<\/a> says. First check your ego away and second, always consider what\u2019s in it for the person reading the post.<\/p>\n\n\n\n<p>\u201cIn terms of the tone and language you use in a post, it should be similar to how you engage with another person when dealing with them offline,\u201d she advises. \u201cYou never want to come across as bragging; rather you want to be seen as a person who is engaging, has credibility in what you are stating, and has ideas and insights that others find interesting and want to engage with.\u201d<\/p>\n\n\n\n<p>To clients posting on LinkedIn, Cancar gives some examples of how not to annoy one\u2019s connections. If attending a conference, mention who the other impressive speakers were and what they spoke about. If your practice has won an award, humbly describe the likely reasons why so others can learn from your experience. And if you have completed professional training, share what you have learned.<\/p>\n\n\n\n<p>\u201cYou need to think about the consumer and what is the value you create for them in terms of the information you\u2019re offering,\u201d she says. \u201cAnd be authentic so if another practice has scored a great achievement, be sure to comment with congratulations but also ask them to share insights of how they did this. In that way, you are seen as someone celebrating the profession.\u201d<\/p>\n\n\n\n<p>Hobart dentist <a href=\"https:\/\/www.bitemagazine.com.au\/dr-gavin-quek-on-the-value-of-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dr Gavin Quek <\/a>has become one of the emerging leaders of Australian dentistry in recent years, named Tasmania\u2019s Young Achiever of the Year and the current vice chair of the ADA Federal Oral Health Committee.<\/p>\n\n\n\n<p>Dr Quek has an impressive online professional presence on LinkedIn, and says he follows some basic guidelines in how he presents his range of work. \u201cIt comes down to considering who the audience is for these posts, and in my case that\u2019s other dentists, health professionals and allied health workers. I know for a fact none of them have a lot of spare time, and what they want to know from me are updates on the various organisations I am involved with, so I ensure that\u2019s what is in my posts.\u201d<\/p>\n\n\n\n<p>Dr Quek explains he uses LinkedIn as another way of keeping professional colleagues abreast of the work being done by various organisations and professional working groups he\u2019s involved with.<\/p>\n\n\n\n<p>\u201cI try to keep my posts short, simple and to the point, so people feel they have learned something useful from reading it. In the end, I focus on what\u2019s the impact on improving oral health outcomes and I figure if you keep that as your focus, you are less likely to put yourself at the centre of the message\u2014and possibly lose your audience while doing so.\u201d<\/p>\n\n\n\n<p>Belma Cancar says not all LinkedIn posts have to be strictly professional. Sometimes including more lighthearted, even personal content such as sharing a career milestone, is fine and helps achieve a good balance.<\/p>\n\n\n\n<p>\u201cCreating a mix is a good thing as you should occasionally include content that allows your personality to shine and adds to your personal branding. But if your professional posts take on a tone of constant bragging or almost demanding attention for something you have done, then you\u2019re probably better off keeping those to yourself.\u201d &nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To others in the dental profession, online self-promotion can run the risk of coming across more as grandstanding than effective self-branding. By Seth Adamson There\u2019s a saying in the social media world\u2014content might be king, but context counts for everything. Our linkedIn account is a case in point. In today\u2019s digital professional landscape, LinkedIn isn\u2019t [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":40199,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7170,691],"tags":[684,1456,889,25654,1567],"class_list":{"0":"post-40198","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-featured","8":"category-your-business","9":"tag-featured","10":"tag-marketing","11":"tag-online-marketing","12":"tag-online-self-promotion","13":"tag-social-media-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Striking the right tone in online self-promotion - Bite Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bitemagazine.com.au\/striking-the-right-tone-in-online-self-promotion\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Striking the right tone in online self-promotion\" \/>\n<meta property=\"og:description\" content=\"To others in the dental profession, online self-promotion can run the risk of coming across more as grandstanding than effective self-branding. 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