Virality of Online ImagesKeri Kramer

Communications Director, Chicago Dental Society

Powerful Images Capture Attention

Photography by José M. Osorio

Social Sharing of Images Exposes CDS to New Audiences

Photography by José M. Osorio

Response to Mission of Mercy Photo Album

• 38 likes• 11 shares, including one

dental trade publication• Five comments, with

additional likes

Surge in Activity to CDS Facebook Page

Photo Album Favorite Post by Far

EdgeRank Checker Further Verifies Quality of Photo Post

Edgerank Checker, an analytics tool, grades this post an “A.”

CDS is typically a “C” student on posts.

Why Do We Care about Growing Our Facebook Page?

• Helps drive traffic to CDS website– Facebook now number 1 referrer to CDS website

(approximately 1.5% of all traffic)• May help grow participation in CDS programs

and events– 2% traction in social media campaign to website

correlates to increased attendance at Midwinter Meeting

Finally…Members Want This Content!

• We are seeing over and over that members are very interested in news that makes them feel good about the dental profession, and, by extension, CDS.– At right, most popular

post to Facebook during the entire Midwinter Meeting

Recommendations

• Invest in photojournalist for events with the potential for great images– NOT WORTH IT: cocktail receptions, special events– WORTH IT: Volunteer events, dental clinics, Special

Smiles, school visits• Invest staff time in telling stories from these

events in a different way– Less focus on society VIPs