THINGS HAVE CHANGED A LOT ON FACEBOOK over the past 36 months. The most obvious change was the rise of paid content promotion; between July 2012 and July 2013 alone, paid reach increased by 221%.1 If your dental practice was doing well on Facebook, then suddenly saw ROI dropping, it could be time to change strategies. If you haven’t done much practice marketing on social media but are ready to start, consider allocating a budget for Facebook post promotion.