Why It Matters
Facebook's audience skews older and more local than Instagram's, and it remains a strong channel for community trust-building, patient reviews, and longer-form educational content that an Instagram feed can't easily hold.
What Works on Facebook
Longer educational posts, active management of reviews and comments, and local community group engagement outperform short promotional posts on this platform. Facebook is where many patients go specifically to check reviews before booking — so review management deserves outsized attention here.
Takeaway
If your Facebook page has been neglected in favor of Instagram, prioritize responding to every review and comment this week before investing in new content — the trust cost of an ignored complaint is higher here than almost anywhere else.