外文翻譯---facebook社交媒體營銷在當(dāng)今口腔正畸術(shù)中的實(shí)踐（節(jié)選）

1、1600 單詞， 單詞，9000 英文字符 英文字符,3050 字文獻(xiàn)出處： 文獻(xiàn)出處：Cox T, Park J H. Facebook marketing in contemporary orthodontic practice: A consumer report [J]. Journal of the World Federation of Orthodontists, 2014, 3(2): 43-47.原文Facebook

2、 marketing in contemporary orthodontic practice: A consumer reportTrent Cox； Jae Hyun ParkAbstractBackground：The introduction of Facebook has brought additional marketing opportunities to orthodontic practice. Social med

3、ia–based marketing is different from traditional marketing strategies due to its interactive nature. The aims of this study were to determine consumers' perceptions of Facebook marketing and to determine which featur

4、es of orthodontists' Facebook pages are the most effective in attracting patients.Methods：This survey-based study contained 35 questions and was administered to 140 individuals. The respondents were aged 18 years or

5、older and represented various ethnicities. This study determined which types of marketing activity are most effective in attracting patients through the social media venue Facebook. The majority of the survey items were

6、formatted based on a 5-point Likert-type scale.Results：Eighty-two percent of the respondents considered themselves to be active Facebook users. Forty percent indicated a likelihood of visiting an orthodontist's Faceb

7、ook page before receiving treatment at his or her practice, with approximately 35% indicating that the Facebook page would be an important factor in their decision. The respondents indicated that there were key elements

8、of Facebook that would attract their attention and help them to make their decision about where to receive treatment. Consumers indicated that the most important Facebook marketing components (in order of importance) are

9、: 1) an orthodontist's credentials; 2) before-and-after photographs; 3) consumer-focused content; and 4) the orthodontist's photograph. Additional components that are effective include a link to the practice'

10、s Elgin elucidated the factors affecting patient selection of an orthodontic practice by surveying 210 individuals. Elgin found that the most important factors influencing the decision are being made to feel comfortable,

11、 a caring attitude of the practitioner/staff, clear communication from the practitioner/staff, and a clean office. The least important factors were reported to be ―office amenities, which may include refreshments, video

12、games, and Wi-Fi. Respondents also indicated that ―doctor demographics, such as age, sex, religion, and ethnicity, were deemed as unimportant .Bedair et al. performed a non–consumer-based study to determine orthodontists

13、' opinions of the factors that influence a patient's choice of practitioner. The study concluded that orthodontists believe that the factors affecting the choice made by adult patients are ―a doctor who makes you

14、 feel comfortable, a doctor with a ―caring attitude, and ―the doctor's overall reputation. Similarly, orthodontists felt that the factors affecting the decision of the parents of adolescents are ―a doctor with a cari

15、ng attitude, a doctor ―who makes you feel comfortable, and ―a staff with a caring attitude.A recent article by Jorgensen provides recommendations for orthodontists interested in using social media to promote their practi

16、ces. However, this work was based on the author's opinion and experience rather than on data. He states that: the purpose of social media marketing is to bring new patients into the practice; families often realize t

17、he need for orthodontic treatment and, whether or not they are given a referral, they begin a search for any recommendations or complaints from former patients; a Facebook page can be useful in allowing the prospective p

18、atient to witness the interactions happening on the Facebook page including Facebook ―likes and ―recommendations; And it is important to make a link to the practice's Web site clear and present so that the potential

19、patient can reference this component of the online presence as well.No study has sought to determine which aspects of social media marketing through Facebook are most valuable as determined by the consumer. The present s

20、tudy sought to meet this need by exploring aspects of a Facebook page. The purpose of this study was to determine which aspects of a Facebook page are most important to the consumer and are most effective from a marketin