Navigating social media comments and complaints
Published: 14/10/2025
In today’s digital age, social media has become a powerful tool for dental practices to engage with patients, promote their services and build a trusted brand. However, with this visibility comes vulnerability, particularly with public comments and complaints. How a dental practice responds to online feedback can significantly impact its reputation, patient relationships and regulatory compliance.
The number of patients commenting on platforms like Facebook, Instagram, Google Reviews and X to share their experiences is increasing. While positive comments can enhance a practice’s reputation, negative feedback can quickly escalate and lead to damaging public perception.
Upholding GDC standards
According to the General Dental Council (GDC), dental professionals must uphold the same standards online as they do in person. This includes maintaining patient confidentiality, professionalism and respectful communication. Read the full GDC guidance on using social media.
The GDC, along with 28 organisations across the dental sector, has developed six universal principles for managing complaints:
We want to make it easy for you to raise a concern or complain, if you need to.
We follow a complaints procedure and keep you informed.
We will try to answer all your questions and any concerns you raise.
We want you to have a positive experience of making a complaint.
Your feedback helps us to improve our service.
These principles are designed to foster transparency and trust, and they apply equally to feedback received via social media.
A social media toolkit was also created in addition to the above. You can download the toolkit here.
It’s also good to remember that the Duty of Candour is a professional and ethical obligation. Dental professionals are expected to be open and honest when things go wrong. This includes acknowledging errors publicly when appropriate and offering clear explanations and apologies
Managing social media complaints effectively
Respond promptly and professionally - Timely responses show attentiveness and care. Avoid defensive or dismissive language. Acknowledge the concern and invite the patient to continue the conversation privately.
Protect patient confidentiality - Never disclose patient information online, even indirectly. Responses should be general and redirect the patient to secure communication channels.
Monitor - Tools such as Google Alerts are a good way to track comments and mentions. Assign a team member to oversee social media interactions and escalate issues when needed.
Use feedback for improvement - Constructive criticism can highlight areas for growth. Share insights with your team and incorporate feedback into training and service enhancements.
Social media feedback, both positive and negative, can shape public perception. A single unresolved complaint can discourage potential new patients, whilst a well-handled issue can demonstrate professionalism and care.
Social media is not just a marketing tool; it’s a public forum where your practice’s values and responsiveness are on display. By embracing best practice and regulatory guidance, dental practices can turn online feedback into an opportunity for growth, transparency and patient loyalty.