Many dental practices today find themselves uncertain about the new social media universe, and in particular with how to relate to younger patients. The power of social networking is its immediate access to the word of mouth exchange of information, and the word of mouth avenue itself is recognized as the single most effective form of advertising. To tap into that phenomenon, begin by investing a small amount of time and effort to understand the basics of social networking. Sign up for Facebook and Twitter. First-hand experience interacting in a social network is the vital first step. The bottom line is simply this: To begin to understand this new arena of communication, you first have to join the conversation.