Vision Care Product News

SEP 2017

Product information for optical people.

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Page 91 of 99 VCPN Having a successful social presence can be the difference between stagnation and growth. Your online and social media presence creates a window into your business for current and potential patients to learn about your practice's personality, qual- ity and service. But building a strong presence requires multi- ple, ongoing tasks. From deter- mining your target audience and overall strategy to posting content every day and tracking engage- ment, it's easy to make mistakes. Here are three of the most com- mon faux pas and three relatively easy ways to fix them! Your online and social media presence creates a window into your business for current and potential patients to learn about your practice's personality, quality and service. Samantha Toth is the resident marketing rockstar for Innereactive Media, a full-service marketing company specializing in the optical industry, in Grand Rapids, MI. tions and encourage your follow- ers to comment. When you think of an idea, find a way to reword the post and turn it into a question or call your audience to action with a photo challenge or a poll. 2. Just Posting About Business Social media provides you with an opportunity to share the personal- ity of your practice with patients. A good rule of thumb for your posting mix is to include10% pro- motional, 70% about your practice and 20% shared content or articles. Try posting a staff spotlight once a month to build the story and personality behind your brand. Samantha Toth Are You Making These Social Media Mistakes? and leave reviews. When a patient posts a comment or review on your page, make sure to respond Often, the measure of success is how many people are engaging with your brand both online and in store. It is important to look at your metrics every month to determine if your current strategy and posting style are working. If you are not seeing an increase or successful level of engagement, revisit your posting strategy. Social media is a very forgiv- ing platform, so don't worry if you have made one or all of these mistakes. Understanding them and always working toward a bet- ter online presence is an import- ant step in promoting continual growth of your practice. 90 September 2017 S o c i a l M e d i a A d v i s o r 1. Not Being Social While social media was initial- ly created as a way for people to communicate with each other personally, it has grown into the perfect platform for businesses to talk to their consumers. One of the biggest mistakes a practice makes when using social media is not writing and posting content that encourages followers to interact, reply or respond. The most engaging posts ask ques- Adding a fun fact about the person whether it's their favorite color or most recent vacation is a great way to add even more personality to a practice's brand and help patients get to know you better. 3. Not Listening One of the most beneficial areas of social media is the ability to gain insight into your patient's opinions. Work with your staff to encourage patients to go online in a timely manner. Even bad reviews can turn good if you are respectful and speak with your patient about their concerns. Measuring Success After you've addressed these faux pas, you need to determine if your new approaches have worked.

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