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    How ODs can capitalize on social media in their practices


    Opportunities plenty when social is in play

    “Social media is about the people,” says Wilhelm. “Contact one of your followers. Give him something for following you. Watch what happens next.”

    Wilhelm says that person will then more than likely post about the experience and that post will be shared with his friends.

    Social media is an opportunity to:

    • Shape conversations

    • Connect to loyal customers

    • Empower your employees

    • Delight customers

    • Offer knowledge and education

    • Answer inquiries and concern

    Related: Mastering social media marketing for your practice

    Having a social media plan is key

    “You must have plan for social,” says Charest. “Consumers these days expect you to be on multiple platforms.”

    Charest says you can do good job on social by spending as little as 30 minutes per day on social media. She says that linking social pages together can make sharing on social media easier.

    Charest says social media is trial and error at times, so experimenting on all platforms to see what works is the key to success.

    She says to utilize great and fun images with your posts. With Facebook, two to three sentences max per post—anything else is overkill.

    Charest also says having your contact information on your social pages is crucial to your followers.

    “Finding you is one of the biggest things for consumers,” says Charest. “Make sure to list all locations on Facebook to make it easier for them to find you offline.”

    If you are unsure where to start, or are in need of ideas to help boost your social presence, Charest says to follow people within the industry for ideas you can employ on your social channels.

    Hashtags are also important when you post. Charest says to search a hashtag such as “optometry” and follow those who share the same interests.

    Related: HIPAA in the age of social media

    Tips for sharing on social media

    “Don’t over share, don’t complain, don’t sell all the time, and don’t be in a hurry,” says Charest. “Make things personal, engaging, and entertaining.”

    Charest identifies the following tips to follow:

    • Make sure all social icons are on your website

    • Do things that make people want to connect with you

    • Building an online database is crucial

    “Have some fun with it,” says Charest. “Sometimes people forget what social media is all about.”

    Read more from Vision Expo in New York, NY here

    Giovanni Castelli
    Giovanni Castelli is the content specialist for Optometry Times. He is a 2014 graduate of Cleveland State University with a degree in ...


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