multiple social media channels as a
'critical tool,’ via Twitter, Facebook
and Instagram.
“Some posts are made on all channels
and some lend themselves more to
one or another, so think about what
you post where,” said Ocean's Dr. Euan
McGinty, who noted commenting is
important so it's not a one-way flow
of information. “All of our staff have
access to our accounts and can post,
we try to maintain a professional, but
informal and relaxed voice. Use it and
use it consistently.”
Sarah MacKenzie of MacKenzie Eye
Care in Medicine Hat, Alberta said
social media is a major driver to their
website, which allows patients to
review their technology, services
and products.
“I began utilizing social media with
the goal to educate on the importance
of eye health, regular vision care and
the role our doctors of optometry
provides in primary eye care,” said
MacKenzie. “Social media also allows
us to highlight our involvement in the
community.”
Toby Mandelman of Bedford Eye Care
said social media takes a notable effort
for businesses, especially across multiple platforms, but the benefit is
worth it.
His office has invested in services
to collect testimonials about their
business, as well as increase their
web presence.
“We believe this has really paid off
for us, as the number of new patients
who have found us through Internet
channels continues to rise monthly,”
he said.
Offices should also have someone
managing their accounts that have
a direct line to promptly answer
questions asked online or have a
direct connection to a professional
who can provide answers.
“People love having a direct pipeline
to one of the doctors in the office,”
Mandelman said.
EYE FOCUS | December Digital 2016 25