4
GET YOUR
LINKEDIN IN ORDER
As a professional, having a strong
LinkedIn presence is a must.Think
of it as the digital version of hanging your degree on your wall. Your
LinkedIn showcases your expertise
and the history of your career and practice.
6
BECOME
A CONTENT CREATOR
Create your own content, too.
Writing blog posts will show
customers you’re an expert and
offer them something useful.
Try being practical (Five things
to look for when shopping
for glasses), expert (How to
prevent eye-related diseases)
or irreverent (14 things only
people with glasses understand),
depending on what fits for
your practice’s brand.
9
OFFER PERKS FOR
FOLLOWERS
Consider special promotions for social
followers. You might offer 15% off
frames for Twitter followers or a week
of free contacts for customers who
share positive experiences about your
practice online.
BIO: Russ Martin is the social media columnist
for Marketing Magazine, a Canadian trade publication
that’s covered marketing, public relations and media
since 1908. He’s written about social media, business
and web culture for publications like the Financial
Post, PROFIT and the Toronto Star.
5
CREATE A CONTENT PLAN
Social is all about sharing, which means you’ll
need something to share. Create a list of content
sources like magazines and blogs that cover eye
care. Also look for stories about eyewear trends
and popular social media users who post about
eye care.
7
PLAN AHEAD
Having a schedule will save you time in the long
run. Decide how many times a week you’ll post
and plan when you will share the content you’ve
selected. Look for holidays, awareness days and
conferences that apply to eye care and plan what
kind of content you can share around them.
8
PROMOTE YOUR SOCIAL
ACCOUNTS OFFLINE
Using in-store signage can help grow your online
presence. Include your social accounts on office
materials like newsletters and have a prominent
sign up in your office directing customers to
your accounts.
10
BE VISUAL
There’s perhaps
no business as
visual as optometry. Consider this
when posting to
social media. Visual
content does well
online, so look for
opportunities to
share photos and videos. Maybe you want
to share photos of
new products when
they arrive or create
a fun Vine stopmotion video to show
off all the different
frames you sell.
Optical Prism | December 2014 11