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MAKE SOCIAL MEDIA A HABIT

HOW TO FIX A FAILING FACEBOOK PAGE, PART 3

FROM ALERTING your patients to the existence of your Facebook page to learning what your Facebook readers like, this series has so far provided you with six tips to revitalize your social media presence. In part 3, the final in the series, I offer four solutions that will have you well on your way to a successful social media presence.

7 COMMIT

A post a day helps prevent social media decay! I know that each month after reading this awesome series, you and your staff get really excited about posting. However, the real success comes when posting becomes a daily habit.

It’s important to remember that just because you post, that does not mean a fan will see it. By posting daily, you improve the chances of your posts being seen. A proven strategy for this is to assign staffers a day of the week during which they are responsible for posting. Consider making it part of the procedures to open the practice so it is not forgotten or pushed to the side as the day gets busy.

8 CREATE CUSTOM TABS

“Timeline,” “About,” “Photos,” “Likes” and “Videos” are a few of the standard issue tabs found on the public view of your Facebook page under the cover photo and name. But, you can create many more. Popular additions include those for sweepstakes, contests, email list sign ups, YouTube channels, user reviews or appointment scheduling, to name a few. These custom tabs add value to your page. Some of them help build brand awareness, some help build a fan base, and some will convert those who are researching you into patients!

Use a button or custom tab to personalize your page.

If you are handy with website design and HTML, you can create your own custom tab from scratch. OK, the reality is that since you are reading this, you probably are not. Don’t fret, the solution is simple. Utilize a website that makes it easy for you to create one! A few of the popular companies that offer custom tab creation are Woobox, Tabsite and Pagemodo.

9 KEEP IT SIMPLE

Twitter, Facebook, LinkedIn, Google+, Snapchat, Tumblr, Pinterest, YouTube, Instagram, Vine, Periscope, Foursquare, Yelp ... the list goes on! Most would agree that if Facebook is your most important platform, it should be highlighted and presented as the primary option.

For example, does your website or email signature present every social media site you are on? The choices can be staggering and overwhelming. A potential patient may simply not choose any. Therefore, consider limiting his or her choices by presenting Facebook as the first choice. This ensures a high volume of traffic on one platform.

10 STAY CURRENT

Social media is an ever-evolving subject. While the basic principles of using Facebook pages has not changed, it is very important to stay current with updates. You don’t want to miss out on any of the enhancements Facebook continually adds to your page. For example, did you know you can now add a “Book Now” button to your page, allowing people to make an appointment?

Reading this column is a great way to stay current. Also, consider checking the Facebook for Business blog so you can stay informed of all the changes: http://on.fb.me/1kf1WgF.

PRIORITIZE AND IMPLEMENT

There you have it. Ten solutions that will help fix your ailing Facebook page. Take stock and prioritize which solutions you need to immediately implement and go from there. Once you start following these tips consistently and well, you will surely see your once failing page working for you in building relationships with existing patients and attracting new ones. OM

JUSTIN BAZAN, O.D., is the founder of Park Slope Eye, in Brooklyn, N.Y. He is a member of the AOA, NYSOA and the AAOMC. In 2014, he received financial compensation for services from Allergan, Bausch + Lomb, Vision Service Plan, Luxottica, The Vision Council and Foster Grant. Visit tinyurl.com/OMcomment to comment on this article.