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A SOCIAL MEDIA FACELIFT

HOW TO FIX A FAILING FACEBOOK PAGE, PART 2

IN PART 1 of this three-part series on creating a successful Facebook page, you learned how to step up your promotion, engage with other businesses and utilize Facebook analytics to track your progress. In Part 2, here are three more tips on how to get your Facebook page in tip-top shape.

4 USE FACEBOOK ADS

The time has come to set aside a portion of your marketing budget for Facebook ads. Facebook’s marketing platform is a powerful tool that offers great marketing solutions for small businesses. The platform is relatively easy to use, and Facebook has developed a website to help get you started (http://on.fb.me/1Fhrvg2).

As with regular Facebook posts, creativity is the key to success. Keep an eye out for Facebook ads that you are attracted to, and try to reinterpret them in a relevant ad for your business. Or read past “Social Media” columns for more tips on how to generate engaging posts.

5 CONSIDER A REDESIGN

Facebook’s layout is pretty standard (and limited), so it’s important to make the most of the space. First, ensure that the “About” section includes updated and complete information, including your contact information and a list of your products and services. This is the information Facebook uses when populating its internal search results and so does Google and other search engines for the same purpose.

Two other important but neglected areas of a Facebook page are the cover photo and profile picture. The profile picture is what users see whenever you post on your page and any other page, so it’s very important to choose a photo that clearly represents your brand. In my opinion, your practice logo does this better than anything else can. Your cover photo should be treated like your in-store window displays and be changed periodically to reflect current promotions and events.

6 JOIN THE CONVERSATION

When users engage with your posts, respond! This is the perfect opportunity to join the conversation. By “liking” and commenting back, you are helping to establish a brand persona and build a relationship with current and potential patients. Remember, timeliness matters. Most users expect a reply by the end of the business day, if not sooner. Consider turning on your notifications and linking your business page to your smartphone or tablet so you can stay on top of your page. Keep in mind, if you receive a message or question that requires further thought, it is more than OK to simply reply back letting the user know you received the message and are working on an answer. Be sure to include a time frame of when he or she can expect to hear back as well.

FINAL FOUR

By following these suggestions, you will be on your way to a profitable and productive Facebook page. Be sure to read next month’s column for the final four tips! 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.