Instagram Corner

REMEMBER TO BE SOCIAL

Social media is a great tool for meeting patients where they are, providing them with information and, from time-to-time, being a catalyst for action. Savvy business owners recognize that and curate content with those end goals in mind. What may be missing, however, in a business strategy for social media is the “social” part of things.

In a previous article, “Stay in Touch,” Adam Ramsey, O.D., of Socialite Vision, in Palm Beach Gardens, Fla., said: “You have to be willing to be transparent. You have to be willing to give of yourself.”

Here are some ways to ensure that you’re not missing that social component:

Interact with content. It’s not enough to schedule posts and/or look at data to see what posts your audience likes and post more of those. Getting into the platform, scrolling, liking and sharing content that is not your own are all crucial steps in this process as well.

Use your photos. The images given here or which are procured from another source, such as a stock art site, are great to use to complement your social media strategy. However, photos from your practice and photos of you, are going to be more engaging for your patients.

Show your personality. As a business, you can still post things that are funny or outside of your realm from time to time. Staying away from hot-button issues may be for the best, but that doctor meme you saw and laughed at, it may also bring the same laughter to your patients.

Observance month: Contact Lens Health Week

IN AUGUST, the AOA observes Contact Lens Health Week, alongside the CDC. As optometrists, striving for healthy contact lens wear and care among your patients is a daily occurrence. To perpetuate this information, including posts on social media directed at healthy contact lens care, is a promising tactic to employ.

Here are some options for how to take part in the education:

1. Use one of the images provided on the download folder (link below). Craft an educational caption with a call to action to schedule an appointment if the reader has any questions.
2. Go live and discuss three tips for improving one’s contact lens experience. Your video will be short and sweet; don’t forget that call to action!
3. Post a link to a blog post or journal article that discusses the ramifications of not complying with contact lens safety. Another option: Share a personal case study. Clinical images would be great here too, with appropriate adherence to HIPAA.

BONUS CONTENT

The AOA has provided graphics (also available on at the image download link) and a consumer-facing web page (bit.ly/AOABacktoSchool ) for use in your back-to-school campaigns.

Use Twitter Hashtags to Connect Online

Aug. 8: #InternationalCatDay

Aug. 9: #NationalBookLoversDay

Aug. 13: #LefthandersDay

Aug. 16: #NationalTellAJokeDay

Aug. 26: #DogDay or #NationalDogDay