Entertain, educate, and measure success

How can you grow your audience on social media platforms? Optometric Management (OM) asks social media consultant, speaker, and author Jenn Herman for her advice on making your page catch the eye of potential consumers.

OM: What are some tips to develop/improve one’s personal brand on social media?

JH: Most people log on to see their friends and family, and be entertained or educated. So, it’s important that one’s social media content appeals to more of the fun aspects (perhaps a funny photo of a dog wearing a pair of glasses, or your staff dressed up for a holiday), as well as the educational aspects (why is a yearly exam so important, or tips on how to pick the best frames for a patient’s face shape). It’s also best to avoid the saturation of manufacturer images or stock images. While you may have some obligations to post this type of content, make sure to incorporate content of your own as well — photos from your practice locations, videos with your staff, and images that represent the style and environment your practice exudes.

OM: Once you get an audience’s attention, how do you keep it and increase engagement?

JH: The key is making your content valuable and relevant to your audience. A simple update about your brand may not encourage your audience to interact, but something funny, something entertaining, or something educational that your audience appreciates is more likely to garner a “like,” a comment, or a “share.” Additionally, consider incorporating questions into your post captions. Asking “which one is your favorite?,” “would you wear these?,” or “settle an office debate, which color is best?” is more likely to generate responses than simply posting a product image.

OM: How do you measure success on social media, and know that you’re succeeding for a practice of your size?

JH: There are multiple metrics to consider when it comes to measuring success on social media. First, it’s important to get a baseline of where you are now — your average post reach, post engagement, and website traffic per post. Your primary goal should be to increase those numbers, not compare yourself to other brands. Average engagement varies greatly on each social media platform, so there isn’t a specific benchmark you should necessarily aim for. Instead, set realistic goals for your brand: Increase website traffic leads from social media by 20%; increase online coupon redemptions by 40%; increase online sales by 15%. These types of metrics allow you to set your goals and then craft the content to meet those goals that improve your business overall.

OM: Any other pearls of wisdom for our readers?

JH: It’s really important to understand content saturation on social media platforms. With the exception of Twitter, where posting frequently is completely acceptable, most optometric brands aren’t going to do well posting daily. For major platforms like Facebook, Instagram, LinkedIn, and TikTok, posting two-to-three times a week is more than sufficient and ensures the content you’re posting is more relevant to the audience, rather than simply attempting to check the box of posting to social media. OM

For more information on Jenn Herman, visit her website, jenns trends.com, or her membership program “Profit Your Profile” at https://profityourprofile.com .