By CLICK Staff
NEW YORK—What really works to build your practice's fan base? What are the dependable ideas that won't tax you or your staff? Why is it important to take a proactive approach to social media?
Jason Daniels, business development manager, EyeCarePro, digital and website specialists, moderated a panel last month featuring three well known social media OD experts (and frequent CLICK contributors). In the Aug. 22 webinar, part of the company's "Million Dollar Giveaway" series, Drs. Nathan Bonilla-Warford, OD, Alan Glazier, OD and Justin Bazan, OD, shared proven strategies for driving fans to your practice Facebook site.
Glazier reviews his "6 C's TO Facebook Marketing," which include Content, Charity, Contests, Crowdsourcing, Connection and Custom Tabs. You can catch up on Glazier's Solutions column in CLICK on the
"Content" portion in this link. He discusses examples of charity programs he's run in his market, providing free eye exams and then taking videos of those that appear subsequently on his practice's YouTube channel. He also points out that crowdsourcing – asking your fan base for input on some decisions – can be a valuable tool and a real way to minimize traditional marketing expenses.
Bazan talked about how to respond quickly to negative (and positive) comments. "One of the values of Facebook is the ability to see comments in real time. It's important that you have a say in the conversation so you can have a role in it; the worst thing to do is to not respond." If something does pop up on your page that is so negative you want to remove it, you need to remember that you have ultimate control and you can block such comments. Your ultimate goal, though, is to keep your Facebook page is engaged. The comments I post, in turn, generate more comments and this is a good thing."
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Bonilla-Warford added, "It's about having your voice heard in any 'discussion' on your page. One of the big fears people have is how much time this is perceived to take. But you only have to spend a few minutes a day on this and you can set up alerts to let you know what's being said and which ones might require your response. It is good that these tools enable you to respond quickly. But do remember to take time to be sure that you maintain your professionalism and be a great ambassador for your practice at the same time."
More details and slides from this info-packed webinar, is available for listening at the
EyeCarePro site.
EyeCarePro's series of informative
webinars continues later this month and into the fall. The series, called The Million Dollar Giveaway are designed to provide hands-on, practical information on how to use your web presence to attract patients and make profitable decisions about your Internet strategy.
Details of the signup (pre-registration is required) are on the
site and the sessions include: Sept. 27th at 8:30pm EST: Online Contact Sales: Reality or Myth? Oct. 17th at 8:30pm EST: Online Frame Sales: Practice Friend or Foe? And Nov.15th8:30pm EST: Practice-based Vision Plans: Is it Right for Your Practice? Also available are archives of prior webinars in the series.
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