Your Staff Is Your Practice’s Social Media Team


People spend a huge amount of time on social media. And it’s important to remember that it’s largely to relax and interact virtually. Sales-y material that’s clearly “marketing” on social media is not really that effective.

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That stuff gets glazed over in an era where we are bombarded by advertising all the time. So, your patients and potential patients in your area aren’t on Facebook to look for an optometric service. Instead, they’re there to catch up with friends, scroll through profiles, and watch funny videos.

We’ve previously published 5 separate tips on how to use Facebook effectively. (Here’s a link to tip #1 if you want more guidance on this topic). Tip #4 was to delegate, and now we want to dive a little bit more into what that means for this Staff as Marketers series. 

What works on social media is content that’s spontaneous, organic, and fun. It’s important to also keep in mind that you don’t have to be constantly creating content. You might be able to get there, but it’s great, at first, to simply document and engage. This means capturing the daily moments that are happening in your practice in a way that's friendly and relaxed. This could include:

  • Professional or personal milestones
  • Preparations for a special event or party
  • Community events
  • New optical offerings
  • Patient testimonials
  • Pretty much anything! 

(Just don’t forget patient consent, if it includes patient pictures or health information. To learn more, check out a webinar we did on the topic of social media and HIPAA compliance.)

Let’s Strategize to Grow My Practice

Harness Your Staff

When employees are engaged and focused on capturing the shareable moments of your eye doctor’s office, they make your practice relatable, likable, and... here’s the golden ticket... people will actually engage with your eye care practice FB page. That kind of community exposure is valuable for long-term patient retention and growth. It won’t drive up appointments for eye exams, but it will keep your practice in the back of people’s minds, and increase your chances of being their trusted 1st choice when the time comes to book that yearly eye exam or offer a recommendation to a friend.

Encourage staff to think creatively about documenting, with photo and video, everything that’s going on to add a fun spin. Remind staff that they should also:

  • Share posts to friends and local groups and business pages for broader reach
  • Use relevant trending hashtags like #tomford or #myopiamatters
  • Regularly engage with patients, with people who share or comment, and with other local pages with clicks, likes, shares, and comments
  • Keep it strictly 100% HIPAA compliant
Group of women wearing sunglasses, smiling

Getting your staff turned on to tell your practice’s unfolding story on social media is a powerful marketing tool. In fact, you could say that it makes them great marketers. That kind of fun and creative documentation also makes for a great vibe in your practice, so it’s the kind of win-win situation that will seriously improve your local reach.

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Want help growing your eye care practice with comprehensive strategies crafted specifically for you? Schedule a call with us. We love being social, even on the phone.


Did You Know?

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