News > Education & Resources > How to Use Social Media to Grow Your Practice Reach
There are unlimited ways you can establish an online presence – with the sheer volume of social media platforms today, where do you begin? Studies have shown that when a practice uses social media, its team is empowered to get the answers they’re seeking. It also creates a support center and fosters a community of patients who may be experiencing similarities in their eye care journey.
While it all may seem easier said than done, using the right tools to optimize your practice and enhance the patient experience is much more tangible than you may think – not to mention it’s completely free! Social media has changed the game when it comes to how we interact personally and professionally, and with thoughtful planning and clear goals it can be a powerful tool with countless, lasting benefits. Here are a few things to keep in mind when building a social media presence for your practice.
Outline Your Goals
According to a 270-participant study led by Psychology professor, Dr. Gail Matthews, you are 42 percent more likely to achieve your goals if you write them down. Have a clear objective that is realistic and attainable, but is still challenging enough to keep you motivated.
Perhaps you’re looking to expand your network outside of your local area – know your why! Is it for more consistent bookings, to get patients interested in your optical selection, or to simply gain more partnerships with brands and vendors to support your growth? Having a vision for your practice that matches your “why” makes targeting your social media strategy much simpler.
Making the plan:
Have a deadline – Sticking to a deadline keeps you on track for desired milestones.
Include details – Be specific about what your goals include, and the steps needed to achieve them.
Keep the big picture in mind – Your social media strategy is not your only strategy, so make sure your plan always matches your values and those of your practice.
Want an easy way to stay on track? Having an integrated analytics tool will allow you to find procedural gaps, improve workflows, identify outbound referral patterns, and track how referring providers affect your bottom line.
Know Your Network
Depending on which social networks you’re using, you’ll need to learn the various purposes of each channel. Here are some examples:
LinkedIn – A professional platform just for you to showcase your professional expertise, grow your network, and stay up to date on industry news.
Facebook – Nearly 3 billion people have a Facebook account. Facebook Groups can be a great way of connecting with your ideal audience, and an excellent tool for encouraging online bookings, driving more traffic to your page.
Instagram – Perfect for highly visual content. Showcase your frames, release promos, and highlight your team efforts.
When patients see that you’re an active participant on multiple social media platforms it entices them to learn more about your business.
If they found you online, chances are they’d like to schedule appointments online as well. 41% of booking services are found through social media. See how you can go from online scheduling to automatic email confirmation to text reminders all in one location with Eyefinity’s EncompassTM.
A reliable practice solution and a thoughtful social media strategy keeps your audience engaged and reassures that you are just as serious about building a community for them as you are about providing exceptional care.
Listen to and Connect with Your Audience
A key part of improving your social media strategy and driving more traffic to your practice is understanding your audience. When you track the right metrics, you can guide your practice toward an upward trajectory. Polls and surveys posted to your social pages engage your audience and provide further insight into what your current audience is looking for most out of their care. Here’s a few tips to boost social engagement:
Reply to all comments or questions on your social media channels
Take part in conversations on forums filled with your target audience
Take a moment to study the metrics
But most importantly, be consistent! Across all industries, 73% of people purchase items or services because of social media. Once you get a better understanding of who your target audience is, you’re better equipped to help them.
Social media changes by the minute, so don’t let your content get lost to the masses. Patients want to interact with businesses that display genuine interest, not with a faceless brand. Set a clear, attainable goal and provide regular content that keeps them coming back for more.
