Give your Facebook users a reason to ‘like’ you

Your practice’s page should be informal but informative and offer visitors something for their time.

Agustin L. Gonzalez

Everyone likes to be liked. Psychologists could speak to the concept in clinical terms, but let us just say that it is human nature for an individual to seek acceptance.

Like many other optometrists, you like to be liked by patients. Facebook knows you like to be liked, and a year ago they introduced the “like” button. Being liked could be a great social marketing business tool if you know what your patients want and how to foster those relationships.

Survey of Facebook users

Recent survey data suggest various motivations for people using Facebook to like a business. Understanding these data is useful, as it can position your Facebook page to get more likes and, thus, get you more business.

In a recent study, a direct email marketing company, ExactTarget, researched the interactions of 1,500 social media users with brands on Facebook. The first piece of data indicated that only 38% of online U.S. consumers who are Facebook users “like” a brand. This is important, as there are 62%, or nearly two-thirds, of users who do not use this feature.

Now, just because they like you does not mean that these patients are ready to be office advocates. In fact, 70% of consumers do not equate a “like” as a go-ahead for you to market your office directly to them.

What really motivates people to like their association with you on Facebook? Motivations vary from person to person and can range from having a positive in-office experience to a friendship affiliation or just being an employee. Regardless of the continuum of motivations, refer to the accompanying chart to learn what Facebook users say. It is important to keep in mind that the numbers are not specific to health care or optometry, but do reflect a broader mentality.

Tips for improving the value of your Facebook page

Based on these data, I offer a few suggestions on giving your eye care Facebook users a reason to like you.

Keep things amusing and interesting. Facebook users like to be engaged with information and definitely will not “like” clinically boring or difficult-to-understand material. Keep in mind that material that is useful and fun gets more attention and is more likely to be shared. Facebook users appreciate a casual and informal tone, and sometimes our topics can be pretty boring, technical or just too serious.

It is important to keep in mind the social nature of social media. Make sure you ask to be “liked” and do it in a manner that is interactive. Users are looking for that something that they can relate to, learn from or benefit from through their affiliation in Facebook.

Write your information as a person, in layperson language, and do not come across as a business, brand or authority. Your Facebook page must deliver the information in a friendly, personable and likable way. Ultimately, people relate to others who are like them and they relate to products and services that make them feel better about themselves.

People like reciprocity and acknowledgment. According to the data gathered, people have expectations that “liking” might get them something in return. The majority expect a discount, sample or exclusive information. Consider working with your sales representatives to give away free contact lens cleaning kits, eyeglass cleaning cloths or even lubricating eye drops to reward being liked.

Make it clear that you are accepting new patients and that their recommendation in the form of “likes” will encourage referrals.

Posted comments and questions on your Facebook page are like gold. Listening to and reading that information can stimulate ideas for content people are expecting and welcoming. Any form of feedback from social media channels can provide early signals indicating what people want and expect. Listen carefully to what people are saying about you and make adjustments when appropriate.

Finally, think of things that motivate you to like a business or a brand and put that in the context of your relationship with your patients.

• Agustin L. Gonzalez, OD, is a Vision Source private practice in Dallas and serves as adjunct faculty at InterAmerican University. He can be reached at AG@TXEyeDr.com.