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Mind your etiquette when working with social media marketing
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Etiquette is generally considered a moderation of conduct in order to avoid being offensive and disrespectful to others. With all the buzz about social media and how we are learning to use it in our marketing efforts, it is important to realize that the etiquette of traditional marketing is different than that of social media marketing.
Remember that social media is all about audience interaction. Social media makes it easy to build a relationship with people with whom you interact or plan to interact by sharing information about the products or services you provide in an educational or promotional manner. So, the subtle ways in which you interact with your audience with social media marketing is very different than traditional marketing or advertising.
There are millions of users in Facebook, Twitter and LinkedIn, and social media marketing is becoming part of the normal business life of optometry offices. As with most business owners, it is prudent for an optometrist to have a Facebook page or a Twitter account. However, I have seen many Twitter accounts and Facebook pages that are not following the usual business etiquette of social media.
Agustin L. Gonzalez
No hard selling. Do not approach your product or service from the sales perspective; this will deter many from seeking more information. Just as you ignore the spam in your email inbox, people who want to interact with you do not like the hard sales approach. Instead, focus on the opportunity to educate and inform your followers. This shows how you are unique, that you respect the time and opportunity to interact and you are offering something far more valuable than anyone else, which is information.
No spam. Providing spam-like content is a great way to get ignored quickly. It is a terrible waste of time and resources, and most people have learned to tune it out. Instead, share useful information by providing multiple perspectives and benefits of your products and services.
For example, talk about a variety of contact lenses and their benefits as opposed to a repetitious discussion of a single lens category. Remember that when you present one topic many times, it is spam, while sharing one topic with different messaging is called repurposing information.
No static profile; be active. Today nearly everyone is online, and from the local doughnut shop to the state representative, everyone wants you to like them or follow them. Every website you visit has its own unique way to present and share information, so do not be inactive or lethargic in your effort, or rust will build on your office brand. Create a profile and use it. Having a Facebook or Twitter account and not using it sends a message that the business is neglected.
Be active at least on a weekly basis; daily activity is best. If you have no idea what to do or what to tweet, look at your practice from the perspective of a potential patient. Ask yourself: “If I were a patient, what would I want to know about my eyes and vision?” or “What do I want to tell someone about my office?” Left alone, your profile gives the impression that you were there, but just turned away. It might even give the impression the business is closed.
Do not get personal. Yes, you want to be nice and entertaining; you want to be real, authentic and personable, but that does not mean your patients need or want to know where you are every moment of the day. You can be approachable, real and authentic with humor, wit and personality and show your humanity in social media by selectively choosing the information you post. Ask questions and reach out to your followers, but do not be negative or overly personal.
Do not expect any social media marketing campaign to be a success overnight or even in a few months. This is a new, growing field and a new venture for many optometrists. It will take time to build an online brand, reputation and loyal following. The objective is to gain a reputation that achieves patient confidence and comfort so your followers can trust you and your practice. In short, have fun with it and watch it grow.