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Be prepared for scrutiny when using social media

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Good reviews and interaction via social media is priceless. However, a Facebook, Twitter or LinkedIn campaign that is not well planned could backfire on your practice.

Agustin L. Gonzalez, OD, in his “Social Media & the OD” column in the August print edition of Primary Care Optometry News, tells readers to be prepared for both the positive and negative aspects of social media interaction.

“You will quickly see that negative comments and reviews, when taken seriously, can show you weaknesses in your process and perhaps even suggest ways to improve it,” Gonzalez says.

However, “You must be willing to listen, work toward positive change and provide a better experience for your patients,” he said.

“No matter how hard you try, your social media effort will not make you a better doctor or office unless your social media users and interactions believe you are,” Gonzalez said. “Social media will validate who you are and what you do to the degree that you do it.”