Social media has become a foundation of communication among individuals as well as businesses. Though most business owners are convinced of the importance of having social media pages, many questions remain. How can we use social media effectively? How can this support our marketing plan?

In order to stand out from competitors, there are a few important points you should keep in mind.

Show Your Unique Personality

Your patients come to you for a reason (or more than one)-whether it is convenience, price or a close relationship built over time, you give them something they don’t get from another practice. So what is unique about your social media presence? Give them something that is interesting and special to your practice. Let your personality shine through.

Vary Your Content

The best mix of social media posting is just that: a mix. Sure, cute puppy videos are great, but if you post nothing but cute videos, your fans will probably be confused and it likely won’t drive a lot of traffic to your website. Your strategy should be to post various things so that you provide something for everyone. Some people won’t read your eye health articles about general topics, but they’d love to read a real story about how you helped someone. Start collecting ideas and organize them by category. You can post an educational post on Tuesday, a graphic on Wednesday, a video Thursday and so on. That way you always have something ready to go.

Keep a Steady Flow of Content

Finding the balance of the right time to post and right amount of posts to publish is a challenge. Do some research to see how much you can comfortably post without sacrificing other areas of your workflow. If you can’t post at least a couple times a week, see if there are others who could help with generating content. Check and see how often your competition is posting, too. You may get a leg up just by posting more frequently than they do.

Remember, social media is informal. You want to remain professional, but there’s no reason you can’t talk about staff accomplishments, post a fun picture or create short videos for your wall. It may seem silly to have staff model new eyewear, but that’s just the kind of thing that people like to see. By having fun, being consistent and using your pages to engage your patients and supporters, you will stand out from your competition.

Samantha Toth is the resident marketing rockstar for Innexus by Innereactive Media, specializing in websites, social media and marketing for the eyecare industry. Learn more at


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