Does your practice need a social media manager? Dig in to explore why filling this role could be your business’s next best endeavor

ever doubt the power of social media for your business? If so, consider these statistics. Today, there are 40 million active small business pages on Facebook. And in 2015, Facebook influenced 52% of consumers’ online and offline purchases, up from 36% in 2014, according to a DigitasLBi Connected Commission study.

Investing time and money into your business’s social media presence are resources well spent. But, should you go so far as to hire (or designate) a dedicated social media manager?

Here, EB sits down with Erica Meltzer, social media manager at Spectacles of Great Neck in Great Neck, NY, to explore why this role could be your practice’s next best investment.

eb: Why do you believe that every practice appoint a social media manager?

Erica Meltzer: A social media manager knows how to utilize the many media platforms and can take the digital side of your business to the next level. They know when to post, what to post, and how to create content that draws in potential new customers and keeps the regulars in the loop with the latest happenings at your practice.

eb: Spectacles of Great Neck has accumulated nearly 2,000 followers on Instagram. What tips can you offer to help other ECPs utilize this platform for their practice?

em: Something I find important on Instagram is consistency without oversaturation. Posting regularly at peak Instagram traffic hours is the best way to maximize views.

Oversaturating the feed with multiple posts a day is frowned upon, and people can be quick to hit the “unfollow” button. A few key hashtags can bring in a ton of new followers and likes. Make sure that the hashtags are relevant to your business and not too generic.

eb: What has been your best tactic in attracting patients via social media?

em: Liking, commenting, and showing interest in other eyewear and eyecare accounts draws potential followers to your profile and casts a wider net for people to see your content. Following and interacting with other local businesses in your area draws local potential patients to your page.

Keep a sign in the window and a sign behind the register that has your business’s Facebook, Twitter, and Instagram handles on it so that people know how to follow your practice.

eb: You’ve been the social media manager at Spectacles of Great Neck for two years. Have you seen the eyecare industry’s social media presence change in that time?

em: The social media presence of the eyecare industry has definitely grown—more businesses have created profiles, and more eyewear and eyecare companies are creating new and exciting content.

I think businesses are realizing that, now more than ever, it’s so important to create a digital footprint and interact with patients in the digital world.

eb: What’s your top tip to help ECPs pull off their own social media promotion?

em: At Spectacles, we advertise sales and discounts on social media, and we offer discounts in-store when people follow us on the spot before they complete their payment. However you decide to promote, make sure that the consumer sees the importance of following you, whether it’s for the inside scoop on special sales, the best photos, or that special thing that makes your practice stand out.

—Kerri Ann Raimo

SPECTACLES’ SOCIAL SCHEDULE

What’s a day in the life of an optical social media manager? Follow along to see Erica Meltzer’s typical workday schedule.

8:30 a.m.: Wake up and check all of my email and social media accounts. Reply to anything I may have missed overnight. Social media never sleeps!

9 a.m.: Scroll through my feed for my daily dose of eyewear and eye care inspiration. Interact with any posts that I love.

9:30 a.m.: I’m feeling inspired, and it’s time to post for the day. Scroll through my photo bank to find the perfect photo or find an amazing picture to #repost.

10 a.m.: Spectacles is open for business; time to work!

11 a.m.: Follow up with my morning post and make sure everything is running smoothly. Scan the web to see if there are any interesting photos, videos, or articles that I can save for later and potentially share with our followers.

Noon: Lunch—my favorite time of the day!

12:30-2:30 p.m.: Time to create content. Set up and shoot a lot of pictures for my photo bank—mix it up with simple scenes and themed images.

2:30-3 p.m.: Review and edit all of the images I shot. I pick only the best ones to post and share with our followers.

3:30 p.m.: Check on how my post is doing today. Interact with any commenters or new followers.

4 p.m.: Scroll through my feed and see what else has been posted since the morning. Comment, like, and interact with accounts and photos that I enjoy.

5:30 p.m.: Another great day at Spectacles of Great Neck is in the books! Time to head home.

8 p.m.: Check on my earlier post again. Review analytics and insights to see the number of likes, interactions, and followers on the page for the day.

9 p.m.: Scroll through my newsfeed to see new posts from the afternoon. Be sure to like and comment to maintain a daily social media presence.

11:30 p.m.: Time to put the phone down and catch some zzz’s.

11:45 p.m.: Check that newsfeed just one more time—I can’t help myself!