Four Tips for Social Success

1

Talk less. Say more.

Content is no longer king, value is king.

Instead of posting every day, focus time on creating higher quality content that’s posted less often, say once each week.

The same amount of content that was produced every two days in 2010 is now produced every two minutes.

There is no rule of thumb for post frequency—it’s imperative to put quality before quantity and test approaches to frequency and time of day.

Key Takeaway
Focus less on frequency and more on purpose of content

Sample social media ad that says nearly half of employers are more concerned about digital eyestrain than before COVID-19

Use this post to spark a conversation with your patients about digital eyestrain, uncovering a visual need they may not realize they have.

2

Leave Room for the Audience

User-generated content from patients, followers and employees can add a human element to your practice by involving your audience and eliciting engagement.

Almost half (46%) of consumers say user-generated content is a great way to discover new products.

Content shared by employees generates 8 times more engagement.

Key Takeaway
Successful social strategies turn ‘business as usual’ into ‘business as unusual’

Sample Instagram post

Eyecare practice Dr. Tavel Family Eyecare spotlights employees regularly on their social media pages using a simple picture of the employee, and then explaining in the caption what role the employee holds and how they contribute to the company’s success.

3

Make Mobile, Not War

Mobile is favored & frequent…

52%

Of smartphone owners keep their phone within arm’s reach 88% of the time

2600

Times per day the average person
touches their smartphone

150

The average times per day millennials check their phone

1 in 3

Mobile minutes is spent on a Facebook platform

The average attention span gets smaller…

12 seconds

2000

8 seconds

2013

2.8 seconds

Gen Z

Key Takeaway
When you’ve got all eyes on you, you can’t afford to waste time, space or story.

Social media ad that says rest your eyes at work and home
Ad that says over 8 in 10 employees experience more digital eyestrain than before COVID-19

The digital toolkit assets provided are sized properly for mobile at a 1:1 aspect ratio (square). When the assets are shared on social, they will take up a significant share of a mobile screen and create a more visual experience for mobile users.

Adapt your content to get attention

Design for Sound Off

Use visual cues like text and captions when using video so followers can understand the content without sound on.

Frame Your Visual Story

Make sure your social media assets are designed with mobile in mind—utilizing square (1:1 aspect ratio) assets on Facebook and Instagram.

Experiment to Learn

Rarely is a first draft a final draft—experiment with different images, text overlays and copy to see what your makes your followers engaged.

4

Focus on Social Metrics That Matter

Look beyond the numbers consider the quality, not just quantity.

Metrics like impressions, clicks and video views are important, but look beyond quantity and track quality metrics like comments, video completion and engagement rate (engagements/impressions).

Benchmark your metrics on a monthly, quarterly or yearly basis so you can track the overall success of your content year-over-year—using your own success as a starting point for improvement.

Key Takeaway
Track quantity and quality

Quantity Metrics

  • Follower Growth
  • Profile visits
  • Impressions
  • Link clicks
  • Video views

Quality Metrics

  • Follower/visitor trends
  • Comments, likes, replies/RTs
  • Total engagements
  • Engagement rate
  • Video completion rate
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