Which Comes First - The Social or The Media?

Does social media make you social? In a recent interview, Dr. Justin Bazan, OD, social media superstar, told us that social media does not make you more involved in your local scene – in fact it is the opposite.  Dr. Bazan, a frequent lecturer and “go-to” media expert in the field of optometry and social media, said that his success with social media has really been about deepening and building existing relationships.

“For the first time in the history of business, social media gives our business a persona, a personality, a face,” says Dr. Bazan. “Now our business has the opportunity to interact with people and establish a human connection, a phenomenon which has no precedent. You can build the kind of connection that leads to a loyal patient base, where previously loyalty was on the decline.”

Many people out there are looking for a human connection with the professionals they engage with. Facebook enables you to create that stronger bond between you and your patients. This type of business-consumer relationship lasts far longer and is definitely worth the investment.

You can see quite clearly from his Park Slope Eye Facebook page that being social comes naturally to Dr. Bazan. But what about all of those doctors that just aren’t social butterflies? Does this mean that social media won’t work for them? Absolutely not!

The practitioner isn’t the only one driving the social media campaign and surely there is someone on staff that can fill that social role. The personality behind it needs to be outgoing, passionate and involved and needs to like engagement. In other words, don’t put the office introvert in charge of your social media campaign. Just like any office responsibility, you want to select the best person for the job.

There is no “one right way” to approach your social media campaign. Your Facebook “face” should reflect your true office personality.  Social media has a use for everyone- you simply apply it to what you are already doing, tailored to your personality. “There’s nothing to be afraid of,” assures Dr. Bazan, “it’s just a tool.”

For those that are still unsure about how to leverage their social media strategy, Dr. Bazan suggests getting advice and guidance from professionals like EyeCarePro who already know what works and what doesn't work for practices on Facebook.

“But, if you're looking for one simple tip that will change your practice and benefit your social media,” says Dr. Bazan, “Say 'Yes' the next time anyone in the community asks you for something or needs something.  Then keeping saying 'Yes', and watch what happens”.

Visit Dr. Bazan and Park Slope Eye Care on Facebook to see an excellent example of successful social media in action.

At EyeCarePro we provide lots of educational information about social media through our newsletters, blog and webinars. You can also contact us directly at 412-532-6542 or email danielr@eyecarepro.net to find out more about our social media services.

“I felt like I was hanging on every tip and every word."
- Valerie Potter
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