Optical Lab Products

MAR 2014

Products & ideas for the laboratory professional.

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4 march 2014 totallyoptical.com SOCIAL MEDIA ADVISOR Ana Montoya is Social Media Director at First Vision Media Group. Email her at am@visioncareproducts.com. AS AN OPTICAL LAB, you may question what you can possibly post on social media that will be considered interesting enough to hold your audience's attention. After all, optical labs may not be as "sexy" as, say, fashion eyewear. However, keep in mind the audience you're trying to reach. The point of your social media presence is so you can connect with the eyecare professionals (ECPs) you partner with. And so your posts need to be of interest to them. And what do they care about? Well, for one, the products they sell. While we are advocates of promoting your lab's services and showing a behind-the-scenes look at your lab to your social media followers, when you feel like you've got nothing "cool" to post, remember that you want to be seen as the expert in your feld. The goal is for your customers/ECPs to look to you for information and advice, right? Give them what they need. Start by staying on top of optical industry news by setting up several daily Google alerts with keywords such as: optical, lenses, eyewear, sunglasses, specs, optics, etc. This will give you several options a day to post related industry news from various sources around the web. And don't be afraid to be inspired by any of OLP's content either. It's our hope that our magazine provides you with ideas worth spreading! Also, think like a publisher. Publications, including ours, create monthly content calendars (also known as editorial calendars) to plan what to publish or post on a daily, weekly, or monthly basis. It helps to keep a close eye on important events and holidays, too, as this often provides a chance to create a buzz-worthy conversation around what is happening on a particular day. When you plan out what to post ahead of time, you'll be able to create better content that your fans will be more likely to like, share, or comment on. Remember that social media also gives you an avenue to ask your followers/fans questions. Are you thinking of offering something new but want to see if they'll even be interested in it to begin with? Post a question about it to test out their level of interest. This instant research method can be especially benefcial when you need a quick and easy way to get the answers you need. The next time you feel like you have no idea what to post on social media, realize that there is a lot out there for you to share with your community! What to Post When You Think You've Got Nothing BY ANA MONTOYA OLP.Mar2014.indd 4 2/24/14 11:57 AM

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