Eyeworld

I WHAT OPHTHALMOLOGISTS SHOULD BE DOING TODAY N FOCUS 60 | EYEWORLD | OCTOBER 2019 Contact information Boling: HBoling@BolingVisionCenter.com Jacobs: Carrie.Jacobs@chuvision.com Miller: ryan@etnainteractive.com Dedicating staff to social media According to Mr. Miller, clinics today need a staff member responsible for their social media. "This member of the team can pro- duce the authentic photo and video content needed to succeed on social media today, and whether they person- ally run social adver- tising or supervise the clinic's agency, they can ensure that the targeting and investment return are on track," he said. Ms. Jacobs said that having a dedi- cated individual or individuals in your practice helps to quickly execute and work with the rest of the staff to get content out and manage the analytics of the data. Howev- er, if your practice cannot support this dedicated individ- ual or doesn't have someone who has the capacity to do it, she suggested outsourcing. There are many companies that will manage social media typically on a monthly retainer arrangement, Ms. Jacobs said. "It's better to utilize an outside source as needed than not to be present online at all," she added. Ms. Boling agreed that it would be ideal to have an individual dedicated to social media for the practice. "I am a big believer that no one knows your practice's voice better than some- one who works inside the practice on a daily basis," she said. you cannot make everyone happy," she said. The key is to acknowl- edge the post and apologize that you fell short on de- livering the service they were expecting. You can offer to speak to the patient offline, but never engage in combat or disagree with the comment because this will only inflame the situation more. "If you have hundreds of positive comments and one negative, it makes the negative experience seem unusual," she said. "If you have many negative com- ments then this is an opportunity to look inside and fix whatever problem there may be within the practice." Clinics have the power to remove or block content from their own pages, but not from the wider social media ecosys- tem, Mr. Miller said, suggesting that clin- ics should employ monitoring software to rapidly detect mentions of their brand and doctors so they don't miss criti- cal online conversations. "When negative commentary is detected, clinics must remem- ber that they will be judged as much for how they handle the situation as the com- mentary itself," he said. "We advise our clients to take a measured position, to keep HIPAA top of mind, and to reply only once with an in- vitation for the person responsible for the post to contact the clinic directly for support." continued from page 58 Relevant financial interests Boling: None Jacobs: None Miller: None

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