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Facebook Is Trying to Tell You Something About Your Posts: Are You Listening?

Facebook is a powerful marketing machine. Just don’t get overwhelmed.

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GOOGLE “WHEN SHOULD I post on Facebook?” and the range of different answers will have your head spinning. The best way to know when to post is to listen to what your own Facebook audience is telling you. Luckily, Facebook makes it easy!

On your Facebook business page, click on PAGE INSIGHTS.

OVERVIEW is the first tab. It tells you how many new Likes your page has received and the total number of people who were shown your page and your posts that week. Click on the POSTS tab.

This tab is divided into sections:

WHEN YOUR FANS ARE ONLINE: This shows you a graph of the number of Likes you get each day of the week, and the time of day where you get the most Likes. If your graph shows major spikes on a certain day of the week and at a certain time, preschedule your posts to appear on that time and day!

POSTS TYPE: This tells you the average reach (how many people were shown a post) and engagement (how many people interacted with it). Based on this information, you can determine what type of posts your followers are most interested in. Did you get a lot of engagement on a kids’ glasses post? Hit that topic again this week. 

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As you scroll down on the POSTS TYPE tab you can see post by post how many people engaged, and how much money you spent on promoting the post if you did a Facebook Ad or clicked “Boost Post.” This tells you at a glance how much you’ve spent on Facebook advertising, and how much return you’ve gotten.

On the top right of this data you can look at both positive and negative interactions you received per post. The graphic display defaults to show you how many people Liked/Commented/Shared your post (or positive engagement). If you click the dropdown menu and change that tab you can see how many people negatively responded to your post by hiding it from their timeline, reporting it as spam, or unliked your post or page as a response to seeing that post.

The PEOPLE TAB on the Page Insights section tells you who your business is connecting with most. Here you can see the age, gender, and location of everyone that liked or engaged with your posts. Did your posts hit with the demographic you are trying to reach? If not, it’s time to rethink your posting strategy to make it appeal more to the people you are trying to attract.

Facebook is more than a social media tool, it’s a powerful marketing machine. All the information for you to make the most of Facebook is just a click away, but don’t let the stats overwhelm you. Focus on the Posts Tab and the People Tab and let them tell you when and what to post.

Founded by two millennial ODs and social media entrepreneurs, Defocus Media (defocusmedia.com) manages social media networks for independent optical practices. Dr. Darryl Glover is founder of Eye See Euphoria (eyeseeeuphoria.com) and Dr. Jennifer Lyerly is founder of Eyedolatry (eyedolatryblog.com). For more information contact defocusmedia@gmail.com.

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Editor's Note

Size Matters… The Bigger the Better

And addressing some other sensitive subjects you might encounter in the workplace.

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AND THE BIGGER the better as far as I’m concerned. I have no problem admitting I am a size queen. I love a BIIIIIG … survey. The more data the happier I am. So, I got a lot of pleasure out of seeing the results of our first Big Survey and wow did it provide some insight. There is a lot to unpack there and you can see everything we found starting on page 34. This is the first of many to come and I’m excited to see how this survey evolves from year to year.

The answers were of course anonymous but there is one more thing I need to say: breastfeeding or having a pregnant employee’s water break at work are not weird things employees have done. Those are natural and unavoidable. If you answered something in this vein to the question “What is the weirdest thing an employee has done at work?” perhaps you need some sensitivity training and to take a very close look at yourself. Ok, rant over.

You know what amused me in this issue? The number of people cutting their nails at work — for the record, that is weird and gross (page 70) — and that so many of you consider your best and worst habit one in the same!

Also, rarely does a Real Deal generate the sort of response this issue’s did – The Case of the Concealed Concern on page 72. I know the gun debate is a hot topic and in a magazine with as broad an audience as INVISION’s there is no way we are all going to come down on the same side of an issue, but except for one slightly over the top (and poorly written) response, all the points of view we received were measured, well-executed and logical. This one really got you thinking, so if you haven’t read it or addressed this issue in your business, I encourage you to review it and discuss.

Best wishes for your business,

Dee Carroll

EDITOR-IN-CHIEF

dee@invisionmag.com

Five Smart Tips From This Issue

1. Start a movement. Resurrect a one-off holiday celebrating opticians. (Calendar, page 20)
2. According to our Pop Quiz, 58% of you are anti-flu shot (page 71). So, be flu ready with an in-office flu kit. (Tip Sheet, page 58)
3. Want to know how to get to the root of a candidate’s strengths and weaknesses in the interview? We’ve got some ideas. (Ask INVISION, page 62)
4. Everyone loves a party… that’s how you “get to show them up” to your in-store events. (Line Time, page 66)
5. The perfect way to harness the power of the modern consumer’s self-absorption to benefit your business. (Benchmarks, page 68)

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Danielle Richardson

A Case for Yoga

Let go of any preconceived notions… yoga is for everyone.

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I KNOW, I KNOW — yoga is not for you… but let me stop you right there. Yoga is truly for everyone! Yoga is finding its place in the mainstream as 1 in 7 American adults reported practicing yoga according to a 2017 survey.

However, as the number or practitioners continues to rise, so too does the number of people who feel alienated by yoga. Social media has warped the perception of this ancient practice into something that more closely resembles gymnastics or acrobatics. This shift distances many would be practitioners because of feelings of not being “flexible” or “fit” enough. I’m here to tell you that’s BS! This article is to make the case for yoga and its inclusion in your wellness routine.

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The true origin of yoga can be disputed, but the most popular types of yoga in the West are derived from a 5000-year old Indian philosophy system and body of knowledge. Yoga takes a holistic view of the human experience and consists of practices to unite the mind, body, and soul. Yoga extends beyond physical movement to combine meditation, self-discipline, and breathing practices to achieve optimal health and wellbeing. Below are a few things to remember about yoga:

Yoga is for everyone. Contrary to popular belief, yoga does not require fancy tights or expensive studio memberships. Additionally, you don’t have to overhaul your life or become a Himalayan monk to practice. The only requirements for yoga are your body and your breath. Yoga is most often practiced on hard wood with a mat or blanket, but carpet is suitable as well. Yoga can also be made accessible to those with disabilities using chairs and props for modifications. There truly is something for everyone.

Beginners are always welcome. There are plenty of resources available for new yogis. You can go the in-person route and sign up for a new student special at a local studio. Local yoga studios often have classes designed for beginners where you can receive in-person guidance and personalized tips to make the practice more comfortable. Additionally, you can use online beginner yoga videos on YouTube via my channel “FierceClarity” or another excellent source like “YogaWithAdrienne.” My recommendation is to begin once per week and gradually increase frequency. There is no right or wrong amount of yoga to do, but the longer you stick with the practice the more benefits you will see.

Yoga has real benefits. According to The National Center for Complementary and Alternative Medicine, an NIH affiliate, research shows yoga may help relieve stress and chronic pain, manage chronic disease symptoms, and even aid in smoking cessation. Other studies have found yoga to successfully decrease inflammation, improve heart health, and improve some symptoms related to anxiety and depression. Additionally, yoga aids in weight loss and can help maintain a healthy weight when practiced regularly.

I started practicing yoga at the end of optometry school when I was burned out and sick from an unhealthy lifestyle. This simple practice has changed my life for the better. I became so passionate about it that I now teach yoga to others. I hope you will let go of any preconceived notions and give yoga a try. It is a rich tradition with several different styles and teachers. Be like Goldilocks and experiment a bit until you find the yoga that is just right for you.

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Don’t Do Do-It-Yourself Optometry … Do This Instead

Even the most successful DIYers know when to call in a pro — and doing so can free up their time for bigger and better things.

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I CONSIDER MYSELF A competent Do it Yourselfer, and during a recent house remodel I was determined to handle as many tasks myself as possible. My father is a retired master carpenter, and I spent countless childhood hours watching him craft pristine custom cabinetry.

Clearly, I had no reason to doubt my ability to handle some basic trim work. This was going to be easy, right? Wrong!

Similarly, while a wealth of DIY-style info is available, DIY optometry practice management is no piece of cake. The goal of running an efficient, profitable practice is not as easy as it sounds.

Perhaps the most important sign of a competent DIYer is knowing when to hire a professional. Honestly, I knew I couldn’t manage my own plumbing or wiring.

Hiring specialists to manage certain aspects of your practice can outweigh the self-satisfaction of DIYing. More often than not, the main benefit is prioritization. Here’s why:

Ten years ago, the optical dispensary comprised at least 70 percent of the overall practice revenue, while exams and services made up the remaining 30 percent. Today, with the increase in medical-model eyecare, exams and services can match or exceed dispensary revenue.

Most ODs once dedicated significant time to dispensary operation, but more time is now spent learning new equipment, interpreting test results and filling schedules with more non-optical patients. Managing inventory and lens purchasing now takes a backseat to offering other specialty medical services. Such profitable specialties are where you should be focusing your energy, rather than overseeing day-to-day dispensary management. To compound the problem, optical dispensing is becoming increasingly complicated. Patients have vision plans with specific criteria, lab networks and products, mandating that optometrists be masters in maximizing profitability and understanding plan contracts.

Delegating allows you to focus attention on next-level eyecare and promotes overall practice development. Let’s discuss a few aspects of optometry dispensary operation that benefit from less DIY and more professional management.

  • Staff training. Optical dispensary management services provide staff with professional education sessions. Performance standards are established and regular meetings held to discuss products and technologies. Incentives programs entice staff to meet sales goals.
  • Revenue cycle management. The capture, management, and collection of patient and insurance revenue as well as cash flow, audit risk and ultimately profit can be outsourced to professional firms.
  • Marketing materials and initiatives. Demographic-specific marketing programs tailored to a practice’s patients can boost sales. Collateral may include educational patient information or professional courtesy programs.
  • Third-party billing. Staff are trained to maximize plan benefits, and ODM services process all optical claims on the practice’s behalf.
  • Dispensary inventory management. DMs purchase existing inventory while transitioning to new inventory targeted to a practice’s specific patient demographics. This includes an analysis of the practice’s market showcasing competitive price structures and consumer preferences.

Enlisting professional help isn’t an admission of lack of skill, it’s the practical awareness that not everything can be accomplished on your own. So, while you may choose to keep your home remodeling efforts DIY, let experts take your optical practice to the next level. A little help never hurt anybody.

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