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    Let's be social: Making Facebook connections work

    Applying best practices can help to translate social media reach into revenue

    Use of social media is exploding: Facebook has more than 1.25 billion active users, with 210 million in the United States and Canada alone. Importantly, among households with incomes greater than $75,000 per year--the target market for elective eye surgery--78% are active daily.

    Many large companies have been able to capitalize on this trend. Starbucks, Levi’s, and Target all parlayed their Facebook presence into greater market awareness, leading to improved branding and higher revenue. Yet, many eye-care practices have jumped into the Facebook game only to find that gaining momentum can be difficult.

    One mistake ophthalmologists typically make with Facebook is to presume their practice websites and Facebook pages should contain similar information.

    Example Monday Post: How to end summer properly

    Another misperception is that Facebook is a platform for the constant promotion of their specials, procedures, or new technologies in eye care.

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