Social Media Management & SEO

Garry Kousoulou F.B.D.O  has been recognised as the leading authority in social media in the optical sector, and is the author of ‘Social Media Strategy for Opticians’.  He is credited with delivering the world’s first CET lecture on social media, and he has spoken on this subject throughout the UK and as far-field as Dubai. Most recently the C.E.T article Social media – implications and benefits for practitioners in optometry today.

Garry is a father of four, a practice owner and the managing director of the digital media agency Loving Social Media.

He is currently working on his third book, championing the visibility of Multiple Sclerosis as the chair of the local MS Society, and is giving his best efforts to slowing down someday. The agency loves to use a joined-up approach to raising your online visibility and get you to page 1 of google.

How to Optimise a Blog like an Aston Martin… VMMMMMMMM 

Most people will tell you how to optimise a blog like the “little engine that could”. It implants into the web once or twice and hopefully, googles or your friends will somehow see it. However, I prefer to set you up like an Aston Martin and make people stand back and say WOW! With these three stages, you will look like a pro plus keep the engine running fast-beating out the competition. 

Stage 1: The easiest way to optimize a blog is to create and understand your ongoing campaign. 

Your campaign is the outline of the information, sales strategy and conversations you will put out in order to achieve your company’s online goal. For the month of January where people are making New Year’s Resolutions, your campaign may be “LOOK at your weight dropping off.” February it may be “Stare into the eyes of the one you love.” 

Stage 2: Branding is the next stage of development 

If you are doing social media yourself, you can take a couple of photos of patients in their glasses that you want to display on social media. A theme is a great way to connect with your patients, such as a holiday theme with sunglasses, straw hats or beach clothes. Then send it to a graphic designer to develop content for every social media channel. You can create words to go along with your theme for posting. Perhaps a coupon or two. 

Where or how to you find graphic designers? Find someone on fiverr.com to edit your work that has five stars. Ask the graphic designer to create and cut different photos out of the photos you give them plus using any new product you want to sell. Make sure you tell them you want photos to be in the correct size for Twitter, Instagram, Facebook and your blog. Having a month of these branded photos that correlate to 

your blog is what takes you to the “Yes, I will find you the right pair of glasses, Your Royal Highness” level. 

 

Social Media BNI Course

Stage 3: Now it’s time to start your engine 

Now that the content is created, the blog is written and photos are in place, start your engine. Add your blog link to the original photos several times in your social media channels and ask questions so your users gather the information and pass it on. Add the blog to your email newsletter to keep it moving. Your blog content can also be broken down into mini posts on Instagram and Facebook. Keep the content, photos and blog link moving. 

The biggest mistake people make is thinking that sharing once means people have seen it, however, optimization has to be repeated. Thank everyone who shares, clicks and joins you in the ride! 

In review, create a campaign every month so you are driving the optimisation of your blog and maximising your social channels. Instead of being the “little engine that could” you will have the masterpiece of an Aston Martin. 

Tara Husband Digital Media with Edge edgy.co @TaraHusband 

Tara Husband 

TREND JACKING 

BEING OPTICIAN THE OFFICIAL 

OF THE 

BBC has been an eye-opening experience in itself. We’ve got journalists researching stories around the world, and walking past every journalist’s monitor, I have now realised that everybody seems to have Twitter and they’re all waiting for a story to break. At the time of writing this, there are 18.2 thousand tweets waiting to break and yesterday the passing of David Bowie created 6 million tweets. It was his brother who broke the news on Twitter and that’s how the press got hold of the story. 

In this friendly 24/7 online society, there isn’t an internet resource that is superior to Twitter Trends for making current events and updated content stay pertinent. The ability of Twitter to track trends is such an unbelievably influential, but overlooked, tool. Users are able to set their accounts to track trends globally, nationwide and regionally. Learning to thrust with trends is a powerful tool. You can manufacture content to different topics and demographics, as well as creating a buzz around your product or service between people who are not necessarily within your fan-base, and you can scale your sharing. The best thing is, you can jump on other people’s content and retweet it, to give you respite from having to think about new ideas every day. It is harmless, as you’re simply just using it to help out your brand. You will surely post new content from scratch; however in this case, you would use your content as a framework to tell a story.

One night I had a stroke of inspiration while watching Big Brother and tweeted about it. The next day I jumped on Twitter, and saw exactly what I expected to see; it was in the top 10 trending topics in the UK. It appeared to me that if customers wanted to talk about Big Brother, then marketers have to use the context of Big Brother in order to tell their stories. Could speaking about a current TV program actually assist you in sunglasses? If you are imaginative enough then maybe it could. If you’re a brand trying to jump on the bandwagon of Big Brother, the trick is to pick out the subtle connections rather than the obvious ones. Has your business ever felt like the Big Brother house? Have you got any plans to evict those old frames? Is there anyone in the house wearing glasses? We jumped on something very popular to make the story expand. 


You can contact him through email garry@goodlookingoptics.co.uk but he always prefers a tweet at @opticians 

In relation to social media activity, the College of Optometrists advises that:
Using social media to share general eye health messages is not advised
B Maintaining anonymity when using social media is straightforward
C Conflicts of interest should be declared when posting material online
D Standards of professional communication do not need to be maintained
when using social

THE IMPORTANCE OF BUSINESS SECURITY

In today’s business markets, it is essential all companies have a strong online presence. Businesses need to keep their web presence dynamic, updated with fresh content and to also maintain an active social media presence. 

Social media forums such as Facebook, Twitter and LinkedIn are now actively being used to increase market share, attract prospective clients and keep existing ones engaged. 

Today, the majority of businesses are moving away from traditional hard-disk storage devices to cloud-based solutions. Whilst there are many advantages to this, there is also the real constant threat of losing data and/or the data being stolen for malicious purposes that may damage a company’s good reputation. 

The internet is full of scams and hackers. Businesses are constantly under threat that they will lose their valuable data to cyber-crime. This not only involves losing important data present on the website and on social media networks but also remote back-end data that might be extremely confidential. 

Cyber-crime in the UK now costs over £27 billion a year and in the U.S cyber- crime is ranked by the FBI as one of the top law enforcement activities. 

We are all aware that many governments and multinational companies’ websites have been a victim of cyber-attacks. There is a growing need for all businesses to urgently invest time and money to find the right solution to protect their online data. 

Last year in the U.K, Talk Talk faced one of the worst cyber-attacks of recent times – with an estimated four million customers being a victim of this crime. There is a real fear that these customers’ personal data such as bank details, telephone numbers, and email addresses might have been accessed by cybercriminals for a variety of reasons. 

Although it is impossible to prevent these attacks, companies can do a lot more to make sure their data is safe on the internet. Recent figures suggest that 97% of websites haven’t updated their security ever since they went online. This period can be more than 5 years! In that time the hackers have constantly updated their skills making cyber-crime an easier task. 

Making sure a business is safe on the internet and well-protected does not actually cost a lot. It just requires a few precautionary steps and some thought to ensure data is safe on the internet. For example, updating security to the latest available, making sure whilst sharing photos that a car number plate is not visible, ensuring passwords are stronger and not easy ones such as date of birth, a partner’s or a pet’s name. This information is easily available on social media platforms and may make businesses/individuals vulnerable to an attack.

Also, it is important to be aware of unsolicited emails and emails that offer a cash incentive by clicking on a link. It is essential to ensure that the sender is genuine and is not using a scam email address. 

If you have any concerns or queries regarding cyber-crime and the security of your business online, then please contact Mr Ivan Yordanov. Email: ivan@goliveuk. com. 

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