Article

EDITOR’S LETTER

Are You Well-Liked?

personally, I ebb and flow a bit on social media—I’ll go for months without posting family pics to my Facebook page and then have a sudden burst of activity during a vacation. A lack of free time is definitely a big factor in my social media undulations.

But, for the business social platforms I oversee—from EB’s own fast-growing social presence to social programs we handle for industry partners and the posting help we provide for the Optical Women’s Association—consistency and strategy is crucial.

With that focus, I am proud to say that EB today has over 23,000 followers + fans on Facebook, Twitter, and Instagram. That’s an ECP-specific audience we have been laser-focused on building. And, the payoff is real—as our reader engagement is incredibly strong across all channels.

Is a social focus on tap at your business? Industry experts say it’s a crucial business-building move, as today a full 68% of U.S. adults are on Facebook alone and 76% of Facebook users visited the site daily during 2016 (up from 70% in 2015).

Are You Being Followed?

“Having followers is the one of the most important metrics of social media success. More followers = more engagement = more products and services sold. In the world of ECPs, more followers equal more glasses and eye exams.”

The BIG Social Media Guide for ECPs feature, page 70

In this issue, starting on page 70, we lay out a very specific social media guide for ECPs that homes in on gaining (the all-coveted-but-elusive) “Followers” on your social channels. It includes very specific steps PLUS a wealth of free, downloadable social media images you can use for your business.

And, there is so much more must-read info in this issue, which is jam-packed with actionable ideas, scores of fresh products, and key fashion trends! Check out our stunning White Out fashion feature on page 56, which lays out an array of specs in the crispest hue du jour. And, our BIG Vision Expo East Guide on page 77 unpacks the best in education and events at this month’s show, plus serves up a side of the best of NYC for your après-show endeavors.

We hope you enjoy the issue, and we look forward to seeing you on the show floor at Vision Expo East!

On our cover this month is an exclusive-to-EB shot of actress Kate Bosworth (photographed by her husband, director Michael Polish) from the new rag & bone eyewear collection campaign from Safilo

Erinn Morgan
Editor-in-Chief + Editorial Director
Eyecare Business