Telling a Story Worth Following

EB’s social media guru, Tanya Gill, O.D., delivers the 411 on starting an effective social media blog

When I meet fellow ECPs in person, I often get the feedback that they already feel like they know me from reading this column. And what’s more amazing is that, after meeting me, they start to read the articles in my voice. Wow!

That got me thinking. What makes a story boring? What makes a story worthy of reading to the end?

The answer is when you add the personal touch, you begin to tell a story that is unique, exciting, and inspiring. Read: #goals.

This month, we are going to learn how to write from the most authentic voice possible: yours. Let’s begin.


Love the idea of a social media makeover?

Send your info to and six ECP Instagram accounts will be chosen to receive a makeover from Tanya Gill, O.D., herself. Because, FTW.


According to Google, useful content is valuable. Many blog posts I see are not blogs at all, but rather lessons in copy-and-pasting skills. I totally get it. You’re busy, I’m busy—so some content is better than none, right? Nope.

Follow these tips to create useful, authentic content. Because, that’s storytelling.

Tip #1: Thank goodness for people’s lack of attention spans. Blog posts need to be only 200 words or less. You are not going to win a Pulitzer with this. It just needs 200 of your good words.

Tip #2: The easiest blog post to create is the one that answers the question “Why?” Why did I go to optometry school? Why did I become an optician? Your customers and patients love to hear the story behind what inspired your passion.

Tip #3: Expect your first blog post to fill you with all sorts of teenage-related insecurities that may prevent you from publishing it. Don’t worry. It takes practice and gets better over time.

Doggone it! Always blog what you know and blog from the heart.

The best thing about being an ECP—you’re the expert and have the best perspective. There’s no right or wrong answer.


I’ve always been a kill-two-birds-with-one-stone kinda gal, so here’s my brilliant idea. Take that blog post you just wrote and divide it into halves.

You have just created two social media “mini-blogs” that you can post on social media a month apart, doubling your efforts.

In the mini-blogs, refer to the original blog post to drive traffic to your website, where a “Request Appointment” button is conveniently placed. I’ll show you mine, if you show me yours. Here’s mine:

Placing a call-to-action button on your blog page increases conversion.



Enjoy these social media story blog announcements. Because, who doesn’t love free? You can download these images and use them on your channels.

Go here to download: