Scot Morris, O.D., F.A.A.O, will be taking over Optometric Management’s Twitter account during Vision Expo East! Treat yourself to a day of behind-the-scenes service as Dr. Morris takes the reins on Friday, March 31^st in the Big Apple. Dr. Morris will be sharing updates and photos throughout his day at the show. This is the first time any of the PentaVision social media channels has delivered this type of man-on-the-street coverage of a major industry event, and you will not want to miss it. But how did we come up with this idea, and why are we executing it? The answer is quite simple: In the United States alone, 67 million Americans use Twitter. Each post is limited to 140 characters or less. This places Twitter in an ideal spot for social media takeovers at any event. It presents short, sweet and digestible information to a vast amount of people in a timely manner.

The opportunities are exponential. Let’s, for a moment, suppose you have 100 followers, each of whom has 10 followers and each of whom retweets your post once. When you do the math, the power of Twitter to spread information quickly and efficiently is immediately clear. But what makes a takeover tick? Why does it work so well?

Takeovers give your followers even more reason to interact—essentially with someone who is well-known, perhaps even an industry celebrity like Dr. Morris — everybody wants to join in, engage and follow. Your followers will likely be checking their feeds, tweeting, and most importantly, engaging with the content. If people are simply receiving the content, but not doing anything with it, fundamentally the content is dead and is no longer being disseminated. A popular guest taking over the feed will drive people to like, retweet, and, potentially, comment on your content. A social media takeover can also be mutually beneficial to both parties opening the door for more followers.

Takeovers are becoming more and more popular as social media gains traction in the business world. Don’t forget to mark your calendars for March 31^st, and follow Optometric Management on Twitter (@OptoManagement) to step into a day at Vision Expo East through the eyes of Dr. Scot Morris!