Attracting and converting physical passersby into patients and retail consumers is a high priority goal for most bricks and mortar optometrists.

Beacons are fast becoming a way that businesses can potentially do this. If you haven't heard of beacons yet, you will. Quite simply, they're small, internet-connected devices that are installed inside stores, and which have the ability to detect, target, and communicate with smart phones within a limited radius (~100-500 feet).

The new Facebook beacon, which is free for a limited time, has the ability to show a little banner at the top of a passerby's FB news feed (dubbed Place Tips), prompting users to find out more about your business.

Once clicked, photos, comments, and reviews that their friends have posted may show up, as well as a welcome note from your practice, and any recent photos or updates that have posted on your FB business page.

Could a FB Beacon Help You?

This tool could be a coup for practices with a mature FB program. For those that don't have one, don't be discouraged, getting one running isn't as overwhelming as you may think.

And keep in mind, while it could provide an extra way to engage potentially interested patients, the Facebook beacon is not for everyone. Depending on your audience demographics, practice location, and maturity of social program, it just may not make any sense at all.