Which Platforms Matter Can Work for your Hospital?
You spend all day running your practice and seeing patients. So maybe social media seems like an unwelcome burden on top of your already-busy days.
However, it’s best to think of social media as an advantage rather than a burden…
Done well, social media can bring in new clients, help current clients bond to your practice, and boost your practice’s reputation.
This can make social media well worth your time.
How to Use Social Media to Your Advantage
Here are some of the advantages of developing your social media presence…
Building your practice’s reputation.
Social media gives a “window” or “sneak peek” into what your veterinary practice is like, which is part of your branding and also helps establish trust.
Finding new clients.
Many potential clients choose a veterinarian not only by looking at websites and online reviews but also by looking at social media.
SEO/Searchability.
Social media isn’t a replacement for an optimized, searchable website. However, it can aid your other efforts to show up higher in online search results.
Nurturing existing clients.
Social media is a great way to keep in touch and nurture your relationship with current clients—so they would never dream of taking their pets anywhere else.
Building trust during social distancing and curbside service.
During the last year, your online presence may be more important than ever…
Because of the pandemic and curbside service, clients can’t observe your clinic firsthand or see the caring way you work with their pets.
Social media can give clients an idea of what’s happening behind the scenes—which may promote a sense of trust and confidence while they wait in the car for their pet to return.
Free marketing!
Some social media advertising is paid. However, you can post plenty of content and pictures for free!
Which Platforms Matter?
Maybe you’re convinced of the benefits—but, you have no idea where to start…
That’s normal. Keep in mind that social media management can be a full-time job and profession—so don’t expect to be an expert overnight.
Instead, ease your way in with 1-2 of the following platforms…
Facebook is tried and true, and a great place to start.
Instagram is another popular, growing platform, especially for Millennials (the US’s largest pet-owning population).
YouTube. If you’re comfortable posting videos (which can be simple, short videos you record on your phone), YouTube is a great option.
Twitter and other platforms. Feel free to start these if you’re interested. But the three platforms listed above are usually the best bets for veterinary practices.
What Should You Post?
The key is authenticity, and visual posts (i.e. pictures and videos do better than just text).
Rather than stock photos, people want to see pictures of you and your team in action. Try to capture the times when your team is smiling and enjoying caring for pets.
Also, try your hand at simple, inexpensive tools to create infographics, such as Canva.
With that in mind, here are a few post ideas…
Timely information and events, like holiday safety for pets in December, toxic plants to be aware of in springtime, local animal shelter fundraisers, or sharing information about your team members during National Vet Tech Week.
Anything that encourages engagement (response to your post). For example, ask your followers which pet topics they’d like to learn about. Or put out a request for people to post pictures of their own pets.
Contests. For example, if you request pet photos, select one of the photos to receive a small prize like a bag of treats.
Discounts or special offers, such as discounts during the dental month.
Special announcements. Share a picture and some information on any new team members you hire. Or announce closures during inclement weather.
Cute animals! Cute animal photos and videos are hugely popular on the internet—giving you an advantage as a pet professional. Share pictures of your team members’ pets, or pics of your patients (with the client’s written consent, of course, since confidentiality rules still apply—but many clients are happy to have their pet’s picture posted!).
Educational content. Explain to pet owners what sorts of parasites live in your area, what are the signs of a sick pet, how to read cat body language or anything else that may be of interest.
Videos. Record instructional videos on how to properly clean a dog’s ears or how to administer a pill, for example.
How to Find the Time
Here are some tips for fitting social media into your schedule…
Decide who will be posting on social media, whether that’s you or a team member.
Don’t assume that a team member who spends a lot of time on their own social media profile will be able to manage your pages—because personal and business social media management are two different animals.
If delegating, provide guidance on goals, strategy, and what is/isn’t an appropriate post.
Set realistic goals.
Initially, this could be as simple as posting once per week. This is less than social media gurus say you should post—but it’s better than setting a lofty goal and then abandoning it and never posting at all.
Once you’re more comfortable, allow your strategy to evolve over time.
Create a “cheat sheet.”
Write down ideas of what to post, which may include some of the examples listed above. Then, you won’t be out of ideas when it’s time to post—you’ll have a reserve of ideas to draw from.
Put social media time into your calendar, just as you would a patient’s appointment. That way, you won’t miss it.
This should include checking your platforms daily and responding to any questions and comments—in the beginning, this shouldn’t take longer than 5-10 minutes per day.
Watch which posts get the most engagement.
“Likes” are good, but comments on a post are even better. Try to produce more of the types of posts that get engagement.
When you’re ready, it may be worth it to invest in a professional marketer or social media expert who is familiar with the veterinary industry.
Consistency pays off over time. So keep it up—you’ll be happy you did!
Written by: Dr. Tammy Powell, DVM
