Social media has caused a fundamental shift in the way we communicate. When most people think of social media, they think
of Facebook...and they should. If Facebook were a country, it would be the third largest country in the world, right behind
China and India.
• According to Socialnomics, by Erik Qualman, Facebook added 200 million users in less than a year!
• There are more than 60 million status updates on Facebook everyday.
• Word of mouth is now world of mouth.
If more people are using Facebook than any other site on the Internet, it only makes sense that you have a presence. Your
presence can be a personal one, a professional one, or a business one. When I say personal or professional, I mean that as
an individual you need to give some thought to the way you interact and portray yourself as an individual on Facebook. Whether
you are a veterinarian, practice manager, technician or any other support staff member, you are part of a professional veterinary
team. You need to make some choices and think things through before you post things online. You should also learn about privacy
settings and make sure yours are set the way you want them.
If you are a veterinarian, should you "friend" staff members? That is completely up to you. However, you should avoid problems
by either "friending" everyone or deciding to friend no one from the workplace. As a leader in the practice, you can't appear
to play favorites or take sides. Personally, I don't request staff as friends on Facebook, but I always accept friend requests
made by staff members. As a result, about 50% of my current staff are friends with me through Facebook.
Your clinic Facebook page should be set-up as a business page. Until recently, Facebook users could become Fans of businesses
and celebrities. Facebook changed the Fan setting to a "like" setting, so that Facebook users now "like" businesses and celebrities.
Apparently, Facebook felt there was less commitment involved in liking something than becoming a Fan, and felt this change
would increase the number of people following specific businesses and celebrities in their personal news feeds.
Now that your clinic has a presence on Facebook, let's look at some "best practices" that will stimulate interactions with
people. After all, social media is first and foremost about being social...this means stimulating conversation!
• A great thing to do is ask questions. By posting questions like "What was the name of your first pet?" you will get
an incredible response from people. People love to tell stories and when you ask the name of their first pet, this brings
back wonderful memories they like to share.
• Posting pet-friendly photos with a comment are another way to get interactive with your fans. Be careful, though...your
demographic is by and large women who love their pets. Photos of a dog that has faced a porcupine or a nature shot of a snake
striking a mouse are not appealing to your demographic, no matter how cool you think they might be!
• Post links to your latest blog post. This will drive traffic to your practice website and keep your clients informed.
• Post news about your staff, along with photos taken in the clinic. Your fans want to feel a part of your practice,
and learning more about the people who work there goes a long way in building that relationship.