Janet Tobiassen Crosby, DVM
About.com Veterinary Medicine
--------------------------------------------------------
ANOTHER BOOK
http://www.veterinaryteambrief.com/article/social-media-formula-success
Social media is an essential tool for many of today’s businesses, including veterinary practices, because it can be an efficient, cost-effective way to reach current and prospective clients at their homes or work. However, like any outreach initiative, social media must be well thought out with a plan of execution and schedule of activity.
In her book, The Social Media Business Equation,
1 Eve Mayer Orsburn presents a formula (
see Social Media Formula for Success) that any business, your practice included, can follow to get a good return on investment in social media.
Veterinary Team Brief spoke with Robin Brogdan, MA, of
BluePrints Veterinary Marketing Group about the ways veterinary practices can use this formula to begin building a strong social media foundation.
Interact
Brogdan says: As Orsburn writes in her book,1 social media is the new way to communicate. The challenge is not mastering the technology―it is mastering the art of education. Through social media like Facebook and Twitter, or review sites such as Yelp, veterinary clients can say directly what they think about a practice and give the practice’s team members an opportunity to establish credibility and build confidence. Interaction also means engagement; examples include a Facebook contest, asking clients to post, responding quickly to a question or statement, or requesting help on Twitter to find a lost pet.
Entertain
A chuckle, a relatable moment, a touching story—these small interruptions are typically welcomed and appreciated. The key is not to overwhelm with too many posts, but instead to communicate in a measured manner, interspersed with other types of content for balance. In a practice newsletter, devoting a small amount of space to a funny quote, photo, or comic strip adds an element of fun to an otherwise serious or educational publication. On a website, use humor or clever language (where appropriate) to familiarize the audience with the practice and reflect the experience team members provide clients and their pets. The use of visuals, especially photos or videos, offers an ideal opportunity to entertain.
Inform
The speed of the Internet via email or social media can get important and time-sensitive information (eg, product recall, danger alert) out to an audience within minutes—think Amber Alert. But Facebook, YouTube, and other websites can also provide education in the form of instructional videos and email campaigns. The key is to provide information that is relevant and desirable to clients, with a specific focus on how it will benefit them and their pets.
Convert
To build a relationship with clients, 80% of a social media program should be used to interact with, entertain, and educate them.1 Also, do not be timid about converting social media relationships into business partnerships, including such tasks as scheduling appointments, buying products, or refilling prescriptions. Sometimes these “calls to action” can make suggestions that the client should call, visit the practice, submit a comment, or pass the information on to a friend, thus answering the “so what?” factor. Such suggestions are an opportunity to direct clients to take action so that they benefit from the information.
Overall, the various social media outlets provide a wealth of options to engage with clients, educate them, and connect with those most likely to use the practice’s services. Social media can be a truly effective marketing tool if used consistently and thoughtfully.
TrendingSuggested ReadingThe Social Media Business Equation: Using Online Connections to Build Your Bottom Line. Orsburn EM—Boston: Cengage Learning, 2012.
7.8