We all know we should be using social media for our veterinary practices, but the question is: Why? What’s the purpose, and what can you expect from social media?
Last week, I reached out to veterinary professionals on Twitter and posed the question, “What’s the number #1 reason DVMs should be using social media?”.
I received responses from six very experienced individuals in the veterinary social media arena including: Dr. Dallas McMillan of Cairns Veterinary Clinic in Australia; Mike Falconer, a Hospital Administrator at Craig Road Animal Hospital in Las Vegas, NV; Stephen Tracy, a veterinary practice consultant from New Jersey; Jana Grabill, a blogger at Sun Social Marketing, in Portland, OR; Judy Gillespie, from Vet Answers in Australia; and Eric Garcia, a social media speaker and website designer for Simply Done Tech Solutions. Each person had their own take on the #1 reason veterinarians should use social media.
Dr. McMillan (@influentialidea) tweeted his response as, “For the same reason we learnt to read and write — it is basic literacy for the coming decade.” He has a very good point. The Millennial generation has been frequently criticized as a generation that has lost their communication skills. But are we really witnessing an evolution in the way in which we communicate? If veterinary practices fail to adapt to new technologies for basic communication with their clients and employees, they may well fade away.
Mike Falconer (@mike_falconer), a veterinary hospital administrator responded with multiple tweets that amounted to, “Because their clients & staff already are. In years past, it would be like not being in the yellow pages because you didn’t like phones! It is not about whether they like or trust social media, like the Internet itself, it is now a fact of doing business.” Mr. Falconer is quite right. In order to gain new clients and find pet owners, we need to know where to look and social media definitely has its share of pet lovers. In fact, animals are one of the most popular topics on the Internet today.
Jana Grabill (@sunjana1) has this to say to veterinarians, “Simply get acquainted with it. Learn by doing:)” Social media is one of the easiest, most intuitive things you can pick up and learn, simply by doing. Until you practice, and learn the ins and outs of a particular platform, you should wait to use it for your business. This will prevent an embarrassing faux pas or blunder from happening.
Stephen Tracy (@vetmanage), a veterinary practice consultant from New Jersey tweeted, “It is a way to show your clients who you are behind closed doors. It has been a struggle in the past to show that side of the practice.” Mr. Tracy is very right, in that social media is a way to build relationships with people outside the walls of our practices. The critical step is in remaining authentic and true to ourselves. Be who you are and do what you say—-this is transparency defined. Open yourself up to letting people get to know what it is you’re passionate about when it comes to caring for pets, and they’ll beat a path to your door.
Judy Gillespie (@judygi), a veterinary marketer in Australia had this to say, “To build a community (or tribe!) You never want to leave your tribe!” Communities are very valuable, and when we build and foster that online community of pet lovers who love our practice, and who engage and interact with us, and one another, we’ve achieved trust. Trust is a solid foundation for improving the quality of life for not only our patients, but also for our clients, and our employees.
Eric Garcia (@simplydoentech), is a social media colleague who speaks at veterinary conferences and designs websites. He answered with a resounding, “Increase client bond rating!” Just like Ms. Gillespie’s and Mr. Tracy’s responses, social media is a way to bond with our clients once they leave the walls of our practice. The better the bond, the more likely their pet will receive the lifetime of care it needs.
I agree with each and every one of my colleagues when it comes to why veterinarians should use social media. If your practice’s mission says anything about great patient care, client relationships, or practicing great medicine, then social media is a valuable tool in helping you reach your ultimate destination of care for your patients and the families who love them.