Strategic Social Media Marketing for Veterinary Practices was previously published in Canadian Vet, September / October 2009.

As social media mania reaches ever-increasing heights, veterinarians and other professionals have taken notice.

With the availability of Facebook, LinkedIn, Twitter, blogs, and other web 2.0 applications, professional practices face challenging questions:

• What role, if any, can web 2.0 play in practice development?
• How can this role contribute to professional brand identity?
• Will tangible benefit result from such participation?
• If there is risk, how can it best be managed?

Social media has a significant role in contemporary veterinary practice development. Leveraged correctly, it offers genuine, unparalleled opportunity to showcase professional identity and expertise. It needs to be demystified, however, and must be evaluated on the same basis as other marketing vehicles – for its ability to reach and impact the desired target audience.

Distinct examples of veterinarians using social media to connect with clients in a manner informed by vision and values include:

• Clifford Mardinger’s personal account of the difficult euthanasia of his “wonderful cat, Isaac” offers VETBLOG readers a sense of his extraordinary compassion and consideration
• The dynamic Pet Doctors’ Facebook wall continually reinforces the clinic’s position on community involvement, from pet of the month to charitable events
• Pete Wedderburn’s tweets provide professional guidance to pet owners, as they sort through a myriad of web-based resources

The social media debate

Professionals are quite naturally concerned about the risks inherent in social media engagement. If used inappropriately, Twitter, LinkedIn, Facebook and blogging can present a liability concern.

This is equally true, however, of any mishandled, impromptu communication. The risk is present, but easily managed with common sense.

Using the same good judgment that would be used at a speaking engagement, social media can become a virtual trade show where the opportunity to learn about one’s audience and present a valued point of difference is unlimited.

Dabbling with social media

Social media marketing needs to be driven by thoughtful, strategic consideration of practice objectives. This is especially true because many social media websites and blogs are readily accessible, easy to use, and free of charge. Before rushing headlong into the world of social media marketing, careful thought and planning is crucial. In this respect, it is no different from creating other components of a traditional marketing plan, including brochures and print advertisements.

Web 2.0 is simply a collection of technologies that may be used as marketing vehicles. These do not come pre-packaged with a marketing strategy. Just like driving a car without knowledge of the roads or destination, using social media without a compelling strategy could lead you around in circles, endlessly.

Used wisely, web 2.0 can help generate referrals, create top of mind awareness among prospective and existing clients, and provide opportunities for media relationships, including speaking engagements and publishing opportunities. New partnerships may be created, as well as enhanced client relations through ongoing dialogue and guidance.

A marketing plan

There is no ‘one size fits all’ marketing plan and social media is no exception to this rule. Your marketing plan should address the unique requirements of your growth objectives while also accounting for synergies between your various efforts, online and off.

Stay focused. Tempting as it may be, the optimal marketing plan need not include every available social media site – that would only serve to deplete valuable time and energy.

Having a profile on Facebook or other social media site does not necessarily predict added benefit for a professional practice, as the attention generated by any marketing activity is largely driven by brand image and identity.

Brand image and identity

Professionals that have achieved success with social media marketing often do so by consistently sharing the authentic voice of their practices. A well-honed web 2.0 marketing strategy leverages brand image and identity to maximize connection with clients, prospective clients, and referral networks, ultimately garnering profile, referrals, and loyalty.

Whether it is by design or by default, every veterinary practice has a brand image and identity. It is found in the language, logo, tagline colours and design (or lack thereof) of its public face. It is the subliminal voice that telegraphs how prospective clients will be treated and implies the talent, knowledge, and skills that your practice will deliver.

Articles published on a blog, comments posted to a forum, and answers contributed to LinkedIn can elicit trust through the creative incorporation of key messages, brand values, and customized visual identity.

An overview of web 2.0

If you are considering an entry into social media marketing, you will want to familiarize yourself with noteworthy social media websites and other web 2.0 applications:

1. The Blog is a technically simple and cost-effective vehicle to self-publish articles:

• E-newsletters and RSS subscriptions can encourage reader loyalty
• Blogs can actively engage dialogue with readers through the technology of comments
• Some blogs have forums (or online message boards) inviting discussion among visitors

2. LinkedIn enables you to leverage your professional contacts by:

• Connecting with members associated with your network
• Joining or starting groups related to your profession and specialty
• Answering questions posed by other members to promote your expertise
• Publishing links to your blog and website
• Accessing resources provided by other members

3. Twitter is particularly well suited for numerous, timely updates to a large audience:

• Updates are limited to 140 characters
• Google and other search engines index Twitter’s content
• Tweets often include a link to a blog or website for further reading

4. Facebook allows you to expand both your professional and personal network by:

• Publishing links to your blog and website
• Connecting with members associated with your network
• Joining or starting groups related to your area of expertise

5. YouTube enables you to distribute podcasts, webinars, webcasts and video to your network:

• A podcast is an audio, digital file offered via web syndication
• Webcasts and webinars are web-based seminars (webinars allow for the incorporation of interactive elements)

Conclusion

As with all marketing initiatives, return on social media will be maximized by using each vehicle in the spirit with which it was intended.

Web 2.0 vehicles were designed to invite participation. Approach them with a genuine desire to both listen and be heard and their role in the development of your practice will naturally unfold.

What does your veterinary practice want to add to the conversation?