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The Use of Social Media in
Your Veterinary Practice
Brenda Tassava, CVPM
Broad Ripple Veterinary Management Solutions, Inc.




VHMA Retreat, January 2010
Social Media Marketing
Defined
You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)
Or you can earn attention by creating something
interesting and valuable and then publishing it online for
free: a YouTube video, a blog, a research report, photos,
a Twitter stream, an ebook, a Facebook page.
               ----David Meerman Scott, Web Ink Now
Social Media is...

 David Amano, Harvard Business Review says social
 media is:
 “a way of thinking and approaching business that
 requires passion and commitment and, above all,
 willingness to participate in social spaces honestly and
 freely and by the rules of the social network itself.”
Social Media is not....

 a quick fix
 purely a sales tool
 something to be automated
 customer-centered......it IS people-centered
Why social media?

Shana Pereira, Tourism Queensland Regional Director:
"Consumers don't want to be sold anything anymore,
you want to feel like you've gone out and found it
yourself and decided on your own that that's what you
want to do, or that's what you want to buy. There's no
better time to actually go out and really try new things,
because you just never know what's going to work."
The Use of Social Media in Your Veterinary Practice
The Use of Social Media in Your Veterinary Practice
The Use of Social Media in Your Veterinary Practice
Step 1: Listening
 Google Alerts: create keyword specific alerts to be
 emailed when content appears online
 TweetBeep: monitors up to 10 keyword alerts
 SocialMention: tracks 80 social networks for your
 keyword; also monitors strength and influence of
 conversations
Social Media Venues
Twitter       LinkedIn
Facebook      Foursquare
MySpace       AIM
Flickr        Ping
YouTube       Skype
Blogging      Loopt
Social Media Venues
Twitter       LinkedIn
Facebook      Foursquare
MySpace       AIM
Flickr        Ping
YouTube       Skype
Blogging      Loopt
Step 2: Join the Conversation
Where do you start?
Twitter
Microblogging in 140
characters or less
•Client service
•Marketing
•Education
•Networking
Find your “voice” through
microblogging
Begin to
participate in
“conversations”
Demographics of Twitter
more than 6 million members
growth rates of 1,382% year-over-year
median age of Twitter users: 31 (Gen X, ages 28 to 45)
26% of users are 35-44 yrs. old
14% are “stable career” types
Another 12% are “young cosmopolitans”, 40-somethings
with household incomes over $250,000
Getting Started
Twitter name, location and profile are important!
Twitter
“Control Panel”
@mentions
How to tell you’re being “talked about” on Twitter
@________
  to speak to someone,
  begin your tweet with
  @handle (no spaces
  after @)
Re-tweeting

   RT followed by
   @_______.....is
   reposting of someone
   else’s tweet
ReTweet vs. Reply
Direct
Messaging
  “DM me...” means
  “send me a direct
  message”, which is
  private and won’t
  show up in the feed
Direct Messaging (DM)
Use of #
  hashtags (#) are used
  to search within the
  Twitter feed.
  Common use include:
  #meowmonday
  #woofwednesday
  #followfriday
Use of hashtags (#)
The
WOW
Factor:
Social Media Magic!
Recommended Reading


Twitter Power by Joel Comm (@joelcomm)
Twitter Marketing for Dummies by Kyle Lacy (@kyleplacy)
“Tweeting for Pets” by Tamara Fox (@AAHAHelpingPets),
Trends Magazine, January/February 2010 issue
Blogging
Web+log=Blog
Online Journal
•Education
•News
Blogging
Rules
There are no rules!
•Handouts
•Newsletter articles
•Anything “new” in
the clinic or with the
doctors & staff
Brevity is king when it
comes to blogging!
Blogging for success
Have a plan or schedule
Be consistent and develop a pattern
Links are good! Reciprocate whenever possible
Watch what generates traffic and write MORE on those
topics
Divide longer “articles” into 2 or 3 posts
Don’t apologize
Wordpress Stats
Analyzing Your Traffic
Search
Engine
Results
Optimization and key
word searches
Facebook
Largest social
network in the world
•Client Service
•Education
•Marketing
How do I create a Page?
You can assign multiple
Administrators to do updates
What do I talk about on
Facebook?
 Happenings in the      Links to videos
 practice
                        Links to photos
 Happenings in the
                        Events
 community
                        Links to new blog posts
 Staff anniversaries
                        Ask questions
 Inspirational quotes
 about pets             Speak with “one voice”
Link your clinic Facebook
Page to your clinic’s Twitter
account!
Are people interacting?
Who are my Fans?
YouTube: Create a Channel
LinkedIn
Largest online
professional network
•Professional branding
•Networking
•Resume
You can connect your
LinkedIn account to your
personal Twitter account.
The Not-So-Distant Future of
Social Media is Mobility
Foursquare

Mobile Social App
•Marketing
•Client Service
DO NOT link your
Foursquare Account to
auto-post to your Twitter
account!
“There’s an app for that...”
Step 3:
Managing
Your Social
Media
Program
Social Media Toolbox

StumbleUpon: content resource extraordinaire!
Minggl: can’t live without this!
Tweetdeck: manages multiple Twitter accounts
Evernote: a place to keep thoughts/ideas organized
Google Reader: pulls all the blogs you want to follow to
one place!
http://www.stumbleupon.com
http://www.minggl.com
Minggl Sidebar
Manages multiple
“identities” from many
networks, all in a
toolbar/sidebar format
Create groups, monitor
mentions, etc.
Online and on your
phone....auto-syncs your notes
Subscribe to blogs and read
them all from one place
Put it all together, and what
do you have?
My desktop on any given day....
Create your own social
network with Ning!
The Use of Social Media in Your Veterinary Practice
Thank you!! Feel free to
contact me with questions:)



            bktassava@sbcglobal.net
            http://www.twitter.com/bktassava

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The Use of Social Media in Your Veterinary Practice