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DIY MARKETING / Social Media
Photobucket (for uploading pho- tos), social bookmarking sites such as StumpleUpon and Digg, and Search Engine Optimization. The sites defined above, or a combination of them, are enough to get you started in social media and networking. You do not have to use every form of
social media to be effective. Go slowly, keep your options open and try new things. There is no single way to utilize social media. That is why they work.
Getting started Here are some things to remember if
you decide to give social media a try in your practice.
Keep it simple Social media should enhance the
work you do in your practice rather than keep you from it.
Keep it positive Never complain about anything: not your clients and not your peers.
Use social media wisely Before posting, ask yourself the fol-
lowing questions: • Does this say what I think it says? Is the message clear? Get a second opinion if you are not sure.
• Does this build positive word of mouth for our practice? Our industry?
• Does it show caring? • Does it demonstrate professionalism and competence?
Match the message to the tool Detailed explanations of complex
medical conditions and procedures are probably not suited to microblogging, because a portion of your message may be lost. Be sure that you are presenting the information in the clearest way, using the best forum. In-depth information may be better suited to a blog, where you can control the length of the post.
Use your social media platform to enhance your presence with clients and potential clients.
Mid-sized messages with Internet
links and/or photos are suitable for Facebook, but Twitter’s microblogging is best for short bursts of information and a single link or photo.
Use your website as your base Social media are, by nature, interac-
tive. Be sure that you have a robust web- site suitable for interaction, and link all social media to it. You will have more flexibility, and
visitors will be able to view information about your practice, services and staff. One word of caution, however: Make
sure your Facebook and Twitter material has a clear message also. Do not post a link without context. If Facebook visitors do not know what the link is going to, they will not follow it.
Do not use social media to sell As more businesses use social media,
users grow increasingly skeptical of those who emphasize sales and aim chiefly to increase their business. Use your social media platform to
enhance your presence with clients and potential clients. As you demonstrate your professionalism, dedication and commitment to your patients, you will influence potential clients. They will seek you out.
Tolerate your errors You will make mistakes as you build
your social media platform. The tech- nology is new, and everyone is learning how best to use it. With experience, you will learn what
resonates with others. You will learn how to utilize the forums you have chosen for your purpose, and you will find new ways to educate and inform pet owners. n
Tamara Fox is AAHA’s Helping Pets Fund administrator. Trends magazine, November/December 2010
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