Danielle K. Lambert is a social media coach and veterinary practice manager. She’s the founder of SnoutSchool.com, the only social media tutorial site created by a veterinary professional, for veterinary professionals. Danielle bases her coaching on experience gathered as a veterinary practice manager at Quinebaug Valley Veterinary Hospital in Danielson, CT. In her spare time, she enjoys taking too many iPhone photos of her Brussels Griffon, Archer, and screaming at Tom Brady every Sunday.
Your veterinary hospital likely has a Facebook business page, but are your posts doing well? Facebook can be more finicky than any feline you’ve ever wrangled. You can post and post on your page, but the truth is that only a select few clients are going to see your posts in their news feed. What does that mean for your veterinary practice? It’s time to start posting more strategically on your Facebook page.
To help you get started, here are 3 of my tried and true veterinary Facebook tips:
1) Stay on Schedule
You should post approximately 1-3 times per day, depending on how your client’s respond. Posting too frequently on Facebook or skipping some days can affect how often your posts show up in pet owner’s newsfeeds. Be smart about the times that you post. How can you do that? Take a look at your Facebook Insights, the analytics Facebook provides, to see when the most clients are going to actually be reached. You can find this under the “posts” section of your Facebook Insights. Using those analytics, choose the best times to post.
2) Say “Cheese!”
Veterinary hospitals are privileged to have the MOST ADORABLE Facebook content right in front of them all day – pets! Get your veterinary team involved in your social media plans by designating certain members to take photos of patients. This will provide you with lots of great photo content for your Facebook page. Why do you need that? Facebook is more inclined to show your posts in the newsfeed if they include a photo or video. Not only that, but your clients will certainly enjoy photo content more than anything else. Trust me!
3) Engage, engage & engage!
Do you want more likes, comments or shares? Ask for them! If you post something educational to your animal clinic’s Facebook, be sure to ask for engagement. Don’t forget that social media is all about BEING SOCIAL. When clients choose to engage with your Facebook posts, be sure to respond to them.
Wondering how these 3 tips can work together to create a successful Facebook post? Here’s an example, step-by-step, of how my veterinary hospital created a post that almost 1,700 people saw.
1) Shannon, one of our front desk team members, was assigned to getting new patient photos for the day. She snapped a pic of Twix, a dog that was new to us, while the pup was in our waiting room. Shannon then sent the dog’s photo to me.
2) I edited the photo, using the smartphone app Phonto, to have text on it that would encourage engagement. (Guess my name!)
3) I took a look at our most recent Facebook insights, and I found that most people saw our posts between 5-7pm. Based on that info, I scheduled the post for 6:15pm.
4) As people began to guess what Twix’s name was, I was sure to respond to as many of them as possible. I gave them hints, and they finally guessed her very sweet name.
Success on Facebook can be tricky, but if your veterinary hospital is ready to get strategic, the payoff can be great. I get a healthy percentage of new clients at my veterinary practice from Facebook, and I strongly believe that being active on social media helps bond clients to our practice. I know that Twix’s mom, a new client, was very excited to see her girl up on our page. (She told me so in the waiting room!) Want more tips? Check out the Facebook section of the SnoutSchool.com blog.