The trend alone says it all. When you look at Social Media use amongst adults, you’ll see an upward, zigzagging line that’s rising far steadier than the stock market. In fact, as of January 2014, it’s estimated that 74% of all adults using the Internet are also using Social Networking sites as they navigate the web. What’s more?
These numbers are still on the rise.
Whether you’ve already read my recommended article on the Rise of Social Media Marketing, or you’re just now diving into the world of online media for the very first time, there’s plenty that you need to know to be well-equipped, and I’m here to help you get started.
For this month’s blog post, I’m going to show you how to use a Social Media calendar; a truly integral piece of the digital puzzle. It’s not enough to simply log-on to a popular Social Media platform and start shooting off posts left and right via Facebook and Twitter. You’ve got to be methodical, organized and thoughtful to truly make the impact you’re looking for. I can’t stress this part enough; it’s highly important to remain organized and deliberate when it comes to your overall marketing efforts. The Internet is flush with tweets, fun-facts, blog posts and millions of tidbits. Your posts must be well-crafted and inviting. For veterinary practices, this is a must.
There’s another reality to consider. Veterinary practices are so busy focusing on patients and clients (rightfully so), that they often don’t know what to post on Social Media, and what sort of content they wish to deliver in the first place! My recommendation? Don’t make rapid-fire posts across a wide-range of topics in a short span of time. Instead, use a Social Media calendar to organize specific campaigns and focus on particular topics for longer periods of time. This has the added benefits of letting you explore your topic in-depth, allowing you to get your whole veterinary team on the same page and sparking more client engagement, which is a major goal behind utilizing Social Media in the first place.
Using a Social Media calendar is also a great chance for your management team, doctors, and staff to discuss, engage and truly understand what will be shared on a particular Social Media platform before it’s actually posted publicly. It’s important to remain unified as a veterinary practice, so members of your team should have a comprehensive understanding of which Social Media campaign is currently active and what topics are being shared with your target-audience. There’s a pretty good chance you’ll get follow up calls and engaged clients inquiring about major posts and presenting their own scenarios in kind. It’s much better to have a receptionist respond with, “I’m so glad you loved the post! Yes, we’re focusing on Dental Care and preventative medicine this month”, as opposed to a scrambling, “I’m going to have to get back to you on that…”