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Why social media should be part of every practice's toolkit
Abstract
Social media is changing the way people communicate. It is also transforming the way people shop, and subsequently is changing the way businesses are marketing themselves. The new age of digitally literate consumers has shifted interest away from traditional advertising yet the evidence shows that consumers do not fully trust online advertising so social media bridge the gap, providing consumers with what they want, how they want it and where they want it. Now, consumers are embracing brands on social media and choosing to follow those that have engaging personal and timely content. Even professional businesses are rising to the challenge and seeing a dramatic uptake in brand advocacy through their social media profiles. But, is social media appropriate for veterinary practices? This article looks at the drivers for change toward social media marketing, discusses why social media is here to stay and explains how social media can be one of the most valuable tools for both small and large veterinary practices in terms of developing a loyal client base and providing service to the wider pet-keeping community.
The way that people interact with the world around them has changed dramatically as a result of social media. While the internet has allowed people to receive new information faster than ever before, social media has given them an intimate connection with the world using new ways to engage and vastly increasing their exposure to new products, services and expertise.
Instant online access as well as the vast reach of digital word-of-mouth recommendations has put businesses under the spotlight and enabled consumers to drive demands for higher levels of customer service and more personal interactions with businesses that they frequent. Even the most professional businesses are finding it harder to compete in a marketplace with internet savvy clients resulting in pressure to provide innovative ways to connect online. In terms of social media marketing within human and animal health care, there has been a shift to social connectivity becoming the norm, rather than the exception. Whether people like it or not, social media has changed the face of business and is fast becoming an essential part of the business toolkit for providing intimate connections that consumers now expect.
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