Do you make these social media mistakes?

Facebook. The social media tool that is capable of great but also horrifying things. We've all heard the horror stories that can arise from improper Facebook marketing techniques. Bad reviews can spread like wildfire and clients can post mean messages on your wall for the world to see. All it takes is a little knowledge, time and research, and before you know it that scary world of Facebook is under your control. And  it can be used to your advantage, as long as you steer clear of these three marketing blunders:  

Mistake 1: Using the term “success story” incorrectly

While it seems straightforward, there are a few opportunities for missteps with this one.

> First, make sure you have the owner's permission to post a story and photos about their animal in your hospital's marketing material. A written permission slip is recommended, but two verbal confirmations is okay.

> Make sure the patient has fully recovered and isn't likely to be readmitted to your hospital. Wait at least a few weeks after the patient has been discharged before posting anything.

> Lastly, make sure you screen for anything that could be seen as medical negligence in your story. Even if it may not necessarily be medical negligence in the professional world, don't use details of a grotesque procedure that may rub clients the wrong way. They might not have the same tolerance for graphic surgery descriptions or photos that you and your staff have.

Mistake 2: Posting an update without a photo

If you have something important to say, you better include a cute, eye-catching picture. Clients are not only more likely to pay attention to your post, but also share it if it has an attention-grabbing image.  Text only posts are easy to scroll right past in a busy newsfeed.

Mistake 3: Using the wrong type of image

While clients do appreciate cute stock photos of a puppy playing in the snow, or a happy Golden Retriever getting ready for Thanksgiving, nothing will catch their attention like professional quality pictures of your staff interacting with patients. Too often we see hospitals that use generic stock material for important advertisements, as well as cover photos that often look very similar to other hospitals. If your goal as a hospital is to blend in with the competition, then you'll achieve it with generic images. If you want to improve your hospital's marketing presence, I strongly recommend hiring a professional photographer, or photographically inclined staff member, to take professional pictures of staff members interacting with patients. Images like that are what sets your hospital apart from the crowd, and are what will grab your client's (and potential client's) attention.

Alex Espinosa is the practice manager of Clarkesville Veterinary Hospital in Clarkesville, Georgia.