Q&A: Convert a Facebook-fearing practice owner

Q I'd like to increase our practice's social networking efforts but the practice owner dismisses it as a waste of time. How can I get her on board?

To convince your practice owner that social networking is a viable marketing effort, you'll need to do your homework, says Brenda Tassava, CVPM, CVJ, hospital administrator at Broad Ripple Animal Clinic and Wellness Center in Indianapolis, Ind. Using sites like Facebook and Twitter can have major benefits for your practice—you just need to quantify those benefits for your practice owner.

Fortunately, doing so is not time-consuming, says Tassava, whose book Social Media for Veterinary Professionals was just released. Just search through the Facebook or Twitter profiles of other veterinary practices to find examples of how to successfully interact with clients. With a little effort, you'll find instances of team members answering client questions, sharing photos from an open house or other special event, and quickly spreading the word about important developments like pet food recalls. What's more, many practices boast thousands of friends or followers. And setting up and maintaining profiles is free and relatively easy.

Don't miss out on harnessing the power of social networking. Help the owner embrace it by demonstrating all these positives. Still need more help? Read Tassava's step-by-step social media article series at dvm360.com/tassava and head to the CVC in Washington, D.C., on May 4 to see Tassava live.