Why social media should be part of every practice's toolkit

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.