The document discusses using social media, specifically Facebook and Twitter, for an equine veterinary practice. It outlines why social media is important, how to develop a strategy and use different platforms like Facebook pages and Twitter. Key points are that social media allows for conversations and engagement with clients, but the goal should be educating and entertaining clients rather than just self-promotion. Success is measured by interactions like retweets and new followers gained through interesting content and participation.

1. Facebook & Twitter
for the Equine Vet Practice
Mike Pownall, DVM
www.mpequine.com
www.slideshare.net/mpownall

3. Facebook & Twitter
• Why?
• How to use it?
• How to measure it?

4. Social Media
Why is it Different?
• Conversational
• Collaborative
• Selective
• Immediate
• Transparent

5. Social Media
Why is it the Same?
Strategy

6. Strategy
• What is our
goal?
• How are we
going to do
this?
• How do we
know we are
successful?

7. Strategy
• Facebook is not strategy
• Facebook is a tool.
• Herd health is a strategy to minimize
the spread of a virus
• A vaccine is a tool

8. Why Do I Need Social Media?
Challenges in equine practice
• Economy
• Competition
• Internet

9. Social Media Failure
• Boring
• Inconsistent
• Preach
• Don’t engage
• Don’t measure

10. 4Es of Social Media
• Educate
• Entertain
• Engage
• Evangelists

11. Ease of Use
• iPhones
• Droids
• Apps

12. Facebook Pages
Don’t want personal page
• Fan pages are indexed by search
engines while profiles are not.
• Fan pages provide “Insights” or
analytics while profiles do not.
• Fan Pages offer the ability to use
Facebook ad

13. Vanity Urls
www.facebook.comMcKeePownallEquineS
ervices
www.facebook.com/pages/Wisconsin-
Equine-Clinic-Hospital/220128931006

30. Twitter
• 140 characters
• Unique language
• Immediate updates
• Share links, photos, videos
• Twitter now has >200,000,000 users
• 8% of Americans
• Fastest growing platform

32. • # = Hashtag Searching
• Ogrdy.ca/vjVduB = short URL
• http://mobihealthnews.com/1
4703/half-of-doctors-to-use-
medical-apps-by-2012/

42. Twitter Success
• The more we tweet the more followers
we get
• The more interesting we are the more
followers we get
• The more we follow others the more
followers we get

43. Twitter
• Retweets • Interactions
• New Users • Searches
• Mentions

44. Thank You

45. Keep in Touch
• mike@mpequine.com
• www.equinevetbusiness.com
• www.slideshare.net/mpownall