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Minimal time, maximum results: make social media work for you

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Emma Peck Lishness

Are you a busy veterinary professional looking to use social media to support your practice growth and to communicate with your clients? This presentation provides tips and tricks to help you succeed.

Social Media
1 of 21
Minimal time, maximum results: Make social media work for you
2 © 2018 IDEXX Laboratories, Inc. All rights reserved. Social media in your practice How many of you work at a practice that uses one social media channel? Two? Are you considering adding more to the mix?
3 © 2018 IDEXX Laboratories, Inc. All rights reserved. What are your goals? • Stay in touch with your existing customers. • Find new customers. • Share educational information. • Share information about your clinic’s charitable work and role in your community.
4 © 2018 IDEXX Laboratories, Inc. All rights reserved. What channels should I be using? o While there are multiple channels that can help you meet your needs, today we’re going to focus on two of them: • Facebook • Instagram
5 © 2018 IDEXX Laboratories, Inc. All rights reserved. Facebook • It’s your social media home base • It’s the most-used social media platform in the world • SEO
6 © 2018 IDEXX Laboratories, Inc. All rights reserved. Facebook posting tips When to post o When it’s worthwhile How often to post • No more than 3x/week
7 © 2018 IDEXX Laboratories, Inc. All rights reserved. Tricks to beat Facebook’s algorithm Limit use of links • There’s been a backlash against “news” on Facebook and one way they may be fighting back is to deprioritize links. Ask questions • The algorithm favors “meaningful interactions” – comments and shares. Encourage clients to follow your page • If your content is important to them, then they won’t want to miss your posts.
8 © 2018 IDEXX Laboratories, Inc. All rights reserved.
9 © 2018 IDEXX Laboratories, Inc. All rights reserved. Instagram posting tips When to post Monitor your own engagement and make adjustments based on your audience preferences. How often to post: If you have more to share in a day, combine multiple images into one post, or try an Instagram Story.
10 © 2018 IDEXX Laboratories, Inc. All rights reserved. Tricks to increase engagement on Instagram Tag your location Posts with locations get 79% more engagement. Put your people in your posts Posts with faces get 38% more likes. Speak in emoji 50% of captions and comments on Instagram contain an emoji.
11 © 2018 IDEXX Laboratories, Inc. All rights reserved. Before launching a new channel: Resources: • How much time is it going to take you to keep this social media channel updated? • You’ll want to post at least once per week. Social care: 5 in 6 inquiries on social media go unanswered. Yikes!
Social Media Ads
13 © 2018 IDEXX Laboratories, Inc. All rights reserved. There’s no such thing as a free lunch … or social media channel
14 © 2018 IDEXX Laboratories, Inc. All rights reserved. Increase your social media reach with ads Start by: Keeping an eye on your posts, and promote one that performs better than your average. Then: Spend $5 on an ad. You don’t need to make a huge investment. Be strategic: You don’t need to boost all of your posts.
15 © 2018 IDEXX Laboratories, Inc. All rights reserved. When to boost • You want more of your current followers to see your posts • You want people who don’t follow you to see your post • You’re trying to work around an algorithm update • You want to promote a service or offer • You don’t have time to set up an ad campaign
16 © 2018 IDEXX Laboratories, Inc. All rights reserved. How to target a paid post on Facebook
17 © 2018 IDEXX Laboratories, Inc. All rights reserved. Demographics for targeting posts
Online Reviews
19 © 2018 IDEXX Laboratories, Inc. All rights reserved. Help! Someone left a negative review.
20 © 2018 IDEXX Laboratories, Inc. All rights reserved. Hug your haters Tips: • Regularly monitor the websites where people are most likely going to leave reviews. • Develop approved responses ahead of time so that you aren’t starting from scratch every time you need to respond. • Move the conversation offline as quickly as possible.
Questions? Find this presentation and contact details at: idexx.com/vmx

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Minimal time, maximum results: make social media work for you

  • 1. Minimal time, maximum results: Make social media work for you
  • 2. 2 © 2018 IDEXX Laboratories, Inc. All rights reserved. Social media in your practice How many of you work at a practice that uses one social media channel? Two? Are you considering adding more to the mix?
  • 3. 3 © 2018 IDEXX Laboratories, Inc. All rights reserved. What are your goals? • Stay in touch with your existing customers. • Find new customers. • Share educational information. • Share information about your clinic’s charitable work and role in your community.
  • 4. 4 © 2018 IDEXX Laboratories, Inc. All rights reserved. What channels should I be using? o While there are multiple channels that can help you meet your needs, today we’re going to focus on two of them: • Facebook • Instagram
  • 5. 5 © 2018 IDEXX Laboratories, Inc. All rights reserved. Facebook • It’s your social media home base • It’s the most-used social media platform in the world • SEO
  • 6. 6 © 2018 IDEXX Laboratories, Inc. All rights reserved. Facebook posting tips When to post o When it’s worthwhile How often to post • No more than 3x/week
  • 7. 7 © 2018 IDEXX Laboratories, Inc. All rights reserved. Tricks to beat Facebook’s algorithm Limit use of links • There’s been a backlash against “news” on Facebook and one way they may be fighting back is to deprioritize links. Ask questions • The algorithm favors “meaningful interactions” – comments and shares. Encourage clients to follow your page • If your content is important to them, then they won’t want to miss your posts.
  • 8. 8 © 2018 IDEXX Laboratories, Inc. All rights reserved.
  • 9. 9 © 2018 IDEXX Laboratories, Inc. All rights reserved. Instagram posting tips When to post Monitor your own engagement and make adjustments based on your audience preferences. How often to post: If you have more to share in a day, combine multiple images into one post, or try an Instagram Story.
  • 10. 10 © 2018 IDEXX Laboratories, Inc. All rights reserved. Tricks to increase engagement on Instagram Tag your location Posts with locations get 79% more engagement. Put your people in your posts Posts with faces get 38% more likes. Speak in emoji 50% of captions and comments on Instagram contain an emoji.
  • 11. 11 © 2018 IDEXX Laboratories, Inc. All rights reserved. Before launching a new channel: Resources: • How much time is it going to take you to keep this social media channel updated? • You’ll want to post at least once per week. Social care: 5 in 6 inquiries on social media go unanswered. Yikes!
  • 13. 13 © 2018 IDEXX Laboratories, Inc. All rights reserved. There’s no such thing as a free lunch … or social media channel
  • 14. 14 © 2018 IDEXX Laboratories, Inc. All rights reserved. Increase your social media reach with ads Start by: Keeping an eye on your posts, and promote one that performs better than your average. Then: Spend $5 on an ad. You don’t need to make a huge investment. Be strategic: You don’t need to boost all of your posts.
  • 15. 15 © 2018 IDEXX Laboratories, Inc. All rights reserved. When to boost • You want more of your current followers to see your posts • You want people who don’t follow you to see your post • You’re trying to work around an algorithm update • You want to promote a service or offer • You don’t have time to set up an ad campaign
  • 16. 16 © 2018 IDEXX Laboratories, Inc. All rights reserved. How to target a paid post on Facebook
  • 17. 17 © 2018 IDEXX Laboratories, Inc. All rights reserved. Demographics for targeting posts
  • 19. 19 © 2018 IDEXX Laboratories, Inc. All rights reserved. Help! Someone left a negative review.
  • 20. 20 © 2018 IDEXX Laboratories, Inc. All rights reserved. Hug your haters Tips: • Regularly monitor the websites where people are most likely going to leave reviews. • Develop approved responses ahead of time so that you aren’t starting from scratch every time you need to respond. • Move the conversation offline as quickly as possible.
  • 21. Questions? Find this presentation and contact details at: idexx.com/vmx