Social media for vet practice – Should you Shoot for the Moon? 

Social media for vet practice – Should you Shoot for the Moon? 



Since the advent of social media we have become addicted to likes, shares and retweets. It shows our post is good – doesn’t it? If likes and shares are good then a viral post must be the best?


Well, it shows people are interested but if your post gets more than the normal number of views is it really good for you? Is the Moon the dream viral destination, or a lonely place with little interaction?


What is a viral post?


The name tells you little about what a viral post is. Yep, it’s like a virus…. It’s a post that takes over and grows larger than your usual audience and usually at a rapid pace. That might mean a few hundred shares and likes or more, but still within YOUR community. It’s truly viral if it gets shared across more than one social media platform, gets trending or spreads outside of your country, EVERYONE sees it.


Of these two options – either viral for YOU or viral for EVERYONE which do you think is best and how does it get there? 



What makes something “go viral”?

Screen Shot 2017-07-05 at 16.08.54.png   – is this an image you would like to be known for?

There are common themes for viral posts we often see. The post usually provides one or more of the following:


  • Invokes a reaction – good or bad


  • There’s an error – beware of cropping pictures properly, typos, checking facts, photo bombs


  • It’s emotional – animals always get a response! Telling a story with animal pictures/videos will always get increased interest


  • New information – which might seem obvious to you but is new to clients – think of the recent interest in the posts on not giving sticks to dogs


  • Use of key words or # – this creates an easy way for people to search for and find your post, naturally increasing the audience


  • Timing – local papers can pick up stories that then get into national press. This is more likely to happen on a slow news day for most vet related stories.



There’s Good Viral and Bad Viral too. Posts often get shared because of a reason…  


Post type  Good Viral Bad Viral
Invokes a reaction Re-uniting lost pets Animal welfare issues raised that are contentious – cruelty cases
There’s an error An amusing typo Client details revealed on paperwork or screen!
It’s emotional Feel good stories – patients get better Highly contentious areas

  • Tail docking
  • De-clawing
New information Health advice such as not throwing sticks for dogs Issues with insurance claims – may be relevant to your clients but not to the wider public
Use of key words or # Active veterinary #s such as #teamvet #planetrvn #whatvnsdo Piggy backing from a trending # not related to your post  – dodgy Bots do this so avoid!


Screen Shot 2017-07-05 at 16.13.28

Social media sites have many examples of businesses promoting poorly chosen products for likes –  do you want to answer all these negative comments for a the sake of a few more likes?


Is a viral post the Moon Landing of a good social media account? 


This might be a surprise to you all but having a post go viral isn’t the unicorn that people think it is. As a service provider a vet practice is unlikely to see a huge benefit in having posts go viral for EVERYONE.  


It will probably reach more people than you wish to register at once and they are likely to be out of your geographical area. The point of practice social media is usually to drive more clients to your door or website – but at a level you can cope with and creating committed clients who will return and again and again, not people who travel miles to attend a “celeb” vets but don’t use you for all their pets care.


There is a lack of control of a post once it goes viral. It is harder to read and respond to comments made and you will need specific software to track the post. It can be more work than you intended to keep up with a rapidly shared post.


As a vet practice in the UK there can quickly be a loss of context for some posts. Animal issues vary widely between countries and something that is of concern here may be routine in another country. This can result in then some negative comments that are not intended to be, but are posted due to the lack of context that can happen. Social media users are aware of this and you often find other posters advising people of the origin of a post. Having others correct issues is a great attribute so don’t rush to correct people too quickly yourself.


I see social media is another way of spreading the traditional word of mouth recommendations and a viral post can result in a loss of personal interaction. I like ensuring that comments on my posts or blogs all get a “like”, even if there are too many comments to respond to each individual comment. It’s the same for a business page.

Your practice Instagram is unlikely to become the vet equivalent of Beyoncè, where thousands comment and you aren’t expected to reply, just exist and be adored! It is more realistic to have tens of replies that you can respond to and engage with clients or potential clients. Therefore, a viral post can quickly remove the practicality of doing this and reduces the posts impact and ability to do what you want – increase footfall to practice or website.


What type of viral is best?


For the average vet practice a post that is in the “good” category AND is viral to YOU is the best option. These types of posts generate a bigger audience, they may be picked up by local and maybe national newspapers (or a spot on This Morning!) for a story but you still have control over seeing the responses to the post. If your usual likes are 15-20 and share 5-10 then a viral post for YOU would probably see likes of 150+ and shares hitting 35+. This is great work, and is an asset to your practice, not a burden.


Shoot for the Moon and you’ll still land among the Stars? Maybe hanging around the Stars is the best place to be, the Moon isn’t all its cracked up to be.

Social media for vet practices – staff consent and avoiding copyright issues

Social media for vet practices – staff consent and avoiding copyright issues



We also need to consider our staff and giving consent and handling data.


Team photos and stories are popular with clients. You need only see the number of vet shows on TV to see that people love to see behind the scenes at a vets. If your team are to feature they too must consent to their image and information being shared. This could be included in staff contracts or handbooks and discussed at induction. Staff can also change their mind about consent so you may wish to add this into annual appraisals to ensure the consent you have is current.


There may also be times when a staff member has their own pet in as a patient. While this can seem to be an ideal case to share please make sure the staff member is happy for that to happen.


Security of images


We also need to consider where images and information provided by staff come from and where they are stored. This is a long-winded way of saying you need to check who is taking pictures and what is happening with them.


You really need to have control of the devices that photos are taken on. You don’t want a situation where a staff members phone has sensitive pictures on it that get shared, either on purpose or by accident. If you are creating a library of pictures as a library for the future or for training then it is a good idea to have a practice phone or tablet that takes the photos.


Older phones that are not used as the owner has upgraded can get a PAYG SIM card or new tablets that are set up for limited functions of email, web browsing and photo storage may work well. These tablets are for sale for around £50 and would be useful for practice social media activities, if used with the practice wi-fi there is no ongoing cost, but you may wish to spend more to get extra storage as pictures do take up a lot of space.

This gives the practice control over who has the password and access to the photos. I am aware many practices also now have rules that prevent staff having mobile phones on them at work so providing a way to take photos without resorting to personal devices.

The number of images you have will build up quickly. It is prudent to keep photos and label them properly. If you are to use certain pictures regularly, such as seasonal themes then checking the patient hasn’t deceased since the last use is key. I had people share a photo of my cat on Instagram a few months after she died. While they are free to do that and the post was lovely, I still took a few minutes to compose myself after I had seen it. Please don’t upset clients in the same way! Put a name, date and reason for photo on each one so you always use it appropriately and can trace where it came from.



Copyright is often mentioned in general terms in with data protection and consent. While it is a different issue to client confidentiality you need to be aware of where your content comes from. If you haven’t produced it yourself you need to know the source. There are websites out there for fee free images to keep you safe, and you can use Google to find these:




Just copying a picture and crediting the website does not guarantee you have avoided a copyright issue so be very careful and either use your own images or copyright free ones. If you wish to use copyright images again in the future then do make sure you check there have been no changes to the images status since you found it. I would keep the URL where you found it and a screenshot of the web page. This is important in proving it was copyright free when you used it.



If you wish to use any veterinary products on your social media then contact the company that makes it. Where you used to be mailed a poster for the waiting room most companies now have a social media pack to send you, with approved images and information that are safe for you to use. This will also mean you are not breaching any advertising rules on prescription products or putting out incorrect information.


More practical, less performance


Looking at the last 3 blogs on social media for vet practices I seem to have painted a fairly bleak picture of what you need to do to have a successful and stress free social media presence. You do need to be methodical, plan, file, and control what you share.

This has been partly planned from my side. Too often people start social media with great intentions… Biogs appear announcing “Daily facts and info…” and other common errors.

It’s unlikely you’ll be able to keep up daily posts and sharing posts once the novelty has worn off. It will gain you more followers longer term if you start small, but keep it up than if you post frequently but this slows down and eventually fades away.

As I said at the start its more about planning what image you wish to share and creating this than snap chatting every puppy you see. In this way social media can be stress free and enjoyable for the whole team, and for your clients.






Social media for vet practices – planning your content

Social media for vet practices – planning your content


You’ve made the decision. You’re going to start posting on social media. You’ve read the last blog and decided what type of posts you would like to share. How do you move forward with the best balance of time spent and impact made?

One important part of choosing your style of posts is that whatever you choose to do – PLAN! You are in control of your feed and while time may be of the essence in occasional situations where you wish to locate the owner of a lost pet you always have time to consider what you are putting out there. There’s no excuse for drunken selfies in vet practice timeline!

There are numerous software brands that can make planning easier and most social media platforms let you create content for posting later. Having social media in practice does not mean having a staff member with a phone or tablet glued to them at all times.

Planning a month in advance is a good way to set up your posts, after planning the “corner stones” of the year. Events where the advice remains the similar each year : –

Event Post ideas Timing
Christmas OOH cover and contacts

Christmas foods to avoid for pets

Christmas foreign bodies

Stress of visitors


Can be used to build up to the festive period with information posts and then focus on OOH cover during the actual holiday
Easter Easter foods to avoid

Wildlife in Spring

OOH cover and contacts

Rabbit welfare and rehoming

Can be used to build up to the festive period with information posts and then focus on OOH cover during the actual holiday
Fireworks Stress reduction

Creating dens

Medical intervention

Builds up to

5th Nov, Diwali, Chinese New Year, 31st Dec, local events

Holidays Hot weather – dogs in cars

Travelling with pets

Finding pet care while you are away

Pet passports


Holiday season – which for many is summer, Christmas, and all year round!


This creates a nice framework for then filling in the year with practice posts. It can make planning your social media feel a little less daunting.

While the software for scheduling posts lets you see what’s coming up, this is only once the post has been created. It’s a good idea to start with a list, table or spreadsheet – whichever format suits you – to plan your posts. This helps you keep an overview on what content is going out and when. You can make the spreadsheet anyway you like, but I like to have a notes column to remind me what I need to do for each post : –

SM planner

This is quick and easy to do and easy to share. For security you don’t want everyone having the passwords to your social media accounts, but you may want to share what you have planned. It can help to have more than one view on what you are posting. Ideally a vet, vet nurse and a lay member of the team such as a receptionist. Each will be able to share what their experience is of information clients ask for. They can also share their social media experiences – posts they have seen elsewhere and liked, or disliked. Even if your planner has just the type of post you wish to put out to shape your feed, then the group decides which cases, charities or products you promote. It makes creating content easier and meetings shorter.

This poses the question – who is best for running your social media? It is commonly acknowledged that vet nurses often do this job well. We do pretty much everything else really well too! There is a cost implication here, as vet nurse time per hour is cheaper than a vets, yet we are still a regulated profession. Thus suggesting that we are aware of the legal implications of our posts and are less likely to post anything controversial. It has also been noted that vet nurses took to social media as a way to empower the community earlier than vets did. Perhaps we are the perfect social media advocates?

The theory also seems to be that the younger the member of staff, the more social media savvy they are and so will be good at this role.

This might not be the best train of thought. Yes, at age 21 you are statistically more likely to be active on social media that at age 65, however putting up posts of your personal life is different to running social media for a business. While I agree that vet nurses are great at creating ideas for social media, that younger staff may understand the technicalities of screen shots and posting memes, you need to make sure they speak for the whole practice and your client base.

A team effort of different ages, roles and experience is more likely to make a successful social media page.

Next time we’ll cover the ‘C’ word – Consent.

Social media for vet practices – getting started

Social media for vet practices – getting started

At BSAVA Congress this year there were more lectures and sessions on social media than ever before – showing that the veterinary industry is interested and understands that being present on the web in some form is important.

I was part of an amazing panel on Saturday afternoon. While we discussed a lot during the two hours there was even more to say! I’m writing a few blogs to try and go a little deeper on some of the questions asked.

Being present on social media adds another level to your client interaction. Where word of mouth recommendations used to have to be from person to person we now have social media. Another opportunity to create a bond with current and potential clients.

I know that there will be many of you reading this and thinking that it’s also a new way to spend time and money that could lead to a complaint being posted online that is out of your control.

I’m here to show that it doesn’t have to be like that! Creating a social media presence for your business is different to using social media as an individual. Its less about posting an amusing shot in the context of an event to tell a story and more about deciding what story you want to tell before you post.

Whats your style?

There is usually an assumption that veterinary social media must be full of pictures of animals. This is often where practices decide not to have social media. The extra work of consent from owners, following up cases, checking outcomes and consent again before sharing stories is a lot. Unsurprisingly I’ll tackle consent for social media in a blog all of its own.

However, you shouldn’t stop here.

You can decide what you want to offer on social media. What is your practice “style” going to be? What will your posts offer to the public, pet owners and clients? Who is your audience?

While it may seem that all social media is about posting as things happen and making everything instantly available this is rarely the case for businesses. Take time to decide what you want to share about your practice and how you want to share this. Running a successful social media campaign is less about snap chatting during a pyo surgery and more about planning posts to show how this situation can be avoided.

This lets you decide what type of posts you wish to share. Here are some basic examples of post types.


Post style  Example of content Audience
Service led Advertising services

  • OOH
  • Vet skills
  • Offers on products
Pet owners and clients
Patient/case led Successful surgery, routine vaccines, nurse appointments Pet owners and clients
Public info Alerts for product recalls, alabama rot, Public, pet owners and clients
Staff led – achievements, CPD, published works SVN passes final exams, vet attends BSAVA Public, pet owners and clients

  • Local groups
  • National campaigns
Promoting a local rehoming charity event or sharing posts for RSPCA “dogs die in hot cars”


Public, pet owners and clients
Response to news stories that cross over to daily newspapers Throwing sticks for dogs, Babesia ticks Public, pet owners and clients
Lost pet posts   Public, pet owners and clients


Examples of post types (starting top left): case led post with Hollies hydrotherapy, service led post (my clients are vet nurses), sharing news post

Usually a combination of these works best. However, I do see practices who choose to not use patient or case led posts and focus on using service and staff led posts. These accounts still offer something for the everyone, are easy to plan and avoid the issue of consent for sharing client’s pets’ pictures. You do still need consent from staff to share their pictures and story, but this can be established as you plan the posts and let staff have input into their presence online.

Some further advice on how best to achieve some of these posts

  • For staff and service led posts create a stock of pictures you can use and do this in advance
  • Have a logo or practice picture you can use for service led posts where there is no other available picture
  • Patient and case led posts need consent from the owners to take the pictures, not just to post them – make sure you have that
  • Public info/lost pets – make sure that your message about your practice doesn’t get lost in these. Check your timeline regularly, especially if multiple people post and share
  • Charity campaigns – decide which you will share and support. There are so many your timeline can easily become lost. Try and choose 1-2 local and 1-2 national charities or campaigns to post about. This gives flexibility as many of their posts will be seasonal. Consider making sure you cover areas relevant to your practice.
  • Cats, dogs, exotics, wildlife, overseas welfare – there is an amazing choice

Your social media posts should be what you want them to be. If you’re not sure what style to go for then trial a few different options. Follow some accounts that you like and see what they do and see if you could do something similar, on your own terms.

Social media should not be a burden, best to achieve three great posts each week that are planned and create an achievable workload, than try to do three posts a day and end up putting out low quality posts that don’t show you as the caring professionals you are.

Next time we’ll tackle planning – the key to avoiding controversial posts and controlling your content.