|
Featured Article
Even though the current recall of Nature's Variety foods is fairly small in size, it highlights a controversial topic that can make an excellent media topic for traditional or new media. That is...the feeding of raw diets to our pets.
It's this type of controversial story that can gain you audience and enhance your image as an expert! |
|
Featured Article
It is really my pleasure to report that our VNN videos have returned!! We have just completed post-production work on three VNN video blogs and you can see the first one posted at MyVNN.com. New stories (Heartworms, Fleas) will be released on April 1st and May 1st respectively.
We are also in the final stages of working on a system that will allow you to customize our videos and use your face and voice to create a unique video blog for your hospital and for use on your website.
Soon, we should be back to our routine of a new video story every 2 weeks!! Great news!!
Standard VNN videos with Dr. Jim doing the opening and closings are still available if you would prefer that for your website. |
|
Featured Article
AAHA Members
Are you going to AAHA Long Beach next week? If so, we would love to hear from you about exciting new items, science, protocols or anything that you think could be valuable to your fellow VNN Reporters.
Contact me if you would like to send information from the meeting to include on our Facebook pages or if you find a topic that would needs a set of Message Points!
|
|
Featured Article
In case you have missed the announcements, you can now apply to become a Certified Veterinary Journalists through the American Society of Veterinary Journalists.
|
|
|
|
|
Dear VNN Reporters:
Although Dr. Jim and I have been very focused on social media over the last several months, we are still very aware that there is still a sizeable audience for our materials in the traditional media. Many of our reporters are still doing their weekly radio and TV gigs or submitting ideas to their local print publications.
With that in mind, as we transition from the frigid cold of this past winter into longer days and warmer temperatures, there are a lot of newsworthy animal stories that you can use to pitch to your media contacts.
For example, next week, March 14-20 is Poison Prevention Week. As Dr. Justine Lee and Pet Poison Helpline have indicated, this is an opportunity to use a national level event (Poison Prevention Week) to discuss pet issues. WIth Pet Poison Helpline's help, we have created a set of Poison Prevention Message Points and placed them at MyVNN.com. You can also find them on the discussion section at our Facebook Fan page.
Springtime storms is another great way to connect with the media. Here in Indiana, we have Disaster Preparedness Week from March 14-20th. You can use our resources on Disaster Planning or even our Message Points on Thunderstorm Anxiety. Other states also have these type of weeks planned. You can find your states days at the NOAA website.
Finally, you may note on our social sites that we are talking about an organization known as HumaneWatch.org. This group has been instrumental in bringing to light some concerns about how HSUS uses donations. We reported on this several weeks ago and it appears that more allegations may be forthcoming, including a potential racketeering charge against HSUS.
We are trying to get all sides of this on-going story. So far, HSUS has not responded to our emails to address any of the concerns. I am sure that this story is FAR from over!! We will keep you posted through this News Alert and/or notices on the MyVNN site and social pages.
|
|
The World of Communications is Changing!
Whether it is communications, education, media, or marketing, the world is rapidly changing. There is a stunning shift in the way we communicate, caused by interactive, instant and world-wide information delivery. We can call this the "new media". This is a true evolution that is forever changing established industries and even the way we communicate with our clients.
The way in which people obtain information is changing. Newspapers are in record decline with daily readership down 7 million. Television and radio advertising is down 11%. Where has this audience gone? On-line news readers are up 30 million! Internet use is up 10% and smart phone use is up 19%.
The shift began in 2004. Almost overnight the web became more about information sharing, collaboration and user-centered design rather than a one-way information delivery medium. The web today, known as Web 2.0, is extremely interactive, searchable, customizable, and can fit in the palm of your hand.
Not only has the web changed, but the devices used to access the web have undergone an equally dramatic evolution. From desk-top computers to smart phones, these devices are making it simpler and more compelling for millions of new users to enter the world of new media. This phenomenon is known as convergence. Convergence is affecting the way people communicate, behave, and even evaluate a business or a practice. It also means you must learn new ways of communicating in order to attract this highly connected population.
People of all generations, from seniors to teens are increasingly embracing new technologies, using everything from smart phones to the latest social media websites. In fact, the fastest growing demographic on the social media site Facebook is women 55 to 65 years of age.
Social media uses internet based technologies to transform one-way information gathering into two-way information sharing. In other words, no longer do websites solely provide static information to passive readers. Now internet users are active participants who not only search for information but also comment on it. They critique services, discuss ideas and interests among peers and post unique content. In fact, much of the content now on the web is user-generated, principally on social media sites such as Facebook, Youtube and forums.
Social media is also a way that you can create and build on-line relationships that can be leveraged into valuable new clients. Just the thought of all this new communications technology and the proliferation of social media sites have many busy professionals feeling a bit overwhelmed. They wonder if it is worth the time and effort to learn. It is true that "social marketing" or "social influencing" takes time and it is a new and foreign world. But 91% of all internet users say
customer reviews are their number one aid in a buying decision. 87% trust a friend's recommendation over a critics review and are three times more likely to trust their peers than advertising. That shows the power of building a social network. When you establish a social network, you become a trusted source, a friend.
Really, social media is about one thing: Communications. Social media is not just about the technology. It is more touch than tech! The good news is that most veterinarians are good at interpersonal communications. The same skills used in the exam room to build a practice are the techniques you can use to drive outstanding social media success. Social media marketing is relationship building; connecting with people and engaging in conversations about your passion in veterinary practice. The net result is a solid and growing audience uniquely interested in you and your practice. That audience is then leveraged for the benefit of your practice, your product, your concept or whatever your passion is in life.
Social media is a process, not an event. With continued application, you EARN an audience; one that frankly can be more powerful than that of your local TV news or city paper. You have also bypassed the editors and producers and have "gone direct" to your highly focused audience.
Now here is the real "hidden" power of social media networking. We have clients in our offices 20 minutes once a year. Half of that time is with the technician. So we have 10 minutes once or twice a year of contact with clients. Communicating with our earned social audience extends that client care and communications to 365 days a year! There is nothing more powerful than that.
You are WAY ahead by being a VNN Reporter!
The evolution is happening now. How do you jump into the stream of information and start build relationships? First is to simply get over the fear of diving in. You don't have to do everything right the first time. Anything can be edited or deleted. Your comfort level will grow as your social network grows. You will find it a friendly, fun place and your confidence will skyrocket. All you need is the tools, most of which are free.
Don't let yourself be overwhelmed by the thousands of crazy names of possible social sites. In the next social media newsletter (in two weeks) I'll simplify new media tools for you with this summary of the tools which I suggest every professional use: WFB-LTF. I'll begin with your most important internet tool, your website. This is your "home" on the internet. Everything else you do on the internet will point your audience back to your website. Then, I'll show you how to use the most popular tools, like Facebook and Blogs as well as others such as Linkedin, Twitter and Forums to earn an audience and drive them "home".
And as we develop our webinars specifically for VNN reporters Tom and I will guide you and hopefully make this process easy and fun - and profitable! Head to my Linkedin page and view the PowerPoint slides on this presentation. http://www.linkedin.com/in/drjimhumphries
|
|
|
|
Remember, Dr. Jim and I are available if you have any questions about social media or how to get started. You can call Dr. Jim at 719-495-2100 or email him at dr.jim@myvnn.com. My contact information is below. You can also connect with Dr. Jim at LinkedIn...just send him an invite!
Our goal is to continue to provide you with the highest level of media resources and information to grow your practice through publicity and PR.
|
|
Sincerely,
Thomas Dock, CVJ
Veterinary News Network
317-281-8658
Dr. Jim Humphries
President
Veterinary News Network
719-495-2100 Direct Line
888-254-9946 Fax
719-963-6852 Cell
Executive Director
American Society of Veterinary Journalists
|
|
|
