Last month at SearchEngineLand, a blog was posted detailing how some farmers are using social media to fight back against animal rights extremists.  It all happened when Mercy for Animals starting posting videos of animal cruelty and using those videos to push their own vegan/vegetarian agenda.  There is also an underlying message that all farms treat animals cruelly.

 

But, not all farmers will sit back and let this type of stunt go unanswered.   Famers are becoming more involved with the Internet and social media and actually using this technology to promote the farmer's side of the story.  And, in my opinion, there are lessons that veterinarians and the veterinary profession can learn from this.

 

First, even if you aren't a fan of Facebook or you wouldn't be caught dead "tweeting", you MUST realize that social media goes far beyond teenagers playing a variety of games online or a bunch of geeks sitting in the local coffee shop telling people "where they are".  Social media has become THE way for people to communicate the positive news, as well as the negative, in their corner of the world.   Remember that grumpy client in the 1990s who would tell 20 people about their bad experience in your practice???  Well, now he (or she) has an audience that could number into the tens of thousands with just a few simple mouse clicks.  And, if that upset client is "friends" with a popular blogger or Facebook page...watch out!  The story might go viral overnight!

 

Next, you need to be prepared to act in case a "social media crisis" occurs.   Through VNN, Dr. Jim has helped train you how to think in and write Message Points that will effectively share your side of the story.  Take a few moments to review the Crisis Communications document at MyVNN.com and then think about potential crises that could happen at your place.   Could a dog run away from the hospital?  How about a patient who dies during an elective surgery? There are numerous things that can happen through no fault of your own, yet "social media" can be an unrelenting judge and jury (even executioner) if you aren't prepared.  You must have a plan in place!

 

Part of that plan includes "listening" to what is being said about you or your hospital.  In order to know this, you need to have social media accounts.  The good news is that you already have a strong partner in this!!  All of us here at VNN are committed to helping you in this matter.

 

Finally, you need to respond fairly quickly.  The days of announcing a recall during the weekend news lull are over, as is the leeway to take days to craft ("spin") message points about the issue.  The instantaneous nature of the Internet and the potential viral nature of social media means that you need to respond in a prompt manner.  Note...this does not mean IMMEDIATELY!   You can wait for 12-24 hours to see if the issue grows "legs" and starts spreading through social media outlets.  During this time, work on your message points and help train all of your staff on how to stay on message.