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VNN Media Insider
January 12, 2012 
Greetings!

ConferenceAs we began a new year, we here at VNN would love to hear from you.  What do you think are pressing stories that we need to be researching?

What resources will help you better utilize both emerging and traditional media?  What kind of webinars and training should we prepare to better serve our members?

Most importantly, what can we do to help you better utilize the wealth of resources already available to you?

Send us an email or give us a call...both Dr. Jim and I are anxious to see how we can best assist you!   
 
In This Issue
Animals in the News!
Have You Set Your 2012 Goals for Earned Media?
What's New At MyVNN.com
VNN Membership Renewals
Animals, Veterinarians and VNN Members in the News This Week
InterceptorIn case you missed it from last week's News Alert or our Facebook page, Novartis has temporarily ceased production at it's Lincoln, NE plant.  This halt means that Interceptor and Sentinel are not being produced at this time.

Interesting case out of Missouri.  A circuit court in Missouri has ruled that a "teeth floater" is violating state law by accepting payments for her services.  

Fanned moneyAn interesting discussion has cropped up on our Facebook page about a city in Georgia considering adding additional fines to individuals adopting pets from the local shelter and failing to neuter them

Also on our Facebook page and at our Linked In discussion group, a story about a veterinarian suing a NASCAR driver for over $18,000 is getting lots of comments at both sites. 

As I mention below in my column, stories like these are a great way to interact and show your knowledge and expertise in social networks.  You have an opinion...don't be afraid to share it!  

For a daily update on animal health news, "like" our Veterinary News Network Facebook Page!    

What Are Your 2012 Goals For Earned Media? 

Tom Dock - Reporter Relations Manager, VNNThomas Dock, CVJ
Managing Editor, Veterinary News Network

Board of Certification, American Society of Veterinary Journalists

As we are now almost two weeks into a new year, many of us have set up resolutions about eating right, losing weight, spending more time with family and many other things.  But, have you set up goals for how you are going to market your practice this year?

For more than six years, Dr. Humphries has talked about the power of "earned media" and this power is really one of the foundations that helped develop the concept of VNN.  "Earned media" is when you get asked to be a regular contributor to a local TV news segment, create a weekly or monthly column in a local paper or appear regularly on a radio talk show or call in show.  Very often, this type of media costs nothing but your time and has the power to bring new clients into your front door.

We have also spent the last few years talking about how the "new, emerging" media of the web can be leveraged in a similar way.  By taking the right steps, you can "earn" a social media audience who will help promote you as a pet expert and also drive potential new clients to your website, social network and practice.  Done correctly, an "earned social audience" can also increase your likelihood of developing relationships in traditional media and the chance for "earned media" there as well.   THAT is an extremely powerful combination!!

So...are you going to go get some "earned media" this year? Consider some of these tips as a means to help you reach your goals:

Your Website:

Does your website invite people to visit you?  Is it a dynamic place that beckons people to return on a regular basis to check up on the latest news or cute animal pictures?  Before you spend a lot of time developing a blog or interacting on Facebook, make sure that your website is up to date, has good relevant content and is a place that you are proud to call home.  After all, you will use all of your other marketing tools to send people BACK to your website and then on to your hospital.

Studies have shown that far too many small businesses fail to update their websites regularly.  Some (approximately 40%) update their sites less than one time each year!!   That's not enough to keep people interested in your site and returning.  If you still have 2007 pet food recall information in a prominent place on your website, your site needs help!!  

If you need content, all you have to do is log in to MyVNN.com and find the stories that interest you.  We have more than 130 story resources from 6 years of production work along with a message point library containing nearly 200 different sets of messaging.  As a member of VNN, you can download, edit and use these materials in a way that benefits YOU!

Develop a Blog:

You are the true pet expert...so why aren't you using all the tools that you can to help educate pet owners?  Blogging is a powerful tool that can not only help you help owners provide a higher level of care for their pets, but it is also a great way to help build traffic and drive it to your website.

Search engines LOVE blogs and a well maintained blog can help you "own" the first pages of any search.  But, like most helpful things, blogs can take some time.   In order to really develop an audience, blog postings must be regular (at least once weekly if not 2-3 times per week) and you must be available to interact (see below for more details on interactions).

The good news though, again, is that VNN can assist you with this.  First, our extensive content can help you when you develop writer's block or if you feel that you just don't have the time to effectively create new material.  Second, our weekly communications (the News Alert and Media Insider) can help you generate ideas from stories that are making headlines.  Finally, if you blog and you let us know about it, we can help drive people to your blogs and also generate activity by placing comments.

Next week, January 16th, VNN will be unveiling our newest project, VetNewsOnline.  This multi-user blog site will be for all of our VNN members who feel the creative urge to write and share their opinions about various topics.  VetNewsOnline can be used as your blogging platform (sparing you the necessity of maintaining blog software, setting up the blog templates, etc) OR it can be used as a place to cross post your blog from your site.  The more high quality links coming into your blog or your website, the better you will perform in search engine results.

Take the Time To "Listen":

Recently, VNN hosted a webinar on Reputation Management.  The archived version of that webinar should be available soon in our Media Training Library.  The essence of the webinar was simply that in order to protect your reputation online, you first have to know what is being said about you.   

Have you set up Google Alerts with your hospital name as the keyword?  Do you regularly review Yelp, CitySearch and other review sites to make sure you aren't being slammed with negative reviews?  Do you Google yourself and your hospital regularly?  If you didn't answer yes to at least two of these questions, you might be missing some serious attacks on your business from online reviewers.

This is yet another way that VNN can help you.  Contact Dr.Jim or myself or have your practice manager call us to find out some great first steps at protecting your reputation.

Interact in Social Media:

Finally, we have talked about this extensively over the past 3 years, but if you want your social network to thrive and help you promote your practice, you have to interact and engage the visitors to your Facebook page, blog or other social sites.  Don't stress over the quantity of "likes" or comments...focus on the quality of how you respond to them.

Don't try to do this all by yourself.  Look to your team and find 1 or 2 people who enjoy interacting and who you trust to make the right type of posts or responses in social media.  If you respond and interact to people who are asking questions or even posting material on your pages, you will see a higher level of engagement and more people will start talking about YOU.  And that will help you develop a powerful "earned audience" in social media.


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Sincerely,



ContactsThomas Dock, CVJ
Managing Editor

[email protected]

719-445-7065 

 

 

Dr. Jim Humphries

President/News Director

[email protected]

719-495-2100

 

WHAT'S NEW AT MYVNN.COM   

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Last week, our latest VNN video was released.  During a recent trip to Texas A & M, Dr. Jim spent a little time with VNN member, Dr. Jennifer Hennessey at the Stevenson Companion Animal Life Care Center.  This very unique facility provides life time care for pets whose owners are no longer able to care for them.  I think you will really enjoy
and the work that they do. 
 
Next week, we will have a follow up story to the Stevenson Center video.  Pet Trusts and Pets in Wills is a story we first did about 4 years ago.  Since that time, some laws have changed and more states have added ways for pet owners to provide for their animals after the owner has passed away.  Look for this "print only" story resource to be released on Sunday, January 15.  
 
Finally, coming up on February 1st will be our next video release.  Just in time for Pet Dental Health Month, we take a hard look at unlicensed individuals who are performing non-anesthetic dental scalings on pets.  It should be a great story and generate quite a bit of conversation!      
 

 

VNN MEMBERSHIP RENEWALS!
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 Thank you to everyone who has renewed for another year with the Veterinary News Network.  We are extremely happy to see that so many members see the value in our services and that our numbers continue to grow!!

Again, if you have not renewed yet, you can check out your anniversary date by logging into MyVNN.com, clicking on the My Profile tab and scrolling to the bottom of the page.  If you are within 45 days of your date, there will be links for renewing by credit card or check.  If there are no links, you have more than 45 days before your renewal is due and the anniversary date is listed for you.

If you are unable to log in to the MyVNN site, it is possible that your renewal is overdue.  Please contact us for the most expedient method of re-establishing your membership. 
 
Other Interesting Happenings...
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I am lucky enough to be in communication with some of the folks at World Vets.   They sent me a press release about their Grand Opening of their Latin America Veterinary Training Center earlier this week.  Looks like they have done a great job in their efforts to help the animals of Latin America!

Also, we are proud to report that our own VNN member, Dr. Robert Ballinger of Canyon, TX is heading off to Afghanistan in order to help mentor veterinarians there.  He leaves next week and will be there for approximately 7 days.  Rumor has it that he is helping to bring back some pups that have a special meaning to our men and women in harm's way.  Thanks Dr. Rob...we are proud of what you are doing!

For all of you attending NAVC, enjoy your time there!  If you find an exciting story that you would like us to share, just drop us a note when you get back. 

Also at NAVC, the AAFP will be announcing their initiative to improve the health of cats.  The CAT FRIENDLY PRACTICE initiative will be announced on Monday, Jan 16th at 8:00 AM at NAVC.  If you would like to attend this press conference, let me know and I will get you in contact with the right people.