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Veterinary News Network Media Insider
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Greetings!
Happy Flag Day to those of you here in the US!
Here at VNN, our summer has already seen a big increase in activity from our members. We are fielding questions about how to set up blogs, how to maintain a blog and, of course, the continued issue of managing your reputation online. Whenever you have questions that pertain to any sort of media, don't hesitate to contact us. It's one of the major benefits of your VNN membership. Between Dr. Jim and I, we have in excess of 40 years of media experience and knowledge.
Speaking of online reputation management, remember that we have a series of articles written by Dr. Humphries on this very subject. Just log in to MyVNN.com, click on the Media Training tab and find the four articles about complaints and reputation management. Just this week, I helped one of our members in Indiana deal with a scathing review on Yelp and I know that this particular hospital would want ALL VNN members to realize the importance of monitoring what's being said about you online!!
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Animals, Veterinarians and VNN Members in the News  It never fails! Each summer, we see horrendous stories of people leaving their pets in cars during the sweltering heat and most of these animals end up dying. Another case just appeared in the headlines this week in Ontario, Canada. The take home message here is that summer time heat is dangerous in almost any latitude. Please consider using VNN resources on summer safety for pets for any media outreach you have this summer or in your blogging efforts. Dr. Bert Gaddis took this advice recently for his weekly television gig.
Another headline in this past week was a story about how the inherited issues of our pets can be a significant problem for pet owners. As we all know, genetic diseases and conditions are something that our clients and the pet owning public need to understand. Again, a recent VNN story on this type of topic might help you in your educational efforts on that front!
What kind of pictures are you posting in your social media? Don't underestimate the value of some pictures that are actually somewhat graphic. Two of our most shared postings on Facebook in this last month have been a picture of heartworms originally posted by Meyerland Animal Clinic and, more recently, a surgery picture from Hoschton Animal Hospital and Dr. Kevin Chapman showing a 4 lb infected uterus.
Historically, media has been somewhat hesitant of displaying pictures that depict any sort of blood or internal organs. But, the continuing popularity of social media seems to have overcome some of that traditional bias, especially if a valid medical point (proper pet care) can be made. A few considerations: First, I would consider mentioning "graphic" in the picture's description to allow more sensitive people to avoid the photo. Second, don't make this an everyday occurrence...the "shock value" of a picture is only good in small measures. Third, remember the privacy of your clients and patients...don't mention names and finally, keeping a wider angle on the shot (no extreme close ups) can help soften the graphic nature.
Any easy way to keep up with important animal health or veterinary news is to "Like" our Veterinary News Network Facebook page. Daily posts will help keep you up to date and recommendations for using VNN resources will occur routinely as well! If you are more interested in a private setting to discuss media stories affecting the veterinary profession, join our VNN Linked In Group.
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  A World WITHOUT Facebook?
Thomas Dock, CVJ
Managing Editor, Veterinary News Network
Manager American Society of Veterinary Journalists.
With all the hype last month about Facebook's initial public offering and the subsequent decline in the stock's value, some financial experts and even a good percentage of the American public is wondering if Facebook will still be here in the coming years... Rich Brooks of Flyte Media recently released a blog discussing how to "Prepare for the End of Facebook". Now, I am certain that Facebook is not going to close up shop suddenly and leave its 900 million worldwide users without their daily fix of Farmville, Gardens of Time or the opportunities to share those funny and less than funny pictures of friends, but we do need to start thinking about a world where Facebook may not exist. What does this mean for you? Well, first, if you have been paying attention to both Dr. Jim and me, you will realize that this is not that big of a deal. We have both said from the very beginning that a Facebook business page is like an on-going party or social gathering. It's NOT where you live...your hospital's website is your home and that is where you will encourage everyone you meet to visit. So...if you are spending time routinely updating your website (2-4x per month) and you encourage people to visit your website throughout social media, you are already using Facebook as it should be used...as a tool, not a crutch. NOTE: The same axiom holds true for ANY of the social media sites. Next, despite the studies that are linked above, it's not doom and gloom time and you shouldn't abandon your Facebook page. One third of all Facebook users log in multiple times daily and more than 40% of your clients/prospective clients are logging in at least once per week. It's still the biggest pond with the most fish in social media and an active presence there can definitely help you find new clients and drive more business to your website and then your front door. Facebook still generated in excess of $1 BILLION in revenue during the first quarter of this year. So, the bottom line here is really nothing new. As we have recommended since our early days of speaking about this "new, emerging social media", the foundation of your "new" marketing plan needs to be your interactive, dynamic and beautiful website. Focus your efforts on providing timely, informative and interesting content (like what you get from VNN) and use the TOOLS of social media to promote that content and send people back to your website home. On a related note: Last week, I mentioned that 25% of our members polled felt that their website was not beautiful and/or functional. We want to help you change that fact! We have made some great connections with some wonderful web development companies, like VetNetwork (see their portfolio here) and InFront Webworks (the company that does our MyVNN.com site...click to view their portfolio). We can help introduce you to these companies and guide you in a decision to reformat your current website. Let either Dr. Jim or me know what kind of site you are looking for and we can guide you to the best choice for your needs!
Tom
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New at MyVNN.com
 I would like to wish a VERY warm welcome to our newest VNN members: Dr. Beth Taylor of the Jefferson County (AL) Veterinary Medical Association, Dr. Jane Flores of Elemental Veterinary Center in Columbus, OH and Dr. Nenad Paunovic and Angela Kugat of Coquitlam Animal Hospital in British Columbia! We are very glad you are all part of our wonderful membership and look forward to working with each of you! Tomorrow we will release another "print only" story that is actually very timely. Those of you here in Colorado know that we are dealing with a massive wildfire near Fort Collins. This fire has destroyed more than 100 structures and has  burned almost 50,000 acres as of today. It remains at 10% containment and smoke from the fire is affecting us more than 120 miles away! Our newest story talks about the dangers of wildfires and some quick first aid tips if you find yourself dealing with a burned or injured pet. By the way, July 12 has been observed, in the past, as National Pet Fire Safety Day. Although the observance is dedicated more to saving pets from house fires, a media savvy veterinarian (like you!) could tie our upcoming release to this event and gain some media exposure. Don't forget that we have two other stories focused on pets and fires in our archives. |
 American Society of Veterinary Journalists
Our organization designed with a goal of bringing professionalism back to journalism involving veterinary medicine and animal care is continuing to grow!! Are you someone who should be credentialed as a Certified Veterinary Journalist or do you know someone who should be??
If you would like to know more about becoming a Certified Veterinary Journalist, visit http://asvj.org. We highly encourage all VNN members to get their certification!
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At VNN, we are here, 24/, to help you with your media needs. Please don't hesitate to contact us whenever you need help!
Sincerely,
Thomas Dock
Managing Editor
719-445-7065
tomdock@MyVNN.com
Dr. Jim Humphries
President and Founder
719-495-2100
dr.jim@MyVNN.com
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