5 reasons why social media is beneficial for your practice - DVM
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5 reasons why social media is beneficial for your practice


DVM360 MAGAZINE


3. Social media empowers employees and connects you to clients.

There has been a lot of dialogue lately about shutting down employees' use of social media. But according to new research published in Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business School Press, 2010), that's the wrong approach. Think about it: You'd never tell staff members that they couldn't talk to clients if they ran into them in the grocery store or at a restaurant. Social media is another common meeting place. It's how millions of people — your employees and clients — communicate today. So rather than ban participation, why not encourage it?

The authors of the book, Josh Bernoff and Ted Schadler, give an example of how a Best Buy employee solved a customer complaint. The employee effectively turned around a negative review on Twitter with beneficial results to the company. The authors say that the way to encourage this kind of positive, constructive engagement is to offer employees guidelines about conduct and interactions on social media, especially when it comes to responding to clients' problems.

Empowering employees in this way is risky. A way to safely apply this idea to veterinary practice would be to ask employees to let the practice manager or owner know when they hear things?— good or bad — on social media sites. That way, the manager or owner could respond in a timely and appropriate fashion, and employees would have a risk-free way to help the practice maintain its good reputation.


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Source: DVM360 MAGAZINE,
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