secret to social media success<\/a> is photos and videos of real people doing the things they love. It resonates with clients, stops them from scrolling, and opens the door to client education and loyal bonds. Showing team members outside of the office, especially when they\u2019re doing something that demonstrates their love of pets, people and community, is always a hit with clients.<\/p>\nBut yet, I had to pause and think about the classroom photo. While I love marketing, I\u2019m not much of a personal social media user. My general rule of thumb is that if I haven\u2019t shared a meal with you, I don\u2019t accept your friend request. I don\u2019t want to share all the details of my life with the masses.<\/p>\n
Posting a photo of my son and me on my practice\u2019s very public social media account seemed different, partially because the picture showed his face and where he goes to school. I also couldn\u2019t help feeling that I would be doing it for likes.<\/p>\n
What\u2019s the proper thing to do? The good news is that there is no one-size-fits-all answer. But a framework can help you decide what, when and how to share content in a way that benefits your practice and protects your privacy.<\/p>\n
Why Sharing Matters<\/h3>\n
Social media isn\u2019t just about cute patient photos. It\u2019s also about connection. For pet owners, choosing a veterinarian means looking for someone they can trust, and trust is built faster when clients think they know you.<\/p>\n
Research consistently shows that posts featuring actual people, regardless of their role in the practice, outperform stock images and text-only content. Real people plus a pet do even better. Personal content resonates because it:<\/p>\n
\n- Humanizes the profession:<\/strong> Clients see you as more than a white coat.<\/li>\n
- Builds rapport:<\/strong> Clients feel a connection when they walk in the door. The bond is particularly true if the two of you have a shared interest, like a kid at the same school, a beloved local sports team or a hobby.<\/li>\n
- Encourages loyalty:<\/strong> People are more likely to stick with medical providers to whom they feel connected.<\/li>\n
- Differentiates your practice:<\/strong> Showcasing personalities helps you stand out in a crowded market. That scenario is particularly true at independent practices, which have more flexibility in supporting and showcasing their unique team members and local involvement.<\/li>\n<\/ul>\n
Sharing Too Much Can Backfire<\/h3>\n
Before you start livestreaming your Sunday brunch or posting about your child\u2019s soccer game, hit the pause button. Sharing on social media comes with risks and drawbacks such as these:<\/p>\n
\n- Safety concerns:<\/strong> Veterinarians can be targets of harassment. Posting your home address, vacation dates or child\u2019s school (even indirectly) can put you at risk.<\/li>\n
- Blurring boundaries:<\/strong> Clients don\u2019t need access to your entire personal life. Oversharing can make professional interactions uncomfortable.<\/li>\n
- Polarization:<\/strong> Some practices embrace values-driven posting, but political or polarizing content can alienate segments of your client base.<\/li>\n
- Burnout:<\/strong> Feeling pressure to always be \u201con\u201d and share private details can lead to emotional exhaustion.<\/li>\n<\/ul>\n
Two-Part Framework<\/h3>\n
How do you decide what\u2019s appropriate to share? I recommend evaluating posts through these two filters:<\/p>\n
\n- Comfort:<\/strong> Am I, my team and everyone in the photo comfortable with it being public?<\/li>\n
- Relevance:<\/strong> Does the content serve our clients, practice or profession?<\/li>\n<\/ul>\n
If you respond \u201cyes\u201d to both questions, the post is usually safe to share. Examples of what works well include:<\/p>\n