Social media can be a powerful tool to market your business when used the right way. The content you choose to post on social channels plays a huge factor when representing the voice of your hospital. Here are a few do’s and don’ts to be aware of when you’re creating social media posts.

Understand Your Customer

To write effective content, understand who it is you’re writing for. What type of content would they be inclined to respond to? Knowing your buyer persona is an excellent way to talk to your audience the right way. Think about your ideal customer, how do you interact with them? What are they looking for? Consider specific demographic information like age, lifestyle, what type of pet owner are they, and what they like in veterinary hospitals. Once you know this, you can create content that talks directly to them.

Understand Your Customer

To write effective content, understand who it is you’re writing for. What type of content would they be inclined to respond to? Knowing your buyer persona is an excellent way to talk to your audience the right way. Think about your ideal customer, how do you interact with them? What are they looking for? Consider specific demographic information like age, lifestyle, what type of pet owner are they, and what they like in veterinary hospitals. Once you know this, you can create content that talks directly to them.

Use SMART Goals

Once you have an idea of your audience’s buyer persona, establish clear and measurable goals for your social media plan. Remember SMART: Specific, Measurable, Achievable, Relevant, and Timely. Use SMART goals to bring value to your hospital and to help understand the content you need to create. SMART goals also allow you to gain more insight into what content will interest your audience. Remember, you don’t have to join every single social media network. Using too many sites, and spreading yourself too thin, is harmful to your hospital and isn’t a wise way to maximize time and resources. Focus on where your target audience is most active and connect with them on that platform!

Use SMART Goals

Once you have an idea of your audience’s buyer persona, establish clear and measurable goals for your social media plan. Remember SMART: Specific, Measurable, Achievable, Relevant, and Timely. Use SMART goals to bring value to your hospital and to help understand the content you need to create. SMART goals also allow you to gain more insight into what content will interest your audience. Remember, you don’t have to join every single social media network. Using too many sites, and spreading yourself too thin, is harmful to your hospital and isn’t a wise way to maximize time and resources. Focus on where your target audience is most active and connect with them on that platform!

Crafting Creative Content

We know that everyone loves cute pet photos, but are they drawing in more business to your practice in the long run? Unfortunately, the answer is no. Consider posting engaging posts like pet awareness days, community events, educational content, and culturally relevant content. Remember the 80/20 rule. 80% of your posts should be engaging and relevant posts, and 20% of posts should be about your hospital and your services. Using images and videos is strongly encouraged as followers are 44% more likely to see content that contains an engaging picture. Keep posts short, sweet, and, of course, grammatically correct. Having spelling errors is a poor reflection of your practice. Avoid having too many different people post as it will create an inconsistent voice for your hospital.

Crafting Creative Content

We know that everyone loves cute pet photos, but are they drawing in more business to your practice in the long run? Unfortunately, the answer is no. Consider posting engaging posts like pet awareness days, community events, educational content, and culturally relevant content. Remember the 80/20 rule. 80% of your posts should be engaging and relevant posts, and 20% of posts should be about your hospital and your services. Using images and videos is strongly encouraged as followers are 44% more likely to see content that contains an engaging picture. Keep posts short, sweet, and, of course, grammatically correct. Having spelling errors is a poor reflection of your practice. Avoid having too many different people post as it will create an inconsistent voice for your hospital.

Timing and Frequency

Timing is everything, and that goes for social media as well. The success of your content is dependent on what time you’re posting. Make sure to post during times that sites are most frequently trafficked. The most effective time to post on Facebook is between 1 p.m. and 3 p.m., and 7 p.m. through 10 p.m. Remember, this can vary depending on your business. Try to post 1-2 times a day, without posting back to back. If you know that you won’t have a chance to write posts throughout the week, you can schedule them several days out when you have a free moment.

Timing and Frequency

Timing is everything, and that goes for social media as well. The success of your content is dependent on what time you’re posting. Make sure to post during times that sites are most frequently trafficked. The most effective time to post on Facebook is between 1 p.m. and 3 p.m., and 7 p.m. through 10 p.m. Remember, this can vary depending on your business. Try to post 1-2 times a day, without posting back to back. If you know that you won’t have a chance to write posts throughout the week, you can schedule them several days out when you have a free moment.

Social Media Image Sizes

As mentioned previously, using images on social media will significantly increase the number of followers that see your posts. However, posting an image that is blurry or too small won’t be beneficial, and let’s be honest, no one likes a blurry image. Try to stick with the suggested image sizes below for maximum clarity. If you need suggestions for images, let us know.

Facebook Image Sizes:
Cover photo: 851px x 315px
Profile photo: 180px x 180px

Twitter Image Sizes:
Header photo: 1500px x 500px
Profile photo: 400px x 400px

Social Media Image Sizes

As mentioned previously, using images on social media will significantly increase the number of followers that see your posts. However, posting an image that is blurry or too small won’t be beneficial, and let’s be honest, no one likes a blurry image. Try to stick with the suggested image sizes below for maximum clarity. If you need suggestions for images, let us know.

Facebook Image Sizes:
Cover photo: 851px x 315px
Profile photo: 180px x 180px

Twitter Image Sizes:
Header photo: 1500px x 500px
Profile photo: 400px x 400px

The above do’s and don’ts are just scratching the surface of social media. Stay tuned for more blog posts on scheduling, timing, frequency, other social media platforms, and more. As always, if you have any questions, do not hesitate to reach out to a member of the marketing team.

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