Brand, Strategy, and Policy Worksheet A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." http://en.wikipedia.org/wiki/brand This represents your entire practice. Consult with staff, don't create a social media plan alone. Personality What would a client describe your practice as? What do people experience at all points of contact with your practice? Examples: funny, caring, realistic, down-to-earth, professional Be honest with yourself and be creative. Try not to use those examples. List five of your own words: How do you refer to your doctors? Formally or casually? For example: Dr. LastName, Dr. FirstName, or simply FirstName This is a clue about your brand voice. This is the tone of voice that shows through anything you write, and should evoke everything about your brand personality. This is how your staff speaks to your clients, and you should always use this voice. Consistency is everything. What does your collective voice sound like? More formal: At ABC Animal Hospital we are dedicated to serving our local community of animal lovers. More casual: We're ABC Animal Hospital, here for you and your furry loved ones! Names
What is your official business name? (ex. ABC Animal Hospital) Do you have an official acronym? (ex. ABCAH) 3. Images What is your logo? Will you use that as your profile picture? Do you have high quality photographs of staff or your hospital? Once you gather those image files, make them accessible to everyone on a computer. Make sure whenever you use photos on social media that they are the correct resolution (don't look blurry) and are readable/identifiable. 4. Mission What do you mean to clients? Why does your staff work in veterinary medicine? Why can people trust you? How will you make a difference in clients' lives? Combine those answers. That's your mission. 5. Promise What do you promise your clients? Examples: Greet them by name when they walk in the door, treat their pets like our own even when they're not around, send yearly reminders by mail about their pet's vaccines.
6. Tag Line Combine your brand, mission, and promise into one line. That is your tag line. Try to keep it under 120 characters. Social media "about" sections usually allow about 120 characters. 7. Strategy This is your plan of action and sets the guidelines for your social media interactions. How will you translate this online? In what way are you interesting, unique, and creative? Emphasize that. *Don t play it TOO safe. You'll blend in. Let your freak flag fly so to speak, but do it in a way that clients can relate to while not alienating or offending them (yes that has happened!). Talk about what no one wants to talk about sometimes. Set your practice apart by addressing key issues. List a few here, as well as your summary of opinions about them: Are you passionate? Provocative? Both? About what?
3. Your brand is already solid and useful because a veterinary practice has a clear purpose and audience (clients and potential clients). You are knowledgeable, caring, and provide a necessary service. Run with that. How often will you post? What kind of calendar can you keep? What should be on it? What are you short-term goals (within weeks or a month)? What are your long-term goals (months to years)? How will you cross-promote your social media activity? Example: Icons on website homepage and print materials, sign on front door 8. Get Specific Facebook What do you want to talk about? List three topics:
3. List three emotional impressions you want to make (ex. funny/caring/lighthearted, informed/professional/honest): 3. Twitter What do you want to talk about? List three topics AND the hashtag for each (search for words/phrases you might want to use, with # in front to find ones people already use): 3. Create or find hashtags for each: Your business (ex. ABC Animal Hospital might use #ABCAH if it is not already taken) Your clients (ex. #ABCfamily) 3. A social good subject to support (ex. #spayneuter) 9. Goals What do you want to be on social media? What do you want out of it?
How will you measure that? Don't say "number of followers" or likes. Use more useful information to measure progress (see Speaker Notes for free tools and resources). 10. Policy So you offended someone, did something accidentally embarrassing, or had a crazy disgruntled client turn to social media to rip your business to shreds in the public eye. What are you going to do about it? Have an action plan. Make sure everyone knows. Write this down and make it available to everyone. How will you ask permission to use client/patient information? What will require client permission (names, photos, case details)? Whoever sees or hears about it first needs to notify who? Who is responsible for approving and posting your response? How quickly should this all happen?
What is the follow-up? What calls for private communications with a person? What will you ignore? What will you delete? You're ready to write your social media plan.