Reputation management: managing your risk to maximize the benefits of social media

Authors: Coe JB
Publication: Proceedings of the Australian Veterinary Association (AVA) Annual Conferences, Volume 2014 AVA Annual Conference, Perth, Issue Practice Management, May 2014
Publisher: Australian Veterinary Association

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Abstract: Social media are the fastest developing form of communication in society today. There are many benefits to social media including the ability to connect readily and easily with friends, peers, clients, colleagues and other acquaintances.1 As a result, many veterinary practices are turning to social-media sites to market their business. Social media allow veterinary practices to enhance communication with clients by allowing pet owners to access information on their own time and by providing pet owners easy access to in-the-moment updates about clinic events or products.2 Despite the many benefits of social media to both the practice and the individuals in it, inherent risks also exist. For veterinary personnel specifically, risks of using social media include threats to personal security (e.g., theft, fraud, bullying) or loss of reputation.3 Associated with an individual’s loss of reputation is a risk to the reputation of their veterinary employer and the veterinary profession as a whole.2 To maximize the benefits of social media, veterinary practices need to manage the risks of social media including the risks associated with employees’ public posting of inappropriate information. This requires educating all members of a veterinary practice about the potential risks to themselves, the practice and the veterinary profession of publicly posting certain content online.

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