Social Media 101
Creating An Editorial Calendar:
What & when to post
- Aim for posting 2-4 days a week on Instagram and Facebook.
- Create an editorial calendar for social media posts across Facebook and Instagram so there is planned content going out on a regular basis.
- Should include: Date, Copy, Image
- Be flexible enough to allow for regular posting of clients coming to the clinic.
- Recommend planning two posts a week, just to keep consistency.
Things to consider
- National Holidays
- Pet Holidays
- Clinic Promotions
Creating graphics and photos for your feed
Show Off The Pets
Use high quality images or videos of client’s pets. Make sure to get permission.
Real vs. Stock Photos
Can use filler images from stock photo options like Pexels or Unsplash when ”real” photos aren’t available.
Feature staff members for a personal touch. People like personal
- Occasionally, mix it up with graphics instead of images.
- Ask iVET360 for designs and content if you need ideas for educational/general awareness topics.
- If you’re feeling creative and need something quickly, Canva is a good FREE resource to create
- The graphics in this section were created with Canva
Level up your scroll
- Facebook posts can be long or short.
- Create content that allows for engagement.
- Ask questions or find ways to leverage your client’s interests/needs. Start a dialogue!
- If posting about promotions, include a call to action, prompting your clients to share, like, RSVP, call or book on your website.
- Share veterinary news and hot topics.
- Provide valuable, educational content.
- Host contests and giveaways.
- Keep it short. Ideally two or three sentences.
- Use language like “we” and “our”.
- Use a pet pun (or two) if possible but don’t overdo it.
- Create a comment on your post that has hashtags. Some good example hashtags are:
- #dog, #dogs, #dogsofinstagram, #dogsofinsta, #pet, #pets, #petsofinstagram, #petsofinsta, #veterinarian, #vetmed, #hospitalname, #hospitalnickname
- Feel free to play around with it and see what works. Social is about experimenting!
- Ideally, use once a day.
- Instagram stories are a great option for creating engagement within your audience.
- Option to ask questions, take a poll etc.
- Consider, things like “staff takeovers” where one person on your staff shows their day-to-day routine via stories.
- Tag users in Instagram stories with hope they will repost them.
- The only people who will see stories are your followers, so we would recommend not focusing on this initially
How to create impactful growth
- Encourage staff and clients to follow the Instagram page and like your Facebook.
- Reach out and follow/friend any clients we know are on Instagram/Facebook.
- Through hashtags, we will also gain some followers.
- Sponsored Posts
- Influencer Marketing
Do's and Don'ts:
Best practices & common mistakes
- Post 2-4 times a week
- Use a mixture of photos and graphics
- Use the same Instagram filter or no filter on all posts
- Respond to any comments or questions on your posts
- Tag relevant accounts with permission (ie. dog Instagrams)
- Use 7-10 hashtags per post
- Post more than twice a day
- Post photos of pets without their owner’s permission
- Post images of pets in cages
- Post images that have lots of blood
- Post images where pets look unhappy
- Do not have personal items in the background