2. Table of Contents
Executive Summary
Social Media Audit
Social Media Objectives
Online Brand Persona and Voice
Strategies and Tools
Timing and Key Dates
Social Media Roles and Responsibilities
Social Media Policy
Critical Response Plan
Measurement and Reporting Results
3. Executive Summary
Goal: To improve our online presence and the quality
of activity to gain recognition
We want to focus on our customer relations and
building trust to gain clientele in the local community
Share our bond with our animal patients
Two Main Strategies:
Post on social media more frequently
Create consistent media projects and posts, such as Pet
Spotlight and Veterinarian Biographies
4. Social Media Audit
Social Media Assessment: There is little activity overall, with
the primary source being Facebook. Should consider creating
another social media account to improve social media
presence and post more on Facebook and LinkedIn.
Social Network URL Follower
Count
Avg Weekly
Activity
Avg
Engagement
Rate
Facebook www.facebook.com/T
uscawilla-Animal-
Hospital-
313367256434/ 358
1 Post 5 Likes Per
Post
LinkedIn https://www.linkedin
.com/company-
beta/4567484/
10 0 0
Twitter None 0 0 0
Instagram None 0 0 0
5. Social Media Audit
Website Traffic Sources Assessment: Facebook is yet again
the largest source of traffic to the website. There is little activity
on LinkedIn and Instagram only exists for the clinic as a
location, but there are clients tagging the clinic.
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 100 Unique
Visits
15% 5%
LinkedIn 20 Unique Visits 2% .05%
Instagram No Data No Data No Data
Twitter No Data No Data No Data
6. Social Media Audit
Audience Demographics Assessment: The majority of clients lie in
the 30-50 age range. Facebook is the main network used and clients
need routine care for animals, with emergency visits and boarding care
for animals coming second.
Age
Distributio
n
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
15% 20-30 60%
Female
100%
Facebook
5%
LinkedIn
Routine
medical
care for
animals
Boarding
animals/eme
rgency
35% 30-40 40% Male 0% Twitter
35% 40-50 0%
Instagram
15% 50-70
7. Social Media Audit
Competitor Assessment: The main competitor is Tuscawilla Oaks
Animal Hospital. They have a much more consistent social presence
with more photos and interactive links, as well as replying to
customers. The other two clinics are also not very present on social
media.
Competitor Name Social Media Profile Strengths Weaknesses
Tuscawilla Oaks
Animal Hospital
FB: TuscawillaOaks Larger following,
photos used, posts
frequently,
complete “About”
section
Generic dog
photos
Lake Jesup Animal
Hospital
FB:
lakejesupanimalhospita
Good quality
photos
Rarely posts,
lacks contact
info
Winter Springs
Veterinary
Hospital
None Loyal customer
reviews on Yelp
No social
media
profile, No
activity
8. Social Media Objectives
The overall objective is to increase social media
activity and gain more followers as a result of a larger
social media presence.
Specific Objectives:
Post 30% more visual content on Facebook by May 31st,
2017
Includes photo, video, and links
Increase posts from 1 to 3-5 posts weekly on Facebook
Reach 800 followers by May 31st, 2017
Create an Instagram account
Reach 100 followers on the account
9. Social Media Objectives
KPIs
# of Followers on Facebook and Instagram
# of posts weekly
# of likes on posts
# of replies to comments
Key Messages
Animal care you can count on
Veterinarians for your animal AND you
11. Online Brand Persona and
Voice
Adjectives that describe our brand
Loving
Caring
Genuine
Reliable
Gentle
Diligent
Example of Brand Voice in Social Media Interactions
Fun photos of pets/clients
Cares for customers specific needs
Shares articles for certain holidays and pet health
13. Strategies
Paid:
Designate a veterinarian technician to be the social media
manager and raise their pay. Also boost the Facebook
posts to get more recognition
Owned
Post a minimum of three times on Facebook weekly and
change profile picture/cover to consistent branding.
Post on LinkedIn at least three times a week and ensure
all staff are connected to company page
14. Strategies
Earned
On new Instagram, feature specific clients with
#PetPaparazzi and also weekly staff spotlights to promote
the friendly professionals at the clinic.
Create Twitter account and utilize #PetPaparazzi on
Twitter as welll
Connect with existing clients on both platforms by finding
the tagged location
Use Facebook to promote the other social media
platforms
16. Timing and Key Dates
Holiday Dates
Memorial Weekend
July 4th
Thanksgiving
Christmas
Internal Events
Robyn’s Break (April 1st-April 31st)
Lead Times
N/A
Reporting Dates
Report on the 31st of each month
17. Social Media Roles and
Responsibilities
Social Media Director: Maria Suero
Oversees social media manager and coordinator
Decides when to offer promotions on social media
Social Media Manager: Amy Newkirk
Posts on all social media platforms
Manages Social Media Coordinator
Picks photos to use, hashtags, and watches KPIs
Social Media Coordinator: Monica Suero
Chooses pet spotlight of the week
Takes all photos for social media accounts
Creates promotions for social media to place in clinic
18. Social Media Policy
Be Respectful
No Profanity
No Blurry Photos
Reply to any comments within 24 hours
Use flattering photos of animals/staff
Don’t speak about the competition
Talk speak poorly about the pets
19. Critical Response Plan
Scenario 1: Picture of dog unconscious after medical procedure
posted
1. Maria (Social Media Director) screenshots post
Deletes post
2. Touches base with Amy (Social Media Manager) to see why
picture was posted
Discuss what to do next if client complains, people are upset over
sensitive material, etc
3. Amy creates follow up apology post. Maria handles any upset
clients, press, etc
4. Monica (Social Media Coordinator) is not to photograph
unconscious patients in future; consider disciplinary action
Pre-Approved Messaging: Up to Maria’s discretion on severity of
post/how long it was left on account
20. Critical Response Plan
Scenario 2: Angry client posts about dog’s care
1. Maria reads post, immediately pulls animal file to see who was the
veterinarian in charge of animal
Check sign-out forms to see if dog was in any pain when leaving
clinic
2. Amy replies to post with apologetic tone, asks if they would like to
come in or call to speak with staff
3. Maria handles direct contact with customer in person or over the
phone
Shows paperwork if needed or complimentary follow-up with vet
If legal action is pursued, Maria handles the situation from there
Pre-Approved Messaging: We are extremely sorry for “pet’s name”
discomfort! Please contact us at “phone number” or come by the
clinic so we can know more about the situation.
21. Contact Information
Position Name Telephone
Owner Alex Suero 407-699-1500
Social Media Director Maria Suero 407-699-1500
Social Media Manager Amy Newkirk 407-321-8090
Social Media Coordinator Monica Suero 407-866-5123
23. Measurement and Reporting
Social Network Data
Social Network URL Follower
Count
Avg Weekly
Activity
Avg
Engagement
Rate
Facebook www.facebook.co
m/Tuscawilla-
Animal-Hospital-
313367256434/
1000
Up 30%
3 Posts Per Week 15%
LinkedIn https://www.linkedi
n.com/company-
beta/4567484/
100
Up 90%
1 Post Per Week
Up 100%
5%
Instagram TuscPets 100 Followers
Up 100%
3 Posts Per Week
Up 300%
10%
Twitter TuscPets 100 Followers
Up 100%
3 Posts Per Week
Up 300%
10%
24. Measurement and Reporting
Website Traffic Sources Assessment
Source Volume % of
Overall
Traffic
Conversion
Rate
Facebook 1500 Unique Visits
Up 90%
30% 10%
Twitter 300 Unique Visits
Up 300%
15% 5%
Instagram 150 Unique Visits
Up 150%
20% 5%
LinkedIn 100 Unique Visits
Up 80%
10% 5%
25. Measurement and Reporting
Results Assessment
Over 50 people checked in at the clinic on Instagram
within the first month. The posts with the #PetPaparazzi
got upwards of 200 interactions and Twitter also reached
100 followers.
Qualitative
Sentiment Analysis
Customers revealed with their Instagram and Twitter
posts that their dogs were happier after their visits
They appreciated the family quality at the clinic and the
pet highlights showing customer care
26. Measurement and Reporting
Proposed Actions
Being highlighting staff each week using social media
Continue posting regularly on all social media
Offer promotions from social media pages for checkups,
dental, etc
Continue pet highlights weekly
