Pulse - November 2024 - 12

" It's not that there's a lack of
content, " explained Dr. Crocker.
" Something cute or interesting
happens in veterinary clinics all
the time. People just don't take the
time to get it or post it. "
media. It's been one of the cheapest ways to market our
practice locally, but it also is a great way to find new team
members, make your presence known, and educate clients, "
explained Dr. Crocker. " It's not a question of if you need to
have social media-you absolutely do. "
Dr. Crocker uses TikTok as a search engine, proving the point
that you need a searchable social media presence to have a successful
veterinary practice. Plus, she finds that client education
presented on social media is " stickier " than other methods.
" I'm constantly reminded that clients don't know what we
know, " said Dr. Crocker. " Putting out basic information but
sharing it in story form helps education points stick with clients
better than sharing it in an email or infographic. And, it
makes me a better veterinarian because I need to ensure that
what I'm sharing is accurate and current. "
For Dr. Crocker, whose social media efforts are both industry-
and client-facing, another perk is the community she creates.
" I have connected with and met people I would never have
met before and had people reach out and say they appreciated
me sharing what I was going through because they felt less
alone, " she said. " One of the biggest benefits is being able to
reach more people. "
How to do social media right
Social media is unpredictable, so there's no magic formula for
success. Dr. Crocker notes the clips that go viral are never the
ones she expects, but they tend to share some similar qualities.
The posts that spark conversations, feature her team members,
and highlight success stories are the most shared. But she isn't
discouraged when a post gets less attention than she'd like.
" Social media has a really short memory, " Dr. Crocker
said. " I might have a video that bombs initially, but it takes
off when I re-post it a few weeks later. I encourage people to
use content they think is important more than once. When
12
you're starting out, have fun with it and see what hits. "
Drs. Crocker, Christman, and Roark all agree that you
shouldn't post willy-nilly on social media just to check it off
your list. A focused strategy ensures your posts reach the target
audience without getting lost in the void.
Dr. Crocker recommends posting content that gives people
a window into daily practice happenings and taking advantage
of the algorithm. " Tagging rescues, pet stores, or other
pet-related businesses helps with local reach, " she explained.
" Ultimately, when you craft content your clients want to see,
they'll like and share it with a friend or neighbor. "
Establishing trust and building a community should be the
core of your strategic plan. According to Dr. Christman, building
a successful social media following requires consistency,
authenticity, strategy, and time. He recommends beginners
choose one or two platforms and set manageable posting goals,
then focus on showcasing the human side of the practice.
Reflecting on how he amassed over 1 million followers on
TikTok, Dr. Christman shared, " I focused on being genuine,
sharing not only my successes but also my challenges.
I committed to posting regularly, ensuring the content was
informative and engaging. Consistency is key to staying relevant
and keeping followers engaged. "
Dr. Crocker agreed that consistency is vital. You don't have
to post daily, but you should choose a posting frequency and
stick with it. If you're having trouble coming up with ideas,
just take a quick look around.
" It's not that there's a lack of content, " explained Dr. Crocker.
" Something cute or interesting happens in veterinary clinics all
the time. People just don't take the time to get it or post it. "
For those wondering where you could find the time to
manage multiple social media accounts, consider hiring
someone to help. Often, a younger team member active on
social media will happily step into the role, taking the burden
NOVEMBER 2024
PULSE

Pulse - November 2024

Table of Contents for the Digital Edition of Pulse - November 2024

Chapter Meetings & Calendar
President’s Perspective
Pulsepoints
SCVMA Profile
FEATURE STORY
Practical Pathology
UC Davis Update
Updates
Tools for Success
Industry Insights
Angel Fund
AVMA Diplomates
Resources
Disease Table
From the SCVMA Office
Pulse - November 2024 - Cover1
Pulse - November 2024 - Cover2
Pulse - November 2024 - Chapter Meetings & Calendar
Pulse - November 2024 - 2
Pulse - November 2024 - President’s Perspective
Pulse - November 2024 - Pulsepoints
Pulse - November 2024 - 5
Pulse - November 2024 - 6
Pulse - November 2024 - 7
Pulse - November 2024 - SCVMA Profile
Pulse - November 2024 - 9
Pulse - November 2024 - FEATURE STORY
Pulse - November 2024 - 11
Pulse - November 2024 - 12
Pulse - November 2024 - 13
Pulse - November 2024 - Practical Pathology
Pulse - November 2024 - UC Davis Update
Pulse - November 2024 - Updates
Pulse - November 2024 - 17
Pulse - November 2024 - Tools for Success
Pulse - November 2024 - Industry Insights
Pulse - November 2024 - Angel Fund
Pulse - November 2024 - AVMA Diplomates
Pulse - November 2024 - Resources
Pulse - November 2024 - 23
Pulse - November 2024 - Disease Table
Pulse - November 2024 - 25
Pulse - November 2024 - 26
Pulse - November 2024 - 27
Pulse - November 2024 - 28
Pulse - November 2024 - 29
Pulse - November 2024 - 30
Pulse - November 2024 - 31
Pulse - November 2024 - 32
Pulse - November 2024 - 33
Pulse - November 2024 - 34
Pulse - November 2024 - 35
Pulse - November 2024 - 36
Pulse - November 2024 - 37
Pulse - November 2024 - 38
Pulse - November 2024 - 39
Pulse - November 2024 - From the SCVMA Office
Pulse - November 2024 - Cover3
Pulse - November 2024 - Cover4
https://www.nxtbook.com/nxtbooks/scvma/pulse_202502
https://www.nxtbook.com/nxtbooks/scvma/pulse_202501
https://www.nxtbook.com/nxtbooks/scvma/pulse_202412
https://www.nxtbook.com/nxtbooks/scvma/pulse_202411
https://www.nxtbook.com/nxtbooks/scvma/pulse_202410
https://www.nxtbook.com/nxtbooks/scvma/pulse_202409
https://www.nxtbook.com/nxtbooks/scvma/pulse_202408
https://www.nxtbook.com/nxtbooks/scvma/pulse_202407
https://www.nxtbook.com/nxtbooks/scvma/pulse_202406
https://www.nxtbook.com/nxtbooks/scvma/pulse_202405
https://www.nxtbook.com/nxtbooks/scvma/pulse_202404
https://www.nxtbook.com/nxtbooks/scvma/pulse_202403
https://www.nxtbook.com/nxtbooks/scvma/pulse_202402
https://www.nxtbook.com/nxtbooks/scvma/pulse_202401
https://www.nxtbook.com/nxtbooks/scvma/pulse_202312
https://www.nxtbook.com/nxtbooks/scvma/pulse_202311
https://www.nxtbook.com/nxtbooks/scvma/pulse_202310
https://www.nxtbook.com/nxtbooks/scvma/pulse_202309
https://www.nxtbook.com/nxtbooks/scvma/pulse_202308
https://www.nxtbook.com/nxtbooks/scvma/pulse_202307
https://www.nxtbook.com/nxtbooks/scvma/pulse_202306
https://www.nxtbook.com/nxtbooks/scvma/pulse_202305
https://www.nxtbook.com/nxtbooks/scvma/pulse_202304
https://www.nxtbook.com/nxtbooks/scvma/pulse_202303
https://www.nxtbook.com/nxtbooks/scvma/pulse_202302
https://www.nxtbook.com/nxtbooks/scvma/pulse_202301
https://www.nxtbook.com/nxtbooks/scvma/pulse_202212
https://www.nxtbook.com/nxtbooks/scvma/pulse_202211
https://www.nxtbook.com/nxtbooks/scvma/pulse_202210
https://www.nxtbook.com/nxtbooks/scvma/pulse_202209
https://www.nxtbook.com/nxtbooks/scvma/pulse_202208
https://www.nxtbook.com/nxtbooks/scvma/pulse_202207
https://www.nxtbook.com/nxtbooks/scvma/pulse_202206
https://www.nxtbook.com/nxtbooks/scvma/pulse_202205
https://www.nxtbook.com/nxtbooks/scvma/pulse_202204
https://www.nxtbook.com/nxtbooks/scvma/pulse_202203
https://www.nxtbook.com/nxtbooks/scvma/pulse_202202
https://www.nxtbook.com/nxtbooks/scvma/pulse_202201
https://www.nxtbook.com/nxtbooks/scvma/pulse_202112
https://www.nxtbook.com/nxtbooks/scvma/pulse_202111
https://www.nxtbook.com/nxtbooks/scvma/pulse_202110
https://www.nxtbook.com/nxtbooks/scvma/pulse_202109
https://www.nxtbook.com/nxtbooks/scvma/pulse_202108
https://www.nxtbook.com/nxtbooks/scvma/pulse_202107
https://www.nxtbook.com/nxtbooks/scvma/pulse_202106
https://www.nxtbook.com/nxtbooks/scvma/scvma/pulse_202105
https://www.nxtbook.com/nxtbooks/scvma/pulse_202104
https://www.nxtbook.com/nxtbooks/scvma/pulse_202103
https://www.nxtbook.com/nxtbooks/scvma/pulse_202102
https://www.nxtbook.com/nxtbooks/scvma/pulse_202101
https://www.nxtbook.com/nxtbooks/scvma/pulse_202012
https://www.nxtbook.com/nxtbooks/scvma/pulse_202011
https://www.nxtbook.com/nxtbooks/scvma/pulse_202010
https://www.nxtbook.com/nxtbooks/scvma/pulse_202009
https://www.nxtbook.com/nxtbooks/scvma/pulse_202008
https://www.nxtbook.com/nxtbooks/scvma/pulse_202007
https://www.nxtbook.com/nxtbooks/scvma/pulse_202006
https://www.nxtbook.com/nxtbooks/scvma/pulse_202005
https://www.nxtbook.com/nxtbooks/scvma/pulse_202004
https://www.nxtbook.com/nxtbooks/scvma/pulse_202003
https://www.nxtbook.com/nxtbooks/scvma/pulse_202002
https://www.nxtbook.com/nxtbooks/scvma/pulse_202001
https://www.nxtbook.com/nxtbooks/scvma/pulse_201912
https://www.nxtbook.com/nxtbooks/scvma/pulse_201911
https://www.nxtbook.com/nxtbooks/scvma/pulse_201910
https://www.nxtbook.com/nxtbooks/scvma/pulse_201909
https://www.nxtbook.com/nxtbooks/scvma/pulse_201908
https://www.nxtbook.com/nxtbooks/scvma/pulse_201907
https://www.nxtbook.com/nxtbooks/scvma/pulse_201906
https://www.nxtbook.com/nxtbooks/scvma/pulse_201905
https://www.nxtbook.com/nxtbooks/scvma/pulse_201904
https://www.nxtbook.com/nxtbooks/scvma/pulse_201903
https://www.nxtbook.com/nxtbooks/scvma/pulse_201902
https://www.nxtbook.com/nxtbooks/scvma/pulse_201901
https://www.nxtbook.com/nxtbooks/scvma/pulse_201812
https://www.nxtbook.com/nxtbooks/scvma/pulse_201811
https://www.nxtbook.com/nxtbooks/scvma/pulse_201810
https://www.nxtbook.com/nxtbooks/scvma/pulse_201809
https://www.nxtbook.com/nxtbooks/scvma/pulse_201808
https://www.nxtbook.com/nxtbooks/scvma/pulse_201807
https://www.nxtbook.com/nxtbooks/scvma/pulse_201806
https://www.nxtbook.com/nxtbooks/scvma/pulse_201805
https://www.nxtbook.com/nxtbooks/scvma/pulse_201804
https://www.nxtbook.com/nxtbooks/scvma/pulse_201803
https://www.nxtbook.com/nxtbooks/scvma/pulse_201802
https://www.nxtbook.com/nxtbooks/scvma/pulse_201801
https://www.nxtbook.com/nxtbooks/scvma/pulse_201712
https://www.nxtbook.com/nxtbooks/scvma/pulse_201711
https://www.nxtbook.com/nxtbooks/scvma/pulse_201710
https://www.nxtbook.com/nxtbooks/scvma/pulse_201709
https://www.nxtbook.com/nxtbooks/scvma/pulse_201708
https://www.nxtbook.com/nxtbooks/scvma/pulse_201707
https://www.nxtbook.com/nxtbooks/scvma/pulse_201706
https://www.nxtbook.com/nxtbooks/scvma/pulse_201705
https://www.nxtbook.com/nxtbooks/scvma/pulse_201704
https://www.nxtbook.com/nxtbooks/scvma/pulse_201703
https://www.nxtbook.com/nxtbooks/scvma/pulse_201702
https://www.nxtbook.com/nxtbooks/scvma/pulse_201701
https://www.nxtbook.com/nxtbooks/scvma/pulse_201612
https://www.nxtbook.com/nxtbooks/scvma/pulse_201611
https://www.nxtbook.com/nxtbooks/scvma/pulse_201610
https://www.nxtbook.com/nxtbooks/scvma/pulse_201609
https://www.nxtbook.com/nxtbooks/scvma/pulse_201608
https://www.nxtbook.com/nxtbooks/scvma/pulse_201606
https://www.nxtbook.com/nxtbooks/scvma/pulse_201605
https://www.nxtbook.com/nxtbooks/scvma/pulse_201604
https://www.nxtbook.com/nxtbooks/scvma/pulse_201603
https://www.nxtbook.com/nxtbooks/scvma/pulse_201602
https://www.nxtbook.com/nxtbooks/scvma/pulse_201601
https://www.nxtbook.com/nxtbooks/scvma/pulse_201512
https://www.nxtbook.com/nxtbooks/scvma/pulse_201511
https://www.nxtbook.com/nxtbooks/scvma/pulse_201510
https://www.nxtbook.com/nxtbooks/scvma/pulse_201509
https://www.nxtbook.com/nxtbooks/scvma/pulse_201508
https://www.nxtbook.com/nxtbooks/scvma/pulse_201507
https://www.nxtbook.com/nxtbooks/scvma/pulse_201506
https://www.nxtbook.com/nxtbooks/scvma/pulse_201505
https://www.nxtbook.com/nxtbooks/scvma/pulse_201504
https://www.nxtbook.com/nxtbooks/scvma/pulse_201503
https://www.nxtbook.com/nxtbooks/scvma/pulse_201502
https://www.nxtbook.com/nxtbooks/scvma/pulse_201501
https://www.nxtbook.com/nxtbooks/scvma/pulse_201412
https://www.nxtbook.com/nxtbooks/scvma/pulse_201411
https://www.nxtbook.com/nxtbooks/scvma/pulse_201410
https://www.nxtbook.com/nxtbooks/scvma/pulse_201409
https://www.nxtbook.com/nxtbooks/scvma/pulse_201408
https://www.nxtbook.com/nxtbooks/scvma/pulse_201407
https://www.nxtbook.com/nxtbooks/scvma/pulse_201406
https://www.nxtbook.com/nxtbooks/scvma/pulse_201405
https://www.nxtbook.com/nxtbooks/scvma/pulse_201404
https://www.nxtbook.com/nxtbooks/scvma/pulse_201403
https://www.nxtbook.com/nxtbooks/scvma/pulse_201402
https://www.nxtbook.com/nxtbooks/scvma/pulse_201401
https://www.nxtbook.com/nxtbooks/scvma/pulse_201312
https://www.nxtbook.com/nxtbooks/scvma/pulse_201311
https://www.nxtbook.com/nxtbooks/scvma/pulse_201310
https://www.nxtbook.com/nxtbooks/scvma/pulse_201309
https://www.nxtbook.com/nxtbooks/scvma/pulse_201308
https://www.nxtbook.com/nxtbooks/scvma/pulse_201307
https://www.nxtbook.com/nxtbooks/scvma/pulse_201306
https://www.nxtbook.com/nxtbooks/scvma/pulse_201305
https://www.nxtbook.com/nxtbooks/scvma/pulse_201304
https://www.nxtbook.com/nxtbooks/scvma/pulse_201303
https://www.nxtbook.com/nxtbooks/scvma/pulse_201302
https://www.nxtbook.com/nxtbooks/scvma/pulse_201301
https://www.nxtbook.com/nxtbooks/scvma/pulse_201212
https://www.nxtbook.com/nxtbooks/scvma/pulse_201211
https://www.nxtbook.com/nxtbooks/scvma/pulse_201210
https://www.nxtbook.com/nxtbooks/scvma/pulse_201209
https://www.nxtbook.com/nxtbooks/scvma/pulse_201208
https://www.nxtbook.com/nxtbooks/scvma/pulse_201207
https://www.nxtbook.com/nxtbooks/scvma/pulse_201206
https://www.nxtbook.com/nxtbooks/scvma/pulse_201205
https://www.nxtbook.com/nxtbooks/scvma/pulse_201204
https://www.nxtbook.com/nxtbooks/scvma/pulse_201203
https://www.nxtbook.com/nxtbooks/scvma/pulse_201202
https://www.nxtbook.com/nxtbooks/scvma/pulse_201201
https://www.nxtbook.com/nxtbooks/scvma/pulse_201112
https://www.nxtbook.com/nxtbooks/scvma/pulse_201111
https://www.nxtbook.com/nxtbooks/scvma/pulse_201110
https://www.nxtbook.com/nxtbooks/scvma/pulse_201109
https://www.nxtbook.com/nxtbooks/scvma/pulse_201108
https://www.nxtbook.com/nxtbooks/scvma/pulse_201107
https://www.nxtbook.com/nxtbooks/scvma/pulse_201106
https://www.nxtbook.com/nxtbooks/scvma/pulse_201105
https://www.nxtbook.com/nxtbooks/scvma/pulse_201104
https://www.nxtbook.com/nxtbooks/scvma/pulse_201103
https://www.nxtbook.com/nxtbooks/scvma/pulse_201102
https://www.nxtbook.com/nxtbooks/scvma/pulse_201101
https://www.nxtbookmedia.com