Most vets realise the value of social media for marketing their services, but many have reservations about the possible downside of this type of direct engagement with the public. In particular, vets are often put off interactive online activity like Facebook because of their fear of negative comments by disgruntled pet owners. Is this a genuine concern, and if it does happen, how should vets deal with it?
I’ve just had my first experience of a “grumpy customer” on Facebook and I learned a few lessons during the exchange. I’d be interested to hear what other pet owners out there feel about the way I handled it. For the sake of confidentiality, I’ve changed some of the details.
It happened on a Sunday evening: an email notification arrived alerting me to a new posting on my Facebook page: “You refused to treat a sick kitten: shame on you!”. I responded immediately, by logging on to Facebook and telling the poster that I knew nothing about the situation: we are a four vet practice and it’s impossible for any one of us to know about all events happening in our clinic. The reply came back at once: “You turned a friend away because they had no money. It’s cruel to turn away a sick, dying animal”.
I responded again, explaining that our practice had a fair policy to all sick animals, prioritising their welfare, but that in order to respond properly to the comments, I would need to find out more about the specifics of the situation from the practice during office hours. I also said that it was inappropriate to discuss confidential issues in a public forum like Facebook, and I asked the person to send a private Facebook message if they wanted to discuss it further. The person responded by reposting the public allegation that it was cruel for me to turn away a sick kitten……….