Starting Social: The 5 First Steps to Social Media Success

Are you wanting to get your veterinary practice's social media up and rolling, but it feels overwhelming? You are not alone! Maybe you've dabbled in posting pet photos here and there or shared an occasional practice update, but something about building a complete strategy feels like a big leap.

The good news? You don't need to become a social media influencer overnight. You just need some guidance on how to start a plan built around your practice's strengths. Maybe you are new to social media or ready to put an actual strategy to your approach. We have narrowed down five steps that will help you move forward with confidence, clarity, and consistency.

Let's dig into the first five steps to social media success, tailored specifically for veterinary practices.

1. Define Your Brand Voice and Goals

Before you can start posting, you need to know who you are posting for and what you want to achieve with your post.

Your brand voice is how your practice "sounds" across social media. Are you warm and playful? Educational and professional? Compassionate and calm? Your tone should reflect your team's real personality. Think about how you communicate with clients in the exam room and mirror that same tone online.

From there, set clear goals. Are you trying to attract new clients? Educate your community? Fill more appointments? Increase visibility for specific services?

Once you're clear on your tone and your purpose, your content will feel more intentional, and your audience will start to recognize and trust your voice.

Genius Tip: During your team meetings, ask your staff what makes your practice unique, what clients are complimenting, and any recurring topics they hear about. Use those insights to shape your brand tone.

2. Optimize Your Social Media Profiles

Your social media feed is often the first impression that new pet owners experience of your practice. We know you make sure your lobby looks clean and welcoming, so your social profiles should feel just as polished, informative, and easy to navigate.

Check these essentials:

• Up-to-date profile photo (ideally your logo)
• A friendly, clear bio with your practice’s name, city, and services
• Accurate hours and contact info
• A pinned post or highlight showing who you are and how to book

If you already have social accounts, now is a great time to give them a refresh. Update your branding, clean up outdated info, and make sure the tone matches your newly defined voice.

3. Start with One or Two Platforms (and Learn the Basics)

You don't need to be everywhere, and honestly, trying to post across five platforms can lead to burnout, inconsistent messaging, and like trying to herd one too many kittens. We suggest starting small and focusing on doing well.

Here's a quick guide based on most practices’ needs:

• Facebook: Great for local engagement and community updates.
• Instagram: Ideal for photos, Reels, and behind-the-scenes storytelling.
• LinkedIn: Strong for hiring, practice culture, and professional credibility.

Do you need a bigger picture of understanding each platform and how your veterinary practice can strategize accordingly? Check out our blog “What Social Media Platforms Should Veterinary Practices Use? (And Why)” to help you pick the right platforms.

Then, take time to learn the basics:

• What types of content perform best?
• How often should you post?
• When is your audience most active?

You'll build confidence by starting with one or two platforms, then expanding once you've found your rhythm.

4. Create a Simple, Sustainable Content Strategy

Most practices get stuck on the content calendar. They feel it needs to be an elaborate plan, but it doesn't need to be complicated or overwhelming. Begin by identifying a few content pillars or "themes" you'll consistently talk about repeatedly. These could include:

• Preventive care tips
• Team introductions and behind-the-scenes
• Patient spotlights
• Seasonal pet safety reminders
• Community involvement or practice events

Once you have your themes identified, create a realistic posting schedule. We always recommend aiming for 3 posts per week to get yourself started. You don't have to be perfect, just be consistent. Use scheduling tools to plan posts ahead of time to reduce the daily pressure.

5. Focus on Authenticity Over Perfection

Pet parents aren't looking for perfection; they're looking for genuine, trustworthy care. The most effective veterinary social media content is human, heartfelt, and helpful.

A quick video from your DVM talking about flea prevention, a photo of a staff member cuddling a nervous pup, or a heartfelt thank-you to a long-time client… these are the posts that connect.

Start by simply documenting what's already happening in your practice. Assign one team member per week to capture behind-the-scenes photos. Encourage DVMs to step in front of the camera once a month. Make it easy, not polished.

Genius Reminder: You didn't go to veterinary school to master TikTok. Social media should serve your practice, not stress it out. Focus on showing up authentically and let your expertise speak for itself.

Use These Steps to Social Media Success Set the Foundation

You don't need a marketing degree or a big social media budget to succeed online. With the proper foundation of clear goals, a strong voice, optimized profiles, and consistent content, you'll be well on your way to building a social presence that connects and converts.

Need help getting started or want expert support on what's working (and what's not) in your current strategy?

Book your free Marketing Health Exam with our team of Veterinary Marketing Experts today and let our team help you build a plan tailored to your veterinary practice. Because your care deserves to be seen, shared, and trusted, both in person and online.