Social media: friend or foe?

Photo Illustration: Looker Studio/Adobe Stock

Editor’s note: All names and businesses in this dilemma case are fictitious, but the scenario is based on real occurrences.

King Animal Hospital is a busy companion animal care facility. It is much like the thousands of other companion care hospitals throughout the United States. For many years, the hospital’s clientele was contacted through phone calls, postcards, and email. In 2024, things have become very different. Social media platforms are the primary avenue for informing and contacting pet owners. Along with this rapid and far-reaching ability to contact clients comes some obstacles. This form of communication is a 2-way street, allowing for nonclient input, which can be used as a tool or a weapon.

The King Animal Hospital’s social media platforms were used for communications, clinic promotions, surveys, patient portals, and many administrative functions. One of the clinic staff members was assigned to administer and monitor all clinic social media platforms in conjunction with an information technology specialist. Recently, there had been reviews and comments on various clinic platforms that raised concerns for the hospital administrator. It is inevitable that occasional comments posted by clients online that are not flattering to a practice or a staff member will appear. When this occurs, there is a prompt response with an explanation that hopefully puts the issue to rest. However, recent postings were not simply clients mentioning issues of concern; there were also some cryptic online reviews and concerning Facebook posts.

A Facebook posting criticized one of the clients and her behavior toward a professional staff member. Another posting implied that changes in clinic policy were not in the best interests of the pet patients. Additionally, some online reviews recommended areas that could be improved to make the animal hospital a friendlier environment. The administrator was able to conclude that these comments came from current clinic employees. It was disconcerting that feelings of this nature had to be voiced via the clinic’s social platforms. The administrator hoped that issues of this nature would be raised internally, and that everyone could work toward a satisfactory resolution.

It was now necessary to outline the animal hospital’s protocol for staff members with regards to posting work-related commentary on public platforms. At the monthly staff meeting, the administrator spoke about staff participation on clinic-related social platforms. She went on to say that everyone’s input and opinions were valuable. Nevertheless, staff members airing their grievances online did not serve the best interests of the hospital. These opinions were certainly noteworthy but should be shared internally with fellow staff. This would more effectively lead to a resolution of these issues, she explained. Going forward, social media posts without administrative approval were prohibited. Some staff members felt that this was unfair and unnecessarily restrictive, but the administrator assured everyone that their issues would be addressed internally and fairly.

The hospital administrator understood that it is a natural inclination in today’s world to casually post thoughts or suggestions on any number of social media platforms. The well-intentioned staff just had to be advised that the clinic had to present a united front to its clientele, allowing pet owners to be less anxious when dealing with beloved animals battling disease.

Rosenberg's Response

A veterinary facility can be both totally transparent while also not airing out its dirty laundry with the clientele. Workplace issues, medical protocol decisions, and client staff relations can be challenging at times. Staff members should be informed of the internal complaint processes. King Animal Hospital did not have an established process in place; as a result, the staff did some venting on social media. In today’s veterinary facilities, human resources rules and skills are just as important as medical challenges when it comes to running a functional productive workplace.