Digital opportunities to connect and complain - the use of Facebook in small animal practice.

IF 1.3 Q2 VETERINARY SCIENCES

Veterinary Record Open Pub Date : 2022-02-28 eCollection Date: 2022-12-01 DOI:10.1002/vro2.29

Svenja Springer, Thomas Bøker Lund, Peter Sandøe, Sandra A Corr, Annemarie T Kristensen, Herwig Grimm

{"title":"Digital opportunities to connect and complain - the use of Facebook in small animal practice.","authors":"Svenja Springer, Thomas Bøker Lund, Peter Sandøe, Sandra A Corr, Annemarie T Kristensen, Herwig Grimm","doi":"10.1002/vro2.29","DOIUrl":null,"url":null,"abstract":"Background: Social media is increasingly used in small animal practice, enabling veterinarians to connect with clients and promote their business online. It can also be used by clients to quickly distribute complaints via online communities.Material/methods: Using a questionnaire study we investigated Austrian, Danish and UK veterinarians' attitudes towards Facebook, the contents of clients' online complaints and how they were handled by veterinarians (N = 648).Results: In Denmark and the UK, around 90% of practices had a Facebook page, in contrast to 40% of Austrian practices. Most Danish and UK veterinarians agreed that the use of Facebook was relevant and expected by clients. Agreement was lower among Austrian veterinarians, probably reflecting the lower uptake of social media there. In particular, younger veterinarians and those who actively used Facebook for the practice, could see benefits. In all three countries, we found that clients most frequently complained about treatment costs. Most veterinarians preferred to actively deal with clients' complaints, either replying online or discussing them directly.Conclusions: We recommend future research focusing on veterinarians' personal use of social media and on clients' use of and attitudes towards social media in the veterinary context.","PeriodicalId":23565,"journal":{"name":"Veterinary Record Open","volume":null,"pages":null},"PeriodicalIF":1.3000,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8885750/pdf/","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Veterinary Record Open","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1002/vro2.29","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2022/12/1 0:00:00","PubModel":"eCollection","JCR":"Q2","JCRName":"VETERINARY SCIENCES","Score":null,"Total":0}

引用次数: 0

Abstract

Background: Social media is increasingly used in small animal practice, enabling veterinarians to connect with clients and promote their business online. It can also be used by clients to quickly distribute complaints via online communities.

Material/methods: Using a questionnaire study we investigated Austrian, Danish and UK veterinarians' attitudes towards Facebook, the contents of clients' online complaints and how they were handled by veterinarians (N = 648).

Results: In Denmark and the UK, around 90% of practices had a Facebook page, in contrast to 40% of Austrian practices. Most Danish and UK veterinarians agreed that the use of Facebook was relevant and expected by clients. Agreement was lower among Austrian veterinarians, probably reflecting the lower uptake of social media there. In particular, younger veterinarians and those who actively used Facebook for the practice, could see benefits. In all three countries, we found that clients most frequently complained about treatment costs. Most veterinarians preferred to actively deal with clients' complaints, either replying online or discussing them directly.

Conclusions: We recommend future research focusing on veterinarians' personal use of social media and on clients' use of and attitudes towards social media in the veterinary context.

查看原文本刊更多论文

联系和投诉的数字机会--Facebook 在小动物实践中的应用。

背景：社交媒体越来越多地应用于小动物诊所，使兽医能够与客户建立联系，并在网上推广自己的业务。客户也可以利用它通过网络社区快速发布投诉：我们通过问卷调查研究了奥地利、丹麦和英国兽医对 Facebook 的态度、客户在线投诉的内容以及兽医如何处理这些投诉（N = 648）：在丹麦和英国，约 90% 的兽医诊所拥有 Facebook 页面，而奥地利只有 40% 的诊所拥有 Facebook 页面。丹麦和英国的大多数兽医都认为 Facebook 的使用与客户的期望相关。奥地利兽医的认同度较低，这可能反映出当地对社交媒体的接受度较低。尤其是年轻兽医和那些积极使用 Facebook 的兽医可以从中获益。我们发现，在所有三个国家中，客户最常抱怨的是治疗费用。大多数兽医更愿意积极处理客户的投诉，要么在线回复，要么直接讨论：我们建议今后开展研究，重点关注兽医个人使用社交媒体的情况，以及客户在兽医领域使用社交媒体的情况和对社交媒体的态度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Veterinary Record Open VETERINARY SCIENCES-

CiteScore

3.00

自引率

0.00%

发文量

审稿时长

19 weeks

期刊介绍： Veterinary Record Open is a journal dedicated to publishing specialist veterinary research across a range of topic areas including those of a more niche and specialist nature to that considered in the weekly Vet Record. Research from all disciplines of veterinary interest will be considered. It is an Open Access journal of the British Veterinary Association.