THE BOON AND BANE OF SOCIAL MEDIA: VETERINARIAN’S DILEMMA
Friday, October 18, 2019, 1:00 pm – 2:00 pm
Rodel Jonathan S. Vitor II
Laboratory of Veterinary Pathophysiology and Animal Health, Graduate School of Agricultural and Life Sciences, The University of Tokyo
Nowadays, the speed of information transmission has become a dilemma, including in veterinary practice. It has helped veterinarians communicate policies and technical information; however, it has also cultivated the culture of misinformation. It has now become the veterinarian’s job as well to filter out the information being shared and propagated to ensure that it is still scientific and easy to understand by the stakeholders. In communicating knowledge, veterinarians should follow the single overarching communications outcome or SOCO. In this framework, there is always a change in behavior that you would want to see in the end. By understanding your audience, you will be able to direct your message and be able to utilize those audiences that will be helpful to your cause. The paper will likewise tackle the different messages that you would want to convey to your audience and how to deliver each message so that it will reach a greater audience and have more impact. Furthermore, the 7 C’s of veterinary services communication: command attention, clarify the message, communicate the benefit, consistency counts, cater to the heart and the head, create trust, and call to action, will be discussed to further understand the impact of communicating the message effectively. Lastly, the effective use of social media to deliver the message will be further elaborated using current and prevailing topics in the Philippine setting.