A Visit to the Virtual Dog Park

By Kerri Erb

One of my favorite things to do is take my beagles Frankie and Flora to the dog park. It makes me feel good to see them playing with their dog pals, and I get to connect with other pet parents. The conversations between us pet parents range from the food we’re feeding our pets, our favorite pet products, recommendations on veterinarians and dog walkers, and even fun dog events around the city. Almost always…it’s about our pets.

My Virtual Dog Park

Then a while back it occurred to me, while talking about the power of social media to a pet food brand, that my involvement in the online pet community is actually very much like a virtual dog park. I connect with hundreds of pet parents via Twitter and the Pet Friendly, Animal Lovers group on LinkedIn to engage in the same type of dog park chatter and swap information about pets. So when I can’t physically be at the park to share information with pet parents, I know I can count on the online pet community that’s out there 24/7 with an abundance of great recommendations and information to help me be a better pet parent.

Pet Companies Need to Join the Pack

Some pet brands are connecting with the pet community on Twitter. Some are doing a great job, while others are missing a huge opportunity to establish a relationship with existing and potential customers, and ultimately help them sell more products. I’m surprised by how many pet companies are not out there. With more than $45 billion projected to be spent on pets this year, the thousands of us pet parents out there online are buying from and supporting those brands that are joining us online with information that helps us make the lives of our pets even better.

It can definitely be scary to get out there and join the online pack, but what do pet brands have to lose? Your competitors are probably out there right now. Pet parents are already online and in powerful numbers. Not to mention they don’t bite! If you have a public relations or marketing partner, they can be that life jacket for you as you jump right into to the deep end of the doggie pool. If you aren’t quite ready to partner with someone to help you go down the social media path, the smart thing to do is take a moment to establish your own social media protocol.

Let’s face it, pet parents are probably already out there barking about your company – good and bad. While you might be holding out on getting started, don’t make an even bigger mistake by allowing the negative remarks go without a response from you. They can take on a life of their own. You gain respect from your customers by quickly responding to any issues and questions.

Virtual Dog Park Etiquette

Just as there are written and unwritten rules of the dog park, the same goes for how you join a tight-knit online pack. So if you still aren’t sure, these initial guidelines can work for any brand, but are really geared towards giving pet companies a nudge in the right direction. Even if you’re already out there, you may not be using all the social media tools to your advantage. Here are some initial guidelines:

• Don’t just talk about you and your product. Give me all kinds of pet lifestyle information that is helpful to me. That way I see you as a trusted source of pet information. Maybe even partner with a veterinarian or a pet behaviorist to be another voice for tips

• Celebrate your brand fans! Engage in conversations with them (especially on Twitter and retweet their positive comments). As a pet parent I respect the endorsements of other pet parents, versus a brand being self-serving about their products.

• Host fun contests and give away your product via social media (especially Twitter). It’s a solid way to gain followers and show your appreciation for those who are loyal to your brand. No doubt that those who have a great online experience with your brand will be sharing their recommendation for your product with other pet parents – the power of “word of mouth” at play!

• Don’t just let people “follow” you. Be sure to follow people back.

• Not everything you hear from your customers will make your tail wag, but it’s OKAY. Just respond to any issues or problems right away. Be honest and make the situation right, and you won’t lose that customer to another brand.

If you still want a partner to provide you a gentle lead on actually getting started with social media, I’m always up for a conversation about how to engage your brand with the pet community. Email me: kerb@wheatleytimmons.com or find me on Twitter: twitter.com/KerriAErb