Years ago, Emily Post did a great job of answering questions about letter-writing and hosting etiquette, but she's not necessarily up to speed on manners online. Consider this your first real primer to avoid embarrassing gaffes and annoying your clients as you jump into social media:

1. Get your e-mail out there. Let people know how to reach you in social cyberspace by sending a mass e-mail to your clients, placing links in your e-newsletters, or posting notices at your hospital.

2. Keep it real. When you're deciding what you or a team member should post or tweet on Twitter, keep it personal, timely, and objective. Don't send out daily discount tweets or Facebook entries unless you want to be unfriended fast. Instead, send out tweets such as "Check out this link for my 5 fave flea preventives" with a link to an article posted on your Web site.

4. Motivate with medicine. Send links to interesting medical information—even about
human health conditions. This way you encourage people to consider your posts as more than just dog, cat, and pet stuff—you're supporting health for the whole family.