Many veterinarians have expressed concern about pet owners using the internet to seek advice about pet healthcare rather than visiting a veterinarian for an examination of their pet by a professional. Veterinarians fear that pet owners may even reduce their visits to the clinic due to the abundance of information readily available online. These concerns are understandable. But need veterinarians fret?

The criteria might surprise you. We find that the most dangerous clients are those who try to control the internet. Yes. You read that correctly. Those who try to control the internet. If you are guilty, it’s understandable. A brand can get crushed out there without a plan. The thing is, you can’t have it both ways—your brand can’t reap the social benefits of the web without the inherent risks.