BrightEdge, an Enterprise SEO Blog, released a report last week showing a correllation between social links and social shares. If you recall from the Periodic Table of SEO Ranking Factors, Ss or Social Shares represent a signifigant portion of your websites overall SEO. The report shows that websites with a twitter share botton see 7x the amount of exposure of those pages. What does this mean for Veterinary offices? It means twitter is useful for getting content out to the masses and getting it shared. You can download the full report here: http://www.brightedge.com/social-share-September-2011
A better strategy for utilizing twitter then would be to share content on it that is linked back to your webpage instead of just writing status updates on it like you would Facebook. This is the same strategy I have been recommending for the practices I speak with for the past year.
Main Lesson: If your going to utilize social media, make sure you put direct links on your homepage.
Secondary Lesson: Share content on twitter, not statuses.