AAEP session frames social media as a client communication tool

EquiManagement has published a recap of a 2025 AAEP Convention session in which Mike Pownall, DVM, MBA, urged equine veterinary practices to treat social media as a structured client communication channel, not just a place for occasional updates. In the March 13, 2026 article, Pownall said practices should define the goal, audience, platform, timing, and message for each post, and organize content around the “four Es”: educate, entertain, engage, and evangelize. He also advised practices to respond quickly and sincerely to negative feedback, lean into storytelling and video, and budget for paid promotion because organic reach on major platforms is limited. The session itself appeared on the official 2025 AAEP Convention program as “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice.” (equimanagement.com)

Why it matters: For veterinary professionals, the takeaway is less about marketing polish and more about trust, boundaries, and misinformation control. Social channels are often where pet parents first encounter advice, complaints, and competing narratives about care. That makes a consistent, practice-led presence useful for education and reputation management, especially as AVMA has expanded resources on cyberbullying and online reputation, and AAHA has continued publishing guidance on social media strategy for practices. Used well, social media can strengthen loyalty and brand identity; used casually, it can blur professional boundaries, amplify bad information, or leave practices reacting instead of leading. (equimanagement.com)

What to watch: Expect more practices to formalize social media policies, content calendars, and response protocols as client communication and misinformation management become more tightly linked. (blog.avmaplit.com)