AAEP session highlights social media’s role in client communication

A session at the 2025 AAEP Convention put social media squarely in the client communication conversation for equine practice. Mike Pownall, DVM, MBA, president of McKee-Pownall Equine Services, presented “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice,” framing social platforms as more than marketing channels and more as tools for relationship-building, trust, and practice identity. The topic’s inclusion in AAEP’s “Leadership, Ethics, and Improving Practice Life” track suggests the profession is treating social media as an operational and reputational issue, not just a promotional one. (convention.aaep.org)

Why it matters: For veterinary professionals, the bigger shift is that social media now sits at the intersection of client education, misinformation, and online reputation management. Recent equine research found that horse owners place high value on veterinarian credibility, reliability, and empathy when deciding whom to trust, while AVMA and AAHA resources increasingly focus on online review monitoring, cyberbullying, and community guidelines for practice channels. In other words, a clinic’s social presence can reinforce medical recommendations, or leave space for misinformation and reputational damage if it’s unmanaged. (pubmed.ncbi.nlm.nih.gov)

What to watch: Expect more veterinary groups to pair social media strategy with guidance on misinformation response, online reviews, and staff communication policies. (aaha.org)