Equine practices get a clearer playbook for social media use

EquiManagement has published new takeaways from the 2025 American Association of Equine Practitioners Convention on how equine veterinary practices can use social media more deliberately for client communication. In the March 13, 2026, article, Mike Pownall, DVM, MBA, said practices should treat social media as a strategic communication channel, not just a place for random posts, and build content around clear goals, audience targeting, brand identity, and the “four Es”: educate, entertain, engage, and evangelize. He also urged practices to respond quickly and sincerely to negative feedback, lean into storytelling and video, and track whether paid boosting and other efforts are actually advancing practice goals. (equimanagement.com)

Why it matters: For veterinary professionals, especially those navigating misinformation and uneven client trust online, the message is that social media now sits squarely inside practice communications and reputation management. That aligns with broader industry guidance from AAHA, which says practices need intentional, multi-channel social strategies built around trust and client connection, and with AVMA PLIT’s caution that weak social media policies can expose clinics to reputational and legal risk when staff overshare, post unprofessionally, or discuss cases online. (aaha.org)

What to watch: Expect more practices to formalize social media policies, invest in measurable content strategies, and use social channels more actively as both education tools and a first line of response when misinformation or client complaints surface. (aaha.org)