Equine practices get a clearer playbook for social media use

Social media is being framed less as optional marketing and more as core client communication for veterinary practices. In a March 13, 2026, EquiManagement article summarizing a presentation from the 2025 AAEP Convention, Mike Pownall, DVM, MBA, said equine practices should use social platforms to create client loyalty and strengthen brand identity, with content built around clear outcomes, target audiences, and consistent values. (equimanagement.com)

That message builds on years of discussion in equine practice management, but the emphasis now is sharper. Pownall has long argued that social media should be treated as mainstream communication rather than a fad, and EquiManagement has previously highlighted his advice on structured posting, client-facing storytelling, and introducing veterinarians through video to build familiarity before an on-farm visit. The latest article updates that thinking for a more algorithm-driven environment, where organic reach is harder to win and practices need more discipline around what they post and why. (equimanagement.com)

In the new piece, Pownall’s framework centers on the “four Es”: educate, entertain, engage, and evangelize. He said practices should think first about the desired outcome of a post, the audience they want to reach, the best platform and timing, and the concerns horse owners care about most. He also advised quick, humble responses to negative reviews, and argued that storytelling, video, and user-generated content tend to perform better than generic reposting. The article also cites platform usage figures from August 2025 and notes his view that unpaid reach is often below 10%, meaning boosted posts should be considered part of the marketing budget, not an afterthought. (equimanagement.com)

Outside EquiManagement, that advice is consistent with broader veterinary industry commentary. AAHA wrote in 2025 that practices need thoughtful, strategic social media plans to foster trust, strengthen current client relationships, attract new clients, and avoid overreliance on a single platform. Its guidance also recommends tying social efforts to actual referral and engagement data, rather than assuming visibility equals value. (aaha.org)

There’s also a risk-management side that matters in a misinformation setting. AVMA PLIT has warned that veterinarians and team members can create serious exposure by discussing cases online, posting client or patient content carelessly, or engaging in unprofessional social behavior that clients can easily connect back to the practice. Its examples include malpractice complications after case details were shared in a professional social group, reputational damage from public-facing posts, and the need for a formal clinic-wide social media policy. (blog.avmaplit.com)

Why it matters: For veterinary professionals, the real shift is that social media is no longer just a marketing add-on. It’s part of how pet parents and horse clients evaluate credibility, interpret medical information, and decide whether a practice feels trustworthy. In that environment, a weak or inconsistent presence can leave room for misinformation, while a strong one can reinforce preventive care messages, explain clinical decisions, and set expectations before conflict starts. The practical takeaway from Pownall’s comments is that practices should align social content with brand identity and business goals, then measure whether it’s improving loyalty, education, recruitment, or new-client acquisition. (equimanagement.com)

For equine practices in particular, social media may be especially useful because care is often mobile, relationship-based, and highly visible within tight client communities. Video introductions, case-based education with appropriate consent, and timely responses to client concerns can help practices build familiarity and trust at scale. But the same visibility means any misstep can travel quickly, especially if teams don’t have clear guardrails around privacy, professionalism, and who speaks for the practice. That makes policy, training, and message discipline just as important as creativity. This last point is an inference drawn from the combined practice-management and liability guidance. (equimanagement.com)

What to watch: The next phase will likely be less about whether practices should be on social media, and more about whether they can operationalize it, with written policies, content workflows, measurable KPIs, and a clear role in countering misinformation without crossing VCPR or confidentiality lines. (blog.avmaplit.com)