Equine practices rethink social media as a client communication tool

Equine practices are being pushed to think differently about social media: less as a casual marketing add-on, and more as a core channel for client communication. That’s the message from a new EquiManagement article published March 13, 2026, summarizing a 2025 AAEP Convention presentation by Mike Pownall, DVM, MBA, on how equine veterinary teams can use social platforms to build loyalty, reinforce brand identity, and communicate more intentionally with clients. (equimanagement.com)

The idea isn’t entirely new for Pownall or the equine sector. He has been making the case for more disciplined social media use for years, including earlier EquiManagement and dvm360 coverage that positioned Facebook, YouTube, and similar platforms as practical tools for introducing associates, educating clients, and strengthening relationships over time. What’s notable in this latest coverage is the continued shift from “should a practice be on social media?” to “how should a practice use it strategically, safely, and measurably?” (equimanagement.com)

In the new article, Pownall recommends starting with the desired outcome of a communication, then working backward to choose the audience, timing, platform, and message. He says social content should be divided between broad brand-building and more targeted initiatives tied to practice goals. EquiManagement highlights his “four Es” framework, encouraging practices to create posts that educate, entertain, engage, and evangelize. In practical terms, that can include staff introduction videos, educational posts, and content designed to help clients feel more familiar with the veterinarian before a visit. (equimanagement.com)

That guidance lands in a broader professional environment where social media is also a site of misinformation, boundary-setting, and reputational risk. AVMA advises veterinary teams to correct misinformation politely and succinctly, then avoid getting drawn into prolonged online arguments. Its reputation guidance recommends responses grounded in competence, confidence, and compassion, and the association has published response flowcharts and cyberbullying resources to help clinics manage online complaints and harassment. Oklahoma State University’s veterinary college has also warned that individualized medical advice delivered over social media can raise VCPR and unlicensed-practice concerns when it crosses from general education into case-specific recommendations. (avma.org)

Industry guidance is moving in the same direction. AAHA has promoted workshops focused on addressing misinformation, strengthening client communication, and building a professional social media strategy, while Purdue-linked educational material on veterinary client relationships has emphasized that social channels can support loyalty and trust when practices respond thoughtfully and consistently. Taken together, that suggests Pownall’s message is part of a wider shift: social media is now being treated as a communications discipline inside veterinary medicine, not just a marketing task. (aaha.org)

Why it matters: For veterinary professionals, especially in equine practice where client relationships are often long-term and highly personal, social media can shape how pet parents and horse clients perceive expertise before they ever pick up the phone. A more deliberate strategy can support continuity of care, improve acceptance of new associates, and create a reliable channel for preventive education. Just as important, it can give practices a framework for responding when misinformation spreads, when complaints surface publicly, or when staff need clearer boundaries around what can and can’t be discussed online. (equimanagement.com)

There’s also a staffing and governance angle. Pownall has repeatedly cautioned against handing social media to the youngest team member simply because they’re comfortable online, arguing instead for assigning people with client-service judgment and giving them a plan. That aligns with malpractice and privacy warnings from AVMA PLIT, which has noted the legal exposure that can follow careless posting and has encouraged practices to adopt formal, company-wide social media policies. For clinics trying to balance outreach with professionalism, the operational question is no longer whether to participate, but how to do so with oversight. (equimanagement.com)

What to watch: The next step will likely be more formalization, including written social media policies, clearer staff roles, and more use of social channels for proactive education and reputation management as practices respond to misinformation and client expectations online. (blog.avmaplit.com)