Equine practices rethink social media as client communication tool

EquiManagement highlighted a presentation from Mike Pownall, DVM, MBA, at the 2025 AAEP Convention arguing that equine practices should treat social media as a structured client communication channel, not just a marketing add-on. In the March 13, 2026, article, Pownall said practices should match posts to a defined goal, audience, platform, and timing, and organize content around 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 budget for paid boosts because organic reach is often limited. (equimanagement.com)

Why it matters: For veterinary professionals, especially in equine practice, this reflects a broader shift in how pet parent and client expectations are shaped online before they ever call the clinic. Social media can support loyalty and brand identity, but it also creates risk around confidentiality, misinformation, boundary-setting, and public complaints. AVMA guidance advises practices to respond to criticism with professionalism, avoid disclosing confidential information, and use clear community rules, while other veterinary guidance stresses the need for formal social media policies across teams. (equimanagement.com)

What to watch: Expect more practices to formalize social media workflows, approval policies, and paid content strategies as veterinary teams try to balance client communication, reputation management, and misinformation response. (aaha.org)