Social media becomes a frontline client communication tool

EquiManagement reports that Mike Pownall, DVM, MBA, told attendees at the 2025 American Association of Equine Practitioners Convention that social media should be treated as a structured client communication channel, not an afterthought. In the March 13, 2026, article, Pownall said practices should define the goal, audience, platform, timing, and message for each post, and build content around what clients value and worry about most. He framed effective content around four functions — educate, entertain, engage, and evangelize — while emphasizing storytelling, video, user-generated content, and paid promotion, noting that organic reach on major platforms is limited. (equimanagement.com)

Why it matters: For veterinary teams, the takeaway is less about marketing polish and more about trust management in an environment shaped by misinformation and public scrutiny. Pownall’s advice aligns with broader guidance from AAHA and AVMA that social media can strengthen client relationships, but only when practices use it intentionally, monitor results, protect confidentiality, and have clear policies for responding to criticism or false claims. In practical terms, that means assigning social media to someone who understands the practice’s audience, measuring return on investment, and using posts to reinforce credible medical guidance before misinformation fills the gap. (equimanagement.com)

What to watch: Expect more practices to formalize social media workflows, moderation policies, and reputation-monitoring plans as client communication and misinformation concerns keep converging online. (avma.org)