Social media becomes a frontline client communication tool

Social media is becoming a more formal part of veterinary client communication, at least in the view of equine practice consultant and veterinarian Mike Pownall, DVM, MBA. In a March 13, 2026, EquiManagement article summarizing his presentation at the 2025 AAEP Convention, Pownall argued that practices should use social platforms to build client loyalty and brand identity through deliberate, goal-based communication rather than occasional promotional posting. (equimanagement.com)

That message builds on years of similar guidance from Pownall and other veterinary advisers. Earlier EquiManagement coverage described McKee-Pownall Equine Services using “Meet the Vet” videos and other behind-the-scenes content to help clients feel comfortable with clinicians before appointments, while older practice-management advice from the same outlet framed social media as mainstream communication rather than a fad. AAHA has likewise described social media as an essential tool for finding, educating, and communicating with clients, especially when practices want to build trust and loyalty over time. (equimanagement.com)

In the latest article, Pownall said practices should start by clarifying the desired outcome, the intended audience, the best platform and posting time, and the content itself. He advised teams to consider what horse owners care about and worry about most, then build messaging around the “four Es”: educate, entertain, engage, and evangelize. He also argued that storytelling matters more as algorithms shift, that video now dominates social channels, and that user-generated content tends to outperform reposted material. EquiManagement’s report also cited platform-use figures from August 2025 showing YouTube, Facebook, Instagram, and TikTok as major channels, and quoted Pownall saying unpaid posts typically reach less than 10% of an audience, making paid boosting a realistic part of the marketing budget. (equimanagement.com)

Other recent reporting from EquiManagement adds operational detail to that strategy. In an October 2024 article, Pownall said practices should avoid simply handing social media to the youngest team member or the busiest receptionist, because digital fluency alone doesn’t guarantee sound judgment about audience, tone, or brand fit. He also urged practices to measure effectiveness, including the cost of acquiring a new client through digital channels, and to work with professionals who can respond quickly when time-sensitive issues, such as disease outbreaks, require communication in real time. (equimanagement.com)

Industry commentary suggests the communication challenge is getting harder because social media now doubles as a misinformation battleground. AAHA’s 2025 workshop on digital communication said veterinary teams are under growing pressure to manage online reviews, public image, and misinformation at the same time. In AAHA Trends, emergency veterinarian Marcus Dela Cruz, DVM, said he underestimated how much bad pet-health information circulates online until he began posting himself, and described his approach as leading with compassion because pet parents are usually trying to do the right thing even when they arrive with inaccurate information. (aaha.org)

Why it matters: For veterinary professionals, the bigger issue isn’t whether to post more often. It’s whether the practice has a credible, consistent digital presence before a client turns to TikTok, Facebook, YouTube, or online reviews for answers. A well-run social media channel can extend client education, humanize the team, and reinforce trust between visits. But the same channels can also amplify complaints, blur professional boundaries, and spread misinformation quickly. AVMA guidance on responding to complaints stresses not disclosing confidential client or patient information online, while its reputation-management resources and monitoring checklist recommend staff training, social media policies, and active oversight of a clinic’s online presence. (avma.org)

That makes Pownall’s recommendations especially relevant for practices trying to connect communication strategy with risk management. His emphasis on audience fit, measurable goals, and consistent brand values maps closely to what AAHA has published on building veterinary client relationships through social media, including advice to move legitimate complaints offline quickly and avoid feeding unproductive comment threads. For clinics facing misinformation, social media may be less a marketing extra than a preventive communication tool: a place to answer common questions early, explain recommendations clearly, and show up as a reliable source before someone else does. (equimanagement.com)

What to watch: The next phase will likely be less about platform choice and more about governance — who creates content, how practices handle moderation and complaints, what metrics they track, and how quickly they can respond when misinformation or a reputational flare-up starts to spread. Expect more veterinary teams to connect social media planning with client education, outbreak communication, and formal reputation-management protocols. (equimanagement.com)