Social media becomes a more strategic client tool in equine practice

Social media is becoming less of a marketing side project and more of a frontline client communication tool for veterinary practices. In a March 13, 2026, EquiManagement article based on a session from the 2025 AAEP Convention, Mike Pownall, DVM, MBA, said equine practices should use social platforms intentionally to build client loyalty and strengthen brand identity, rather than posting reactively or delegating the work without a plan. (equimanagement.com)

That advice builds on years of messaging from Pownall and others in equine practice management. Earlier EquiManagement coverage tied social media to relationship-building, saying it should be treated as mainstream communication, not a fad, and measured against concrete business goals such as client growth and acquisition cost. More recently, Pownall has described tactics like “Meet the Vet” videos to help clients feel comfortable with a new associate before that veterinarian arrives onsite, underscoring how digital communication now supports continuity, trust, and retention. (equimanagement.com)

In the new article, Pownall advised practices to define the desired outcome of each post, identify the intended audience, choose the right platform and timing, and shape content accordingly. EquiManagement said he organized social media communication around the “four Es”: educate, entertain, engage, and evangelize. That framework suggests a shift away from using social channels only for announcements and toward using them as a structured extension of the practice’s client experience and brand. (equimanagement.com)

The broader profession has been moving in the same direction, but with repeated warnings about the downside. AVMA coverage on online reputation management has stressed that veterinarians need clear strategies for complaints, reviews, and cyberbullying, while AVMA PLIT has warned that even seemingly casual posting can create malpractice, privacy, or professionalism problems. Other veterinary guidance, including from the American College of Veterinary Pathologists and the RCVS, similarly emphasizes avoiding identifying case details, maintaining professional tone, and remembering that online conversations can quickly become public and permanent. (avma.org)

Industry commentary also suggests that social media now sits squarely in the misinformation conversation. AAHA has promoted training on digital communication that explicitly links social media strategy with addressing misinformation and protecting practice reputation, and Oregon State University’s extension guidance for animal owners warns that social media advice can’t replace a veterinarian-client-patient relationship. In other words, the same platforms that help practices educate and connect with clients can also amplify half-true advice, crowdsource treatment opinions, and pressure teams to respond outside appropriate clinical channels. (aaha.org)

Why it matters: For veterinary professionals, this story is really about communication control. A thoughtful social media presence can help clients understand who you are, what your practice stands for, and when they should seek care. It can also reduce friction around onboarding new associates, reinforce preventive care messaging, and create consistency across the client journey. But if practices use social platforms as ad hoc triage lines, or let untrained staff post without clear oversight, they risk confidentiality breaches, boundary problems, and misinformation spillover that can damage trust with both pet parents and referring partners. (equimanagement.com)

For equine practice in particular, where travel, scheduling, and long-standing client relationships shape care delivery, social media can function as both a relationship tool and a reputational vulnerability. Pownall’s emphasis on strategy reflects a larger reality: digital communication is now part of practice operations, not just promotion. That means veterinary leaders may need clearer internal policies on who posts, how medical questions are redirected, what metrics matter, and how the team responds when misinformation or complaints surface online. This is an inference drawn from the guidance and practice-management sources, but it is strongly supported by them. (equimanagement.com)

What to watch: The next phase will likely be less about whether practices should use social media and more about whether they can integrate it safely into client communication, with formal policies, measurable goals, and clearer boundaries around medical advice, privacy, and misinformation response. (equimanagement.com)