Social media becomes a sharper client communication tool

EquiManagement has published a new practice-management piece based on a presentation from the 2025 American Association of Equine Practitioners Convention, where Mike Pownall, DVM, MBA, outlined how equine veterinary practices can use social media more intentionally for client communication. The article argues that social media should be treated as a structured business tool, not an ad hoc marketing channel, with content built around brand goals, audience targeting, timing, and measurable outcomes. Pownall emphasized four functions for social content — educate, entertain, engage, and evangelize — while also urging practices to respond quickly and sincerely to negative feedback, lean into storytelling and video, and budget for paid promotion because organic reach is limited. EquiManagement cited 2025 Pew data showing YouTube, Facebook, Instagram, and TikTok remain major platforms for U.S. adults. (equimanagement.com)

Why it matters: For veterinary professionals, this is less about posting more and more about communicating with purpose. In a misinformation-heavy environment, a consistent social presence can help practices reinforce trust, set expectations, educate pet parents, and protect their reputation before a complaint or false claim gains traction. That opportunity comes with risk: AVMA PLIT warns that social posts can create confidentiality, liability, and professionalism problems if teams share client information without consent or blur the line between general education and case-specific advice. AAHA and AVMA resources also frame social media as a trust-building tool only when it is paired with clear policies, moderation standards, and realistic measurement of return on time and spend. (blog.avmaplit.com)

What to watch: Expect more practices to formalize social media workflows, budgets, and guardrails as veterinary teams try to balance client engagement with misinformation control, confidentiality, and reputation management. (equimanagement.com)