Social media is becoming core to veterinary client communication

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EquiManagement highlighted a familiar but increasingly strategic message for equine practices: social media isn't just a marketing add-on, it's part of client communication. In coverage tied to the 2025 AAEP Convention, Mike Pownall, DVM, MBA, discussed how practices can use social channels to build loyalty and strengthen brand identity, echoing advice he has given in earlier EquiManagement and AAEP materials about meeting clients where they already spend time online and using those platforms intentionally, not casually. EquiManagement’s broader archive shows Pownall has long argued that practices need to understand which platforms their clients actually use, track what performs, and treat social media as a structured business function rather than an afterthought. (equimanagement.com)

Why it matters: For veterinary professionals, the issue is less about posting more and more about communicating better. Social media can help reinforce client education, practice policies, and trust, but it also sits close to reputational risk, misinformation, blurred professional boundaries, and privacy concerns. AVMA guidance advises practices to respond to criticism with compassion, avoid disclosing confidential information, and use clear protocols for online engagement, underscoring that social channels now function as both outreach tools and risk-management territory. (avma.org)

What to watch: Expect more practices to formalize social media policies, consent procedures, and response workflows as client communication and online reputation management become more tightly linked. (avma.org)