Social media is becoming core to veterinary client communication

EquiManagement’s report on social media use for client communication, based on insights from Mike Pownall, DVM, MBA, points to a shift many veterinary teams are already living through: social platforms are no longer separate from practice communication. In the equine setting especially, where relationships, referrals, and ongoing education can shape retention, social media is being framed as a tool for building loyalty and reinforcing a practice’s identity, not just promoting services. (aaep.org)

That message has a long runway. Pownall has been making versions of this case for years in equine media, arguing that Facebook, Twitter, and other channels can strengthen relationships with existing clients and influence how prospective clients first encounter a practice. Earlier EquiManagement coverage also emphasized a practical point that still holds up: practices need to know where their clients are, because not every audience uses the same platform, and not every post is worth the staff time it takes to create. (equimanagement.com)

The more recent business guidance around Pownall’s work adds operational detail. He has urged practices to measure whether their outreach is actually effective, including by surveying clients, reviewing analytics, and thinking about acquisition cost rather than assuming a “robust” social presence is automatically useful. EquiManagement has also previously reported on tactical basics, including obtaining signed release forms before using client or patient images and reviewing platform analytics to understand what content resonates. (equimanagement.com)

What’s notable in 2025 is the context around that advice. Social media is now inseparable from misinformation, complaint management, and reputational exposure. AVMA says criticism online may be fueled by miscommunication, misinformation, and grief, and it recommends a structured response that is competent, confident, and compassionate. The association also warns practices not to disclose confidential information when replying publicly and has built reputation-management and cyberbullying resources specifically for veterinarians facing online attacks or social media crises. (avma.org)

Industry organizations are increasingly treating this as a professional competency, not a side project. AAHA has promoted training focused on addressing misinformation, strengthening client communication, and building a professional social media strategy that supports a practice’s mission while protecting its reputation. That framing suggests the conversation has moved beyond marketing into a broader question of how veterinary teams set boundaries, educate clients, and maintain trust in public-facing digital spaces. (aaha.org)

Why it matters: For veterinary professionals, the practical takeaway is that social media strategy now overlaps with client service, medical communication, team wellbeing, and legal risk. A thoughtful presence can help practices explain policies, share credible education, and stay visible to pet parents before misinformation fills the gap. But without clear guardrails, the same channels can invite after-hours advice requests, privacy missteps, or public disputes that are hard to unwind. Inference: the real value is less in “being active” online than in being consistent, policy-driven, and aligned with the practice’s standards for communication. (avma.org)

For equine and companion animal practices alike, that means social media plans increasingly need the same discipline as other client-facing systems: defined goals, assigned staff responsibility, consent processes, escalation pathways, and a clear distinction between general education and patient-specific advice. AVMA’s reputation guidance and EquiManagement’s earlier reporting both support that more structured approach. (avma.org)

What to watch: The next phase is likely to center on formalization, with more practices adopting written social media policies, community guidelines, and crisis-response workflows, while professional groups continue to publish tools aimed at misinformation, online harassment, and healthier veterinary team-client relationships. (avma.org)