Social media moves closer to core client communication

Veterinary practices are getting a fresh reminder that social media is no longer just a marketing side project. Recent trade coverage from EquiManagement and Instinct spotlights social platforms as a core client communication tool, with equine consultant Dr. Mike Pownall emphasizing loyalty and brand identity, and Burrwood Veterinary founder Dr. Alex Schechter describing social media as a practical growth channel for hospitals that want a stronger public presence. The common thread is that practices are being urged to treat social media as part of client communication strategy, not just promotion. (aaep.org)

Why it matters: For veterinary professionals, the opportunity comes with real risk. Industry and association guidance has long warned that social media can strengthen trust and client education, but it can also blur boundaries, amplify misinformation, expose confidentiality breaches, and escalate complaints if teams post casually or respond poorly. AVMA resources advise practices to correct misinformation carefully, use competent, confident, compassionate responses, and build clear internal policies around who posts, what gets shared, and how client concerns are handled online. (avma.org)

What to watch: Expect more practices to formalize social media policies, assign trained spokespeople, and use content strategy as both a client loyalty tool and a misinformation control measure. (blog.avmaplit.com)