Social media moves from marketing to client communication tool

EquiManagement has published a March 13, 2026 report from the 2025 American Association of Equine Practitioners Convention highlighting how equine practices are using social media as a client communication tool, not just a marketing add-on. In the session, Mike Pownall, DVM, MBA, said practices should be deliberate about the outcome they want, the audience they’re trying to reach, the platform and timing, and the content itself. He framed effective posting around four functions — educate, entertain, engage, and evangelize — and argued that storytelling, video, and user-generated content now outperform simple reposting. The article also notes that unpaid reach is often limited, making paid promotion and metric tracking part of a modern practice communication plan. (equimanagement.com)

Why it matters: For veterinary professionals, the takeaway is less about “being on social” and more about using it strategically while protecting trust. That matters in a misinformation-heavy environment, where practices are competing with online forums, influencers, and nonveterinary advice for client attention. Industry guidance from AAHA and AVMA has similarly emphasized that social media can strengthen loyalty and relationships, but only when practices use it intentionally and maintain professionalism, confidentiality, and clear boundaries in public-facing communication. (equimanagement.com)

What to watch: Expect more veterinary practices to formalize social media policies, budgets, and response protocols as platforms continue to shape how pet parents find information and judge credibility. (equimanagement.com)