Social media moves from marketing to client communication tool

A new EquiManagement report is putting fresh attention on a familiar challenge for veterinary teams: how to use social media as a real client communication channel without letting it become a reputational or misinformation risk. The March 13, 2026 article recaps a 2025 AAEP Convention session from Mike Pownall, DVM, MBA, who argued that equine practices should treat social media as a structured part of client communication and brand building, rather than a side task delegated without a plan. (equimanagement.com)

The message builds on years of discussion in equine practice management. Pownall has been making versions of this case for more than a decade, with earlier coverage in dvm360 and EquiManagement describing social media as a way to deepen client relationships, expand visibility, and create loyalty when used consistently. What’s different now is the platform environment itself: video-first feeds dominate, algorithms change constantly, and practices are communicating in a space crowded with peer anecdotes, influencer content, and medical misinformation. (dvm360.com)

In the new article, Pownall recommends that practices start with a few basic questions: What outcome do we want, who is the audience, when and where should this message appear, and what should it say? He said practices should focus on what horse owners care about most, respond quickly and sincerely to negative feedback, and organize content around the “four Es”: educate, entertain, engage, and evangelize. EquiManagement also reported his view that storytelling matters more as algorithms shift, that video is now dominant across platforms, and that user-generated content tends to perform better than reposted material. The article cites 2025 Pew data showing YouTube used by 84% of U.S. adults, Facebook by 71%, Instagram by 50%, and TikTok by 37%, reinforcing the scale of these channels for client outreach. (equimanagement.com)

That advice aligns with broader veterinary management guidance. AAHA says social media can help practices build relationships, loyalty, and trust, while AVMA coverage has stressed the need for crisis communication skills and reputation management when posts or complaints turn public. AVMA PLIT has gone further, warning that even private or professional-only social spaces can create legal and confidentiality risks if clinicians overshare case details or post unprofessionally about patients. In other words, social media may be a strong communication tool, but it also compresses marketing, client service, and risk management into the same channel. (aaha.org)

Expert reaction in this case is mostly embedded in the practice-management ecosystem rather than formal outside commentary, but the through line is consistent: veterinary teams need strategy, not just activity. Earlier EquiManagement reporting advised against handing social media off solely to the youngest team member and instead recommended involving staff who understand both client service and professional standards. That’s especially relevant in equine medicine, where relationships are long-term, communication is often decentralized, and a practice’s digital voice can influence both retention and referral patterns. (equimanagement.com)

Why it matters: For veterinary professionals, this story sits at the intersection of communication and misinformation. Pet parents increasingly encounter health claims, treatment advice, and criticism of veterinary care online before or after speaking with a clinician. A practice with a credible, active social presence has more opportunity to explain standards of care, reinforce preventive guidance, and respond to confusion before it hardens into distrust. But the same visibility raises the stakes around privacy, tone, staff training, and response speed. For hospitals and ambulatory practices alike, social media is becoming less of a marketing extra and more of a frontline communication function. That’s an inference from the guidance and usage data, but it’s a well-supported one. (equimanagement.com)

There’s also a practical budget implication. Pownall’s point that unpaid posts may reach fewer than 10% of followers suggests practices should stop measuring success by posting frequency alone. If social channels are expected to educate clients, counter bad information, and attract new business, they need defined goals, performance metrics, and some paid support. That may be a shift for smaller practices that still treat social media as informal outreach rather than a managed business function. (equimanagement.com)

What to watch: The next phase is likely to be more formalization, including written social media policies, clearer staff guardrails on confidentiality and personal accounts, and more intentional use of video and boosted posts tied to measurable practice goals. As AAEP’s 2026 education cycle develops, this will be one area to watch for more concrete playbooks on how veterinary teams can stay visible online without amplifying risk. (equimanagement.com)