Social media moves from marketing tool to client comms channel

Social media is still being framed as a growth and loyalty tool for equine practices, with Mike Pownall, DVM, MBA, spotlighted at the 2025 AAEP Convention for a session on “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice.” EquiManagement’s coverage positions social platforms as a way to strengthen brand identity and deepen client relationships, while AAEP’s 2025 convention program confirms the topic as part of its emerging technologies track. Earlier EquiManagement reporting tied Pownall’s approach to practical guardrails, including written permission before posting client or horse content and use of a planned content calendar. (convention.aaep.org)

Why it matters: For veterinary professionals, social media isn’t just a marketing channel anymore. It’s part of client communication, trust-building, and, increasingly, misinformation management. AAHA has argued that practices should expect clients to arrive with information from search engines and social platforms, and that dismissing those concerns can damage trust; instead, teams should use structured communication techniques and direct clients to validated resources. At the same time, liability experts warn that careless posting can expose practices to confidentiality, reputation, and even legal risks, underscoring the need for clear internal policies, consent processes, and boundaries around what counts as education versus case discussion. (aaha.org)

What to watch: Expect more emphasis on formal social media policies, staff training, and science-based client education as practices try to use these channels without amplifying misinformation or creating privacy risk. (aaha.org)