Why social media is becoming core to client communication

EquiManagement highlighted a 2025 AAEP Convention session in which Mike Pownall, DVM, MBA, argued that social media should be treated as a core client communication tool for equine practices, not just a marketing add-on. The session, listed in the AAEP 2025 convention program as “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice,” builds on Pownall’s long-running message that practices can use digital channels to introduce clinicians, strengthen brand identity, and create more consistent communication with clients. EquiManagement has previously reported Pownall’s advice to use planned, practice-led content, track return on investment, and avoid handing social media to the youngest team member simply because they know the platforms. (convention.aaep.org)

Why it matters: For veterinary professionals, the takeaway is that social media now sits at the intersection of client education, reputation management, and misinformation control. Industry guidance from AVMA PLIT and AAHA underscores that practices need clear policies on confidentiality, consent, security, and who speaks for the hospital online. That matters because a weak social strategy doesn’t just miss marketing opportunities, it can expose a practice to privacy complaints, reputational damage, or public disputes that spread faster than a phone call ever would. (blog.avmaplit.com)

What to watch: Watch for whether more practices move from ad hoc posting to formal social media protocols, especially as veterinary teams use social channels to answer client questions and push back on online misinformation. (blog.avmaplit.com)