Why veterinary clinics need a plan for online scandals

Veterinary leaders are urging practices to treat online scandals as an operational risk, not just a communications problem. In a recent Veterinary Viewfinder episode, Dr. Ernie Ward and Beckie Mossor, RVT, discussed how an employee’s personal social media post or other online misstep can quickly spill over onto a clinic, especially when “mob mentality” takes hold before facts are verified. That concern is echoed in new equine-practice reporting from EquiManagement, which says crises in veterinary medicine can go viral quickly and highlighted a 2025 AAEP Convention session on online reputation management led by Tim Scerba and Michelle Sinning, consultants who work with AVMA. The session found many attendees were active on social media but lacked a crisis plan, and it pointed practices toward advance planning, review monitoring, and disciplined response protocols. (equimanagement.com)

Why it matters: For veterinary professionals, the takeaway is that reputational harm can start with one post, one review, or one emotionally charged client account, then escalate into staff stress, workflow disruption, and potential financial fallout. AVMA has framed cyberbullying and online firestorms as profession-wide issues, offering a reputation management toolkit, sample response templates, and a 24/7 hotline for members facing immediate attacks. Earlier AVMA survey reporting found about one in five veterinarians had experienced or worked with someone who experienced workplace cyberbullying, with attacks often appearing within 72 hours and commonly tied to disputes over care, costs, diagnosis, or treatment. (avma.org)

What to watch: Expect more practices to formalize social media rules, crisis-response chains, and staff training as online reputation management moves from marketing into core risk management. (equimanagement.com)