Why veterinary teams are rethinking social media as client care: full analysis

Social media is increasingly being framed as core veterinary client communication, not a side project, and that was the message behind Mike Pownall’s 2025 AAEP Convention session on equine practice strategy. In a March 13, 2026, EquiManagement article, Pownall argued that practices should use social channels deliberately to build loyalty, strengthen brand identity, and communicate with clients in ways that reflect both practice goals and client concerns. (equimanagement.com)

The idea isn’t entirely new for equine medicine. Pownall has been discussing the business value of social media in equine practice for years, and EquiManagement has covered the broader role of digital communication at prior AAEP meetings as well. What’s changed is the environment around it: social platforms now function not only as marketing channels, but also as frontline spaces where pet parents encounter educational content, reviews, misinformation, and public complaints. That makes social media less optional than it once was, especially for practices trying to shape how clients understand care decisions before a phone call or farm visit ever happens. (dvm360.com)

According to EquiManagement’s reporting, Pownall advised practices to start with the basics: define the desired outcome, identify the audience, choose the right platform and posting time, and tailor content around what horse owners value and worry about most. He grouped effective content into four functions, the “four Es”: educate, entertain, engage, and evangelize. He also emphasized that algorithms change constantly, that storytelling matters, that video now dominates many platforms, and that user-generated content tends to outperform reposted material. The article further cited August 2025 platform usage figures showing YouTube, Facebook, Instagram, and TikTok remain major channels, while warning that unpaid posts may reach less than 10% of an audience, making paid boosting part of a realistic marketing budget. (equimanagement.com)

That advice lines up with broader industry guidance. AAHA’s social media materials describe social platforms as essential tools to find, educate, and communicate with clients, while a 2025 Trends article urged practices to diversify beyond a single platform and connect social efforts with email, Google Business profiles, and other channels. In other words, social media may be the front door for attention, but it works best when it feeds a larger communication system. (aaha.org)

There’s also a defensive side to this conversation. Pownall’s recommendation to answer negative reviews quickly, sincerely, and with a broad audience in mind closely matches AVMA guidance on responding to complaints and criticism. AVMA advises practices to acknowledge concerns, use a human and compassionate voice, and think carefully before engaging with trolls or escalating public disputes. Additional AVMA risk-management guidance warns veterinary professionals not to post without consent, not to vent online, and not to disclose client or patient information in ways that could create privacy or legal problems. (avma.org)

Why it matters: For veterinary professionals, especially those working in equine and ambulatory settings, the bigger issue is credibility. Social media is one of the main places where pet parents and horse owners now evaluate practices, compare advice, and encounter misleading claims. A practice that uses social channels consistently for education, expectation-setting, and calm response to criticism may be better positioned to reduce confusion before it becomes conflict. That matters in a misinformation category because proactive communication can help establish the practice, rather than an influencer or comment thread, as the trusted source. This is partly an inference from the guidance and commentary above, but it’s well supported by the way AAHA and AVMA frame social media as both a relationship and reputation tool. (aaha.org)

There are operational implications, too. Pownall’s emphasis on metrics suggests practices should stop treating posting as a vague branding exercise and start measuring whether content drives the outcomes they actually need, whether that’s appointment demand, better-informed clients, reduced friction around policies, or stronger loyalty. AAHA’s recent recommendations similarly push teams to identify the right clients for the practice and to build systems, tools, and workflows that make communication sustainable rather than ad hoc. (equimanagement.com)

What to watch: The next step will likely be more formalization: clearer internal policies on who posts, who responds to reviews, how consent is handled, and how educational content supports the clinic’s broader communication strategy. As platform algorithms keep changing and misinformation remains a live concern, veterinary teams will probably put more emphasis on multi-channel outreach, documented response protocols, and content that reinforces trust before a crisis lands in the comments. (aaha.org)