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Social media is a great way for equine veterinarians to show clients what’s going on in their clinic, says Dr. Mike Pownall, co-owner of McKee-Pownall Equine Services in Campbellville, Ontario, Canada. “It helps show the services that we offer, show our successes, and it’s a great opportunity to educate horse owners on how veterinarians can treat different conditions,” he says.

Not to mention, social media gives equine veterinarians multiple platforms to reclaim their title of large animal expert. After all, it’s no secret clients are searching Google for answers about their horses, Dr. Pownall says.

“If veterinarians aren’t part of that online discussion, then we’re letting everybody else give opinions on medical cases,” he says.

His practice posts on Facebook at least once or twice a day. If you post anything less than that he warns your posts will likely get lost in tidal wave of information.

“Facebook algorithms like people who post interesting things that engage people often,” he says.

Not sure what to post? The next time you log on to Facebook, keep these four E’s in mind, courtesy of Dr. Pownall.

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1. Educate
Dr. Pownall’s practice has experienced great success with posting real equine cases with pictures. “We posted an abscess coming out of a coronary band and within 24 hours we had 200 comments from clients,” Dr. Pownall says. The ringworm post below received nearly 300 comments.  

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2. Entertain
About once a week, Dr. Pownall’s practice will post a funny picture prompting clients to “caption this photo.” The team also posts cartoons like the one below to add a little horse humor to their clients’ day.

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3. Engage
When a snowstorm hit their town a few weeks ago, Dr. Pownall asked the following question on the practice’s Facebook page: “How will you be enjoying the snow with your horse today?” This question got clients commenting and some even sent in pictures like the one below.

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4. Evangelists
Dr. Pownall says if you follow the first three E’s, then you'll create evangelists from your followers who will spread the word about your practice. “Social media has been a great way for us to promote our business and reach clients,” he says.

Check out Dr. Pownall's practice's page (facebook.com/McKeePownallEquineServices) for more ideas for engaging posts.