The first step in establishing a social media presence is to choose a format for your online profile. To determine this, practitioners need to consider their goals prior to participating in social media. Examples might include promoting their practice or themselves or advocating for a particular cause or issue. Providers should never use their personal accounts for these pursuits, as this may blur provider-patient boundaries. The identity, which will typically be a practitioner’s name or organization, can then be registered at various social media outlets, such as Twitter, Facebook, and LinkedIn. However, different platforms are better suited for different types of goals. For example, advocating for a cause is best done through Twitter or a blog, but promoting a practice is done most effectively using Twitter, Facebook, or a website. In any case, this online identity should be dedicated toward the promotion of the entity or person for which it was created, and not used for personal purposes. A provider should initially try to pick a single platform with which to become comfortable posting professionally and as an engagement tool. Then consider using sharing or cross-posting applications, such as Tweetdeck or Buffer, to expand posting to other social media platforms. Additionally, budgeting time is also important, since like any tool, social media can be used incorrectly and in a way that reduces overall efficiency. Once a practitioner’s professional social media identity is established, he or she should post regular, focused posts that current and future patients might find useful, being mindful to stay within the boundaries of professionalism.