Seems everywhere you turn today, you read or hear about social media. For healthcare organizations, social media can be a great tactic to help build and strengthen your base. However, like any tactic, it is not the “end all be all.” It comes with its own set of unique challenges. And if not done properly, it can turn into wasted resources or even backfire on you. Like any new marketing vehicle, we recommend that you think through how social media will fit into your overall marketing plan (meaning it should be just one tactic of many) before you dive in. And remember … the power of social media is in its ability to engage in conversation and build interest and loyalty at a grassroots level.