Effective Use of Social Media
Marketing a private practice or other business affiliated with your profession through social media can be incredibly effective, but it also has unique professional and ethical considerations that differ from other small businesses. Below, ASHA offers some guidance for using social media successfully and safely as a business owner.
For a healthcare-based business, social media isn’t primarily about “selling.” Rather, it’s about:
- Building trust and credibility in your expertise—and providing evidence-based services or reliable products.
- Educating the community, clients, and other professionals about what audiologists and speech-language pathologists do—and the impact they have on everyday life.
- Increasing visibility so families, care partners/caregivers, and professionals know that you exist.
- Humanizing your brand by showing your personality and passion without compromising your or your client’s privacy.
Ethical and Professional Considerations
ASHA members who provide clinical services must hold ASHA certification and are obligated to adhere to ASHA’s Code of Ethics. ASHA’s Ethics team has published an Issues in Ethics Statement and an Everyday Ethics ASHA Leader article to further clarify how the Code of Ethics applies when using social media.
In addition to the ASHA Code of Ethics, you must always follow applicable state licensure regulations regarding advertising and testimonials. See ASHA’s State and Territory Information webpage to locate your state’s licensing and regulatory contacts.
Situations To Avoid
ASHA suggests that you avoid the following situations (see table below, which discusses what each situation might look like and how to prevent it from happening in the first place).
| Situations To Avoid | What It Looks Like | How To Prevent It |
|---|---|---|
| Violating HIPAA | Sharing client photos, names, or identifiable stories | Use generic examples or stock images; never post client content without written, specific consent. |
| Offering individualized advice | Telling a friend or acquaintance, “DM me your child’s symptoms, and I’ll tell you what to do.” | Keep responses general: “That’s a great question—I recommend discussing it with your child’s SLP.” |
| Blurring personal and professional boundaries | Taking your personal opinions—or content from your personal life that doesn’t support your professional goals—and weaving them into your business’s social media pages and posts. |
Keep your social media practices strictly professional if you use social media only for work. Or, create a professional account that is separate from your personal account. |
Additional Resources
Looking for more resources and tips to leverage social media for marketing your business? Check out SCORE, a 501(c)(3) nonprofit business mentorship organization and a resource partner of the Small Business Administration.
For more information on establishing a business as an audiologist or as a speech-language pathologist, see ASHA’s Establishing a Business webpage.
