Social media is a valuable channel of communication for your department. With so many competing sites and medical programs worldwide, you have to bring your message to where your audiences are. As of 2020, YouTube and Facebook are the most visited websites on the Internet, and more and more social media networks are appearing every day. 

Here at UF Health, we use social media as a tool to communicate the latest and most relevant healthcare news with the members of our communities, in Gainesville and beyond. Through social media, we can engage with a variety of audiences that are critical to the UF Health ecosystem:

  • Primary: General public, broader North Central Florida and nationwide
  • Secondary: UF and UF Health faculty, staff, students and alumni

Maintaining a quality social media channel that engages your audiences and brings them meaningful content is much harder than it appears at first glance. Like a news site or blog, it requires regularly updated content and a community manager that is responsive to the audience. 

UF Health’s social media team is here to help you launch, grow and maintain a successful social media presence for your unit. While social media is a great way to communicate with our patients, students and communities, it requires a good deal of time, planning and resources to provide engaging content your audiences want to see. This living document can serve as a comprehensive guide for you — starting with how to write for social media, all the way to reporting on the success of your campaigns.

UF Health Social Media Best Practices

Quick TIPS

General Best Practices

A quick guide to getting started and managing an official UF Health social media account.

Writing for Social

Writing for social should be informative, accessible and casual Here’s some ground rules to get started.


Making Accessible Content

Social media platforms provide numerous tools for making content accessible for our audiences. Learn how to do this and other best practices.

Patient Privacy (HIPAA)

A guide to protecting patient information on social and how to obtain media consents for patient images and stories.

Creating and Maintaining Accounts

How to request an account; developing and measuring goals for the account; guidelines on responding to negative posts; and ongoing support and resources.


Our thanks to the following organizations and resources who shared their best practices to the general public.

UF Health Social Team 

Jeffrey E Stevens
Department: Web Services

Jeffrey E Stevens M.A.M.C.

Assistant Director, UF Health Web Services
Phone: (352) 392-0466