Just a few decades ago, placing a shingle or a sign on the door of a doctor’s office was all that was necessary and all that was allowed for a doctor to identify their practice. In 1847, when the American Medical Association (AMA) was established, it included a ban on physician advertising as part of its original code of ethics. In the years since then, there has been disapproval toward physicians who attempted to promote their services to the public. Some physicians—particularly young ones—became concerned when their advertising attempts met with censure from local, state, and national medical societies. In 1906, the Missouri Medical Society rebuked a local newspaper for publishing an ad by a physician: “… not one line of this obscene advertising would be possible without the publishers also being liable to prosecution. The publisher is as culpable as the physician who prostitutes his profession.” Little progress in physician marketing was made until the 1970s and 1980s, as doctors were limited to inserting small ads in local newspapers as an acceptable method of announcing their practices. Doctors learned about ethical marketing methods in the late 1980s and early 1990s and promoted their practices accordingly. This initiative began with the distribution of patient brochures, newsletters, and local presentations to service organizations. In the late 1990s, doctors began developing Web pages. These were static Web pages, and there was no interaction between patients and their doctors. The first medical Web pages were brochure-ware, when the trifold, colored brochure was transferred electronically to the Web page. Then, in the 2000s, large group practices such as the Cleveland Clinic, Mayo Clinic, and Lahey Clinic developed a presence on Facebook, YouTube, Twitter, and other social media platforms. This marked the beginning of a new era in practice promotion. This new era is referred to as Web 2.0. There was a two-way interaction between the viewers and the medical practice. Dialogue and communication enable patients to become more involved and participate in their healthcare with their physicians. The exciting aspect of Web 2.0 is that small medical practices, with a few doctors or just one doctor, can now compete with larger groups. Social media is now very affordable, which levels the playing field and allows solo and small practices to market their services, just like larger practices and medical centers. The days of the Yellow Pages are now kaput, that is, over! Today, every medical practice, regardless of size or geography, needs to participate in social media. This chapter will discuss the advantages of social media and the critical role of online reputation management in the success of any physician and medical practice. This chapter is written with a small practice in mind. We will teach you how to start your own blog site and generate fans and followers on Facebook and Twitter. We will share how to develop a YouTube presence with minimal expense and no prior computer expertise. We do not want to mislead you, as you will not have a Steven Spielberg–quality video. Still, you will have a video that showcases your areas of interest and expertise, directing patients to your website and practice. After reading this chapter, you will be able to establish a social media presence quickly and anticipate generating several new patients every day who will call your office for appointments. This exciting technology is not as daunting as implementing an electronic medical record (EMR) or artificial intelligence (AI) into your practice. This is more akin to incorporating new clinical technology, such as ultrasound, into your practice. However, the return on investment for social media is far greater than that of any currently available clinical technology. This is an exciting time for physicians. With reimbursements decreasing and overhead costs rising, it is imperative to find new methods to improve practice visibility through ethical marketing and promote the doctors and the practice. Social media is that opportunity, and it is available to everyone. Please consider this new technology as a guideline for ethically marketing and promoting your practice.