Social media such as Facebook/Twitter can play a meaningful role in DSO brand marketing. Social media puts a friendly face on a brand and builds an on-going relationship with patients. However, in the dental world, social media isn't often managed with the care it deserves. Office staff are sometimes left in charge, and with disastrous results, namely HIPPA violations and off-brand messages. Medina Communications approaches social media by allowing some office participation, but we add a layer of screening to ensure appropriateness. We coordinate social posts with marketing calendars so we build synergy with other advertising efforts. We also strongly encourage the use of short-form videos, rather than static images to carry the brand message. Finally, we emphasize timely and appropriate responses to inquiries to make social media a powerful tool in the digital toolbox.