This document outlines a framework for healthcare organizations to develop an evidence-based social media strategy. It recommends establishing clear objectives, audiences, and guidelines. A pilot project should formalize the strategy, provide a process for managing social channels, and allow organizations to experiment and learn. The framework involves identifying goals for existing social properties, creating content plans, and setting metrics for success. It also provides tips for setting up accounts, building communities, and reviewing progress over several months to refine the strategy based on lessons learned. The overall message is that social media can support organizations if done through a thoughtful, evidence-based process while staying true to defined parameters.