What Therapists Should Consider Before Posting on Social Media

Every day, millions of people upload content to social media platforms like TikTok, Facebook, LinkedIn, Instagram, and X (formerly known as Twitter).

Some people share information about their personal lives, while many others  create content to promote their businesses. However, when therapists and other clinicians post on social media there are certain things they need to consider before hitting the “share” button.

Social media has innovated how we receive, process, and transmit information—and, as therapists and clinicians, it’s completely understandable to want to build our social media followings.

However, for the many accurate and helpful videos that go viral each week, there are also many videos that go viral that circulate misinformation or spread problematic statements and attitudes. And, unfortunately, health and wellness professionals can be among those sharing misinformation and problematic posts.

Regardless of whether a therapist’s online presence is for personal or professional purposes, there are many factors to  consider before posting on social media that may not be as relevant for others online.

Although most healthcare safeguards are based on legal and ethical standards set by governing bodies and licensing boards, social media is often uncharted territory, or, at least murky waters, for most clinic and private practice’s internal policies and procedures.

For many therapists, a simple: “refer to your code of ethics,” won’t suffice when dealing with a social media dilemma—namely because social media hasn’t been officially accounted for or is in a murky grey area in our code of ethics.

Instead of creating content without understanding its full impact, here are things clinicians should consider before posting on social media:

Consider the relationship between content creator and audience  

Since we have little predictive power over the reach and viewership of our content, the use of social media may unintentionally offend, seem insensitive, or negatively impact current and prospective clients.

Before inadvertently landing in this precarious position, clinicians may make the mistake of underestimating how public and widely accessible their social media activity may be. Considering who you may be reaching with your message, intentionally or unintentionally, is definitely something to consider before posting on social media.

In modernity, attention is peddled as one of the most valuable and standardized forms of currency. To reach a broader audience, bolster a business, or get a message across, millions of social media users explore topics within and outside their comfort zone and expertise.

Creators use informative captions, voice-overs, “bite-size advice in under 60 seconds,” and interactive live videos to launch their online personas—making social media platforms the stage for a myriad of relatable figures, professionals, and self-proclaimed experts to share their wisdom, insight, and experiences (both fact and fiction).

If a post gets a strong enough reaction from the right number of people in a short amount of time, it can “go viral” and spread across the globe quickly.

Even without going viral, social media posting can be an invaluable way to expand your reach, share information to those without access to care, connect with and market to your target client demographic or audience, and foster the therapeutic relationship with current clients.

Some professionals share photos and videos of their families, their social circles, and “behind the scenes” content of their lives or workday, in addition to helpful tips gleaned from their professional expertise.

Through consistently sharing content, our social media audience connects with us (and we with them), even though most of our readers and followers may have never met us.

Consider the impact of your social media activity and presence 

The parasocial relationships social media fosters can be both beneficial and detrimental to the content creator and audience alike.

For example, one moment a follower may view the creator as a treasured “best friend/therapist/doctor/nurse/life coach,” the next moment the audience or viewer may become disappointed in the creator over something they shared, liked, commented on, or said.

In the world of social media, engagement is gold.

For many people using social media, the goal is for posts to go viral or reach the largest possible audience. Alas, some creators are motivated to go viral by any means necessary.

When creating content that’s accessible to the masses, it’s important to consider the potential ramifications of your public social media activity.

Ask yourself:

• Are you prepared to go viral, even for the wrong reasons? 

• Can you handle potential backlash or negative feedback? 

• How will your content be received by various audiences? 

• How will your content be received by your current clients and target audiences?
• How does this content align with your brand, niche, or professional expertise?

Additionally, sometimes content creators may prioritize the need to post something, meaning they may rush to  share a hastily made video, ahead of thinking it through and ensuring the content makes sense and won’t endanger or unintentionally offend their audience.

Ill-advised social media content can damage a clinician’s reputation, their private practice’s brand, and their relationships with current clients. In addition, it may also prevent them from getting new clients.

Consider what it feels like to experience your posts through your clients’ eyes

Our clients can be inspiring, and we may want to share tidbits of their experiences on social media. However, among the things clinicians should consider before posting on social media is their clients’ feelings as well as  the therapist’s ethical obligations.

Before regaling your followers with a client’s transformative moments, place yourself in your client’s shoes to consider how they’d feel about the public disclosure of their private and privileged conversations.

Also, it’s crucial to keep in mind the privacy regulations you’re professionally bound by (HIPAA and/or your local licensing bodies).

If you were a patient or client of a therapist, coach, or a medical professional, would you want them telling their hundreds or thousands of followers about something personal that you shared in confidence?

The thought of the world knowing about a traumatic, embarrassing, or formative experience that was shared within the confines of professional confidentiality can be devastating.

Even if the healthcare provider omits your name—and is technically compliant with ethical standards—the story being shared with the world in perpetuity can feel like a violating betrayal of the provider-client relationship. The rapport is fractured.

Instead of being perceived as co-creators of healing and progress, clinicians may be viewed as manipulative clout chasers and profiteers—eager to maximize their reach, via likes, shares, saves, and followers on social media platforms.

Once we are deemed unsafe by clients, whether called out publicly or resented privately, the therapeutic relationship may be irretrievably broken.

Am I suggesting you present a shell of yourself online?

No.

Should you aim for absolute perfection, or abstain from social media?

Of course not.

I simply recommend that we empathize with and consider the audiences (and clients) who may watch us as we strive to educate and share information that can impact their lives.

As crucial as it is to express ourselves authentically, it’s equally as essential to respect the humanity of those who may engage with and support us—whether online or in the office.

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