Social Media Toolkit Social media represent opportunities to connect with audiences interested in URMC patient care, teaching, research, and community outreach programs. Facebook, Twitter, YouTube, Instagram, and others are a growing and valuable part of URMC’s communications efforts – providing opportunities to engage distinct groups of patients, potential study subjects, donors, and other groups with whom we wish to communicate. However, by nature, these platforms are meant for conversations, not for one-way communications. Your participation establishes the expectation of candid, two-way dialogue with often anonymous individuals. While there may be advantages in participating in this dialogue, URMC employees/departments are responsible for anticipating and managing the reputational risks that social media pose. That’s why we’ve developed two sets of guidelines – one for employees using social media for their own personal use, and one for those employees/departments interested in launching a URMC-branded platform. Social Media Contacts If you have any questions or concerns related to social media or any of the existing URMC platforms, please feel free to contact us.