HEALTHCARE MANAGEMENT STRATEGIES: Edited by Rebekah E. GeeBack to the future a history of ACOG in social media's golden ageDeNicola, Nathaniela; Good, Meadowb; Newton, LukecAuthor Information aDepartment of Obstetrics and Gynecology, University of Pennsylvania, Philadelphia, Pennsylvania bDepartment of Obstetrics and Gynecology, University of Florida Health Jacksonville, Jacksonville, Florida cDepartment of Obstetrics and Gynecology, University of Texas Health Science Center San Antonio, San Antonio, Texas, USA Correspondence to Nathaniel DeNicola, Robert Wood Johnson Foundation Clinical Scholars Program (VA), University of Pennsylvania, 423 Guardian Drive, Philadelphia, PA 19104, USA. Tel: +1 215 573 2562; fax: +1 215 573 2742; e-mail: [email protected],[email protected] Current Opinion in Obstetrics and Gynecology: December 2014 - Volume 26 - Issue 6 - p 495-502 doi: 10.1097/GCO.0000000000000123 Buy Metrics Abstract Purpose of review To chronicle a medical professional society's adoption of innovation and to describe themes pertinent to the adoption. Recent findings In September 2013, the American College of Obstetricians and Gynecologists (ACOG) published a Committee Opinion on Toxic Environmental Agents that included an infographic and social media awareness campaign. To date, it claims one of the highest total audience reaches for an ACOG Facebook post reaching nearly 18 000 viewers. Despite this powerful promise, ACOG's timely and successful social media campaign did not always appear an obvious strategy. Although social media took hold of popular culture in the early 2000s, social media's professional etiquette remained uncharted and rife, with cautionary tales through the latter half of the decade. Summary Through a thoughtful and dedicated process, the ACOG Fellow and Junior Fellow leadership partnered to navigate the appropriate balance of innovation and prudence that propelled ACOG into social media's golden age, and paved the pathway for more progressive institutional changes. Copyright © 2014 YEAR Wolters Kluwer Health, Inc. All rights reserved.