Psychology social media is mostly about trust, not volume. A professional account lets prospective patients and referring clinicians see how you explain things before they ever call. The risk is that comments and direct messages (DMs) invite people to disclose symptoms, diagnoses and crises in places you don't control, and the ethics codes limit the testimonials and endorsements other businesses rely on. This guide is for psychology and psychiatry practices. It covers what to post, how to handle comments and DMs, and when paid social makes sense. For the wider picture, see our guide to psychiatry and psychology marketing.
Content that builds trust without giving clinical advice
Standard 5.04 of the APA Ethics Code (opens in a new tab), "Media Presentations," applies to posts. Public advice or comment must be based on your professional knowledge and the literature, be consistent with the code, and "not indicate that a professional relationship has been established with the recipient."
Posts that work:
| Post type | Example topic |
|---|---|
| Process explainers | "What happens at a first medication management visit" |
| Evaluation guides | "What to bring to your child's learning evaluation" |
| Myth-busting, general | "Psychologist, psychiatrist, PMHNP: who does what" |
| Practical updates | "Now offering video visits in Idaho" |
| Clinician introductions | A short profile of a new evaluator, posted with their consent |
| Referrer resources | "How to refer a patient to our practice" |
Avoid:
- Advice aimed at an individual ("If you're feeling X, you should Y").
- Diagnosing anyone, including public figures. The American Psychiatric Association's Commentary says that without a personal examination, "a general discussion of relevant psychiatric topics" is the best way to educate, rather than opinions about a specific person.
- Medication recommendations, dosing tips or comparisons of specific drugs.
- Photos or stories from the office that could identify a patient, even in the background.
Illustrative example (fictional practice post): "Wondering what an adult ADHD evaluation involves? At our practice it's two appointments: a clinical interview and testing, then a feedback session with a written report. Details and self-pay fees are on our website. This post is general information, not medical advice."
Ethics: testimonials, endorsements and dual relationships
Testimonials. Standard 5.05 says psychologists "do not solicit testimonials from current therapy clients/patients or other persons who because of their particular circumstances are vulnerable to undue influence." The APA Ethics Committee's FAQ goes further for online presence, advising psychologists to avoid "any use of potential client information such as testimonials." For psychiatrists, the American Psychiatric Association's Principles of Medical Ethics (opens in a new tab) (2013 edition) say public education should be "without any potential exploitation of patients through testimonials." HIPAA separately requires a signed authorization (opens in a new tab) before patient information is used in marketing.
Endorsements and statements by others. Under Standard 5.02, you stay responsible for promotional statements others make on your behalf, and paid promotion must be recognizable as such. Paying an influencer to talk about your evaluations falls under this.
Dual relationships. Standard 3.05 describes multiple relationships, such as being in a professional role with someone while in another role with them, and says psychologists refrain from those that could impair objectivity or effectiveness. Following patients' personal accounts, accepting their friend requests or reacting to their posts can drift into exactly that. A simple rule: the practice account follows organizations, not individuals.
Common mistakes
- Resharing a patient's kind comment or story.
- Answering "Do you think I have ADHD?" in a comment.
- Posting office photos with patients or their paperwork visible.
- Commenting on a celebrity's mental health.
- Letting an unsupervised staff member run DMs with no policy.
Frequently asked questions
Should psychologists be on social media?
It's optional, not required. A professional account can show how you think, explain your services and give referrers a sense of your work, but it rarely fills a schedule on its own. If you post, use a separate professional account, add a disclaimer that following or messaging you doesn't create a professional relationship, post education rather than individual advice, and plan who will watch comments and messages.
Can a psychiatrist reply to patients on Instagram?
Not about their care. A public reply or a DM thread on a consumer app can confirm someone is your patient and pull clinical discussion onto a platform without a business associate agreement. Reply with a standard message that thanks them and directs them to your office line or patient portal. For anything urgent, point to 988 or 911. Keep a written policy so every staff member answers the same way.
Can psychologists post client testimonials?
Generally no. APA Ethics Code Standard 5.05 bars soliciting testimonials from current therapy clients or anyone vulnerable to undue influence, and the APA Ethics Committee advises avoiding client testimonials online. HIPAA adds that using a patient's information in marketing requires a signed authorization. Even unsolicited praise in comments shouldn't be reshared, because resharing confirms the person was a client.
What should a psychology practice post?
General education in your specialty, explained plainly: what an ADHD evaluation involves, how medication management visits work, what to expect at a first appointment, how to support a teenager waiting for care. Add practical updates such as new services, telehealth states and open evaluation slots. Introduce your clinicians with consent. Avoid diagnosing, commenting on public figures' mental health, or answering individual questions in comments.
Comments, DMs and accidental disclosures
This is where most risk sits. People will comment "I've been seeing Dr. Lee for my depression and..." or DM a crisis at 11 p.m.
Handle it with a written policy:
Our guide to HIPAA and social media covers what counts as a disclosure.