Social media is a powerful means for both population health education and converting unknown consumers into patients; however, much of the power of social media relies upon the less glamorous and often neglected work of constructing a proper social media governance infrastructure. Many social media governance programs begin and end with the social media policy. While policy creation is a critical component, true social media governance cannot be accomplished without the right mix of priority, people, policy and process. Even more, many organizations do not consider social media governance programs until disaster strikes. Join us as we discuss the impact of a proper and proactive social media governance infrastructure fueled by data insights derived from social media listening at Cedars-Sinai Medical Center. They ultimately created a safe environment where Cedars-Sinai listens, interacts, learns and impacts population health in the potentially risky environment of healthcare social media.