As social media has moved from a toy of the technorati to a mainstream facet of American life, many physicians have learned how to get the most out of Facebook, Twitter and the like while avoiding some of the ethical pitfalls. But if you’re still trying to understand why smart use of social media could help your physician career, AMA member Tyeese L. Gaines, DO (@doctorty), has got the answers.

The board-certified emergency physician spent years as a health care journalist, has earned an MBA, recently launched her own urgent-care practice in New Jersey, and offers training to physicians on how to navigate the intersection of medicine and social media. So, if your social media use is restricted to checking in for pictures of friends’ children on Facebook, here is Dr. Gaines’ perspective on why you should consider engaging more deeply at a professional level.

My lede. The whole shebang.