The Office of the Assistant Secretary for Health within the U.S. Department of Health and Human Services oversees the nation’s regional offices, as well as several policy offices focusing on a number of public health issues. Among these offices are the Office of Disease Prevention and Health Promotion (ODPHP), the Office of HIV/AIDS Policy and Infectious Diseases (OHAIDP), and the Office on Women’s Health (OWH). Health communication and public health professionals play a critical role in the development and dissemination of health information and messaging for consumers and professionals. An effective communication plan must be audience-centered, and digital/social media strategies should be focused on not just reaching these audiences but engaging them and continuing to learn from and apply their feedback. This panel demonstrates how health professionals are employing social media strategies to reach audiences on prevention and wellness; women and girls’ health; and HIV prevention, care and treatment. The following presentations will comprise the panel: • Silje Lier, MPH – Building Online Communities: Social media strategies for health promotion • Valerie Borden, MPA – A Picture is Worth a Thousand Words: Creating visual, engaging content • Miguel Gomez – User-generated content and storytelling to reach the Black MSM community for HIV prevention, care, and treatment