This title pops up in industries such as higher education, and it isn't always clinical, but the role of chief wellness officer can trace its roots to healthcare. The concept: Encourage employees, their families, the community at large and, of course, patients to eat well, exercise, reduce stress and take a proactive, preventive approach to health throughout their lives. (Because even if the local hospital looks like a hotel, it's still a hospital.) Social media plays an increasingly important role in promoting wellness. Prudent facilities use Twitter, Facebook and YouTube to share tips and other educational resources, often with a timely twist – holiday season eating advice, for example, or "beat the heat" tips when the mercury rises.