Though there has been a push from the public health sector to mirror industry-driven social media marketing techniques for health promotion/disease prevention efforts, the field currently lacks empirical evidence on the effectiveness of these strategies. Speculation of potential health effects has dotted the popular press media landscape over recent months with headlines ranging from “How using Facebook could raise your risk of cancer” and “Is social networking killing you?” to “Facebook is good for you” (Clifford, 2009; Mackey, 2009; Marshall, 2009; Miller, 2010; n.a., 2009). Yet, despite this contested dialogue, there are only a limited number of empirical studies that rigorously document which segments of the adult population are and are not using social networking sites and with what, if any, affect on health (Chou, Hunt, Beckjord, Moser, & Hesse, 2009; Fox & Jones, 2009). Such analysis is essential for public health practitioners and educators in effort to document any communication inequalities defined as differences among social groups in accessing, seeking, processing and using health information, which may persist in this new media environment (Viswanath, 2006). The Structural Influence Model of Communication (SIM), which identifies the role of communication in linking social determinants with health outcomes, suggests that any differences among social and racial/ethnic groups in use of communication channels, such as social networking sites, could result in both an indirect and direct effect on health, ultimately leading to an exacerbation of existing health disparities among vulnerable groups (Ackerson & Viswanath, 2009; Viswanath & Kreuter, 2007) (Figure 1).