This comparison draws in part from “Billing, Social Media, and Advertising” by Carobeth Zorzos (BehaviorLive), and extends it with peer-reviewed research from our library of 27,900+ ABA research articles. The decision framework, BACB ethics code references, and cross-links below are synthesized by Behaviorist Book Club.
View the original presentation →One of the most consequential decisions a behavior analyst makes is not just what intervention to use, but how to approach the clinical question in the first place. For billing, social media, and advertising, the difference between an evidence-based, individualized approach and a traditional, protocol-driven one can significantly impact outcomes.
This guide lays out the key factors side by side to support your clinical decision-making.
| Factor | Evidence-Based Approach | Traditional Approach |
|---|---|---|
| Confidentiality safeguards | Informal: Clinical anecdotes shared casually without rigorous identifiability assessment | Governed: All content reviewed against a strict standard before publication to prevent client identification |
| Claims about services | Informal: Enthusiastic posts about treatment successes without evidence-based qualification | Governed: Claims are accurate, evidence-based, and include appropriate qualifications about individual variability |
| Professional boundaries | Informal: Personal and professional social media mixed, client connections accepted casually | Governed: Separate professional presence with clear policies about client interactions online |
| Credential representation | Informal: Titles and credentials used loosely, sometimes implying expertise beyond actual scope | Governed: Credentials represented precisely according to BACB and licensing board guidelines |
| Response to reviews | Informal: Emotional responses to negative reviews that may inadvertently confirm client status | Governed: Professional responses that protect client confidentiality regardless of review content |
| Billing consistency | Informal: Advertising may not align with actual services billed, creating discrepancies | Governed: Advertising accurately reflects services provided and billed, ensuring consistency across all communications |
The ABA Clubhouse has 60+ on-demand CEUs including ethics, supervision, and clinical topics like this one. Plus a new live CEU every Wednesday.
Use this framework when approaching billing, social media, and advertising in your practice:
Does the data support a need for intervention? Is there a meaningful impact on the individual's quality of life, safety, or access to reinforcement?
YES → Proceed to assessment NO → Document reasoning, monitor
A functional assessment should guide intervention selection. Avoid defaulting to standard protocols without individual analysis. Consider environmental variables, setting events, and private events.
YES → Select evidence-based approach matched to function NO → Complete assessment first
Goals should be co-developed. Assent and informed consent are ethical requirements. The individual's preferences and values matter in selecting both goals and methods.
YES → Proceed with collaborative plan NO → Engage in shared decision-making
This course covers the clinical and ethical dimensions in detail with structured learning objectives and CEU credit.
Billing, Social Media, and Advertising — Carobeth Zorzos · 1 BACB Ethics CEUs · $15
Take This Course →We extended this decision guide with research from our library — dig into the peer-reviewed studies behind each approach, in plain-English summaries written for BCBAs.
280 research articles with practitioner takeaways
258 research articles with practitioner takeaways
183 research articles with practitioner takeaways
1 BACB Ethics CEUs · $15 · BehaviorLive
Research-backed educational guide
Research-backed answers for behavior analysts
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All behavior-analytic intervention is individualized. The information on this page is for educational purposes and does not constitute clinical advice. Treatment decisions should be informed by the best available published research, individualized assessment, and obtained with the informed consent of the client or their legal guardian. Behavior analysts are responsible for practicing within the boundaries of their competence and adhering to the BACB Ethics Code for Behavior Analysts.