What you-need-to-know-about-social-media-policy


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At Akron Children's, we encourage employees to use social media to connect with colleagues, network with peers, or even engage with one of the hospital’s social media sites. However, first you should understand the key takeaways from our social media policy.

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  • Respect the brand: Sometimes well-meaning individuals create social media sites for their department or group. This makes it difficult to build a centralized community, and can lead to mixed messaging. They also don’t understand what it takes to operate such accounts.
  • Staff in patient care roles generally should not initiate or accept friend requests except in unusual circumstances such as the situation where an in-person friendship pre-dates the treatment relationship.
  • What you-need-to-know-about-social-media-policy

    1. 1. What you need to know about socialmedia and our new policy
    2. 2. www.akronchildrens.org/givingWhy do we invest in social media?http://www.youtube.com/watch?v=YEp0e69b4Ag&feature=plcp
    3. 3. www.akronchildrens.org/givingOur social media goals• Marketing• Recruitment• Brand Management• Consumer, Patient &Professional Education• Community Creation• Wellness• Philanthropy• Professional Collaboration• Reputation Management/Customer Relations
    4. 4. www.akronchildrens.org/givingWhere do we do it?
    5. 5. www.akronchildrens.org/givingWhy do we need a policy?Community members, employees andmanagement may not share a commondefinition of appropriate content. By developinga social media policy, we can ensure everyoneplays by the same rules, and that brandambassadors have a clear understanding ofwhat constitutes appropriate use.
    6. 6. www.akronchildrens.org/givingUnintended outcomesWe may not grasp social media’s abilityto publish comments far and wide• One incorrect or flippant remark can becomeindelible, reaching audiences who lack the abilityto read facial expressions or hear intonation.• Readers of your post may not be able to discernsomething said in jest from something said inearnest.
    7. 7. www.akronchildrens.org/givingHIPAA• Even acts of kindness can havecomplicated and unanticipated outcomes.• Improper descriptions or discussions of apatient case on social media sites could violate apatient’s privacy, even if no patient names are used.• HIPAA rules list 18 categories of identifying informationthat must be stripped from a medical record or patientstory in order for it to be considered de-identified.
    8. 8. www.akronchildrens.org/givingCase exampleWesterly Hospital - Rhode Island• A 48-year-old ER doctor “inappropriately communicateda few of her clinical experiences” on her Facebook page.• Dr. Thran did not reveal patient names but the nature ofone person’s injury was such that the patient wasidentified by unauthorized third parties.• Westerly Hospital fired Dr. Thran.• The Rhode Island medical licensing board fined Dr.Thran $500 after finding her guilty of “unprofessionalconduct.”
    9. 9. www.akronchildrens.org/givingOther examples• A radiology employee posts picturesof a man being treated for fatal knifewounds.• A doctor treats a patient over Twitter.• A clinician asks a patient out on a date after seeing herprofile on a social media site.• While a hospital employee is vacationing in GrandCayman, a patient’s family contacts HR regarding picturesthey’ve seen of this employee on Facebook “exhibitingdrunken behavior.”
    10. 10. www.akronchildrens.org/givingKey takeaways about the policy• Protect the patient• Uphold job performance• Respect the brand• Respect sensitive information• Respect others• Pause before you post• Maintain appropriate boundariesOnce you understand the policy, engage!
    11. 11. www.akronchildrens.org/givingTest your social media knowledgeQuestion 1I have several Facebook friends who are theparents of my patients. Is this ok, or based onthe new policy, should I let them know that Ineed to “unfriend” them?
    12. 12. www.akronchildrens.org/givingAnswerThe policy discourages but does not prohibit“friending” patient families. Consider it like this:Being a friend on social media with a patient ortheir family is extending a relationship beyondthe clinic and is equivalent to inviting them intoyour home.Additional thoughts to consider…
    13. 13. www.akronchildrens.org/givingThink for a moment about whatyou share on social media• Your personal likes and dislikes• Information about places you’ve been and whatyou’ve done• Insights into your political and religious views• Major life experiences• Photos – do you want your patient or their familyto see 20+ year old photos that your collegeroommates thought were funny to share?
    14. 14. www.akronchildrens.org/givingQuestion 2Is it ok for my staff to access social media sites ifthey have down time when things are slow in mydepartment?
    15. 15. www.akronchildrens.org/givingAnswerDon’t spend time on social media sites duringwork time, unless specifically authorized to do soas part of your job.It’s ok to engage during break times, but don’tallow participation to negatively impact your jobperformance or the way you interact withpatients or hospital visitors.
    16. 16. www.akronchildrens.org/givingQuestion 3Oftentimes parents want to take a picture of ourstaff with their child when they are going homeafter a long hospital stay. Is this ok?
    17. 17. www.akronchildrens.org/givingAnswerIt depends. If they just want to take a photo of you posingwith the patient, then it should be ok as long as it doesn’tviolate these rules in our Photography/Videographypolicy (admin policy #1078):“Personal photography/videography shall be defined asimages taken by parents/legal guardians. These imagesmust be of their child and/or family, with care to ensurethat these images do not include other patients orfamilies unless permission is individually granted.Capturing images or recordings of medical procedures oremployees performing procedures is not permitted.”
    18. 18. www.akronchildrens.org/givingQuestion 4If an employee tells me that a co-worker issaying negative things about me (her manager)and/or the work environment, should I confronther? How should I handle it?
    19. 19. www.akronchildrens.org/givingAnswerThis isn’t that uncommon. Often, anotheremployee or a patient’s family reportsinappropriate staff behavior to HR, the webmasteror the compliance officer. When you hear of this,you should contact HR to discuss the situation.Employees should remember that once theyidentify themselves as an employee of AkronChildren’s, the public may interpret that you arespeaking on behalf of the organization.
    20. 20. www.akronchildrens.org/givingQuestion 5A parent posts on Children’s Facebook wall,“My child is cancer-free thanks to AkronChildren’s Hospital!”Can I respond to her comment?
    21. 21. www.akronchildrens.org/givingAnswerYes, as long as you keep the comment simple. For instance,it’s ok to comment:“Congratulations!” or “We’re so happy she’s doing well.”It’s not ok to comment:“That’s great news. See you in the Hem/Onc clinic next week.”Even in a situation where the parent or patient self-identifiesfirst, there is no consent to unlimited public discussion of thepatient’s condition.
    22. 22. www.akronchildrens.org/givingSocial Media Use Policy CommitteeAudrey Warnock Compliance & Privacy OfficerAndrea Joliet Director, CorporateCommunicationsBrian Kuner Director of InfrastructureMary Link Vice President & General CounselBetty Lucci Director, Human ResourcesAnnetta Provens Employee Relations ManagerWalt Schwoeble Vice President, Human ResourcesBeth Smith Vice President, Marketing & PublicRelations
    23. 23. www.akronchildrens.org/givingThe bottom line is…Think Before You Post!