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Creating a Social Media Policy for a Healthcare Organization

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Presentation at the social media policy workshop of the Philippine Academy of Ophthalmology, 25 Mar 2019. Astoria Plaza, Pasig City.

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Creating a Social Media Policy for a Healthcare Organization

  1. 1. CREATING A SOCIAL MEDIA POLICY FOR A HEALTHCARE ORGANIZATION Iris Thiele Isip Tan MD, MSc Professor, UP College of Medicine Chief, UP Medical Informatics Unit Director, UP Manila Interactive Learning Center @endocrine_witch
  2. 2. Nothing to disclose I give consent for the audience to tweet this talk and give me feedback (@endocrine_witch). Feel free take pictures of my slides (though it will be on www.slideshare.net/isiptan).
  3. 3. Don’t lie. Don’t pry. Don’t cheat. Can’t delete. Don’t steal. Don’t reveal. A 12-word Social Media Policy Farris Timimi, Mayo Clinic Center for Social Media
  4. 4. Do we need a policy? How do we make policy? What should be in the policy?
  5. 5. WWW.HEALTHXPH.NET/MANIFESTO A public verbal declaration of the intentions, motives or views
  6. 6. www.healthxph.net/manifesto I will conduct myself in a manner worthy of my profession, even online. I will not use online platforms to rant or bash patients and healthcare professionals. #HEALTHXPH
  7. 7. www.healthxph.net/manifesto I will ensure that the information I post, like or share is accurate. #HEALTHXPH
  8. 8. www.healthxph.net/manifesto I will prioritize the promotion and advancement of health rather than of medical products. #HEALTHXPH
  9. 9. www.healthxph.net/manifesto I will refrain from posting information online that will compromise patient confidentiality and privacy. #HEALTHXPH
  10. 10. www.healthxph.net/manifesto I will value the patient’s dignity & privacy by not taking selfies, groufies or videos during encounters with patients that include patients’ body parts, surgical specimens or that show patients in the background without their consent. #HEALTHXPH
  11. 11. 8 ReasonsYour Organization must Have a Social Media Policy Johansson M. 8 ReasonsYour Ogranization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0
  12. 12. Explain the new workforce reality. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 1
  13. 13. The boundaries between professional and social spheres can blur online. Physicians should keep the spheres separate and comport themselves professionally in both. Position 2 Ann Intern Med 2013;158:620-627 Online Medical Professionalism: Patient and Public Relationships: Policy Statement from the American College of Physicians and the Federation of State Medical Boards
  14. 14. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 Protect your organization’s reputation.2
  15. 15. – Pope Francis, Communication at the Service of an Authentic Culture of Encounter [Message for the 48th World Communications Day, 2014] “The speed with which information is communicated exceeds our capacity for reflection and judgement, and this does not make for more balanced and proper forms of self-expression. 
  16. 16. Maintaining trust in the profession and in patient-physician relationships requires that physicians consistently apply ethical principles for preserving the relationship, confidentiality, privacy and respect for persons to online settings and communications. Position 1 Ann Intern Med 2013;158:620-627 Online Medical Professionalism: Patient and Public Relationships: Policy Statement from the American College of Physicians and the Federation of State Medical Boards
  17. 17. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 3 Raise awareness about your organization and what it does.
  18. 18. SOCIAL MEDIA TO FACILITATE CONVERSATION AROUND MATTERS OF PUBLIC HEALTH OR AVAILABILITY OF SERVICES rather than matters related to a specific patient Grotty B & Mostaghimi A. Confidentiality in the Digital Age. BMJ 2014;348:g2943
  19. 19. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 Outline what’s considered confidential or private information. 4
  20. 20. www.facebook.com/EndocrineWitch GIVE NOTICE TO PATIENTS THAT SOCIAL MEDIA IS NOT MEANT FOR CLINICAL COMMUNICATION Monitor. Take conversation offline if sensitive information is posted. Grotty B & Mostaghimi A. Confidentiality in the Digital Age. BMJ 2014;348:g2943
  21. 21. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 Spell out who in the organization is the official voice. 5
  22. 22. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 Discuss the proper way to engage with others online. 6
  23. 23. – Msgr. Dario Edoardo Vigano, Prefect of Secretariat for Communication “Benedict XVI said that life on the internet is an apostolic activity. We must live in these spaces with responsibility, as the internet spaces are neither good nor bad… they are simply different than the usual spaces for traditional communication.” Gagliarducci, Andrea (2016). Pope Francis’ Instagram success: a model for Catholic social media? https://www.catholicnewsagency.com/news/pope-francis-instagram-success-a-model-for-catholic-social-media-10155
  24. 24. – Pope Francis on social media, Gaudete Et Exsultate [Apostolic Exhortation of the Holy Father, 2018] “Things can be said there that would be unacceptable in public discourse, and people look to compensate for their own discontent by lashing out at others.”
  25. 25. Email or other electronic communication should only be used by physicians in an established patient-physician relationship and with patient consent. Documentation about patient care communications should be included in the patient’s medical record. Position 3 Ann Intern Med 2013;158:620-627 Online Medical Professionalism: Patient and Public Relationships: Policy Statement from the American College of Physicians and the Federation of State Medical Boards
  26. 26. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 Educate the members7
  27. 27. Physicians should consider periodic “self-auditing” to assess the accuracy of information available about them on physician-ranking websites and other sources online. Position 4 Ann Intern Med 2013;158:620-627 Online Medical Professionalism: Patient and Public Relationships: Policy Statement from the American College of Physicians and the Federation of State Medical Boards
  28. 28. The reach of the Internet and online communications is far and often permanent. Physicians, trainees and medical students should be aware that online postings may have future implications for their professional lives. Position 5 Ann Intern Med 2013;158:620-627 Online Medical Professionalism: Patient and Public Relationships: Policy Statement from the American College of Physicians and the Federation of State Medical Boards
  29. 29. The higher standards of conduct expected of professionals, even in personal behavior, apply as well to their participation in social media. Acting with integrity and conscience ASHP Statement on Use of Social Media by Pharmacy Professionals (2012)
  30. 30. He compared the brevity of a tweet to the recommendations of the Catholic tradition that praise “even very short moments of prayer.” Saying a “Glory Be” prayer takes the same time as typing 140 characters, he said. The monsignor compared the rapidity of social media to “a continual firing of spiritual arrows into the heart of God.” – Msgr. Dario Edoardo Vigano, Prefect of Secretariat for Communication Gagliarducci, Andrea (2016). Pope Francis’ Instagram success: a model for Catholic social media? https://www.catholicnewsagency.com/news/pope-francis-instagram-success-a-model-for-catholic-social-media-10155
  31. 31. Johansson M. 8 ReasonsYour Organization Must Have A Social Media Policy. https://www.socialmediatoday.com/content/8-reasons-your-organization-must-have-social-media-policy-0 Remove any confusion about legal issues. 8
  32. 32. JimmyThomson (2018) How toWrite a Social Media Policy for your Company. blog.hootsuite.com Defend against legal trouble and security risks BENEFITS OF A SOCIAL MEDIA POLICY Empower members to share the organization’s messages Create consistency across channels
  33. 33. Do we need a policy? How do we make policy? What should be in the policy?
  34. 34. Policy was planned for Fast tracked because of an incident EXAMINE YOUR SCHOOL CULTURE Dean created ad hoc committee (includes 2 students, 1 ethics expert,1 lawyer, 1 employee) ORGANIZE A TEAM Existing social media policies & guidelines reviewed by committee RESEARCH PHASE A lawyer on the committee commented Presented again at DMT ATTORNEY & SCHOOL ADMIN TO SEE DRAFT All committee members commented Presented at DMT DRAFT DOCUMENT & INCORPORATE FEEDBACK Presentation at College Council meeting then DAC Medical Student Council to solicit feedback Employees to comment INTRODUCTION TO SCHOOL COMMUNITY 1 2 3 4 5 6 How to create a social media policy 7 REVIEW periodically How to create social media guidelines for your school by edutopia.org (produced in collaboration with Facebook)
  35. 35. Edutopia & Facebook. How to Create Social Media Guidelines for your School Examine your culture.
  36. 36. Edutopia & Facebook. How to Create Social Media Guidelines for your School Evaluate current policies that are already in place.
  37. 37. Edutopia & Facebook. How to Create Social Media Guidelines for your School Draft your document and incorporate feedback. Ask a lawyer to review the draft. Introduce to the community. Review periodically.
  38. 38. –JimmyThomson (2018) How toWrite a Social Media Policy for your Company. blog.hootsuite.com “Think of your social media policy as a set of guard rails rather than train tracks. It should be considered a living document. Ongoing updates will be necessary.”
  39. 39. Do we need a policy? How do we make policy? What should be in the policy?
  40. 40. Kind T. Professional Guidelines for Social Media Use:A Starting Point.AMA J Ethics 2015;17(5):441-447. Retain the principles underlying norms of professionalism and apply them to new contexts.
  41. 41. Solar A. 5 Key Components to an Agile Social Media Policy for Employees. getnambu.com Establish who your policy is intended for
  42. 42. JimmyThomson (2018) How toWrite a Social Media Policy for your Company. blog.hootsuite.com Crediting sources POTENTIAL LEGAL RISKS Privacy and disclosure procedures (what is confidential and non-shareable)
  43. 43. JimmyThomson (2018) How toWrite a Social Media Policy for your Company. blog.hootsuite.com POTENTIAL LEGAL RISKS Individual disclaimers (views expressed are mine and don’t necessarily reflect those of my organization)
  44. 44. Solar A. 5 Key Components to an Agile Social Media Policy for Employees. getnambu.com Set expectations for behavior and privacy
  45. 45. –JimmyThomson (2018) How toWrite a Social Media Policy for your Company. blog.hootsuite.com “Avoid creating a document of Don’ts. Give your employees the tools they need to keep out of trouble and harness the potential of social media.”
  46. 46. MAINTAINING PROFESSIONALISM ONLINE Defines conduct worthy of CM & PGH EXTERNAL COMMUNICATIONS Using social media for health promotion Dealing with outsiders, media or press SAMPLE SCENARIOS To illustrate provisions of the policy SETTING UP SOCIAL MEDIA ACCOUNTS Guidance for personal accounts Approval of institutional accounts POSTING ON PERSONAL ACCOUNTS Guidance if identified with CM or PGH PROTECTING PRIVACY & CONFIDENTIALITY To uphold patients’ rights UPCM/PGH Social media policy SECTIONS 01 02 03 04 05 06 DRAFT FOR DISCUSSION ONLY DO NOT REPRODUCE, QUOTE OR USE IN ANY WAY www.slideshare.net/isiptan
  47. 47. Provide a plan for dealing with conflict. R. Carter.Your guide to creating a social media policy. SproutSocial.
  48. 48. Social Network Response Guide Vanderbilt University Medical Center IS THE POST POSITIVE? Respond using the considerations below TRANSPARENCY Disclose your connection to UPCM/PGH TIMELINES Take time to develop a thoughtful response. TONE Be personable. SOURCES Cite official sources and link. NO Record and send to social media team Is it a complaint about a negative experience? YES Is this your area of responsibility? YES Do you think responding would be helpful to the poster? YES Is the situation resolvable?YES NO Contact your manager. Respond. I am sorry to hear about the situation. I’d like to help. Email me. Send to social media team. Respond. I am sorry to hear about your experience. We are always looking to improve. Email details. Send to social media team. NO Is the post visible to the general public? Is the post highly personal? YES YES Do not respond. Record. YES NO NO Are any of the facts wrong? YES Record and monitor. NO Is it a rant or on a site dedicated to criticisms/complaints? YES Is this your area of expertise? YES
  49. 49. – Pope Francis, Communication at the Service of an Authentic Culture of Encounter [Message for the 48th World Communications Day, 2014] “While these drawbacks are real, they do not justify rejecting social media; rather, they remind us that communication is ultimately a human rather than technological achievement.”
  50. 50. – Pope Francis, Communication at the Service of an Authentic Culture of Encounter [Message for the 48th World Communications Day, 2014] “It is not enough to be passersby on the digital highways, simply “connected”; connections need to grow into true encounters… The world of media also has to be concerned with humanity, it too is called to show tenderness.  The digital world can be an environment rich in humanity; a network not of wires but of people.”

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