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

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. 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. 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. Do we
need a
policy?
How do
we make
policy?
What
should be in
the policy?

5. WWW.HEALTHXPH.NET/MANIFESTO
A public verbal declaration of the intentions, motives or views

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. www.healthxph.net/manifesto
I will ensure that the
information I post, like or
share is accurate.
#HEALTHXPH

8. www.healthxph.net/manifesto
I will prioritize the
promotion and
advancement of health
rather than of medical
products.
#HEALTHXPH

9. www.healthxph.net/manifesto
I will refrain from posting
information online that
will compromise
patient confidentiality
and privacy.
#HEALTHXPH

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. 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. 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. 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. 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. – 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. 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. 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. 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. 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. 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. 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. 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. – 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. – 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. 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. 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. 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. 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. 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)

31. 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

32. 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

33. 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

34. Do we
need a
policy?
How do
we make
policy?
What
should be in
the policy?

35. 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)

36. Edutopia & Facebook. How to Create Social Media Guidelines for your School
Examine your culture.

37. Edutopia & Facebook. How to Create Social Media Guidelines for your School
Evaluate current policies that
are already in place.

38. 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.

39. –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.”

40. Do we
need a
policy?
How do
we make
policy?
What
should be in
the policy?

41. 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.

42. Solar A. 5 Key Components to an Agile Social Media Policy for Employees. getnambu.com
Establish who your policy
is intended for

43. 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)

44. 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)

45. Solar A. 5 Key Components to an Agile Social Media Policy for Employees. getnambu.com
Set expectations for
behavior and privacy

46. –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.”

47. 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

48. Provide a plan for
dealing with conflict.
R. Carter.Your guide to creating a social media policy. SproutSocial.

49. 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

50. – 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.”

51. – 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.”