What you need to know about social media and our new policy

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Why do we invest in social media?

http://www.youtube.com/watch?v=YEp0e69b4Ag&feature=plcp

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Our social media goals

• Marketing

• Recruitment

• Brand Management

• Consumer, Patient & Professional Education

• Community Creation

• Wellness

• Philanthropy

• Professional Collaboration

• Reputation Management/ Customer Relations

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Where do we do it?

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Why do we need a policy?

Community members, employees and management may not share a common definition of appropriate content. By developing a social media policy, we can ensure everyone plays by the same rules, and that brand ambassadors have a clear understanding of what constitutes appropriate use.

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Unintended outcomes

We may not grasp social media’s ability

to publish comments far and wide

• One incorrect or flippant remark can become indelible, reaching audiences who lack the ability to read facial expressions or hear intonation.

• Readers of your post may not be able to discern something said in jest from something said in earnest.

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HIPAA

• Even acts of kindness can have complicated and unanticipated outcomes.

• Improper descriptions or discussions of a patient case on social media sites could violate a patient’s privacy, even if no patient names are used.

• HIPAA rules list 18 categories of identifying information that must be stripped from a medical record or patient story in order for it to be considered de-identified.

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Case example

Westerly Hospital - Rhode Island• A 48-year-old ER doctor “inappropriately

communicated a few of her clinical experiences” on her Facebook page.

• Dr. Thran did not reveal patient names but the nature of one person’s injury was such that the patient was identified by unauthorized third parties.

• Westerly Hospital fired Dr. Thran.• The Rhode Island medical licensing board fined

Dr. Thran $500 after finding her guilty of “unprofessional conduct.”

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Other examples

• A radiology employee posts picturesof a man being treated for fatal knife wounds.

• A doctor treats a patient over Twitter.• A clinician asks a patient out on a date after

seeing her profile on a social media site.• While a hospital employee is vacationing in Grand

Cayman, a patient’s family contacts HR regarding pictures they’ve seen of this employee on Facebook “exhibiting drunken behavior.”

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Key takeaways about the policy

• Protect the patient• Uphold job performance• Respect the brand• Respect sensitive information• Respect others• Pause before you post• Maintain appropriate boundaries

Once you understand the policy, engage!

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Test your social media knowledgeQuestion 1

I have several Facebook friends who are the parents of my patients. Is this ok, or based on the new policy, should I let them know that I need to “unfriend” them?

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Answer

The policy discourages but does not prohibit “friending” patient families. Consider it like this:

Being a friend on social media with a patient or their family is extending a relationship beyond the clinic and is equivalent to inviting them into your home.

Additional thoughts to consider…

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Think for a moment about what you share on social media

• Your personal likes and dislikes• Information about places you’ve been and

what you’ve done• Insights into your political and religious

views• Major life experiences• Photos – do you want your patient or their

family to see 20+ year old photos that your college roommates thought were funny to share?

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Question 2

Is it ok for my staff to access social media sites if they have down time when things are slow in my department?

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AnswerDon’t spend time on social media sites during work time, unless specifically authorized to do so as part of your job.

It’s ok to engage during break times, but don’t allow participation to negatively impact your job performance or the way you interact with patients or hospital visitors.

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Question 3

Oftentimes parents want to take a picture of our staff with their child when they are going home after a long hospital stay. Is this ok?

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AnswerIt depends. If they just want to take a photo of you posing with the patient, then it should be ok as long as it doesn’t violate these rules in our Photography/Videography policy (admin policy #1078):

“Personal photography/videography shall be defined as images taken by parents/legal guardians. These images must be of their child and/or family, with care to ensure that these images do not include other patients or families unless permission is individually granted. Capturing images or recordings of medical procedures or employees performing procedures is not permitted.”

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Question 4

If an employee tells me that a co-worker is saying negative things about me (her manager) and/or the work environment, should I confront her? How should I handle it?

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Answer

This isn’t that uncommon. Often, another employee or a patient’s family reports inappropriate staff behavior to HR, the webmaster or the compliance officer. When you hear of this, you should contact HR to discuss the situation.

Employees should remember that once they identify themselves as an employee of Akron Children’s, the public may interpret that you are speaking on behalf of the organization.

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Question 5

A parent posts on Children’s Facebook wall, “My child is cancer-free thanks to Akron Children’s Hospital!”

Can I respond to her comment?

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Answer

Yes, 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-identifies first, there is no consent to unlimited public discussion of the patient’s condition.

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Social Media Use Policy Committee

Audrey Warnock Compliance & Privacy Officer

Andrea Joliet Director, Corporate Communications

Brian Kuner Director of Infrastructure

Mary Link Vice President & General Counsel

Betty Lucci Director, Human Resources

Annetta Provens Employee Relations Manager

Walt Schwoeble Vice President, Human Resources

Beth Smith Vice President, Marketing & Public Relations

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The bottom line is…

Think Before You Post!