Social media allow for conversation and are influenced by social and group dynamics.
We have outlined a few best practices that are important if you engage in social media on behalf of a Vanderbilt Health department or other area. But many of these also apply to your personal social media activity.
First, listen. Observe before you engage. "Listen" to the conversations. See what people are posting before you ever post a word or photo.
Don't make it about you (or your department). It's more like a party where you meet people, find common ground and share. Posting things that are only about yourself is like jumping on the coffee table at a party and shouting about how great you are. Self-promotion won't get results. Add value. Social media at its best is an exchange of helpful or interesting information.
Think it through. Have your goals and purpose of participation clear before you start. Think before you hit "send" on a post.
Even in your personal social media activity, your posts may reflect on Vanderbilt or your profession. You have a right to express your personal views on your own account (so long as it isn't implied that you're speaking for Vanderbilt). But especially in the highly charged environment on social media, there may be consequences to expressing your views.
If you have any doubts, don't. What you post will probably exist in some form online forever.
Follow Vanderbilt Health's compliance requirements, policies and guidelines. This includes but is not limited to HIPAA, our CREDO, and the disclosure of proprietary information. Remember, if it would be a violation of a policy in real life, it will be a violation on social media.
A note for accounts that carry the Vanderbilt name or registered marks: Under our trademark licensing agreement with Vanderbilt University, we cannot associate the brand with alcohol or firearms. Make sure that images from social events don't include alcohol; hide that wine glass behind your back or set it outside the shot.
Respect professional boundaries. Vanderbilt Health and most professional healthcare societies and associations discourage "friending" patients on Facebook and similar social networking platforms. These platforms are most often used to connect with family and friends; this can easily blur professional boundaries that should exist between patients and their health care providers. If they ask you to connect on social media, instead encourage them to "like" and engage with Vanderbilt Health on its official brand accounts. An exception would be when a personal, "real-life" friendship existed prior to the patient relationship.
Be respectful. Don't post material that is profane, libelous, obscene, threatening, abusive, harassing, hateful, defamatory or embarrassing to anyone.
Follow the law. Don't post content that violates any state or federal laws. Get permission to use or reproduce copyrighted content.
Use of disclaimers. Add "views my own" to your personal profile to make clear you don't speak for our organization when expressing your views. On the other hand, it would be unethical to comment on issues that directly relate to Vanderbilt Health without disclosing your affiliation.
Don't spread misinformation. When we first wrote these practices 10 years ago, this wasn't included. It seemed obvious you wouldn't do that. Since that time, the spread of misinformation across social media has become a major concern. It's easy to share inaccurate information unintentionally. Be a good citizen -- make sure that the information you are sharing is accurate.
Don’t argue. Especially if you are speaking from a Vanderbilt Health account, arguing isn't a good look. It is rarely effective at changing minds.
What you say can and will be used against you. Everything you say or do online is likely to be stored forever, even if you delete it. It's easy to slip into feeling like a social media conversation is a private text with your BFF -- remember, it's not.
What you say can reflect on others. If people know that you work at Vanderbilt Health or in health care, your posts may be viewed as reflecting on either one. Reports of potentially concerning behavior will be followed up on according to our policies.
Have questions about these best practices? Want to suggest an addition? Email socialmedia@vumc.org with the subject line: social media practices.