One of my first assignments in my Masters program was to audit my social media use and consider what it means to be a healthcare professional who uses social media, whether for personal or professional reasons. Below is what I consider an appropriate social media presence while considering professional and ethical standards.
—
It is well documented that social media presents risks for healthcare providers, such as unreliable or poor quality health information, negative impacts on provider reputation or the reputation of the profession, breaches of confidentiality, violations of patient-provider relationships, impact on licensure and legal issues, and more (Ventola, 2014). When considering these risks, one may feel their best option is to avoid social media altogether. However due to its omnipresence, I would consider this impractical, despite my limited online footprint. Furthermore, it ignores the potential benefits, particularly with regard to health promotion and professional advocacy.
As I consider how I want to present myself on social media, I learned that many guidelines have been put forth to ensure safe use of social media by healthcare professionals (OPA Communications and Member Services Committee, 2015; Ventola, 2014). In the following table, I have summarized below many of the recurring themes found within.
| General guidelines for social media use by healthcare professional (OPA Communications and Member Services Committee, 2015; The Canadian Medical Protection Association, 2024; Ventola, 2014) | |
| Theme | Details |
| General guidelines | -Keep personal and professional profiles separate. -Use the most secure privacy settings available. -Avoid controversy. -Avoid engaging with or responding to negative or inappropriate messages (“don’t feed the trolls”) |
| Maintain professionalism | -Be respectful of human rights and human diversity -Maintain the dignity of your profession -Be respectful of other professions -Use appropriate and professional language -Disclose if you have any conflicts of interest (e.g., financial or in-kind compensation) -Identify your professional sites -Ensure your credentials are accurately stated -Use disclaimers to specify whether or not you are representing an organization and/or your employer |
| Maintain credibility | -Use credible sources -Refute misinformation -Do not make false or misleading claims -Review and edit content prior to publishing to ensure clarity; if published content is misinterpreted, delete the post as soon as possible |
| Beware of and ensure compliance with the law | -Privacy laws (e.g., the Personal Health Information Act) -Copyright infringement laws -Defamation and libel laws |
| Beware of regulator requirements | -Be familiar with your regulator’s expectations, such as, but not limited to, licensing requirements, standards of practice, or code of ethics. |
| Protect the patient | -A high level of care must be taken to ensure patient confidentiality is not breached online. -Avoid writing about any specific patients. If required, obtain patient consent and protect patient information through “de-identification” -Do not connect with patients on your personal network; direct patients who wish to connect to a more secure means or to your professional site. -Avoid providing any specific health advice. If requested: (i) advise the inquirer that you do not provide information for specific health inquiries through social media, (ii) provide them with appropriate contact information, such as your professional site’s phone number or website, and (iii) if needed or requested, provide information for alternative services providers, urgent care or emergency services. |
There are numerous advantages to utilizing social media. Firstly, it serves as a cost-effective method for communication and marketing. It offers opportunities for professional development, networking, and staying updated on news within the profession and the healthcare sector. Additionally, it can be utilized for health promotion and education concerning public health initiatives (Newberry, 2024; OPA Communications and Member Services Committee, 2015; Ventola, 2014). For instance, in reflecting on my work with Pharmacists Manitoba, social media can serve as a platform through which we can engage with other professionals and the public to inform and garner support for the initiatives proposed by the organization.
As I move forward, I anticipate my personal presence on social media will remain the same, if not diminish further over time. As I indicated in my social media audit, I don’t often share too much of my personal life online, and when I do, I generally only allow close friends and family to view these posts. I’m quite comfortable continuing with this approach. However, upon completing this exercise, I will continue to evaluate how social media can be utilized as a tool in my professional life, particularly in the area of professional advocacy, and I may choose to engage with it more intentionally in the future. While I don’t believe professionals are literally required to speak up on social media, as an aspiring leader within my profession, I believe completely refraining from engagement would be disadvantageous.
References:
Newberry, C. (2024, September 11). Social media in healthcare: A regulation-friendly guide for 2024. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/social-media-healthcare/
OPA Communications and Member Services Committee. (2015). Guidelines For Best Practices in the Use of Social Media (p. 5). Ontario Psychological Association. https://www.psych.on.ca/getmedia/4cda2ff2-7764-4f6a-a4cc-c421cbb9f4b6/GUIDELINES-FOR-BEST-PRACTICES-IN-THE-USE-OF-SOCIAL-MEDIA.pdf
The Canadian Medical Protection Association. (2024, January). 10 tips for using social media in professional practice. CMPA. https://www.cmpa-acpm.ca/en/advice-publications/browse-articles/2024/10-tips-for-using-social-media-in-professional-practice
Ventola, C. L. (2014). Social Media and Health Care Professionals: Benefits, Risks, and Best Practices. Pharmacy and Therapeutics, 39(7), 491–520.
Jennifer Butler, B.Sc.(Pharm) 
Leave a comment