How To Handle Social Media Safely
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1 Twitter, Facebook,Yammer, Blogging: What s Your Policy? Tammy L. Chatman Public Information Officer FFL-McHenry Base Air Transportation Provided By Air Methods
2 Flight For Life 26 years of service in WI and IL 29,000 flights Three bases Three PIOs One per base Mission: Safety Patient Care Customer Service Education
3 Flight For Life
4 Disclaimer.
5 The Usual Suspects
6 But What About Yammer? Corporate social network service launched in December Used for private communication within organizations or between organizational members and pre-designated groups. Access is determined by user s internet domain Each member of the organization has a profile Ask questions, post status updates, documents, share news and ideas with your private network
7 Who is Using Social Media? Facebook One half BILLION users 6 hours a month! Not just teenagers and college students! Women Over 50 generation Twitter passed the 10 Billion tweet milestone in March
8 Who is Using Social Media..cont. US households digest 34 MB of data/per person/day Economist Magazine Consumers are using social networks to filter, assess and react to the news. 1/3 of consumers share or comment on news stories from social networking sites. Understanding the Participatory News Consumer report
9 Who is Using Social Media cont. 133,000,000 blogs indexed since 2002 (Technorati) 2/3 male Educated(75% have college degrees) 60% are % of internet users read blogs
10 Who is Using Social Media cont. Study conducted for ARC on where people would go if they could not contact 911 directly 44% would ask others in their social media network to call 35% would post on the agency s FB page 28% would send a Tweet to the agency 50% of city ygovernments are on FB and 56% are on Twitter Fels Institute study
11 So You Don t Need No Stinkin Policy? Think Again. Last month, a woman angered by an encounter with an airport police officer was flabbergasted when she looked up the officer's Facebook page. He'd posted a comment about getting caught speeding in a school zone with an open beer bottle and talking his way out of a ticket. CNN s senior editor of Middle Eastern affairs, Octavia Nasr was shown the door Wednesday, July 7th after sending a tweet that expressed respect for the Shiite cleric Grand Ayatollah Mohammed Hussein Fadlallah.
12 And Again. William Wells arrived at the emergency room at St. Mary Medical Center in Long Beach, CA on April 9 mortally wounded. The 60-year-old had dbeen stabbed more than a dozen times by a fellow nursing home resident, his throat slashed so savagely he was almost decapitated. Instead of focusing on treating him, an Instead of focusing on treating him, an employee said, St. Mary nurses and other hospital staff did the unthinkable: They snapped photos of the dying man and posted them on Facebook. LA Times, 8/8/10
13 Questions to Address Prior Ambassadors for the organization Who can post/represent the agency or organization online How are they vetted? Boundaries Empowerment
14 Questions to Address Prior Personal vs Work Work Develop terms of use Platforms that can be used Viruses Work productivity Personal Disclaimer Uniforms/work photos
15 Policy Basics to Include Purpose of Social Media Definition of different platforms Responsibility Authenticity What s it mean? Transparent/human/real Integrity Consider the audience Exercise good judgment Differs by person!
16 Basics cont. cont Clear guidelines How they should engage g Why they should engage Where Examples What is and is not acceptable Respect
17 Basics cont. cont Confidential and proprietary information Copyrights and fair use Disclaimer Community Value-added Productivity it Time allocated
18 Considerations Consistency Everyone is treated fairly Expectations Training and competency Zappos.com Online safety/security Implications on career Law enforcement Undercover work Future employment Public service
19 Legal Issues According to Der Spiegel(a German magazine), Interior Minister Thomas de Maiziere has drawn up a new law that will radically limit the information German employers can collect from the Internet. Citing reports in the Die Welt and Suddeutsche Zeitung newspapers, the German magazine noted that bosses will no longer legally be allowed to snoop on potential employees' Facebook profiles something 45 percent of employers currently do, according to the U.S. based employment website CareerBuilder.
20 Legal Issues Communicate your agency s stance on employee use of social media during work time. Identify who can speak on behalf of the company. Address the blurring issue head-on. Many states t regulate employer s attempt t to discipline lawful off-duty employee behavior Organizational values and image Disclaimer use Why it is important Patient privacy and dignity HIPAA
21 Legal Issues Prohibit anonymous posting FTC Endorsement and testimonial guidelines 16 CFR 255 Revised in 2009 Addresses social media Harassment of other employees False advertising Restrictions on lobbying and political activity Tax exempt organizations
22 Policy Reminders Keep it simple Use easy to understand language Keep it short Limit it to one page Keep it encouraging g Give them best practices Keep it transparent Share it with others Keep it educational Show why it is their best interest to comply
23 Resources Policy examples Vanderbilt University Medical Center Social Media ocialmediatoolkit&doc=26923 Ohio State Social Media Policy Kaiser Permanente Social Media Policy cialmediapolicy_ pdf pdf
24 Resources Policy examples Intel Social Media Guidelines Other resources
25 Mayo Clinic Center for Social Media
26 How Mayo Clinic Got Started Began with podcasts Ended up on itunes Convinced senior management to move forward Foundation for social media Twitter(base) Facebook Youtube Blogs Social media allows you to tell your story on your terms and get feedback
27 Mayo Clinic s Social Media Efforts Mayo Clinic s social media efforts Most popular medical provider on YouTube 60, followers on Twitter Facebook page with over 20,000 connections. News Blog, podcast blog and Sharing Mayo Clinic,, a blog that enables patients and employees to tell their Mayo Clinic stories. Mayo has been a pioneer in hospital blogging. MayoClinic.com, Mayo s consumer health information site, also hosts a dozen blogs on topics ranging from Alzheimer s to The Mayo Clinic Diet.
28 Mayo Clinic s Center for Social Media Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere Grow social media use by Mayo Clinic Create resources for use at Mayo Clinic that t can be shared with organizations wanting to use social media in health care
29 org
30 Social Media Health Network Associated with Mayo Clinic Center for Social Media Membership group with access to Mayo social media resources Community site to enable members to learn from each other, develop best practices Network will launch in late Sept for info on joining
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