SOCIAL MEDIA POLICY AND GUIDANCE Issue 1. 9 November 2010

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1 SOCIAL MEDIA POLICY AND GUIDANCE Issue 1 9 November 2010 Martin McEwan, Director of Communications & Engagement Jane Loughran, Senior Communications Manager Scott Gaule, Involvement & Patient Experience Manager

2 NHS WIRRAL SOCIAL MEDIA POLICY AND GUIDANCE Contents Page Introduction Applications The Approval Process General Principles Risk Management Appendices Appendix 1 social media request form Appendix 2 - social media tool kit Appendix 3 digital engagement : DoH Appendix 4 single point of access BM

3 Introduction Internet use is now widespread, and research 1 shows it is now the most preferred communication channel for the general population (28.49%). This is reflected in Wirral, including within the most deprived Mosaic groups - see Appendix 4. Social media networks have also witnessed a huge growth facebook now has more than 25 million active users in the UK. Social media is the term commonly given to websites and online tools which allow users to interact with each other in some way by sharing information, opinions, knowledge and interests. It involves building communities or networks, encouraging participation and engagement. Social Media is also known as social software, social computing and web 2.0 and includes: blogs podcasts (eg Pod-o-matic) wikis (eg Wikipedia) message boards social bookmarking websites (eg del.icio.us) social networking websites (eg facebook, bebo, MySpace) content sharing websites (eg flickr, YouTube, Scribd) video-conferencing applications (eg Skype) There is now an expectation that companies and organisations use social media to communicate and interact with people. Research in 2009 highlighted that 89% of social media users believed that organisations should interact with clients using these technologies 2. As tools for facilitating communication and public involvement, social media technologies have many potential applications and benefits. However the application of these technologies within public sector organisations is still relatively new and there are many potential issues to consider both as individual employees and as an organisation. To avoid mistakes and problems, it is important that both as an organisation and individual employees, we manage potential risks through a consistent approach, as well as proactively monitoring the development of such technologies. 1 Targeted Group Index data 2

4 Applications Social media provides another platform in which to engage with patients and service users, promote NHS Wirral and its services, and raise awareness of specific public health campaigns. Participation in social media enables us to engage with an audience that might not be reached through traditional media such as local newspapers, radio and life channel. Participation falls into two categories: A. Setting up a unique social media presence for specific service / campaign. This can be used to: enhance engagement with a target audience. This is likely to work best for specific campaigns or issues (eg Quit Stop smoking through privileged access to content and information for facebook friends ; information re prize draw winners; uploading event photos etc) allow friend s to share experiences (eq Quit Stop smoking people share tips on what s helped them to stay cigarette-free) promote specific events via invites and newsfeeds (eg would enable the Community Programme to notify friends about new courses and activities) drive traffic to the official NHS Wirral website where more information is available send information / support directly to service users mobiles (eg via Twitter) B. Interacting with existing external social media sites. This can be used to: engage with other service providers creating a virtual network of relevant professionals to share and disseminate information and good practice and to act as a hub on relevant topics monitor what s being said on-line about NHS Wirral and its services, and give an authorized user the right-to-reply. drive traffic to NHS Wirral website and NHS Wirral social media pages The Approval Process Any staff member wishing to set up a social media presence OR interact with existing external sites where they are identified as an NHS Wirral employee MUST follow the following procedure: 1. Obtain approval from relevant Line Manager and Director 2. Submit a Social Media Request form to the Communications Team.

5 All requests for social media access and permission to establish sites must be submitted to the Communications team for approval by CDG. General principles The following principles aim to provide employees with useful information to consider prior to participating in or developing social media applications. These will help employees get the most out of social media tools, whilst maintaining a safe professional environment and protecting themselves and the PCT. 1. You are personally responsible for what you publish. Remember that anything you post will be published world-wide immediately and permanently available and to be republished in other media. Stay within the legal framework - libel, defamation, copyright and data protection laws apply. Also be aware of fair use and financial disclosure laws. The PCT s internet and policies must be followed at all times. 2. Identify yourself give your full name (and when relevant role) when you discuss PCT related matters. Write in the first person. You must make it clear whether you are speaking for yourself or on behalf of the PCT. For approved NHS sites you should set up an official profile that identifies your role. 3. Be aware of your personal profiles - If you have your own personal social media pages, and if they can identify you as a PCT employee, ensure your profile and related content is consistent with how you wish to present yourself to colleagues and customers. 4. Be safe - never give out personal details like home address and phone numbers. 5. Use disclaimers - If you publish content to any website outside of the PCT and it has something to do with work you do or services associated with the PCT, use a disclaimer such as: The views expressed here are my own and don t necessarily represent the views of NHS Wirral. 6. Seek permission - to publish or report on conversations that are meant to be private or internal to the PCT. Don t cite or reference service users, clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the original source material. 7. Respect your audience. Don t use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in the

6 workplace. You should also show proper consideration for others privacy and for topics that may be considered objectionable or inflammatory such as politics and religion (See The PCT Equality and Diversity Policy) 8. Add value provide worthwhile information and perspective. NHS Wirral s brand is best represented by its people and what you publish may reflect on that. 9. Don t forget your day job! - ensure your online activities do not interfere with your job, your colleagues or commitments to clients. The sites should only be used in work time if they directly support you in your employed position, and have been approved by your line manager and director. 10. Compliments and complaints if you are made aware of any complaints / criticisms that fall outside your area, please ask the complainant to contact the HYS team, and alert the HYS team to the incident. If you are made aware of a particularly satisfied service user who perhaps has an interesting story to tell, please inform the Communications team. Please note: Failure to comply with the above guidelines may result in disciplinary action Make sure you understand your responsibilities identified in this Social Media policy, and adhere to NHS Wirral s Internet and Usage Policy Risk Management 1. It is up to the relevant Line Manager to ensure authorised users comply with this policy. 2. In order to evaluate the use of social media and monitor the effectiveness of creating sites and interacting with external sites, the relevant Line Manager should conduct a monthly review. 3. The Communications and Engagement team will maintain a register of all social media sites that have been approved by CDG. The team will conduct a quarterly review of all sites to ensure they are being used and maintained appropriately, and continue to be required. Any sites/pages etc. not fulfilling their purpose will have their approval rescinded and will need to be shut down.