The importance of a social media policy
It is essential for a practice to have a social media policy incorporated into both the practice handbook and all employee contracts.
Rebecca Leask and Charlotte Thornton-Smith gave a comprehensive lecture on the legal pitfalls of social media at the London Vet Show. They emphasised the need for a robust social media policy for the workplace and the importance of keeping it up to date.
They stressed the importance of employers understanding that they are legally responsible for the actions of their employees on social media. This is the case for employees both at work and outside work as they are still responsible for their employees' actions, even if work equipment is not being used to access social media.
It is essential for a practice to have a social media policy incorporated into both the practice handbook and all employee contracts. As well as making sure that employees are aware of their responsibilities, having a social media policy can be used in disciplinary proceedings, should it be necessary.
The policy should be based on the key features that could damage the practice. The questions to ask when formulating such a policy are:
- What is the purpose of this policy?
- What are the objectives of the policy?
- What is our attitude towards how social media should be used by staff?
- What can staff do and not do in relation to the use of social media both at work and at home?
Client use of social media was also discussed, as well as the importance of protecting the reputation of the practice. Client comments should always be monitored and generally speaking the good should be taken along with the bad. The vital thing is to respond appropriately. When necessary the comments made by clients should be brought to, and discussed at, staff meetings so that all staff are aware of both favourable and non-favourable comments and can act accordingly. Delegates were told to always thank those who post favourable reviews.
If there are problematic postings it is important to reply promptly; they should never be ignored. It is also wise to have a disclaimer on your site which allows you to remove abusive or very unjustified posts.
The use of social media is vital to the success of veterinary practices. Having policies in place on how to use it and not abuse it, and how to respond to its use by others is only common sense and will help to avoid the possibility of serious damage and legal implications.
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