CKHS Introduces New Social Media Policy
- Crozer-Keystone recently rolled out a policy that governs the proper use of social networking sites.
- CKHS employees are expected to act judiciously and professionally when posting to these sites.
- Crozer-Keystone posts regularly to its social media pages. Only authorized personnel may post something on Crozer-Keystone’s behalf.
- Our social media moderator provides daily updates on responses to our postings. Anything that appears to be threatening, defamatory, obscene or libelous to a hospital patient, employee, physician or volunteer will be removed from the site.
- Employees who violate the CKHS Social Media policy by violating patient confidentiality or making libelous, threatening, obscene or defamatory remarks may be subject to disciplinary action — up to and including termination of employment.
Social media has changed the way we communicate with each other. You can reconnect with friends and long-lost family members who you haven’t talked to in decades, and enhance the relationships you enjoy with current friends and family. Millions of people have one or more of these accounts; Facebook alone recently crossed the 750-million-member mark.
Used properly, social networking sites can be a great way to share your good news, as well as your “take” on life and the world around you, with others.
In the health care community, however, social media can have two very different faces. When used as a marketing tool, sites such as Facebook, Twitter and YouTube are one of the many important pieces in a multifaceted communication strategy.
When used to communication your own personal thoughts, these sites carry the potential to compromise patient confidentiality and unintentionally (or intentionally) defame someone else.
For example, we can all appreciate someone posting on her personal Facebook page about how sorry she feels for Mrs. Jones, who lost her “miracle baby” in childbirth. But someone on this employee’s “friends” list could know Mrs. Jones. And even if Mrs. Jones isn’t specifically named, if the details of her situation make her easy to identify then her privacy has just been violated. If this comment was posted on the CKHS-sponsored Facebook site, then any of the hundreds of people who “like” the health system’s page can see it — leaving Mrs. Jones vulnerable to even more people who could possibly know her.
It’s for these reasons and more that Crozer-Keystone Health System decided to create a policy that governs the proper use of social networking sites — both those pages hosted by CKHS and personally held accounts. We take our patients’ privacy very seriously — and so do our caregivers — so having this policy in effect gives an added layer of protection to our patients. CKHS employees are expected to act judiciously and professionally when posting to these sites.
Crozer-Keystone posts regularly to its Facebook page and Twitter account, and uploads videos to its YouTube channel whenever the opportunity presents itself. Only authorized personnel may post on Crozer-Keystone’s behalf. We welcome comments and feedback on our postings to these sites; however, we also examine every response very carefully.
Our social media moderator communicates with us daily regarding comments that are posted to our status updates. Anything that appears to be threatening, defamatory, obscene or libelous to a hospital patient, employee, physician or volunteer will be removed from the site. If a CKHS employee is the one posting the comment, then he or she may be subject to disciplinary action — up to and including termination of employment.
In addition, only approved content and photos will be placed on CKHS-sponsored social media pages. For example, only images and information about patients who have given testimonials and signed the appropriate release forms will appear on a Crozer-Keystone social media page. Likewise for videos about our services. Only those produced and/or approved by the health system’s Marketing Department will be uploaded to these sites.
If you have questions about the CKHS Social Media policy, please contact Kathy Scullin, vice president of Public Relations and Marketing for Crozer-Keystone Health System, at (610) 447-6166.