Developing a social media policy within your practice, and training your staff to use social media appropriately.

1. USING SOCIAL MEDIA
APPROPRIATELY:
POLICIES & STAFF
TRAINING
Brenda Tassava, CVPM, CVJ

2. Do You Have a Policy?
 Unless you write it down, it doesn’t exist
 Your policy should consist of three things:
 Written protocol
 Staff training session
 Signed acknowledgement

3. Writing a Protocol
 Determine “approved” websites
 Define social media and give specific
examples of what this definition applies to
 “can include, but are not limited to”….
 Develop “professional guidelines” for your staff
to follow
 Be specific if key individuals are granted social
media privileges that do not apply to the entire
team

4. Purpose: To empower your team to
enhance client service and education
Approved Websites

5. Websites You Might Approve
 Your practice’s
website
 Your practice’s blog
 Your practice’s staff
intranet site
 Your local humane
society’s website
 Mapquest, Yahoo or
Google Maps
 www.vetmedteam.co
m
 www.vspn.org
 www.petmd.org
 www.aspca.org
 www.4act.com
 www.petconnection.c
om

6. Social Media is…..
Defining Your Policy

7. Employee Online Social Media Policy
 The [your hospital’s name] has a
strict Internet and social media
policy. Unless specifically
authorized by _________ to do so
as part of your position as an
employee, you are not permitted to
blog or use other forms of social
media or technology on the Internet
during working hours. This applies
to personal electronic and mobile
devices, as well.
Be specific!

8. These actions can include, but are not
limited to:
Give
examples!
 Video or wiki postings
 Personal or professional blog
postings
 Chat room conversations
 Facebook updates
 MySpace updates
 Twitter updates
 YouTube searches and videos

9. Exceptions
Be specific!  The following individuals are
authorized to use these specified
social media resources as an
integral part of their job, while at
work or on-the-clock:
 All veterinarians are granted access
to VIN while at work
 ______ is authorized to update the
hospital’s Twitter account and
Facebook page while at work.

10. The [hospital’s name] recognizes and
encourages your rights to self-expression,
and the use of social media on your own
time. Please be aware of, and follow these
professional guidelines for independent
self-expression:
Develop Professional
Guidelines

11. Professional Guidelines
 Bloggers are personally responsible for their
commentary.
 Employees cannot use the Internet to harass,
threaten, discriminate against, or disparage other
employees or anyone associated with the
[hospital’s name]. Negative statements about the
[hospital’s name], its products and services, its
team members, its clients, or any other related
entity may lead to disciplinary action up to and
including termination of employment. In addition,
appropriate legal action may be taken, if
warranted.

12. Professional Guidelines
 Employees who identify themselves as
employees of the [hospital’s name] must state
that the views expressed are their own and not
those of the [hospital’s name] or of any person
or organization affiliated with the [hospital’s
name].
 Employees cannot post the name, trademark,
logo, or any other privileged information
associated with the [hospital’s name] or any
other business connected to [hospital’s name].
This includes posting advertisements and
selling hospital products.

13. Professional Guidelines
 Employees cannot post photographs or videos of
clients, vendors, other team members, suppliers,
or people engaged in the [hospital’s name]
business or events without express written
consent and authorization from ______________.
 Employees cannot link to the [hospital’s name]’s
internal or external websites without obtaining
written permission.
 The [hospital’s name] reserves the right to use
content management tools to monitor, review, and
block content on hospital blogs and Website
pages that violates our Internet and Social Media
rules and guidelines.

14. Training the Team

15. Training the Team
 Everyone receives written policy.
 Policy is read out loud and discussed point by
point.
 Opportunity for questions and answers.
 Signed acknowledgements collected at end of
meeting.

16. Signed Acknowledgement
 I have read and understand the [hospital’s
name] Social Media Policy. I further
understand that failure to comply with these
rules and guidelines may lead to disciplinary
action up to and including termination of
employment and appropriate legal action, if
warranted.
 I agree to abide by these rules and guidelines
as long as the [hospital’s name] employs me.

17. Examples: Misguided Social Media
Behavior
 Your young
associate DVM
“likes” a page on
Facebook called: “I
Hate the Stupid
Things Pet Owners
Say to their
Veterinarian”
 Your hospital posts a
digital x-ray of a dog that
has ingested 12 pacifiers.
You ask clients to guess
how many objects the dog
ate.
 Staff member uses
comments section to wish
the dog well, using both
the dog’s name and client’s
last name within the
thread.
Facebook Groups & Pages Client Confidentiality

18. Authorization to Use Their Image and
Name
Respect Your Employees’
Privacy

19. Explain the Purpose
 The [hospital’s name] utilizes social media marketing
as a form of marketing and advertising. Within the
context of promoting the business, the employer
would like to use your images and/or names as
employees of the [hospital’s name]. You may or may
not wish to participate. Please do not feel pressure in
any way to participate, if you do not wish your image
or name to be used.
 We would like to continue to feature stories about the
work we do in the practice, including photos. We
would also like to honor our staff by letting clients
know when they celebrate milestones such as
employment anniversaries, the birth of their children,
graduation from college programs, attendance at
continuing education conferences, etc.

20. Please Select One of the
Following:
 I grant permission to
the [hospital’s name] to
use my image, and first
and last name in the
context of marketing
the business through
our websites and social
media marketing.
 I grant permission to
the [hospital’s name] to
use my image and first
name only in the
context of marketing
the business through
our websites and social
media marketing.
 I grant permission to
the [hospital’s name] to
use my image only in
the context of
marketing the business
through our websites
and social media
marketing.
 I decline permission to
the [hospital’s name] to
use my image and/or
name in the context of
marketing the business
through our websites
and social media
marketing.

21. Brenda Tassava, CVPM, CVJ
bktassava@sbcglobal.net
Questions?