nhs gateshead - social media policy · 2018-11-19 · this policy primarily applies to social media...

Policy No: OP79

Version: 2.0

Name of Policy: Social Media Policy

Effective From: 13/01/2017

Date Ratified 13/12/2016

Ratified Human Resources Committee

Review Date 01/12/2018

Sponsor Director of Strategy and Transformation

Expiry Date 12/12/2019

Withdrawn Date

This policy supersedes all previous issues.

Social Media Policy v2 2

Version Control

Version Release Author/Reviewer Ratified

by/Authorised

by

Date Changes

(Please identify page

no.)

1.0

25/07/2013 Lucia Hiden Business

Service and

Development

Committee

06/06/2013

2.0 13/01/2017 Ross Wigham HR committee 13/12/2016 Full update of policy

and revised guide for

staff


Contents

Section Page

1 Introduction ...................................................................................................................... 4

2 Policy scope ....................................................................................................................... 4

3 Aim of policy...................................................................................................................... 4

4 Duties (Roles and responsibilities) .................................................................................... 4

5 Definitions ......................................................................................................................... 5

6 Social media guidance ....................................................................................................... 5

6.1 implementation..................................................................................................... 5

6.2 Social media management .................................................................................... 5

6.3 Content.................................................................................................................. 6

6.4 Promoted posts ..................................................................................................... 7

6.5 Branding ................................................................................................................ 7

6.6 Monitoring ............................................................................................................ 7

6.7 Evaluation .............................................................................................................. 8

6.8 Advice for staff ...................................................................................................... 8

6.9 Service based developments……………………………………………………………………………..8

7 Training ............................................................................................................................. 9

8 Equality and diversity ........................................................................................................ 9

9 Monitoring compliance with the policy ............................................................................ 9

10 Consultation and review .................................................................................................. 9

11 Implementation of policy (including raising awareness) .................................................. 9

12 References......................................................................................................................... 10

13 Associated documentation (policies) ................................................................................ 10

Appendices

Appendix 1 Guide to social media for QE Gateshead staff ..................................................... 11

Appendix 2 Social media strategy summary ............................................................................ 13

Appendix 3 Social and digital media update ............................................................................ 14


Social Media Policy

1 Introduction

Social media is now a significant part of modern life and in Gateshead we want to embrace

these changes to help engage with patients and the wider public, using the channels that

suit people best. For many people social media is a quicker, more convenient and

accessible way of getting news, updates, information and more importantly having

conversations about what matters to them most when it comes to healthcare and the NHS.

Open and honest communications are key principles in the way we operate as a foundation

trust and social media is a way of helping us do just that. Successful use of social media

helps to build a local community of stakeholders who can help promote our services,

provide real time intelligence on issues facing the Trust, provide information in a

convenient, relevant way and be much more responsive to feedback and questions. It

should also be noted that many staff now use the Trust’s social media channels as a

primary source of information about the organisation, so it is also an important employee

engagement tool.

Since this policy was first introduced QE Gateshead has made significant strides in the

corporate use of social media and is recognised as one of the leading Trusts locally. This

policy sets out the way in which the Trust uses, manages and monitors the corporate social

media presence.

2 Policy scope

This policy primarily applies to social media as a corporate tool to help build profile, market

key services, enhance reputation and improve patient experience. The communications

team currently manage all corporate profiles and channels on behalf of the organisation,

acting as the voice of the Trust in this online space.

The use by staff of their own personal social media is covered in more general terms by the

business standards conduct policy. This policy isn’t intended to cover disciplinary or

internal investigative issues in any great detail.

3 Aim of policy

The aim of the policy is to set out the framework the Trust will use to successfully engage

with stakeholders using social media.

4 Duties - roles and responsibilities

Trust Board

The Trust Board Members are encouraged to support and contribute to the Trust’s social

media output.

Chief Executive

The chief executive is responsible for supporting the policy.


Executive Directors

The executive directors will support the policy and its implementation and are encouraged

to support and contribute to the Trust’s social media output.

Line managers

Line managers are expected to adhere to the policy – and ensure their services also comply

– when considering social media as part of communications and marketing mix. They are

also encouraged to support and contribute to the Trust’s social media output.

With the support of Human Resources they are also expected to ensure that staff who use

social media inappropriately are suitably disciplined.

All staff

All staff are encouraged to support and contribute to the Trust’s social media output,

either through the communications team corporately or by providing support via their

personal social media profiles.

5 Definitions

The term social media is a rapidly evolving one and describes a wide range of online tools,

that people use to share content, profiles, opinions, insights, experiences, perspectives and

media itself. These tools are growing and changing all the time but include social networks,

blogs, message boards, podcasts, microblogging sites, image sharing, messaging apps (such

as WhastApp groups), wikis and vblogs. Examples include Twitter, Facebook, YouTube and

Pinterest.

6 Social media guidance

6.1 Implementation

Following the approval of the social media policy at the end of 2013 the Trust took

its first small steps with social media by establishing profiles on two of the biggest

networks: Facebook and Twitter. These were a good learning opportunity but

operated on a small scale and with limited success.

In 2014 the Trust adopted a new social media strategy with the aim of increasing

resource and effectiveness. This strategy sets out how the digital and social media

channels will ensure that QE Gateshead is communicating effectively and offering

accurate information and engagement from a choice of different media. This

reflects the organisational aims of innovation, patient centred care and becoming a

provider of choice (See Appendix 2 for full details).

6.2 Social media management

The communications and marketing team currently manages and monitors all QE

Gateshead profiles on behalf of the organisation. The Trust currently has a presence

on seven of the biggest social networks, monitoring them on a day to day basis.


Social media is now integrated into all communications strategy and planning as

part of the team’s workload so the Trust can proactively use the appropriate

channel for each PR campaign. The channels are also used daily to engage with

patients and the public. National and regional NHS campaigns are also supported

through our official profiles (See Appendix 3).

Specialist software has been introduced to ensure all social activity is captured,

recorded and stored in a single portal. This includes a search algorithm that

captures all mentions of QE Gateshead (even if the official profile isn’t used) to

ensure that no conversation is missed. It also lets the team post updates in a

coordinated, consistent way that can be stored for audit purposes.

The team also respond to a range of reactive issues such as questions, comments

and feedback from users. This is done on a rota basis using a response flow chart

based on industry best practice to help ensure consistency. The team responds to

questions, comments and feedback in an appropriate and timely way (using a

dedicated matrix for when and how to respond).

The Trust will reserve the right to hide or delete any posts that are considered

inappropriate. These include abuse, personal attacks on staff, foul or abusive

language or issues that are legally inaccurate. The Trust will also act (where

possible) if staff or patients are inadvertently identified by others on social media

(for example where someone posts a picture of themselves on hospital grounds

where others can be seen in the background).

6.3 Content

The content featured on the official social media channels should reflect the full

spectrum of the Trust’s activities and provide the right level of information for

users. All content must be appropriate for an acute NHS trust, but at the same time

strike the right tone for each network.

Social media is used to promote many of the key messages about the Trust but

must use the right tone of voice and context for each particular situation. It’s vital

we use the right type of language for each individual network and that our posts

are active, inclusive and engaging. This type of information includes:

• News about the Trust and our partners

• Events /fundraisers

• Feedback figures and statistics from around the hospital

• Links to award nominations and surveys

• Feedback from patients

• Real time information in emergency situations

• Trust-wide marketing campaigns

• National NHS PR campaigns

• Important service updates or information about disruption around the

hospital

• Public information campaigns

• Retweets of local media news stories (health related)


• Spotlight on services on our website

• QE News newsletter publications

• Governor/Election information

• Medicine for member events

• Important messages from across the local healthcare economy

• Urgent information relating to bad weather affecting service

• Recruitment campaigns in core areas

For many people social media will be the only way they interact or hear news about

the Trust so the communications team has introduced a range of different ways of

telling our story. What works well in a newspaper or online may be seen as dry or

uninteresting on social. Increasingly the Trust is using a range of different

techniques such as:

• Video

• Infographics

• Photo galleries

• Picture slideshows

• Polls and questions

• Gifs and posters

6.4 Promoted posts

There is no central budget for promoting posts using paid advertising on any social

media channel. The corporate team uses a small allocation of the central

communications budget to promote key corporate issues where appropriate. This

type of paid promotion is essential to ensure certain posts are able to reach beyond

the timelines of organic audiences. This is important because changing algorithms

on sites such as Facebook means that far fewer people are seeing organic posts

without some investment. For departments hoping to have maximum impact on

service level campaigns a budget for paid promotions should be considered. Any

spend will be approved by the head of communications and marketing.

6.5 Branding

All social media channels must use the correct corporate logos and branding

associated with the Trust and should only be used following consultation with the

communications team.

6.6 Monitoring

The communications team are responsible for monitoring the Trust’s social media

feeds on a daily basis as part of the everyday communications workload. This can

generate thousands of posts each month, most of which can be dealt with by the

team directly. However, where individuals raise concerns about wrongdoing,

complain about specific services or criticise individual departments the comments

are passed to the PALs team who can then deal with their query directly.


The social media feeds are not currently monitored outside of office hours and this

is made clear in the biography section of each network.

6.7 Evaluation

The communications team provide monthly evaluation on social media activity as

part of the QE Engage report that is sent to all senior staff of the Trust and featured

in QE Weekly. More detailed analytics feature in the communications annual report

and are available on request.

6.8 Guide for staff

When considering social media in a corporate sense – that is speaking officially on

behalf of QE Gateshead – then the communications team will always take the lead

role. This ensures that the right information and key messages are delivered in a

managed and recorded way. This not only provides consistent and accurate

information for the public, it also provides a safety net for the organisation

following the same process that applies to all published information including in the

media.

However, it’s clear that because many employees use social media in their personal

or professional lives and identify as part of QE Gateshead online they can become

the de facto voice of the organisation in this space. Because of the success of the

official profiles the Trust also relies on staff to support PR campaigns and represent

the QE in a positive way online. The communications team and the organisation

welcomes this positive and inclusive approach, recognising that staff have been

integral to this success.

With this association comes a responsibility to behave appropriately on social

media. The standards expected online are no different from those expected in

other areas of life and are clearly set out in the Standards of Business conduct

Policy (PP20). More specific advice on using social media can be found in the guide

for staff (Appendix 1).

6.9 Service based developments

There are some occasions when individual services may benefit from having their

own social media feed to ensure a better fit with service aims and marketing

strategies. However, this has not proved to be the case to date, with most

departments benefiting from:

• Access to the large, established audience already signed up to the existing

official social media profiles.

• The daily monitoring and analytics already in place.

• The dedicated routes and resources to deal with complaints.

• The expertise of the communications team.

• The economies of scale and existing links with partners and other agencies.

• The corporate reputation management process already in place.


Despite this there are scenarios where separate social media accounts might be

appropriate. Requests for a service based developments should be made through

the communications team using a simple business case template (which is available

on request). The service would have to demonstrate capacity to adequately

maintain and develop its social media presence and agree sign off at senior

management level. It would also be required to link in to the main Trust social

media presence and vice versa.

7 Training

Staff who want to establish social media feeds for their own services can access advice and

training from the communications team. If any department wants to know more about

social media or how the Trust uses it, the Head of Communications will be able to present

to individuals or teams.

8 Equality and diversity

The Trust is committed to ensuring that, as far as is reasonably practicable, the way we provide

services to the public and the way we treat our staff reflects their individual needs and does not

discriminate against individuals or groups on the grounds of any protected characteristic

(Equality Act 2010). As part of the commitment, the Trust aims to utilise a range of

communication mediums to share information and promote awareness of healthcare issues to

patients, carers and other stakeholders. This policy has been appropriately assessed.

9 Process(s) for monitoring compliance with the policy

Standard / process

/ issue

Monitoring and audit

Method By Committee Frequency

Evaluation of social

media activity

Detail numbers

content and

main themes.

Comms

team

Central Team Monthly

10 Consultation and review

Our social media activity is under constant review for areas of improvement or practice

change. It will also respond to comments received by staff and stakeholders. The IT, HR and

PALS teams have also been consulted on this policy.

11 Policy implementation (including awareness raising)

The details about the social media feeds are regularly highlighted at a variety of forums

throughout the Trust, with the public and across internal communications. Staff are also

regularly warned about the potential pitfalls of social media in QE Weekly.

12 References

None

13 Associated documentation


None


APPENDIX 1

Guide to social media for staff

Social media describes the online tools, websites and services that people use to share content,

profiles, opinions, insights, experiences and perspectives to the wider world. Recent years have

seen a huge proliferation in the use of these tools as the increase in smart phones and high speed

internet has continued.

Social media is now a huge part of modern life and in Gateshead we want to embrace those

changes to engage with patients and the wider public, using the channels that suit people best. For

many people social media is a quicker, more convenient way of getting news, updates or

information and more importantly having conversations about what matters to them most when it

comes to healthcare and the NHS.

Almost all organisations, particularly in the public sector are now using social media to speak to

members of the public and QE Gateshead is very active across a range of different platforms. You

can find out more about the official channels and how we use social media as an organisation on

the public website.

Many staff already support the Trust using their own profiles and that has been a big part of the

success of our channels and building a social community online. These are excellent tools to build

networks, make new friends and build professional relationships. However, there are some basic

rules to follow and this guide helps set out some simple advice to employees.

As an NHS employer the trust expects certain standards of behaviour from staff in public. As a

Trust QE Gateshead applies the same standards of conduct in online matters as it does in offline

issues. Material on social media is largely public information that can be circulated widely (in

extreme cases seen by millions of people across the world), can be picked up by the traditional

media or used as part of a legal defamation case. Staff should be aware that abusing the policy

could lead to disciplinary action or even dismissal. Here are some tips on avoiding problems on

social media:

DO Think before you post. Most negativity can be avoided by simply using common sense

and only posting things that you would be happy to be attributed to you. On sites that have

the potential for people beyond friends and family to see what you’re saying just ask

yourself a simple question ‘would you be happy for your colleagues or line manager to see

it’?

DO follow the general standards of behaviour expected by all employees. These are set

out in the Standards of Business conduct Policy (PP20) and nothing you post or share

online should infringe this policy.

DO get involved in local and national NHS communities that discuss healthcare. You can

build strong professional networks, share best practice and get new ideas for your own

role.


DO get involved in the online conversation about QE Gateshead by following the official

Trust profiles. This can help us share key messages and campaigns more widely.

DO make sure you have read, understood and updated the security or privacy settings on

your own personal profiles, especially on sites like Facebook. You should do this regularly

as they can often change.

Do take the time to read guidance from your own professional body or regulator. Much

more specific advice for most NHS professions can be found on the NHS Employers website

here

Do understand when and where you can access social media using Trust PCs. Some sites

will be blocked and you should also understand what constitutes acceptable usage while at

work. This is explained in more detail as part of the IT acceptable usage policy (OP17). This

states that “Reasonable personal use is permitted provided this does not interfere with the

performance of your duties.”

DON’T friend or follow patients - or their friends and family - on sites like

Facebook/Twitter (unless they are already known to you through your personal life).

DON’T post pictures of patients or discuss their treatment without consent. This includes

discussing their condition, appearance, personal details or other confidential information.

There are occasions where we use patient stories as case studies but you MUST discuss this

with the communications team in advance.

DON’T use social media for bullying, cyber bullying, harassment or discrimination.

DON’T post derogatory, defamatory of inflammatory comments about the Trust,

colleagues, patients or others who work for the Trust because this will potentially lead to

disciplinary action.

DON’T Access social media in a way that disrupts your work or during times you are

meant to be carrying out usual duties.

DON’T imply that you are speaking on behalf of the organisation in any posts online

unless this has been cleared by the communications team. You should always include a

disclaimer that any opinions expressed are your own personal views.


Appendix 2: Social media strategy summary 2014-2018

Aim Our digital and social media channels will ensure that QE Gateshead is

communicating effectively and offering accurate information and engagement

from a choice of different media. This reflects the organisational aims of

innovation, patient centred care and becoming a provider of choice.

Objectives

• To inform, engage and connect with local people & partners.

• Provide a modern, accessible communications channel that engages with the

public in the way that is most convenient for them.

• Establish channels as the key source of ‘real time information’ during peak

times or major incidents.

• Continue to grow our reach, influence and engagement levels online so that

social media becomes a channel of choice.

• Celebrate our achievements and promote our hospital services.

• Engage 2,000 people each month in conversations about healthcare, but

specifically around our services.

• To attract 15,000 followers and friends to our social channels.

Communications principles & strategy

Social media now forms a key part of our communications strategy and is vital in

connecting with patients, visitors, local communities and partners across the

local healthcare economy. As the nature of the media changes social networks

will be fundamental to achieving our wider organisational aims. The focus is on

these key principles:

• Building a community that helps promote our services where patients,

partners and local people play a key role.

• Gather intelligence so we can understand local issues and be aware or

involved in key conversations about the QE/local healthcare economy.

• Carve out a national reputation for social media excellence.

• Provide information in a timely and convenient way.

• Responsive to customer questions and feedback using a clear matrix.

• Have profiles on a number of networks so our work is resilient.

• Working with services to deliver innovative and strategic social media

campaigns and updates that are tied into the wider communications plan.

Audience

All our work will be based on relevant analysis so that our messaging and

promotions are effective and provide the best possible value for money.

Key messages

• Embracing modern techniques to ‘think digital’ in all communications.

• Our channels are the key source for fast, engaging & official QE information.

• We respond to questions, comments and feedback in an appropriate and

timely way (using a dedicated matrix for when and how to respond)

Tone and language

It’s vital we use the right type of language for each individual network and that

our posts are active, inclusive and engaging.

Evaluation and monitoring

Monthly results will be presented alongside our wider communications metrics

and sent by email to all senior staff. They will also be included in the

communications dashboard each quarter. Individual campaigns must be analysed

separately with detailed results. The wider social environment will be monitored

daily for conversations about us so that we can intervene, respond or gather

social intelligence where necessary.

Resources

To be effective social media needs both staffing and financial resources. It must

become part of our day to day work and a budget of £2,270 should be set aside

for software and promotional costs. Services will need to meet their own costs.


Appendix 3

nhs gateshead - social media policy · 2018-11-19 · this policy primarily applies to social media...

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