Adopting a Social Media Policy in Healthcare Settings

IF YOUR healthcare organization has never adopted a social media policy, or if it has been a while since your policy has been reviewed, now would be a good time to do so. It will protect patients, employees and reputations, while developing responsible and effective online communication. Having a good policy in place might even keep your organization out of legal trouble. 

What Harm Could It Do? 

Here are some examples: In 2018, a nurse at Texas Children’s Hospital was fired after allegedly posting information about a child who had contracted measles.¹ In 2022, a hospital in Georgia fired four nurses after they posted patient-mocking videos that had been filmed at work on TikTok.² A surgeon in Australia was reprimanded and fined after sharing a photo of a comatose patient’s tattoo on WhatsApp.³ 

In Illinois, two certified nursing assistants taunted a 91-year-old dementia patient in a video that was posted to Snapchat. The nursing home where the incident took place faced a lawsuit for violating the Nursing Home Care Act, HIPAA (the Health Insurance Portability and Accountability Act) and state privacy laws.⁴ The two former staffers later pled guilty.⁵ The patient’s daughter also filed a civil suit against the nursing home and its former employees, seeking more than $1 million in damages. 

It is not only egregious acts such as these that can get your healthcare organization into hot water. Seemingly harmless selfies at work posted to social media might have a patient’s medical chart visible in the background. Or, a doctor who shares a well-intentioned health tip might violate a patient’s confidentiality. 

Used for Good 

Taking precautions would be wise because social media in healthcare can be used for good. According to A Nurses Guide to the Use of Social Media, published by the National Council of State Boards of Nursing Inc., “Social media can benefit healthcare in a variety of ways, including fostering professional connections, promoting timely communication with patients and family members, and educating and informing consumers and healthcare professionals.”⁶ Social media gives nurses an outlet to express their feelings, communicate and connect with others.6 During the height of the COVID- 19 pandemic, social media was used by public health administrators to provide real-time updates, guidelines and safety measures from trusted organizations. Healthcare professionals increasingly use social media to debunk medical myths and promote preventive care, including the need for flu shots, mental health awareness and disease prevention. 

A Social Media Policy Checklist 

When creating or updating a social media policy, consider using the following checklist as a guideline. Both official and personal posts should: 

• Be respectful, transparent and professional 

• Use kind and professional language 

• Avoid profanity and personal attacks 

• Protect patient privacy and comply with HIPAA regulations 

• Include disclaimers on personal accounts when discussing healthcare topics 

• Be accurate and avoid spreading misinformation 

• Encourage responsible engagement 

• Avoid online arguments or controversial debates 

• Not make disparaging remarks about patients, colleagues or their healthcare system 

• Not harm a person’s professional reputation 

• Not contribute to a negative perception of their healthcare organization 

Your policy should also remind employees that both official and personal posts can reflect upon the institution. Clearly outline the consequences of violations, and consider restricting employees from posting images or videos taken within healthcare facilities to maintain privacy and security. Additionally, employees may want to use only their first name or a professional alias on their personal social media accounts to protect their privacy and prevent patients from finding them there. 

Sample Policies 

Many healthcare institutions have recognized the need for clear guidelines to help employees navigate social media, while upholding ethical and legal standards. Below are examples of how several organizations have approached this challenge beyond just the privacy concerns, offering insights that can inform your own policy development. 

• Texas Children’s Hospital has an extensive policy that includes several ways healthcare professionals can express themselves positively on social media. For instance, general work statements such as “today was tough” or “we’re having a busy flu season” are acceptable as long as confidentiality of patient information is maintained. Professional achievements and milestones can be celebrated. Work gatherings and celebrations are acceptable. Health and wellness advice is fine as long as it is not tied to specific patient cases.⁷ 

• Mount Sinai’s social media policy directs employees to disclose their affiliation with Mount Sinai when discussing work-related topics on social media and to use disclaimers for personal political opinions. Additionally, the policy stresses compliance with copyright laws. When in doubt, employees are to consult with the marketing and communications department.⁸ 

• The Erlanger Health System’s (EHS; Chattanooga) social media policy includes a clause that prohibits employees from using work email to register for personal social media accounts, nor can employees use EHS email addresses as a username or password when registering with such sites. Another section requires employees to clarify that personal opinions do not represent the institution.⁹ 

• The University Health System’s (San Antonio) social media policy prohibits employees from using the system’s equipment or email for personal social media. The policy also requires approval before employees are allowed to engage in social media initiatives. Finally, the policy reminds employees that regardless of their social media privacy settings, personal online comments and images can be captured and forwarded by others and are subject to this policy.¹⁰ 

• Atrium Health’s (North Carolina) social media guidelines state that personal posts should include a disclaimer that opinions expressed are personal, not representing the organization. Additionally, posting about work-related matters, photos or using work equipment for personal social media use must be approved by the institution.¹¹ 

• HCA Healthcare’s (Nashville) social media guidelines say personal use of social media during work hours or while using company devices is allowed but should not interfere with work responsibilities. Also, employees must clearly differentiate their personal views from those of the company, including placing disclaimers on personal accounts. Employees are also not allowed to use HCA Healthcare in their social media name, handle or URL.¹² 

• The University of Miami Health System prohibits employees from using social media to provide medical advice, medical commentary or from making, recommending or increasing referrals to physicians.¹³ 

• A Nursing World article about social media policy says many health organizations discourage nurses from connecting with or “friending” patients on social media because if they become close online, there’s a chance they will share personal information. And it reminds nurses that they must not transmit PHI (protected health information) on a public network, even if it’s only going to the patient — even if that patient is a friend or relative.¹⁴ 

Keep Your Organization Safe 

Adopting or updating your social media policy is an essential way to keep your healthcare organization safe. A strong policy protects patient privacy, minimizes legal risk and promotes professionalism, while also setting clear expectations for healthcare professionals about responsible online behavior. In doing so, you can create a more informed and ethical workforce that understands the potential consequences of its online actions, which will shape a culture of professionalism and responsible communication that extends beyond the screen.