How can dentists create a social media policy for their practice

Okay, so I’m a dentist and I’m realizing we really need a social media policy for my practice. We’re starting to get more active on Facebook and Instagram, and I want to make sure everyone on the team – myself, the hygienists, the front desk staff – is on the same page and knows what’s appropriate to post and not post. We’ve had a few instances where I felt like things were a little too casual.

Specifically, I’m worried about:

• HIPAA compliance: Obviously, that’s huge. How do we ensure nothing gets posted that could violate patient privacy? I need concrete examples of what’s okay and what’s absolutely forbidden.
• Professionalism: We need to maintain a professional image. I don’t want silly, unprofessional posts that could damage our reputation. I’m thinking guidelines about language, humor, and the overall tone we should use.
• Employee conduct: What happens if an employee posts something negative about a patient or a competitor (even on their personal account)? Can we include that in the policy? What kind of disciplinary action is appropriate?
• Content ownership: Who owns the photos and videos we create for our social media? If an employee leaves, what happens to the content they created while working for us?
• Responding to reviews: How should we handle negative reviews online? What’s the best way to respond without getting into a back-and-forth argument?
• Authenticity vs. Compliance: How do we strike a balance between being authentic and engaging with our patients online, while also staying compliant with all the rules and regulations?

I’m looking for practical tips, templates, or examples of social media policies that other dental practices are using. Any help would be greatly appreciated!

Answer

To create a comprehensive social media policy, a dental practice should consider the following steps:

1. Define Objectives and Goals:

• Brand Building: Clarify how social media will contribute to the practice’s brand image. Do you want to be seen as modern, friendly, authoritative, or community-focused?
• Patient Engagement: Determine how social media will facilitate communication and build relationships with current and potential patients.
• Lead Generation: Outline strategies for using social media to attract new patients, such as targeted advertising or informative content.
• Education: Decide if social media will be utilized to educate the public about oral health, dental procedures, and preventative care.
• Reputation Management: Plan how social media will be used to monitor the practice’s online reputation and address any negative feedback or reviews.

2. Identify Target Audience(s):

• Demographics: Determine the age, gender, location, and interests of the target audience.
• Patient Needs: Understand the needs, concerns, and preferences of your existing patient base.
• Prospective Patients: Research the characteristics and online behavior of potential patients in the area.

3. Choose Relevant Platforms:

• Facebook: Consider using Facebook for general announcements, community engagement, patient testimonials, and educational content.
• Instagram: Focus on visually appealing content like before-and-after photos, office tours, and lifestyle-oriented posts that emphasize the benefits of good oral health.
• Twitter: Use Twitter for quick updates, news sharing, and engaging with other professionals in the dental field.
• LinkedIn: Establish a professional presence, connect with other healthcare providers, and share industry-related articles.
• YouTube: Create videos showcasing procedures, patient testimonials, oral hygiene tips, and introductions to the dental team.

4. Content Guidelines:

• Content Pillars: Identify 3-5 core themes or topics that will consistently be covered on social media. Examples include preventative care, cosmetic dentistry, pediatric dentistry, and practice news.
• Posting Frequency: Establish a consistent posting schedule to maintain audience engagement.
• Content Mix: Determine the ideal balance between informative, educational, promotional, and engaging content.
• Tone of Voice: Define the appropriate tone for all social media communication.
• Branding: Ensure all content aligns with the practice’s branding guidelines, including logo usage, color schemes, and fonts.
• Accuracy: Verify the accuracy of all information shared and cite reputable sources when necessary.
• Originality: Create original content whenever possible and give proper credit when sharing content from other sources.
• SEO: Incorporate relevant keywords into posts to improve search engine visibility.
• Accessibility: Ensure content is accessible to individuals with disabilities, including providing captions for videos and alt text for images.

5. Compliance with Regulations (HIPAA):

• Patient Privacy: Emphasize the importance of protecting patient privacy and confidentiality in all social media activity.
• Prohibited Content: Explicitly prohibit the sharing of any Protected Health Information (PHI) on social media platforms.
• De-identification: Train staff on how to de-identify patient information to ensure compliance with HIPAA regulations.
• Patient Consent: Obtain written consent from patients before sharing any photos, videos, or testimonials that include their personal information.
• Employee Training: Provide comprehensive HIPAA training to all employees who are involved in social media management.

6. Employee Conduct:

• Professionalism: Require employees to maintain a professional demeanor when representing the practice on social media.
• Personal Accounts: Establish guidelines for employees’ personal social media accounts, particularly regarding their association with the practice.
• Confidentiality: Remind employees to protect confidential information about the practice, patients, and staff members.
• Respect: Encourage employees to treat others with respect and avoid making disparaging remarks about patients, colleagues, or competitors.
• Conflict of Interest: Disclose any potential conflicts of interest when posting on social media.
• Consequences: Clearly outline the consequences for violating the social media policy, including disciplinary action or termination of employment.

7. Community Engagement Guidelines:

• Response Time: Establish a reasonable response time for addressing comments, questions, and messages on social media.
• Monitoring: Regularly monitor social media channels for mentions of the practice and address any issues or concerns promptly.
• Handling Negative Feedback: Develop a strategy for responding to negative reviews and complaints in a professional and constructive manner.
• Deleting Content: Outline the circumstances under which comments or posts may be deleted from the practice’s social media pages.
• Blocking Users: Establish criteria for blocking users who engage in harassment, spamming, or other inappropriate behavior.

8. Monitoring and Evaluation:

• Performance Metrics: Identify key performance indicators (KPIs) to track the success of social media efforts, such as engagement rate, reach, website traffic, and lead generation.
• Analytics: Use social media analytics tools to monitor performance, identify trends, and optimize content strategy.
• Regular Audits: Conduct regular audits of the social media policy to ensure it remains relevant, effective, and compliant with regulations.
• Policy Updates: Update the social media policy as needed to reflect changes in social media platforms, regulations, or the practice’s goals.

9. Legal Review:

• Consult with an Attorney: Have the social media policy reviewed by an attorney specializing in healthcare law to ensure compliance with all applicable regulations.

10. Enforcement:

• Communication: Communicate the social media policy clearly to all employees and provide ongoing training.
• Accountability: Hold employees accountable for adhering to the social media policy.
• Consistent Application: Apply the social media policy consistently to all employees and situations.