Social media is an ever-increasing form of communication for many people in both their personal and professional lives. While it provides enormous benefits by allowing fast, broad communication, these benefits need to be balanced with the many risks social media presents.

Social media includes any websites or applications that allow users to interact with others or create/share information (such as text, photos or videos). However, poorly considered posts can seriously affect the personal and professional reputation of individuals and businesses — even when the post isn’t directly related to the business.

The following tips will assist individuals and businesses to manage their risks when using social media.

Have a business plan for how and why social media is to be used

Deciding to create a business social media presence shouldn’t be based on what others are doing. The decision must align with the organisation’s needs and plans, weighing both benefits and risks.

Base business social media on business requirements, not personal views

Owners and managers must ensure decisions are based on business needs — not whether they personally like or avoid social media. A person who doesn’t use Facebook personally may still choose to use it professionally because it benefits the business.

Create clear business guidelines and processes

Because of the risks associated with social media, businesses must clearly define:

• who is authorised to post on business social media accounts
• what types of messages can be shared
• how often accounts are monitored
• how negative comments should be handled

Consider training for social media-responsible staff

Not all staff understand professional social media use or its risks. Training helps ensure posts are appropriate, compliant and well considered.

Understand the social media platforms you are using

Each platform has unique functions and risks. Staff responsible for posting must understand the tools they are using to avoid mistakes or inappropriate sharing.

Consider what messages should be shared on social media

Social media suits short, sharp messages. Not all business information is appropriate for that format. Consider whether sensitive or detailed communication should occur via other channels.

Carefully consider engaging with clients on social media

Interactions on social media can blur professional boundaries, especially when using personal accounts. Even on business accounts, some conversations should occur offline due to confidentiality or sensitivity.

Your social media use must adhere to Ahpra requirements

Practitioners regulated by Ahpra must ensure any social media content complies with relevant codes and guidelines, including:

• Guidelines for Advertising a Regulated Health Service
• Code of Conduct

Even simple posts, shares or ‘likes’ may be considered advertising or professional commentary. Practitioners must be careful not to contradict public health messages or breach regulatory expectations.

Understand that personal and professional use can’t be separated

Professionals are always viewed as representatives of their profession. Personal posts can reflect poorly on the practitioner and their profession, even if posted in personal time.

Don’t believe that any post is ever private

No online group is truly private. Information can be copied, forwarded or accessed by non-approved users. If you wouldn’t want a colleague, client or competitor seeing it — don’t post it.

Never post in haste — all posts must be carefully considered

Social media encourages quick posting, but rushed posts are often poorly worded or easily misinterpreted. It’s critical to pause and consider the potential impact before publishing.

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