While the social media for business use policy was created to define a process for ensuring departments and units use of social media is in line with institutional marketing and communications goals, understanding how to execute your social media strategy is important.
Below you'll find a selection of resources to help you understand what you are about to get yourself into, get your creative juices flowing, better understand how to target and engage your audiences effectively, and manage your time while doing it.
Before you begin
What is Social Media? (Wikipedia)
Watch this video about the growth and impact of social media:
Understand what is already available for you to use at UMHS before deciding to create a new presence by reviewing the Social Media Platforms page.
- UMHS Policy on the Use of Social Media for Business Purposes (UMHS)
- AMA Policy Statement on the Use of Social Media (American Medical Association)
- Defamation, Libelous and Slander online (Electronic Frontier Foundation)
- Bloggers, Beware: What You Write Can Get You Sued (Wall Street Journal)
- U-M Guidelines for the Appropriate Use of Social Media, Jan 2010 (Voices of the Staff)
How to Develop a Social Media Content Strategy (Social Media Examiner)
- Public Relations has access to many of the tools mentioned in this article or they can help you get set up once you are ready to begin. If you have been approved to create a new platform, please be sure to discuss your needs with the PR rep.
Managing your platform(s)
U-M's stance on deleting negative comments is as follows:
"As within any forum established by the University, speech within social media forums established by the University are protected by the First Amendment of the US Constitution. We cannot prohibit speech within the forum merely because we disagree with it or because we don't like it. We can, however create forums designed to address specific subjects and remove speech that is not appropriate for that forum. What this means is that we can establish a forum for the public for colloquy around some particular subject (e.g., patient care, anthropology, Buddhist art), but we cannot limit that discussion to a particular viewpoint of the subject (e.g., only positive comments of patient care at the University, only comments that support more funding for the anthropology department, only comments critical of Buddhist art.). We can certainly create neutral rules of general applicability (e.g., no obscenities or vulgarities; posts must be on subject; no unlawful activity; no more than X number of posts in a day; no more than X number of posts in a row, etc.)." ~ Jack Bernard
Current page administrators for any official UMHS Facebook page should join the UMHS FB Admins group to discuss issues, share best practices and stay up-to-date on changes as they occur on Facebook. Here are a few tips below.
- Understanding Facebook's promotion policy (Social Media Examiner)
News and research articles
- Physicians using social media need more oversight: JAMA
- Social Media Boosts Organ Donations
- When Facebook goes to the hospital, patients may suffer (LA Times)
Related UMHS policy
- UMHS Policy 01-01-040: Use of Social Media for Business Purposes
- UMHS Code of Conduct
- UMHS Code of Conduct Attestation
- UMHS Policy 01-01-004, Signature Authority
- UMHS Policy 01-04-002, Confidentiality of Patient Information
- UMHS Policy 01-04-003, Outside Interests and Conflicts of Interests
- UMHS Policy 01-04-005, Reporting Compliance Concerns
- UMHS Policy 01-04-501, Information Security Systems Security Standards
- UMHS Policy 01-04-502, Security of Portable Electronic Devices and Removable Media
- UMHS Policy 01-04-520, Physical Security of Electronic Protected Health Information (ePHI) and Other Sensitive Data
- UMHS Policy 03-07-015, Photographing, Recording and/or Filming of Patients
- UMHS Policy 04-06-047, Disruptive or Inappropriate Behavior by UMHS Personnel