That said, participating in social media on behalf of an organization like ours isn't (all) fun and games. We wanted to make sure those who do so take the responsibility seriously. A key component of our policy is a “Social Media Content Owner/Moderator Agreement.”
This agreement must be completed every year by any faculty or staff member who manages a social media account on behalf of VUMC or one of its hospitals, departments, clinics or other unit. Those who complete and sign it, agree that:
- they have read and agree to comply with the social media policy.
- they will post fresh content at least weekly. More frequent posting is recommended as a matter of best industry practice.
- the platform be used for topics relevant to the mission of our medical center.
- comments will be moderated. Also outlined are types of comments that will not be allowed.
- a link to our social media participation guidelines will be posted on all external social media sites.
- internal social media sites will include a written reminder to faculty and staff that all laws and VUMC policies apply.
The agreement also lists who should be notified if comments are threatening to one’s self or others, or violate laws or VUMC policies. This list ranges from the chief of our police department to the privacy officer.
Over the years, we've added the requirement of account sign-on info. So far we have not needed this for emergency intervention but we did need it when a moderator left Vanderbilt and we needed access.
We renew this form each December for the coming calendar year. The process provides an opportunity not only to remind moderators about responsibilities, but also to encourage them to review their strategies and their sites' performance as an effective use of VUMC resources.
Ours is not a perfect tool. We know we cannot be aware of every site that may have been set up in VUMC’s name. This component of our policy is, however, a place to start.
I hope this information is helpful, and would love to hear how you manage social media activity by others in your organization.
Here's our Online Social Media Toolkit.