Toronto Rehab Social Media Guidelines

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Introduction

As part of Toronto Rehab’s vision of revolutionizing rehabilitation and maximizing life we are committed to leading collaboration, team work and learning in order to build exceptional interprofessional teams. Contributing to online communities through the use of social media is not only an excellent way to foster innovation and collaboration but is also strongly aligned with emerging models of research, interprofessional care and education.

These guidelines are intended to provide you with a framework and set of best-practices to guide you in your use of social media both personally, and as they relate to your work at Toronto Rehab.

Executive Summary

Ultimately, the accountability for responsible usage of social media lies with you. When in doubt, talk to your manager, consult Marketing & Communications, or contact the Privacy Office.
Discussion of any patient information, including any information where under the circumstances it is reasonably foreseeable that the information could be used to identify a patient, and as use of patient images is strictly prohibited.
Discussion of legal matters, non-public financial information, RFP processes is strictly prohibited.
Toronto Rehab's Code of Conduct, and all existing policies still apply (e.g. Electronic Communication; Appropriate Use of Technology; Information Management – Internet; Privacy & Confidentiality; Confidentiality and Release of Information; Media Relations; Anti-Discrimination & Anti-Harassment; Violence and/or Abusive Incident in the Workplace; Graphic Standards).
Disclose your relationship with the organization when discussing matters related to our work.
Speaking on behalf of the organization without authorization is strictly prohibited. When blogging, use the standard disclaimer to make it clear that you are speaking for yourself and not the organization: "The views expressed on this site are my own and don’t necessarily represent those of Toronto Rehab".
Use your own voice & write in the first person.
Listening is just as, if not more important than speaking. Take some time to learn where the conversation is and what people are saying.
Think about the consequences of what you post online. Use your public voice thoughtfully.
Use sub-headings, short sentences and active language - writing for the web is all about being clear and concise.
Respect copyright and fair use laws.
Some online forums hosted by Toronto Rehab require moderation. Moderation will be employed as a method of guiding and fostering discussion rather than editorializing or controlling.

Privacy and Confidentiality

It is strictly prohibited to post any patient-identifiable information on any social networking sites, whether Toronto Rehab hosted or otherwise. This includes the posting of patient photographs. If you do post any photographs to a social media site, ensure that both the foreground and background have been inspected, and that no patient images are visible.

Remember, just because an individual isn’t discussed using their name or through the inclusion of PHI there is still a risk of them being identified. Identifying information is information that identifies an individual or for which it is reasonably foreseeable in the circumstances that it could be utilized, either alone or with other information to identify an individual.

For example, stating that research was done on an adolescent female who suffered from a particular condition in a particular rural community could be enough to link all that information and determine who that female is. Even though patient health information was not intentionally disclosed, you may still be able to determine who this young woman from a particular community is. The same risk applies to the discussion of unusual diagnoses, conditions or interventions. There is the risk for identification simply because of the nature such information.

Consult our guide for more information about PHI and identifying information, as well as the following Toronto Rehab policies: Privacy and Confidentiality, Confidentiality and Release of Information, Appropriate Use of Technology.

If you have any questions or concerns related to the posting of information on any internet site, or other social media site, contact the Marketing and Communications Department or Privacy Office. If you have any doubt, always ask questions before posting.

Internet Privacy

Anything you post online is accessible to anyone with a browser. Some sites have a restricted content feature, but keep in mind that external content is not as secure as content that resides on Toronto Rehab’s own internal servers - you are responsible for the content you post and the password-protected spaces you manage.

Be aware of privacy controls when using social media. Some services, like Facebook, are very public by default. Protecting your privacy as well as the privacy of others is your responsibility, so take some time to review/understand your privacy settings.

In the interest of yourself and the organization, consider everything you post online as public. If it's not already public information then you shouldn't be posting it online. When in doubt, ask yourself: Am I comfortable with, or would there be negative consequences to, this information being published on the front-page of the newspaper or broadcasted on the daily news?

Through our participation in social media we are accepting higher risks in the interest of supporting our vision of revolutionizing rehabilitation & maximizing life. Based on hospital policy and provincial legislation we are all responsible for making sure patient personal health information (PHI) isn’t used or discussed without proper consent from the patient or their legal representative.

Disclosure & transparency

Be aware of your association with Toronto Rehab when using social media. If you identify yourself as a Toronto Rehab employee make sure that how you present yourself is consistent with how you want to present yourself with colleagues or patients.

Toronto Rehab is best represented by its people. Disclose your relationship with the organization when discussing matters related to our work. Include your name, and when relevant, your role at Toronto Rehab. However, you must make it clear that you are speaking for yourself and not on behalf of Toronto Rehab.

Always include the standard disclaimer when blogging about matters related to Toronto Rehab or it's areas of business: "The views expressed on this site are my own and don’t necessarily represent those of Toronto Rehab."

Speaking on behalf of the organization is a delegated act from the board to the President, who in turn may delegate this responsibility to others from time to time. Speaking on behalf of the organization without authorization is strictly prohibited.

Be Human

When using social media, it’s important to be yourself. Use your own voice and write in the first person. Don’t be afraid to bring your personality to the forefront, people want to know who is writing what they’re reading and why they were motivated to write it.

Community

Listening is just as, if not more important than speaking. Take some time to learn where the conversation is and what people are saying. Consider: If you wanted to contribute to a conversation in a meeting, would you jump in and abruptly change the topic or would you listen first?

The goal is not to have as many people from Toronto Rehab contributing online but for us to be an active participant in the industry conversation. Online engagement & community-building is a two-way street.

Be Useful

Getting noticed online is all about being useful and helpful to others. One of the best ways of doing this is to provide links to interesting and/or relevant content when you find it. Not only will you be doing your readers/followers a service but you’ll generate links back to you. You can even go the extra-mile and add a human perspective by offering additional insight or opinion.

Another way of looking at it is that you should spend just as much time, if not more time, talking about the achievements or work of others as yourself and/or Toronto Rehab. Social media is all about building relationships and forming communities. If you were planning a meeting, would you invite someone who only talks about themselves?

When discussing matters related to, or using social media hosted by Toronto Rehab, be sure to do so in a way that adds value. The easiest way to achieve this is to have fun writing about what you know. By focusing on your area of expertise you’ll deliver the most value to your audience. Consider: What makes your posting unique or interesting? How can you best express that value in a way that is compelling to others and makes them want to share it or comment?

Use your public voice thoughtfully

Think about the consequences of what you post online. Be truthful, honest and respectful when participating in online discourse. By identifying yourself as an employee of, or affiliated with, Toronto Rehab everything you publish reflects upon the organization. The lines between public, private, personal & professional are blurred online, so use your public voice thoughtfully.

Be especially cautious if receiving negative or inflammatory feedback to your online activities. The best way to deal with someone looking to start a dispute online is to acknowledge what they are saying and reply respectfully. If the discussion gets heated, offer to resolve the situation offline. Don’t worry about these types of individuals altering the perception of others – everyone will be able to see both sides of the conversation and will respect that you handled the situation with respect and calmness.

And remember, when blogging about Toronto Rehab or Toronto Rehab-related matters make it clear that what you’re posting is representative of your own views and opinions, not necessarily those of Toronto Rehab. When blogging use the following standard disclaimer: "The views expressed on this site are my own and don’t necessarily represent those of Toronto Rehab".

Quality

Discourse through social media is less formal than traditional channels of communication but that doesn’t mean good spelling and grammar aren’t important. Be sure what you’re posting is relevant and factual. Avoid industry jargon unless appropriate and keep the user-experience of whomever will be reading your content front of mind.

When posting a large blog post or block of text, try and break it up using sub-headings and short sentences - writing for the web is all about being clear and concise. Use active language to add impact to your writing and help focus reader attention. For example:

PASSIVE: The project was managed by John.
ACTIVE: John managed the project.

Respect copyright and fair use laws.

It is against the law and Toronto Rehab policy to violate the copyrights or patents of others, including Toronto Rehab’s own copyrights and brands. If it isn't already public, do not share or post someone else's intellectual property or personal information without their permission first.

When using social media, you should never quote more than short excerpts of someone else's work. Remember that it is best practice to provide a citation and/or link to the original work, not only does a link acknowledge the original author, it also provides extra context for your readers.

Existing Policies Still Apply

Toronto Rehab's Code of Conduct, and all existing policies still apply (e.g. Electronic Communication; Appropriate Use of Technology; Information Management – Internet; Privacy & Confidentiality; Confidentiality and Release of Information; Media Relations; Anti-Discrimination & Anti-Harassment; Violence and/or Abusive Incident in the Workplace; Graphic Standards).

As an employee of Toronto Rehab you signed a confidentiality agreement that outlines your responsibilities as they relate to the protection of confidential information. This includes the protection of proprietary, confidential or personal information and most importantly, patient health information. Discussion of legal matters, non-public financial information, RFP processes, or patient health information is strictly prohibited.

If you aren’t sure if something violates policy, copyright, or your confidentiality agreement, talk to your manager,consult Marketing & Communications, or contact the Privacy Office.

Logo Use

Everyday each one of us influences how others think and feel about Toronto Rehab. Visually, things like our logo and tagline, print publications and presentations, are an important part of this. Whenever someone sees our logo or tagline, it represents an experience with Toronto Rehab, so it’s important we keep things clear and consistent. As outlined in our Graphic Standards Guide, when using Toronto Rehab’s logo for an external audience you must first seek review & approval from our Marketing & Communications department.

Moderation & Etiquette

Online forums hosted by Toronto Rehab are moderated. The goal is always to moderate as little as possible and only when absolutely necessary.

Moderation may be employed as a method of guiding and fostering discussion rather than editorializing or controlling. This involves the removal of disruptive, off-topic or offensive commentary, sometimes referred to as ‘Flaming’. Obscenity or ethnic-slurs and potentially objectionable or inflammatory topics such as politics or religion will also be moderated. Always keep diversity in mind, and how your message may be received by different audiences.

Don’t forget about your day job

Although participating in online discussion, fostering innovation and collaboration, as well as raising the profile of the organization are of great importance, make sure that your online activities don’t interfere with your job.

Responsibility & Accountability

While these guidelines are intended to provide a clear understanding of the rules of engagement and best-practice tips for the use of social media, it is impossible to account for every circumstance. Ultimately, the accountability for responsible usage of social media lies with you.

When in doubt, refer back to these guidelines or the policies referenced within for assistance. If you’re still unsure there is probably a good reason for it. Talk to your manager, consult Marketing & Communications, or contact the Privacy Office.

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