ccsad social media

Social Media – Ethics & Boundaries For Treatment Providers

Bob Ferguson / Jaywalker LodgeKristen Black / LaHacienda

Cape Cod Symposium of Addictive Disorders – September 9, 2011

Social Media – Ethics & Boundaries

Part 1 – Social Media and Addiction Treatment The “New Rules” of Social Media

Marketing Ethics & Boundaries for Social Media Sample Social Media Policy and

Guidelines

Part 1 – Social Media and Addiction Treatment The “New Rules” of Social Media Marketing Ethics & Boundaries for Social Media Sample Social Media Policy and Guidelines

Part 2 – Social Media: Tips n Tactics for Tx. Centers Facebook / Twitter / LinkedIn / Tumblr Staying Organized Taking it on the Road

Social Media – Ethics & Boundaries

Social Media – New Rules of Mktg.

www.davidmeermanscott.com

“The Internet and social media have transformed the way companies communicate with consumers. Forget old advertising tactics that don’t work online...

Instead of one-way interruption messaging, Web marketing is about delivering useful content at the precise moment a buyer needs it…

The audience has become the expert.”

Social Media – New Rules of Mktg.

The Old Rules

Social Media – New Rules of Mktg.

The New Rules: (1,829,475 “likes”)

The online construction of words, pictures and videos… the “building” of shared meaning among communities - as people share their stories and experiences.

(Source: Wikipedia.com)

Social Media & Addiction Treatment

Alcoholics Anonymous = Social Marketing circa 1941?

Rapid, Sustained Growth Fueled by Word of Mouth

Platform of Anonymity Essential to Engagement First-person Testimonials

a Cornerstone

Program of Attraction… Not Promotion

Social Media & The 12 Traditions

Social Media – The “Unwritten” Rules

BE AUTHENTIC… transparency is essential. Social media is “a program of attraction, not

promotion.”

KEEP IT SHORT… real time messaging to your market. Always include or link to visual images wherever

possible.

LINKS & PICS… connect content via multiple platforms. Blog links to FB, Twitter and Linked In and your

homepage.

Social Media – Marketing Challenges

Building the Brand via First-Person Testimonials Blogs posts and comments Facebook “Like page” Twitter retweets and @ replies

Social Media – Marketing Objectives

Building the Brand via First-Person Testimonials

Social Media – Marketing Objectives

Real Time Content and Contact Management Convert website to blogware, i.e. WordPress, etc. Private groups for Alumni on Facebook (Kristen) Yammer – i.e. Facebook for the office

Social Media – Marketing Objectives

Real Time Content & Contact Management

Social Media – Marketing Objectives

Social Media – Multiple Audiences

Social Media Policies for… Marketing Staff Clients Alumni

Social Media – Workplace Productivity & Attitudes

22% of employees visit social networking sites 5 or more times per week, and 23% visit social networking sites 1-4 times per week.

In a recent survey, 53% of employees said their social networking pages are none of their employers’ business.

27% of employees surveyed said they don’t consider the ethical consequences of posting comments, photos, or videos online.

Social Media – Ethics & Boundaries

Source:!http://www.deloitte.com/dtt/cda/doc/content/us_2009_ethics_workplace_survey_22509.pdf

Social Media – Staff Guidelines

JWL Alumni (40 respondents)

Average age – 27 years old

Facebook member – 100%

On FB multiple x/day – 55%

FB friends w sponsor – 45%

Have “unfriended” others based on sober concerns – 40%

Social Media – Ethics & Boundaries

Facebook Survey – Jaywalker Lodge Clients/Alumni/Staff

JWL Alumni (40 respondents)

Average age – 27 years old

Facebook member – 100%

On FB multiple x/day – 55%

FB friends w sponsor – 45%

Have “unfriended” others based on sober concerns – 40%

JWL Staff (20 respondents)

Average age – 39 years old

Facebook member – 65%

On FB multiple x/day – 20%

FB friends w sponsor – 30%

Have “unfriended” others based on sober concerns – 25%

Social Media – Ethics & Boundaries

Facebook Survey – Jaywalker Lodge Clients/Alumni/Staff

Social Media Guidelines for the Workplace

Social Media – Ethics & Boundaries

Source: Center for Competitive Management / Mark Batten, Partner, Proskauer Rose LLC

1. The use of company equipment for electronic communication that includes disparaging, threatening, harassing, or other inappropriate content, whether about the company, its employees or others… is prohibited.

Social Media – Ethics & Boundaries

Source: Center for Competitive Management / Mark Batten, Partner, Proskauer Rose LLC

2. Disclosure of trade secrets, trademark, copyright or other confidential, proprietary non-public information is prohibited.

3. Prohibit the use of the company’s name, logo or slogans.

4. No blogging, Facebook, etc. on the clock +/or on company network.

Social Media Guidelines for the Workplace

Social Media Guidelines for Treatment Providers

Program-Specific Factors: What is Program’s Level of Care? (Primary vs.

Transitional) What is the size and makeup of the local 12 Step

community? Program core values re: self-disclosure, therapeutic

alliance, etc.

Online Ethics Guidelines Should Mirror “Real-life” Policies

Social Media – Ethics & Boundaries

Social Media Guidelines for Treatment Providers

Social Media – Ethics & Boundaries

1. Avoid dual or exclusive relationships between staff and clients

2. Ethical Guidelines: 12 Step Calls, Sponsorship, Business Contact

3. Integrate social media into sexual harassment & ethics training

Jaywalker Lodge - Sample Social Media Guidelines

Staff are not permitted to engage with current clients/patients in social media environments, such as Facebook, MySpace, Twitter, etc.

Social networking between the staff and the alumni is permitted only after a client is discharged from all Jaywalker Lodge programs, including aftercare, for at least the following periods of time:

Clinical Staff (licensed or certified) may engage with alumni one year following discharge from treatment, including aftercare.

Administrative Staff (non-clinical) may engage with the alumni 6 months Post Treatment discharge, and the alumni not participating in aftercare.

Social Media – Ethics & Boundaries

Source: Jaywalker Lodge. LLC Employee Handbook – April, 2011

Social Media – Ethics & Boundaries

Source: Jaywalker Lodge. LLC Employee Handbook – April, 2011

Jaywalker Lodge – Sample Social Media Guidelines (cont.)

Social networking between the staff and former clients is permitted only if the former client has made the initial online friend invitation. (i.e. staff may not ever “friend” clients or former clients on Facebook.)

In the event that a client re-admits to any Jaywalker Lodge treatment programs, the online friendship will need to be terminated.

Social Media Guidelines to appear in Employee and Client Handbooks; and are posted prominently at Client Computer. Provide staff with both policies (rules) as well as suggestions (separately) for FB, etc.

Social Media – Ethics & Boundaries

Source: Jaywalker Lodge. LLC Employee Handbook – April, 2011

1. Think twice (or even three times) before engaging in Facebook friendships with current or former patients/clients, or their family members.

2. Adjust Facebook privacy settings to allow only “friends” to view your profile, status, photos, posts, etc. Make your profile unsearchable as a privacy setting.

Social Media – Ethics & Boundaries

Source: Counselor Magazine, February, 2011

Social Media Suggestions (Not Policy) For Counselors

3. Do not accept friendship requests from persons unknown to you, even if you share mutual friends.

4. Do not post your e-mail address, phone number, date of birth or physical address on your Facebook page.

Social Media – Ethics & Boundaries

Source: Counselor Magazine, February, 2011

Social Media Suggestions (Not Policy) For Counselors

Social Media – Ethics & Boundaries

Q. Ever feel like this fellow?

A. Yes – we all do!

Bob Ferguson, Director/Founder - Jaywalker Lodge

www.jaywalkerlodge.com

bferguson@jaywalkerlodge.com

www.twitter.com/jaywalkerforeal

PowerPoint slides available online at: http://www.slideshare.net/

Keyword: “CCSAD Social Media”

Social Media – Ethics & Boundaries

Great info…but how do I do it?

Kristen BlackLa Hacienda Treatment CenterInteractive Media Coordinator

How to stay organized

PERSONAL PAGE

HOME PAGE

LIKE PAGE

PRIVATE GROUP

PERSONAL PAGE

You are not my friend

LIKE PAGE

HOME PAGE

Private Group

Taking it on the road

Kristen BlackLa Hacienda Treatment CenterInteractive Media Coordinator