Chapter 4


Image: Lightbulb.

1. Guidelines are as important as your policy to ensure staff are aware of how to conduct themselves on social media

2. Borrow from and build on the best work from other organisations – inspiration is everywhere!

3. Share successes with your organisation internally so they know what is recognised as good social practice



Do you have a wider policy or should you look to create your own?

It’s important for your organisation to have a social media policy so that everyone is clear and comfortable with how staff are using social media. Your policy should set out the ground rules and what is and isn’t acceptable.
A policy could be as short as a paragraph in an existing policy, or it could be a longer, more bespoke policy that your HR team is involved with. We recommend running your policy by your HR team to ensure it complies with your organisational rules. It may be that HR needs to consider disciplinary ruling should the policy be broken in certain circumstances.

Guidelines – softer set of instructions for colleagues to work from

If you have a large policy, you may find that your staff may not engage with it, nor will they fully understand it. That’s where having a good set of engaging guidelines will be useful.

This can be a more informal document that takes your staff through the tips, do’s and don’ts and the basics for how you would like them to engage with social media. You can also give practical examples of good and bad things that have happened.

Image: Policies.You can use this as a basis for any social media training that you want to deliver and roll out across your organisation. It can also be part of a new starter handbook to instruct new recruits on social media conduct.

Start using this as a basic template for training and build on it depending on specific needs.

Here is a great resource where you can see hundreds of examples of social media policies:

We particularly recommend these for healthcare organisations:



It is increasingly important for organisations to adopt a digital culture. This is often difficult when healthcare organisations are still catching up with the value of digital and social media, but the quicker the whole organisation embraces the potential benefits that digital has to offer, the better.

This process is widely referred to as digital transformation. This refers to digital work that is wider than just social media, but social media is often the starting point to getting people talking about the opportunities of digital media.

Getting people excited about social media

Getting your organisation and staff interested in social media is a great way to start showing the value of wider digital world and the benefits it can bring. Are you doing these things?

Image: Making the case for social media.

Get tools, help and ideas on some of these methods of engaging staff here:




In short: The #HelloMyNameIs campaign was created as a concept and driver to promote person-centred compassionate care. Started by a doctor, who herself was a terminally ill cancer patient, the campaign was created to encourage and remind healthcare staff about the importance of introductions in healthcare. It has received the backing of over 30 NHS trusts and the hashtag had over 1.3 million Twitter impressions a day at the heart of the campaign!