What an online professional identity means to me

A synthesis of my MHST601 professionalism audit and social media plan

When it comes to an online identity, there is not a ‘one size fits all’ approach for health professionals. The activities a health professional conducts online will be influenced by place of work, scope of practice, college regulations, codes of ethics, and personal values. As a health promotion consultant and educator for a provincial health organization, my online activities are largely influenced by my interpretation of the guiding documents of my place of work.

Alberta Health Services (AHS) has a comprehensive set of guiding documents related to social media use. Four of these resources are available for public review: Social Media Policy (2011), Social Media Privacy Notice (2019), Conflict of Interest Bylaw (2013), and Code of Conduct (2016).

My online actions are an extension of my professional obligations the moment I identify myself as an AHS employee. For that reason, I am also held accountable to the organization through its vision, mission and values (AHS, 2019). I commit to upholding the values of compassion, accountability, respect, excellence and safety.  My actions online while fulfilling duties for the organization will be legally protected, provided my actions align with these policies, procedures, and values.

Based on my interpretation of the documents listed above, I believe an appropriate online identity for me includes the following:

Do not use my work email address on personal social media accounts (AHS, 2011b). 

Do not share anything on personal social media accounts that may appear as if it is done on behalf of the organization (AHS, 2013). 

Consider that posting credentials and/or place of employment on personal social media may lead readers to believe posts are made on behalf of my profession or organization (AHS, n.d.).

Do not accept friend requests from clients/patients (AHS, n.d.).

Do not offer personal medical advice on social media. It is appropriate to link to educational resources for individuals to make their own decisions (AHS, n.d.).

Do not disclose any personal information about patients, staff, contractors, volunteers, or others involved with the organization on official social media accounts and personal accounts (AHS, 2011b).

Use a general email address on organization social media accounts (AHS, 2011b). 

Consider that what is said on social media accounts can impact my reputation and the reputation of AHS (AHS, 2016). 

Allow my personal voice to come through online communication, as it will appear more engaging to readers (AHS, 2011a).

Maintain a positive, respectful, and transparent voice on social media accounts (AHS, 2011a).

Remember that nothing on social media can be considered private (AHS, n.d.).

Clearly identify statements as opinion or on behalf of an organization (AHS, n.d.).

To help separate my professional and personal activities online, I carefully select what information to share on my various accounts. I do not identify myself as an AHS employee or use my last name on my personal Facebook and Pinterest accounts. These accounts are used to share information and stories only with the friends and family members that I connect with online. I use my last name on platforms that I use for academic purposes, this portfolio, my Pocket account and Mendeley, but I do not post my personal or work email addresses on them. Even with taking these precautions, I believe it is difficult to separate a professional and personal identity online. Although following the guidelines mentioned can help with this separation, I believe it is wise to conduct myself on my personal accounts as if those in my professional circles could see it as well. I refrain from offering health advice on personal Facebook groups because I know that many of the members are aware of my professional role and organization. In place of personal advice I offer a direct link to an organization that offers education on the topic. There have been some instances where I have spoken publicly in a professional capacity on the Birth and Babies Facebook page and website. In these instances, I clearly identify that I am speaking on behalf of my organization and acknowledge my role within the organization. The scripts are written and approved ahead of time and saved for future reference if needed.

I have chosen to work for a large health organization and as such accept that I must abide by their guiding documents in relation to my online identity and professional responsibilities. If I were in another workplace situation, for example working as an independent health consultant, I would be using social media in a very different way. In that situation I would deliberately advertise my expertise and build my social networks over several platforms, with the goal of finding as many clients as possible. But given my current responsibilities to my employer, I have chosen to keep my online personal and professional identities separate. When I do speak in a professional capacity it is on my program's social media account rather than on my personal accounts.

References

Alberta Health Services (2011a). Social media best practice guidelines. Calgary, AB: Alberta Health Services. Edmonton, AB: Alberta Health Services.

Alberta Health Services. (2011b).  Social media policy. (Document 1139). Retrieved from https://extranet.ahsnet.ca/teams/policydocuments/1/clp-ahs-pol-social-media.pdf

Alberta Health Services. (2013). Conflict of interest bylaw. Retrieved from https://www.albertahealthservices.ca/Bylaws/ahs-byl-conflict-of-interest.pdf

Alberta Health Services. (2016). Code of conduct. Retrieved from https://www.albertahealthservices.ca/assets/about/policies/ahs-pub-code-of-conduct.pdf

Alberta Health Services. (2019). Vision, Mission, Values & Strategies. Retrieved from https://www.albertahealthservices.ca/about/Page190.aspx

Alberta Health Services. (2019). Social Media Privacy Notice. Retrieved from https://www.albertahealthservices.ca/about/Page7917.aspx

Alberta Health Services. (n.d.). Social Media: Ethical and Practical Considerations for Health Care. Calgary, AB: Alberta Health Services.