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Owning a Social Media Account: Maintain and Monitor

Creating a social media profile comes with a commitment to keep it updated and engaging. This includes monitoring the page on a daily basis for comments and other user interactions.

Social Media Code of Ethics

The following code of ethics applies when engaging in conversations on UC Irvine Health-related social media platforms and other sites:

• Post only content that is accurate and factual.
• Acknowledge and correct mistakes promptly.
• Reply to comments and messages when appropriate.
• Delete spam or comments that violate UC Irvine Health guidelines.
• Link directly to online references and original source materials.
• Disclose conflicts of interest.
• Be clear about your role and identity at UC Irvine Health.

Maintain

The UC Irvine Health Social Media Participation Guidelines for Employees applies at all times when posting content under the social media account. Important points to remember are:

• Protected Health Information (PHI)
  Social media sites are not appropriate places to engage in clinical discussions. If a user is seeking medical advice, please direct them to official and secure channels for assistance and appointments: 1.877.UCI.DOCS (877.824.3627). If you are contacted by a current patient, refer the patient to myHealthcare to establish a secure method of communication.
  Do not post patient stories or photos unless you have received the appropriate HIPAA authorization form signed by the patient.
• Copyright
  Be sure to obtain the consent of all involved parties for the right to distribute or publish recordings, photos, images, video, text, slideshow presentations, artwork and advertisements regardless of whether those rights have been purchased or obtained without compensation.
  Please note that many images used in official UC Irvine Health publications and websites also have restrictions on their use. If you are unsure about the rights to an image, contact Marketing & Communications at 714.456.5496.
• Please be advised that social media profiles that have been inactive for more than six months will be removed from the social media site.

Monitor

Understand that not all comments will be positive. The code of ethics requires you to respond to negative comments professionally and to provide any additional information that may help resolve the issue. Comments that do not adhere to the UC Irvine Health Social Media Participation Guidelines should be removed. That is why it is important to ensure that those guidelines are available to your audience at all times. Contact the appropriate individual at UC Irvine Health if you need assistance in addressing an issue. They are:

• HR/ Labor Issue: Paul Kronheim, Labor/Employee Relations Manager
• Patient Relations: Hayley McCraney, Director of Patient & Guest Relations
• Media Relations: John Murray, Public Information Officer
• Risk Management: Nance Hove, Director of Risk & Regulatory Affairs
• Corporate Compliance: Marion Mallory, Chief Compliance Officer
• Legal Affairs: Peter Schneider, Chief Health Sciences Counsel
  
• Security: Scott Martin, Director of Security
• Information/Technology Security: Jeff Barnes, Information Security Officer