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PCCYFS 2012 Annual Spring Conference The Ethical Use of Social Networking Presented By: Brian Block.

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1 PCCYFS 2012 Annual Spring Conference The Ethical Use of Social Networking Presented By: Brian Block

2 PCCYFS 2012 Annual Spring Conference 2 Social Networking in the Workplace: the Good, the Bad, The Ugly

3 PCCYFS 2012 Annual Spring Conference 3 “Instantaneous photographs and newspaper enterprise have invaded the sacred precincts of private and domestic life; and numerous mechanical devices have made good the prediction that “what is whispered in the closet shall be proclaimed from the house-tops.” To satisfy prurient taste, the most intimate details of life are spread in the columns of the daily papers.” Guess My Age?

4 PCCYFS 2012 Annual Spring Conference 4 Define social networking Identify positives and negatives about its workplace role Apply ethical principles for use Learning Objectives

5 PCCYFS 2012 Annual Spring Conference 5 What Is Social Media? …IT IS WEB2.0… SOCIAL MEDIA IS A COMBINATION OF HUMAN INTERACTION THROUGH WEB APPLICATIONS WHERE PEOPLE PRODUCE THEIR OWN CONTENT, MOLD THEIR OWN EXPERIENCE, AND DEFINE THEIR ON-LINE PRESENCE. …AND INCLUDES BLOGS, FORUMS, SOCIAL NETWORKING SITES, WIKIS AND VIRTUAL COMMUNITIES…

6 PCCYFS 2012 Annual Spring Conference 6 The Benefits of Social Networking Tools Expand Market Research Personal Touch Improve Your Reputation Communicate With A Larger Audience Communicate In A Non- Traditional Fashion Low-Cost Marketing

7 PCCYFS 2012 Annual Spring Conference 7 Potential Benefits Of Social Networking Tools Prevents overloaded inboxes Allows more open communication filtered by relevance –Leads to enhanced information discovery, knowledge Allows employees to answer, search previously answered questions

8 PCCYFS 2012 Annual Spring Conference 8 Potential Benefits of Social Networking Tools Allows employees to: –discuss ideas –post news –ask questions –easily share links Organizations can tap into knowledgeable resources

9 PCCYFS 2012 Annual Spring Conference 9 Common Organizational Mistakes Failure to implement usage policies with clear guidelines Employees may be scared or confused about how to use new applications and tools Employees may be too comfortable with use Old habits die hard; new habits become a panacea.

10 PCCYFS 2012 Annual Spring Conference 10 The Concerns Productivity Resources Viruses and Malware Social Engineering Reputation and Legal Liability

11 PCCYFS 2012 Annual Spring Conference 11 Top Company Fears Loss of productivity (65.7%) Lack of security (45.7%) Posting inappropriate content (42.9%) Source: Enterprise adoption of Web 2.0 technologies, by Awareness, Inc. ocial_media_usage.php

12 PCCYFS 2012 Annual Spring Conference 12 Fearing Loss of Productivity “Employees who use the internet for personal reasons at work are 9% more productive than those who don’t.” “Workplace Internet leisure browsing, or WILB, helps sharpen workers' concentration.” "People need to zone out for a bit to get back their concentration.” Source: University of Melbourne study

13 PCCYFS 2012 Annual Spring Conference 13 Fearing Loss of Productivity "Short and unobtrusive breaks, such as a quick surf of the Internet, enables the mind to reset itself, leading to a higher total net concentration for a days' work, and as a result, increased productivity." Social media tools can be a highly advanced and efficient communication option. Source: University of Melbourne study

14 PCCYFS 2012 Annual Spring Conference 14 Lack of Security Viruses through social media applications are becoming more common, but standard online security prevention practices can mitigate these risks.

15 PCCYFS 2012 Annual Spring Conference 15 Lack of Security Remind employees not to click on suspicious looking links or messages that seem like spam Keep antivirus software, operating system/browser security patches, etc. up to date Check security messages

16 PCCYFS 2012 Annual Spring Conference 16 Fearing Inappropriate Content Company stats: –17 % of companies disciplined an employee for violating blog or message board policies. –Nearly 9% reported terminating an employee for such a violation (both increases from 2008, 11% and 6%, respectively). Source: Proof Point survey html html Source: Deloitte LLP 2009 Ethics & Workplace Survey cs_workplace_survey_ pdf cs_workplace_survey_ pdf

17 PCCYFS 2012 Annual Spring Conference 17 Fearing Inappropriate Content Companies: –15% have disciplined employees for violating multimedia sharing/posting policies in the past year –8% terminated employees for these violations –Only 17% monitor and mitigate potential reputational risks from social networks

18 PCCYFS 2012 Annual Spring Conference 18 Company Use of Social Media 69% allow use –Up from 37% in % - build, promote their brand 61% - improve communication, collaboration 58% - increase consumer engagement Robert Half Technology said 46% allow access to social networking sites

19 PCCYFS 2012 Annual Spring Conference 19 Social Media Endorsements "Organizations, from the top-down, must be open to recognizing that there are better ways of doing things. Twitter and other social media have benefits to internal communications that haven't been explored. In fact, some of them surpass in efficiency and ease of communication…We are evolving. Going from Web 1.0 to Web 2.0 is kind of like going from radio to color TV; it's a quantum leap.“ Steve Prentice, Industrial Psychologist

20 PCCYFS 2012 Annual Spring Conference 20 Social Media Endorsements “These (Social Media) tools are proving valuable in areas such as recruitment, public affairs, and quality of life for our military personnel, as well as sharing information with allies, coalition partners and military families.“ William Lynn, US Deputy Secretary of Defense

21 PCCYFS 2012 Annual Spring Conference 21 Another Factor: Digital Natives Millennial (Gen Y) Also labeled the “Internet” generation Most tech-savvy generation to date Value cutting-edge technology

22 PCCYFS 2012 Annual Spring Conference 22 Legal And HR Issues Business and Legal Risks Created by Employees Themselves Through Their Use of Social Media Legal Risks Stemming From Employer’s Decision to Fire Employees or to Take Other Adverse Action Due To The Employees’ Use or Misuse of Social Media

23 PCCYFS 2012 Annual Spring Conference 23 Legal And HR Issues Offending Consumers and The Public Disclosure of Private Consumer Information Creating or Inflaming Conflicts With Co- Workers Defamation Intellectual Property Infringement Violations of Other Workplace Policies Privacy-Related Torts

24 PCCYFS 2012 Annual Spring Conference 24 Legal And HR Issues Doctrine of Vicarious Liability –Negligent Training –Negligent Supervision –Cell phones with cameras and camcorders

25 PCCYFS 2012 Annual Spring Conference 25 Questions Under Debate Should a therapist review the Web site of a client or conduct an online search without client's consent? Should child welfare professionals put personal details about themselves on a blog or Web site or join Facebook or other social networks? What are the risks that clients and social service professionals interact online?

26 PCCYFS 2012 Annual Spring Conference 26 Some Believed Facts… To Date Social networking sites are not all created equal Privacy is a concept which should be inherently foreign to social network sites Employers (and potential employers) sometimes do see (and are entitled to see) what’s on social networking sites The law has not kept fully at pace with the implications of widespread social networking

27 PCCYFS 2012 Annual Spring Conference 27 Some Believed Facts… To Date HIPAA violations online are not different than those in the elevator or grocery store Most HIPAA violations are inadvertent Social media is a place for sharing; not a place for secrets It is dangerous to friend consumers Remember what you communicate online may be accessible to others (HIPAA violation!)

28 PCCYFS 2012 Annual Spring Conference 28 And In Conclusion “After extensive conversions, I have reached one less-than-revolutionary conclusion: Many largely unanswered questions remain about social networking in the workplace.” Posted on 23 November 2009

29 PCCYFS 2012 Annual Spring Conference 29 Moral Dilemma? Having a dual relationship with a consumer – that is, a financial, social, or professional relationship in addition to the “therapeutic” relationship – can lead to serious ethical issues and potentially impair professional judgment. We need professional boundaries to do our job well. Dr. Katherine Chretian, writing in JAMA

30 PCCYFS 2012 Annual Spring Conference 30 Ethics A set of principles, protocols, professional responsibilities and accountabilities defining the parameters of high quality care. The rules of recognized conduct Involves choosing right from wrong or making the “moral” choice Is driven by “do no harm” And is associated with the tenants of performance improvement: “do the right thing and do the right thing well” …and

31 PCCYFS 2012 Annual Spring Conference 31 Ethics Ethics frequently, if not always, involves choosing between two or more “right” answers or possible directions

32 PCCYFS 2012 Annual Spring Conference 32 Ethical Professional Behavior Social Networking in Child Welfare

33 PCCYFS 2012 Annual Spring Conference 33 How to Mitigate Risk “The same way it can keep employees from doing stupid things on & the phone. Give them guidelines and resources. Have an online communications policy that follows standard communications policies and trust them to do the right thing.” Scott Monty, Ford Motor Company

34 PCCYFS 2012 Annual Spring Conference 34 How to Mitigate Risk Teach employees to be brand ambassadors Business conduct policy should cover employee use on social media sites – if not, update it If employees are to blog, create specific guidelines Sample guidelines –http://www.intel.com/sites/sitewide/en_US/s ocial-media.htm –http://www.ibm.com/blogs/zz/en/guidelines.html –http://jaffeassociates.com/uploads/userfiles /file/Social.pdf

35 PCCYFS 2012 Annual Spring Conference 35 Important Neither the American Psychiatric Association nor the American Psychological Association has rules specifically governing therapists' online behavior, but ethics advisers with the psychiatric association maintain that online searches are not wrong -- as long as they are done in the patient's interest and not out of therapist curiosity.

36 PCCYFS 2012 Annual Spring Conference 36 Important “Social workers shall strive to become and remain knowledgeable about the dynamics of online relationships, the advantages and drawbacks of non-face- to-face interactions, and the ways in which technology-based social work practices can be safely and appropriately conducted.” NASW and ASWB, 2005

37 PCCYFS 2012 Annual Spring Conference 37 Opinion Benjamin, 53, directs psychiatric training at University of Massachusetts: –He advocates caution when it comes to mixing the Internet with therapy. –Searching a patient's name online could dilute the therapeutic process. –If patients ask, read their blogs during a regular counseling session.

38 PCCYFS 2012 Annual Spring Conference 38 Opinion Suena Massey, Assistant Professor of Psychiatry at George Washington University Medical Center, says Googling a patient is a valuable professional tool. –"One of the duties of a psychiatrist is to corroborate what patients say." –“Online searches are helpful when traditional approaches -- obtaining the patient's consent to contact his previous psychiatrist or family members -- are not available.”

39 PCCYFS 2012 Annual Spring Conference 39 So What About It? To social network or not to social network: Is that the question?

40 PCCYFS 2012 Annual Spring Conference 40 Recommendations Make thoughtful decisions about who: –You accept on your friends’ list –Is granted access to your personal information Consider restricting your online profile to: –Private or friend-only access –Pseudonym

41 PCCYFS 2012 Annual Spring Conference 41 Recommendations Whatever you share online can be available to many –Once out there, it can’t be taken back Consider online relationships similar to in-person ones with clients and former clients

42 PCCYFS 2012 Annual Spring Conference 42 Recommendations Don’t overlook impact of online relationships on professional life. Never access personal client information without permission. Assure clients understand impact of online disclosures on psychotherapy relationship. Use NASW Ethics Code, consult with colleagues to guide decision making. Create social networking policy; share with clients who ask and follow it carefully.

43 PCCYFS 2012 Annual Spring Conference 43 3 Organizational Options Ban access to social networking sites and/or the Internet. Set limits, restrictions on use. Allow unmonitored access.

44 PCCYFS 2012 Annual Spring Conference 44 Basic Safeguards Up to date anti-virus software Firewall Monitor Internet use in general Monitor social networking sites in particular

45 PCCYFS 2012 Annual Spring Conference 45 Striking a Balance Restrict access Educate and train staff Set security and use policies Do you need insurance?

46 PCCYFS 2012 Annual Spring Conference 46 Cyber Liability Liability = Damage Occurs To A 3rd Party Breach By You (PHI) Breach By Others - Vendor Breach (PHI) Social Media Use By Employee Social Media Use By Consumers Business Attack, Crisis Management, Business Interruption

47 PCCYFS 2012 Annual Spring Conference 47 And A Little Bit About Consumers Should You Allow Staff To Friend Youth/Consumers? Should Youth in Care Friend Other Consumers? Cyber Bullying and Online Predation Including Grooming Is Real. Are Cyber Threats Real? Remember Online Communities Are Not Private Can Social Networking Relieve Social Awkwardness?

48 PCCYFS 2012 Annual Spring Conference 48 And A Little Bit About Consumers Do Personalities Change By Using Social Networking? Does Social Networking Minimize The Value of Interpersonal Interaction Does Social Networking Increase The Conflict Between Generations? Handling Confrontation by Estranged Family/Parents? Should You Suggest Use of A Pseudonym?

49 PCCYFS 2012 Annual Spring Conference 49 And A Little Bit About Consumers Should You Deactivate or Whitewash Social Networking Accounts? As of March 2011, 207 Social Networking Sites Exist How Much Supervision Should You Provide What Counseling Will You Give Your Consumers About the Use of Social Media? Therapeutic Boundaries Must Be Maintained If You Allow Use Do The Sites Comply With The Children’s Online Privacy Protection Act

50 PCCYFS 2012 Annual Spring Conference 50 …Did You Know?... Common Sense Media, ConnectSafely, WiredSafely, Childnet International, and the Family Online Safety Institute have accepted an invitation from Facebook to participate on a board to develop Facebook’s policy on kids and safety

51 PCCYFS 2012 Annual Spring Conference 51 A Parting Summary Address ALL publicly accessible communications made via the internet Develop and hold to a single overall corporate attitude toward social networking Clearly state and enforce the company’s policy concerning access to certain social network sites while at work State whether employees are allowed to identify themselves as representatives of the company on social network sites

52 PCCYFS 2012 Annual Spring Conference 52 A Parting Summary Make it clear the employees are not to reference any client, customer, or business partner without express permission to do so Make it clear how employees may communicate with clients via social networking sites Prohibit postings that contain defamatory, harassing or discriminatory language Require that personal blogs have disclaimers that the views expressed are those held by the author alone Prohibit the use of company logos and trademarks without written consent

53 PCCYFS 2012 Annual Spring Conference Questions? Thank you for your attention and participation!


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