AO Social Media Policy
The Academy of Osseointegration (AO) is committed to leveraging social media to provide its members, dental specialists, generalists, and professional staff with opportunities for dissemination of information to the dental community and the general public, as well as foster trustworthy sites for interactive discussion of all aspects of implant dentistry.
Definition of Social Media
The term “social media” encompasses a wide variety of online resources for sharing content among users. It is defined to include video and picture-sharing sites, forums, blogs and discussion groups on various social networking sites and social media platforms on which AO has a presence. These currently include Facebook, Twitter, YouTube, LinkedIn and Instagram (which may expand or change as AO’s social media efforts and available social media channels evolve over time).
Basis of Social Media Policy
AO supports use of social media to achieve the following goals:
- To reach a larger audience by disseminating news alerts and scholarly information in a rapid and effective manner.
- To boost the image of AO as the premier international association and a trusted resource for professionals interested in implant dentistry.
- To promote understanding of dental implant issues to the public.
- To encourage discussion serve as a nexus where dentists can come together to evaluate emerging research, technology, and techniques; share best information; and coordinate optimal patient care using timely, evidence-based science and methods.
- To foster collegiality and camaraderie within the profession.
Although the use of social media offers significant benefits, it also raises a number of concerns. Thus, the following policies shall govern participation in AO social media:
- Treat all online communication as public. With paywalls and privacy settings, it is easy to believe that the information one posts will only be viewed by intended recipients. That, however, is not always the case. Inasmuch as one of the main tenets of social media is sharing, friends and followers may share posts and information at will. Moreover, even websites with the best privacy restrictions can be subjected to hackers and unintentional sharing with advertisers or other third parties. It is important to treat all social media as if it is a public communication.
- Patient privacy is paramount. Member dentists must comply at all times with state and federal laws regarding the release of potentially identifiable patient information. This includes, without limitation, the Standards for Privacy of Individually Identifiable Health Information (“Privacy Rule”) and the Security Standards for the Protection of Electronic Protected Health Information (“Security Rule”) established by the U.S. Department of Health and Human Services to implement the requirements of the Health Insurance Portability and Accountability Act of 1996 (“HIPAA”), all as applicable and as amended by Subtitle D of the Health Information Technology for Economic and Clinical Health (“HITECH”) Act (Title XIII of the American Recovery and Reinvestment Act of 2009) and as clarified by any and all amendments, regulations, and guidance thereto.
- In addition, dentists should exercise caution in relying on general waivers and consents for releasing patient information or photographs online. Unless the waiver explicitly includes the name of the website or online forum where the information or photograph is to be posted, the dentist posting such information or photograph may not be protected.
- Respect intellectual property rights at all times. Social media is a place for sharing, but intellectual property rights, including copyright and trademark, still apply. Among other things, scholarly material must be appropriately referenced when used. Users of AO social media may not post or distribute files, articles or other information subject to trademark, copyright, or other proprietary rights, except with the express consent of the owner of the rights. For example, one should not copy the text of a newspaper story and post it on a social media site, even if the individual doing the posting is the subject of or otherwise featured in the copied work. The best approach is to share a link to the material, rather than copying it.
- Remember that dentists retain their identity as dental professionals on social media. A dentist retains his or her identity as a dental professional regardless of the social media site to which he or she elects to post information. Thus, anything posted, including articles shared online, products liked or followed on a social media site, or answers to simple questions, can be perceived as dental advice or an endorsement. When sharing online, it is important to provide context about what is posted and why. This is also true when reposting or retweeting something that someone else has shared.
- Consider the effect of posts on dentist-patient relationships. On some social media sites, patients may be among the dentist’s fans, followers or friends, and they may ask questions. Even answers to simple questions from patients and non-patients can be viewed as dental advice. If one is not sure whether a public post could be construed as dental advice, refrain from posting it. Because dentist-patient relationships may be created online, dentists who feel compelled to post an opinion or comment should include a disclaimer to the effect that the post: (i) is offered for informational purposes only; (ii) is not dental advice or a practice guideline; and (iii) does not establish a dentist-patient relationship. Be mindful of the line between providing information and engaging in advertising or professional solicitation, both of which are regulated activities.
- Dentists connected to a patient online should recognize that the relationship is not an online friendship. Dentists who interact with patients on social media must observe ethically prescribed dentist-patient professional boundaries. The professional ethical guidelines for dentists online are no different from what they are in person. Typical online behavior, such as commenting on a photo, sending direct messages or writing on a wall may give patients the sense that their privacy has been violated even though they gave the dentist the right to view their information. While patients may attempt to connect with their dentist on social media, dentists should not actively seek or pursue those relationships as they make the dentist-patient relationship public, and put patients in the awkward position of deciding whether or not to block all of their online information from their dentist.
- Follow the rules. Most social media sites have their own rules, which are often referred to as “Terms and Conditions” or “Community Guidelines.” It is important to be familiar with and follow those rules. What is allowed on one social media site may not be permitted on another, even if the sites are similar. Users should familiarize themselves with any social media policies adopted by their associations and institutions, with which they are required to comply.
- Do not exceed authority. Except as expressly granted authority on some other basis, no user of AO social media has authority to speak on behalf of AO or to make any statement that implies, directly or indirectly, that the user’s opinions are those of AO. In addition, any and all actual, potential or apparent conflicts of interest should be disclosed as they arise.
- Be transparent. Anonymous postings are neither necessary for purposes of AO social media nor consistent with the professional level of dialogue expected. Therefore, dentists and other users should include their names with any and all posts and should not falsely portray themselves as anyone else.
- Exercise common sense. All users should exercise both common sense and courtesy in the messages they transmit on AO social media and may not use AO social media to transmit defamatory, obscene, and otherwise offensive communications, including, without limitation, any discriminatory statements regarding gender, race, religion, nationality, or sexual orientation. AO social media is not to be used for posting commercial messages advertising or selling goods or services, or for any illegal purpose.
- Recognize that deleting a post from social media does not necessarily erase it, even if it is no longer visible on the screen. This is especially true as many people use third-party applications or view social media on mobile devices that may only capture a site at one point in time. Users should assume that everything posted exists in perpetuity. That said, if one accidently posts something, the post should be taken down and, if appropriate, the mistake should be acknowledged.
- Be aware of how a post may be used in the future. What you communicate may need to be preserved and provided by AO in litigation or investigations.
- You represent AO – even on your own time. You are personally responsible for what you communicate in social media venues. Be conscious of your association with AO, and your audience in private social networks. People who read your posts could interpret you to be writing on behalf of AO, even if that is not what you intended. Your posts may be accessed and read by colleagues, customers, competitors and regulators, whether that was your intention or not.
- Remember your responsibility to AO. Do not talk about or disclose confidential or proprietary information, including business results, plans, etc. in a social media context – or any other public forum. Don’t communicate in a way that might be misunderstood or misconstrued in a way that could damage AO’s goodwill or business reputation, even indirectly.
The views expressed on social media are those of the individual users. They do not and should not be construed as representing the views of AO. AO makes no warranty, guarantee, or representation as to the accuracy or sufficiency of the information posted on AO social media, whether posted by AO or any third party, and AO assumes no responsibility or liability regarding the use or misuse of such information for any purpose. AO disclaims any responsibility to maintain copies of any information posted on AO social media or to assure that such information is deleted. Unless specifically stated otherwise, AO does not endorse, approve, recommend, or certify any information, product, process, service or organization presented or mentioned on AO social media, and information from AO social media should not be referenced in any way to imply such approval or endorsement.