In a recent McKnight’s article, a registered nurse in Canada took to social media to air her frustrations over a relative’s skilled nursing care. As a result, she was found guilty of professional misconduct by a nursing organization. The nurse’s grandfather was a resident at a long-term care center, receiving end-of-life care. The nurse felt the center should have provided a higher level of resident-centered palliative care to improve his end of life.
Haven’t we all been in a situation where we were frustrated and wanted to vent on social media (or have done so)?
When Families Rant on Social Media
We often discuss things we see on Facebook and Twitter. But after the discussion is over, we go about our day without another thought. Aside from the disgruntled, terminated employee, most supervisors are comfortable knowing that employees will come to us with concerns versus resorting to social media.
That said, are you as comfortable with your residents and families doing the same?
There are no sanctions or penalties if a resident or family member posts a negative comment about your center. But what's the ultimate impact of those postings? Most everyone has some contact with a social media site, even President-Elect Donald Trump takes to Twitter on a daily basis. So what's your plan for monitoring social media sites, training staff on communicating with supervisors, and cultivating a positive relationship with residents and families?
Social Media Policies for Residents, Family, and Staff
At any given moment on any given day, a negative review on social media could happen to you. Be prepared! Don’t wait for something to happen that could impact your overall operation, protect your community's reputation.
Develop a social media policy that takes the guesswork out of what is appropriate for employees to post about your organization on social networks. Similarly, a policy that provides clear guidelines can also help your staff understand how they can use social media to help achieve business goals. Here are a few recommendations for developing and executing your plan:
- Develop a policy on your expectations regarding social media. There are many websites available to assist with this process, or you can contact your state health care association or Evolucent Risk Management for guidance.
- Include mandatory, annual education for all employees on the policy expectations and have a signed agreement from each employee in their personnel file.
- Introduce the policy and expectations to all new orientees and have them sign their understanding of the policy.
- Enhance your current corporate compliance program to include the policy and the center’s expectations for residents and families.
- Include the social media policy and expectations in the resident admission packet and the “expectations for resident” handbook (if applicable).
- Schedule quarterly “family town hall” meetings to provide an opportunity to introduce new updated policies, discuss expectations, answer questions, and connect with families.
- Be available! If residents, families and staff feel their concerns are heard, there is less likelihood that they will resort to social media to vent their frustration.
Remember, each of us needs to know that we provide residents with excellent care and that residents and families understand that we're here for them. A happy building won’t have negative social media posts, and in the event that something does happen outside of the norm, chances are it will have little impact on your community.
Bring this information to your QAPI committee for discussion. Develop a process for monitoring social media sites with a special focus on your own Facebook page, if you have one. Don’t make assumptions, keep your eyes and ears open to subtle nuances in resident and family demeanor, conduct exit interviews with separated employees and take concerns seriously.
It can make a difference!
