As social media continues to evolve and expand, student doctor Kgothatso Legong shares advice from the HPCSA on measuring your behaviour in a digital world.

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Social media has quickly become one of the most prominent and influential forms of communication in the world. In just a few short years, platforms like Facebook, Twitter, Instagram, and Snapchat have completely revolutionized the way we interact with one another, share information, and consume content.

The speed at which social media has risen to prominence is truly remarkable. Just a decade ago, platforms like Instagram and Snapchat didn't even exist, yet today they boast millions of active users and have become essential parts of many people's daily routines.

However, as medical professionals and students it is important to know our ethical requirements when we engage with audiences on social media. Here are some of the DON’Ts and DOs as prescribed by Ethical Guidelines on social media, HPCSA’s booklet 16.

MAY DO

1. Engage fully in debates on health matters; however, be aware that the laws regarding defamation, hate speech and copyright also extend to content shared via social media.
2. Include disclaimers on social media profiles, indicating one’s views expressed therein are their own and not those of the health profession or the health establishment they represent. However, this does not absolve the health care practitioner from the above rules.
3. Use social media to promote public health campaigns, awareness initiatives, and medical research. Like letting people aware of certain diseases and encouraging health check. Examples include, cancer awareness, sharing accurate posters on certain mental illnesses and such.
4.  Follow professional organisations and medical journals to stay updated on industry developments.

AVOID

1. Taking photographs, videos, recordings, live streaming, or video calling during surgery and other forms of care of treatment.
2. Commenting negatively and making unsubstantiated remarks about individuals or organisations – which could include the hospital the practitioner could be working in.
3. Making informal and derogatory comments about patients. Even if the patient is making derogatory comments in your page, practitioners are advised to refrain from engaging in such.
4. Making comments that can be perceived as racist, sexist, homophobic or otherwise prejudiced, even if meant in jest or as satire.
5. Sharing unverified or misleading medical information that can harm patients.
6. Engaging in controversial discussions: topics such as vaccines, alternative medicines, or medical politics can be polarizing. Medical professionals should exercise caution when discussing these subjects, as contentious debates can damage their reputation and alienate patients. It’s essential to present information based on research and public health guidelines rather than personal beliefs.

Additionally, consider the following best practices:

1. Set clear boundaries and guidelines for online interactions.
2. Use privacy settings to control who can see your posts and information.
3. Avoid online conflicts or arguments.
4. Be transparent and authentic in your online presence.
5. Regularly review and update your social media accounts to ensure accuracy and professionalism.

As social media continues to evolve and expand, it's clear that it has permanently changed the way we communicate and interact with one another. Its impact on society, culture, and the way we consume information is undeniable, and it will be fascinating to see how social media continues to shape our world and the medical profession in the years to come.

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