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Contents Discussion Paper: Access to Social Networking Sites for Sexual Health Professionals ................................................................................................................... 3 1. Purpose ...................................................................................................................................... 3 2. Introduction ............................................................................................................................... 3 3. What are social networking sites?............................................................................................. 3 4. What is social media? ................................................................................................................ 3 5. Why Provide Access? ................................................................................................................. 3 5.1. Ottawa Charter for Health Promotion ................................................................................ 3 5.2. The International Union of Health Promotion and Education ............................................ 4 5.3. Growth in the use of communication technology .............................................................. 4 5.4. Use of social media to support NSW Government objectives ............................................ 6 5.5. Department of Health Social Media Action Plan in Victoria ............................................... 7 5.6. Guidelines for conducting internet based interventions .................................................... 7 5.7. Examples of Social Media Use by Health Professionals ...................................................... 9 5.8. Social Media based Interventions in Australia .................................................................... 9 5.9. Organisations that have lifted the ban on social networking sites................................... 10 6. Risks to clinicians from use of social media sites. .................................................................... 10 7. Conclusion ................................................................................................................................ 11 8. Recommendations ................................................................................................................... 11 9. References................................................................................................................................ 12 10. Bibliography ........................................................................................................................... 15
Discussion Paper: Access to Social Networking Sites for Sexual Health Professionals
1. Purpose
This documents purpose is to discuss and provide recommendations for the provision of access to social networking sites for NSW Health Sexual Health professionals.
2. Introduction
NSW Health Policy Directive PD2009_076 states that access by staff members to certain internet sites can lead to large amounts of time being spent on unproductive non-workrelated purposes.1 There are also concerns that use of social media can damage personal integrity, health care provider-patient relationships and future employment opportunities.2 Consequently, access to social networking sites is routinely blocked within NSW Health facilities. Access may be granted if a genuine work related reason can be established.1 The case for the provision of work related access is supported by the settings based approach to health promotion. Support for this can also be found within Australian Government Policy. The settings based approach asserts that health promotion is more effectively conducted in the settings where people live their everyday lives. It was given credence by the Ottawa Charter for Health Promotion3 in 1986 and continues to be highly relevant to 21st century public health.4 Risks related to social media use can also be mitigated through the use of guidelines related to how health professionals should conduct themselves online. 2,5, 6
Table 1. Number of Facebook users January 2011 to 30 April 2011 in Australia. Source: http://www.socialbakers.com/facebook-statistics/australia Table 1 shows an increasing trend over four months in total numbers of Facebook users from 9.3 to 10 million in Australia.
Figure 1 User age distribution on Facebook in Australia January 2011 to 30 April 2011 Figure 1 shows that the highest proportions of Facebook users in Australia are between 18 to 34 years old. Source: http://www.socialbakers.com/facebook-statistics/australia Social messaging service Twitter provides an instant stream of information between people around the world. Users can follow health conferences, a developing health story, search for information or share web links instantly. The World Health Organisation used Twitter during the influenza A (H1N1) pandemic and, had more than 11700 followers. 16
Figure: 2. Growth in Twitter users 2006 to 2010 in Australia. Source: http://www.sysomos.com/insidetwitter/twitter-stats-2010/ Figure 2 shows that from January, 2010 until mid-August, 2010, new users accounted for nearly 44% of the total Twitter population in Australia. People who created a profile before January 2009 only accounted for 4.7% of the total Twitter population in Australia.16
5.4.1. Support for using Social Media by NSW Health AIDS & Infectious Diseases Branch
The Mid Term Review of the NSW HIV/AIDS, Sexually Transmissible Infections and Hepatitis C Strategies, 2006 2010, and the Implementation Plan for Aboriginal People, 2006 2010 was conducted in 2009. Emerging technologies and new media were frequently mentioned as needing to be embraced to transmit prevention, screening and treatment messages, with the following specific actions: establish a new technology group to plan a strategy run a new technology forum to share ideas, experiences and strategy appoint a policy officer position in the AIDS and Infectious Diseases Branch (AIDB) to work on this area build an evidence base on the use of new technologies in STI screening18
These actions were subsequently supported by NSW Health as indicated below in NSW Health Departments AIDB response. 19
5.4.2. Support for using Social Media in NSW Youth Health Policy 2011-2010
An action item on pg. 5 of the NSW Youth Health Policy 2011-2016 Implementation Plan states that advisory group should be convened to develop an e-technology strategy for youth health. 20 An expected outcome from this action is that NSW Health or NSW Health Funded Services meet young people where they are, through creative approaches, including multi-media to engage and work with them. NSW Health will also find new ways of providing health information to young people in places where they are: on the internet; in schools; youth centres and in community organisations.20
5.4.3. Support for using Social Media by the NSW Department of Education and Training
The NSW Department of Education and Training (DET) supports its employees participation in social media online applications such as social networking sites, wikis, blogs, micro-blogs, video and audio sharing sites and message boards that allow people to easily publish, share and discuss content. DET have developed a policy to provide department employees with standards of use as they engage in conversations or interactions using digital media for official, professional and personal use. 21
create new "terms of use" agreements with private companies to allow government to sign up for social networking sites. What was once the sole domain of adventurous government agencies has now become standard USA government policy.25 Additionally, social media guidelines developed by an extensive list of USA government agencies can now be accessed via an online Social Governance Database.26 While several USA government agencies still struggle to free themselves from bureaucratic restraints, the Center for Disease Control (CDC) has successfully used a wide array of social media tools.25 The CDC has also produced a comprehensive guide to using social media. This guide has been designed to improve the reach of health messages, increase access to information about service providers, increase further participation with audiences and advance transparency to improve health communication efforts. 6
The strengths of this health strategy were: Men were exposed to the health messages in their own environments. They could access the health educators immediately. Support, advice and referral were provided anonymously which allowed for open discussion of behaviour concerns. The private conversations with health educators facilitated referral to a local doctor experienced in sexual health, sexual health service or the Victorian AIDS Council/Gay Mens Health Centre along with other services. Men were provided with specific information about protected sex in a relevant environment, Men who responded by privately messaging were motivated to seek out information.33
5.9. Organisations that have lifted the ban on social networking sites.
Shachtman (2009) describes an account of the US Army ordering its network managers to give soldiers access to social media sites. Army public affairs managers had worked hard to share the services stories through social sites. Yet the people presumably most interested in these sites, the troops, were banned from seeing the material. All domestic Directors of Information Management have since been ordered to lift the ban. The reason provided for this order was to enable the army to leverage social media to tell the Army story and to disseminate strategic unclassified information.34 The new policy says supervisors may still restrict the use of these sites. Previous restrictions will also still apply to sites with adult, racist or illegal content.35
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7. Conclusion
The settings based approach provides a compelling case for providing sexual health professionals with access to social networking sites. Support for this can also be found within Australian Government policy. Successful interventions conducted via social networking sites are well documented. Well established guidelines also exist to mitigate the risks of interacting within the social media setting. As more people use social media, it has become increasingly relevant for health professionals to join social media based conversations to, not only pass on health related information, but also to help correct rumours and provide feedback.11 Social networking sites can provide an avenue for collaboration and open discussion between patients and health care providers. In these settings, everyone can contribute and be heard. Clear information and an opportunity to discuss treatment options can also be provided. The provision of access to social networking sites can thus be demonstrated to be consistent with NSW Healths core values of Collaboration, Openness, Respect and Empowerment.37
8. Recommendations
1. Establish a social media working group to plan a strategy. 2. Hold a social media forum to share ideas, experiences and contributions to the strategy. 3. Establish a dedicated position to coordinate the strategy 4. Adapt existing social media related policies to meet local requirements and develop a clinical governance framework. 5. Organisations providing sexual health services should incorporate social media in their strategic action plans. 6. Built an evidence base on the use of new technologies in sexual health service provision. To build this evidence base, access to social networking sites should be provided to sexual health staff whose responsibilities include: Health promotion Promoting awareness of services to consumers Contact tracing Scheduling appointments Patient consultation including follow up and monitoring of chronic conditions Re-orientation of services to improve access for priority groups Networking with other colleagues. Developing partnerships with other organisations 7. Provide training in: use of specific social media tools how to interact with specific social networking sites, and responsible use of social media and the application of social media and health related policy to practice
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9. References
1. NSW Health Policy Directive Communications - Use & Management of Misuse of NSW Health Communications Systems 19-Nov-2009 http://www.health.nsw.gov.au/policies/pd/2009/pdf/PD2009_076.pdf Accessed 6 May 2011. Australian Medical Association. Social media and the medical profession: A guide to online professionalism for medical practitioners and medical students, 30 November2010.http://ama.com.au/system/files/node/6231/Social+Media+and+the+Me dical+Profession_FINAL+with+links.pdf. Accessed 1 May 2011. World Health Organisation, Ottawa Charter for Health Promotion (1986), Charter adopted at International Conference: The move towards a new public health, November 17-21, 1986 Ottawa, Ontario, Canada http://www.who.int/hpr/NPH/docs/ottawa_charter_hp.pdf. Accessed 1 May 2011. Dooris, M. Holistic and sustainable health improvement: the contribution of the settingsbased approach to health promotion. Perspectives in Public Health 2009 Vol. 129 No. 1 pp. 29-36 http://rsh.sagepub.com/content/129/1/29.abstract. Accessed 28 April 2011. National Coalition of STD Directors. (2008, March). National Guidelines for Internet-based STD and HIV Prevention: Accessing the Power of the Internet for Public Health. Washington, DC: Author. http://www.ncsddc.org/upload/wysiwyg/documents/IGE.pdf. Accessed 1 April 2011. Centers for Disease Control and Prevention, Office of the Associate Director for Communications. The Health Communicators Social Media Toolkit http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf Accessed 5 May 2011 Department of Services, Technology & Administration for NSW Government. NSW Government Advertising Guidelines December 2010. http://advertising.nsw.gov.au/sites/default/files/nswgovernmentguidelinesdec.pdf Accessed 23 April 2011 Creative Media Farm Information Glossary. Website: http://www.creativemediafarm.com/information/glossary. Accessed 2 May 2011. International Union of Health Promotion and Education. Resolution paper on settings based health promotion 2010. http://www.iuhpe.org/uploaded/Activities/Scientific_Affairs/Settings_resolution.pdf. Accessed 27 April 2011
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13. Measuring the internet society: the ICT Development Index. Geneva: International Telecommunications Union; 2009. 14. Australian Bureau of Statistics 2008, Australian Social Trends: Internet Access at Home, catalogue number 4210.0, ABS, Canberra. 15. Social Bakers, Heart of Facebook Statistics. Website: http://www.socialbakers.com/facebook-statistics/australia. Accessed 26 April 2011. 16. Sysomos Twitter Statistics for 2010: An in-depth report at Twitters Growth 2010, compared with 2009. Website: http://www.sysomos.com/insidetwitter/twitter-stats2010/ Accessed 25 April 2011. 17. NSW Government Advertising Guidelines December 2010. Strategic Communications &
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http://advertising.nsw.gov.au/sites/default/files/nswgovernmentguidelinesdec.pdf 18. Report of the Mid Term Review Forum of the NSW HIV/AIDS, Sexually Transmissible Infections and Hepatitis C Strategies, 2006 2010, and the Implementation Plan for Aboriginal People, 2006 2010; 14 and 15 May 2009. Internal Report. NSW Health AIDB. 19. NSW Health AIDS & Infectious Diseases Branch Response to the Recommendations of the Mid Term Review of the NSW HIV/AIDS, Sexually Transmissible Infections and Hepatitis C Strategies, 2006 2010, and the Implementation Plan for Aboriginal People, 2006 2010. Internal report, October 2009. 20. NSW Department of Health, 2010, NSW Youth Health Policy 2011-2016: Healthy bodies, healthy minds, vibrant futures. NSW Department of Health, North Sydney. 21. NSW Government Department of Education and Training Social Media Policy. https://www.det.nsw.edu.au/policies/technology/communication/PD20110418.shtml Accessed 6 May 2011. 22. Department of Health Victoria - Social Media Action Plan - Part 1: Policy: Acceptable use policy, code of conduct, governance and approval. Website: http://www.egov.vic.gov.au/victorian-government-resources/website-practicevictoria/web-2-0-victoria/department-of-health-social-media-action-plan-part-1policy.html. Accessed 28 April 2011. 23. Wikipedia (2011). Grindr. http://en.wikipedia.org/wiki/Grindr. Acessed 17 April 2011. 24. Apple Apps (2011) Website: http://itunes.apple.com/au/app/grindr-gay-bi-curiousguy/id308956623?mt=8. Accessed 3 May 2011. 25. Scherer M. Obama and Twitter: White House Social-Networking. Time in partnership with CNN. Politics. http://www.time.com/time/politics/article/0,8599,1896482,00.html Accessed 12 May 2011.
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26. Boudreaux C. Social Media Governance. Database on USA, Australian, UK and New Zealand Social Media Policies from government and non-government agencies, 2009 2011. http://socialmediagovernance.com/policies.php 27. Cunningham A. M. (2010). Health Professionals and Social Media http://www.slideshare.net/amcunningham/health-professionals-and-social-media Accessed 5 May 2010. 28. Lu (2010). Medicine for Change. Blog. http://www.medicineforchange.com/how-to-sexed-twitter/ Accessed 5 May 2010 29. Dr Petra Boynton, Sex educator, Agony Aunt, Academic. Website http://www.drpetra.co.uk/blog/ Accessed 5 May 2011. 30. Boucher J.L. (2010) Technology and Patient-Provider Interactions: Improving Quality of Care, But is it improving Communication and Collaboration? http://spectrum.diabetesjournals.org/content/23/3/142.full.pdf+html 31. Medichat.MD Website: http://www.medichatmd.com/aboutmedichatmd Accessed 9 May 2011. 32. Gold J, Pedrana A, Stoove M, Chang S, Howard S, Asselin J, Ilic O, Batrouney C, Hellard M. Developing Health Promotion Interventions on Social Networking Sites: Recommendations from The FaceSpace Project http://wwwdev.burnet.edu.au/freestyler/gui/files/CPH%20Comm%20Tech%20Summary.pdf. Accessed 2 April 2011. 33. Rosey Cummings R., Hillier, L. Price, B. (2002). Slipping through the NET: An innovative HIV and gonorrhoea education, research and evaluation strategy. Victorian HIV/AIDS Service, Infectious Diseases Unit, The Alfred & Australian Research Centre in Sex, Health and Society http://www.dhs.vic.gov.au/health/researchprograms/downloads/slipping.pdf Accessed March 2011. 34. Shachtman N., (2009) Army Orders Bases to Stop Blocking Twitter, Facebook, Flickr. Wired. Website. http://www.wired.com/dangerroom/2009/06/army-orders-bases-stopblocking-twitter-facebook-flickr/ Accessed 3 April 2011. 35. Peace W. (2010). Marines lift social media ban. Stars and Stripes March 31, 2010. Website: http://www.stripes.com/news/marines-lift-social-media-ban-1.100410. Accessed 30 April 2011. 36. Saver C (2010) Social Responsibility: Social Media Opportunities and Pitfalls. Nursing Spectrum/NurseWeek Website. http://news.nurse.com/article/20100809/NATIONAL01/108090045/-1/frontpage Accessed 4 May 2011. 37. NSW Liberals & Nationals Plan to Provide Timely, Quality Health Care 2011. http://amansw.com.au/media/File/Plan_to_Provide_Timely_Quality_Health_Care_FINAL. pdf?forceDownload Accessed 3 May 2011.
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10. Bibliography
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