Social Media: Guidance for Professionals

Social Media: Guidance for Professionals

Professionals use of social media

What is social media? 

Social media includes websites and applications such as LinkedIn, X, Facebook, and other platforms. These enable users to create and share content through text and multimedia posts incorporating audio and video, or to participate in social networking, either personally or professionally. 

Social media sites

Social media can be used effectively for raising awareness about topics, campaigns where to get information and guidance, promoting key messages, sharing good practice, promoting events and more. These are the major sites and how professionals can use them:

• LinkedIn: The site has a business focus and allows connection with other professionals.
• Facebook: Supports connecting with members on a more personal level and to participate in groups focused on specific subjects.
• X (Formerly Twitter): Is a general type of social media site and allows users to post 280-character messages with links, audio, and video related content.  
• YouTube: Is a video-sharing site with limited ability to post messages. This allows the sharing of short or long form videos.

• Instagram: Is a photo-sharing site which professionals can post images of their area of work which may include attendance at conferences, sharing inspirational ideas, and more. This site is a good resource to communicate with the public as the focus is less on professionals.
• Tumblr: Is a blogging platform to write essays, commentaries, and “how-to guides” focused on specific areas of interest and/or specialism.
• Pinterest: An idea-sharing site and is used for sharing image collections, articles, and posts.
• What’s App: Is a free app that allows users to send and receive messages, photos, videos, documents, and location as well as make and receive video calls. It uses Wi-Fi to communicate instead of cellular networks. Users can set their privacy settings to allow anyone to view their profile photo, status and last seen, or to limit it to their contacts or make it private.

How to use social media

There are multiple ways to use social media, including:

• Like: Most social media sites allow “likes” of content professionals have posted. Receiving more “likes” will increase the visibility of content to more users.
• Comment: Write a comment/response or ask a question to a post with the intent of starting a productive, positive conversation.
• Post: Write content which may include text, video, or other relevant media or sharing relevant content from credible sources. This helps to create a professional image and can be useful to raise awareness across different groups, about different topics.
• Friend Requests and Following: A “friend request” can be sent or received by users with a view to making a connection. “Following” enables the notification of any updates and posts made by the person being followed. This increases who will see the posted content and is important to making connections.
• Hashtag: “#” is a method of indexing subject areas so that they can be easily searched using the hashtag. By adding a “#” in front of a word or a combined series of words (with no spaces between), for example #withnospaces, anyone who searches for that hashtag will find the post. Specific events and discussions will often use a hashtag. Some platforms such as X will “push” information to users based on who is being followed and their previous interests, likes, comments, etc.

Using social media

Professionals may use social media to increase an organisation’s public image and improve confidence with the public, raise awareness and improve communications and engagement.

Refer to your organisation’s policy on the use of social media: Organisations should identify what arrangements are in place. Professionals should seek advice from their organisation, before using social media for work purposes.

Creating a work social media account: For most social networks it is advisable for professionals to seek advice from their organisations before using social media for work.

Engagement with the audience: Consider the target audience and select the most appropriate social media to communicate and engage with them.

Be professional: Be professional and sensible in the content you create, consider your target audience, and your organisation. Be mindful you are representing your organisation, and personal observations and comments can be misinterpreted. Professionals should not use their own personal social media account for work purposes or posting their personal opinions on their organisation’s social media sites/channels.

Think confidentiality: Make sure not to post any confidential information or anything that would put a person, or an organisation at risk; or damage the reputation of your organisation.

Be factual: Ensure that posts are well researched, factual and avoid spelling mistakes.

Be respectful of others: Even if people have different views, do not engage in arguments with people who may comment on your social media posts. If a person becomes abusive use the social media’s reporting tools to report concerns.  

Be cautious when re-posting content: If the content could be seen as defamatory, misleading, or damaging to someone’s reputation, do not share it. When in doubt, seek advice from your organisation or legal team.

Not accepting “friend requests” from members of the public. Professionals should not accept “friend requests” from members of the public they have worked with. They should be careful and decline the friend request, politely explaining that is it inappropriate for them to accept it.

Do not breach copyright: Be aware of copyright e.g., music, videos, etc., and seek consent from the copyright holder before posting any content which may be copyrighted.

Refer to Professional/ Regulatory Bodies for further information.

Further information on the use of social media can be found from relevant Professional/Regulatory Bodies, including the following sources: 

Social Media Guidance for Civil Servants 

Health Care Professions Council 

National Police Chiefs Council Guidelines on the Safe use of Internet and social media by Police Officers

NHS Digital Social Media Guidance

Social Work England Professional Standards Guidance