Many osteopaths use social media for personal and professional purposes on a daily basis, and whilst it has many advantages, it is important to be aware of the potential pitfalls in doing so, and how you can avoid them. After searching the GOsC Register, potential patients may decide to check an osteopath’s social media before deciding to visit them, so it is important to align your social media with the same standards of communication if you were face to face with a patient, or using any other methods of communication.

What do the Osteopathic Practice Standards say?

As a healthcare professional, it is important to consider the impact that your personal life has on your professional life, and how you portray yourself to your patients and the public.

Standard D7 of the Osteopathic Practice Standards states: ‘You must uphold the reputation of the profession at all times through your conduct, in and out of the workplace’. The guidance for this standard says that this may include ‘maintaining the same standard of professional conduct in the online environment as would be expected elsewhere’.

Key principles of using social media

More people are using and engaging with social media. Increased online activity means that we are now far more exposed to public scrutiny, and professionals need to be aware of the potential risks of this.

Before posting content online, think about how what you say might land with patients, the public, osteopathic or other colleagues/professionals and ask yourself these questions:

• Does the content represent osteopathy positively as a healthcare profession?
• If demonstrating osteopathic techniques, what is the context and purpose?
• Does it come across as a ‘for views’ post rather than a therapeutic intervention?
• Does it diminish the reputation of the profession?
• How do I ensure that models or people I am treating in my videos are giving informed consent?
• Is there anything likely to cause offence by the content I am posting?

Please also consider:

• What is the purpose of your social media profile?
  Consider separating your personal account from the one you use for professional purposes to promote your practice, so that you can tailor the content and usage of the different sites and accounts to appropriate audiences.’
• What information can be seen publicly?
  The golden rule is not to say anything online that you wouldn’t say directly to people in public. Everything is public on X (formerly Twitter),r but on other platforms, such as Facebook, ensure you adjust your privacy settings or anything you say online can be easily copied and redistributed, and can be taken out of context. Even if your privacy settings are in place, someone who is a connection or ‘friend’ but doesn’t maintain the same level of privacy can share a post of yours that could then be seen publicly. 
• Be careful when accepting invitations to link your profile to others
  It is not appropriate for healthcare professionals to use their personal profiles to connect with current or future patients as this can often blur the boundaries between patient and professional. You wouldn’t pursue inappropriate relationships in your day-to-day life and this is no different online. It would, however, be appropriate to link a professional practice profile with your patients if the sole purpose is to provide them with information about the practice.
• Confidentiality
  This should be maintained in the same way you would maintain confidentiality in other areas of your professional life. It is certainly not appropriate to post pictures of patients online or discuss details of patients or colleagues on your profile.

Case study

The GOsC have received concerns about an osteopath which relates to their use of social media, specifically that they upload videos of themself ‘cracking’ patient necks. The Osteopath involved has a large social media presence with lots of views and online interaction.

Concerns have been raised that the osteopath was not visibly obtaining appropriate consent and not taking appropriate history before performing the neck manipulation. The people raising concerns expressed outrage and felt that that this osteopath was undermining the reputation of the profession. They felt that neck cracking is perceived as ‘showmanship’, and not what it actually is, which is careful and targeted treatment for patients who need it. When thinking about this case study, ask yourself:

• What concerns does this case study raise for you?
• What steps could you take to reduce those concerns if you were in this position?
• Do you agree with the people raising those concerns?
• Do you think this osteopath considered the wider impact of their social media post?

Examples of a lack of  professionalism and  inappropriate use of social media from healthcare professionals:

Since 2018 there have been 40 concerns raised with the GOsC which fall under the category of a ‘misuse of social media’ – concerns that have been considered in accordance with the Fitness to practise process.

Such examples include:

•  Posting inappropriate pictures on social media
• Conducting HVTs on social media where it is not clear as to whether the Registrant has obtained valid consent or provided appropriate treatment
• Making inappropriate and/or sexual remarks on social media
• Using social media to cite views on the pandemic and the use of vaccinations

Further information

Social media platforms themselves offer extensive guidance on how to use the sites and how to ensure your privacy settings are appropriate.

Neville, P. ‘Social media and professionalism: a retrospective content analysis of Fitness to Practise cases heard by the GDC concerning social media complaints’, British Dental Journal, 223, 363-357, 8 September 2017; Read the abstract.