Social Media Policy

Healthwatch Sefton Social Media Policy

A guide for staff and volunteers on using social media to promote the work of Healthwatch Sefton and in a personal capacity (This policy is available in alternative formats on request).

This policy covers all employees (staff, volunteers, trustees and associates) and applies to all social media use, whether this is inside or outside working hours, regardless of equipment ownership.

What is social media?

Social media is the term given to web-based tools and applications which enable users to create and share content (words, images and video content), and network with each other through the sharing of information, opinions, knowledge and common interests. Examples of social media include (but is not limited to) Facebook, Instagram, TikTok, Twitter, Bluesky, LinkedIn, YouTube, Whatsapp, Snapchat and Pinterest.

Why do we use social media?

Social media is essential to the success of communicating Healthwatch Sefton’s work. It is important for some staff and volunteers to participate in social media to engage with our audience, participate in relevant conversations and raise the profile of Healthwatch Sefton’s work.

Why do we need a social media policy?

The difference between a personal and professional opinion can be blurred on social media, particularly if you’re discussing issues relating to Healthwatch Sefton’s work. While we encourage the use of social media, we have certain standards, outlined in this policy, which we require everyone to observe. Publication and commentary on social media carry similar obligations to any other kind of publication or commentary in the public domain.

This policy is intended for all staff members, volunteers and trustees/directors and applies to content posted on both a Healthwatch Sefton device and a personal device. Before engaging in work-related social media activity, this policy must be read.

Healthwatch Sefton operates a number of accounts on social media platforms for the promotion of activities and events, and as a communication method. Social media encourages conversations and the formation of collaborative relationships. However, sometimes there are unexpected and abusive requests and/or comments which must be dealt with professionally. Refer to the Manager and/or Digital Communications Officer for advice on how to respond.

Which social media channels do we use?

Healthwatch Sefton uses the following social media channels (this may change as new platforms emerge):

The following outlines the limits of their use:

  • An official Healthwatch Sefton account on any social media website may only be set-up with consent from a line manager.
  • Only authorised staff may use Healthwatch Sefton accounts to post online and access to the account should be strictly limited.
  • Healthwatch Sefton staff/Volunteers and Directors can share Healthwatch content and key messages on their own profiles, but must encourage any contact through the Healthwatch Sefton office.
  • Any contact between Healthwatch Sefton staff and volunteers/members through personal social media accounts must not be undertaken.
  • All information published on the Internet must comply with Healthwatch Sefton confidentiality and data protection policies.
  • Individuals should not be referenced online without their express consent. This includes all photos, videos and other media.
  • Copyright laws must be respected, with references or sources cited appropriately.
  • Any employee who becomes aware of social networking activity that would be deemed inappropriate should make the manager aware as soon as possible.
  • If the media contacts individual staff members/ Directors or volunteers via social media, direct them to the Manager and/or Communications Officer as with all other media requests.

Healthwatch Sefton staff and/or appointed volunteers must ensure that they:

  • Comply with current legislation and the Healthwatch Sefton Code of Conduct.
  • Use social media in accordance with rules and regulations as stated by service provider (i.e. Facebook, Twitter refer to their own policies etc).
  • Do not create unnecessary risk to the organisation by misusing social networking tools and associated technologies.
  • Staff and volunteers should refrain from offering personal opinions via Healthwatch Sefton’s social media accounts, either directly by commenting or indirectly by ‘liking’, ‘sharing’ or ‘retweeting’. If you are in doubt about Healthwatch Sefton’s position on a particular issue, please speak to the Manager or Digital Communications Officer.
  • Staff and volunteers should not set up other Facebook groups or pages, Twitter accounts or any other social media channels on behalf of Healthwatch Sefton. This could confuse messaging and brand awareness. By having official social media accounts in place, the Communications team can ensure consistency of the brand and focus on building a strong following.
  • Never use Healthwatch Sefton’s logos or trademarks unless approved to do so. Permission to use logos should be requested from the Communications team.

Guidance for Personal Use


When using social media sites, Healthwatch Sefton staff, Directors and/or appointed volunteers should consider the following:

  • Make it clear it is your personal account and views expressed are your own and not that of Healthwatch Sefton
  • Be cautious about giving out personal information
  • Don’t be confrontational
  • Changing privacy settings on your profile so only people you have accepted as friends can see your content
  • Don’t accept friend requests on your personal profile from ‘clients’ you work with, including young people, parents, etc
  • Use common sense and good judgement. Be aware of your association with Healthwatch Sefton and ensure your profile and related content is consistent with how you wish to present yourself to the general public, service users, colleagues, partners and funders.
  • If a staff member/volunteers is contacted by the press about their social media posts that relate to Healthwatch Sefton they should talk to the Digital Communications Officer or Manager immediately and under no circumstances respond directly.
  • Healthwatch Sefton is not a political organisation and does not hold a view on party politics or have any affiliation with or links to political parties. When representing Healthwatch Sefton you are expected to hold Healthwatch Sefton’s position of neutrality. Anyone who is politically active in their spare time need to be clear in separating their personal political identity from Healthwatch Sefton, and understand and avoid potential conflicts of interest.
  • Always protect yourself and Healthwatch Sefton. Be careful with your privacy online and be cautious when sharing personal information. What you publish is widely accessible and will be around for a long time, so do consider the content carefully.
  • We encourage staff, Directors and volunteers to share tweets and posts that we have issued. When online in a personal capacity, you might also see opportunities to comment on or support Healthwatch Sefton and the work we do. Where appropriate and using the guidelines within this policy, we encourage people to do this as it provides a human voice and raises our profile. However, if the content is controversial or misrepresented, please highlight this to the Communications officer who will respond as appropriate.

Unacceptable behaviour

In addition to Healthwatch Sefton staff and representatives using official social media channels, users must also be aware of the actions of other individuals and groups. The following is deemed as unacceptable use by Healthwatch Sefton:

  • Using social networking or associated tools to send offensive or harassing material to other users.
  • Gaining unauthorised access to networks/computers/user accounts.
  • Publishing defamatory and/or knowingly false material about Healthwatch Sefton, service providers, partners etc.
  • Introducing any form of malicious or inappropriate software or applications to Healthwatch Sefton online resources.
  • Using Healthwatch Sefton networks or services to trade or undertake personal interests or activities.
  • Think about your reputation as well as that of Healthwatch Sefton. Express your opinions and deal with differences of opinion respectfully. Don’t insult people or treat them badly. Passionate discussions and debates are fine, but you should always be respectful of others and their opinions. Be polite and the first to correct your own mistakes.
  • Staff, Directors and volunteers should not post content that could be considered discriminatory against, or bullying or harassment of, any individual, on either an official Healthwatch Sefton social media channel or a personal account. For example:
    • making offensive or derogatory comments relating to sex, gender, race, disability, sexual orientation, age, religion or belief
    • using social media to bully another individual
    • posting images and or videos that are discriminatory or offensive or links to such content

Healthwatch Sefton accepts that the use of social networking is a valuable resource and tool. However, misuse of this facility can have a negative impact upon Healthwatch Sefton’s productivity and reputation.

In addition, all of the organisation’s internet-related resources are provided for networking purposes to complement the aims and objectives of Healthwatch Sefton.

Approved: November 2024

Review date: November 2025