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Business Uses and Ethical Ramifications of Social Media Use by Physicians

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Business Uses and Ethical Ramifications of Social Media Use by Physicians
Traci L Buxton
Salem International University

Abstract
Social media is a rapidly growing and evolving driver of patient engagement and social change on a local, national and global scale. The impact of patient education and engagement through social media interaction is felt throughout the health care system and health care institutions and providers are adapting rapidly to accommodate the needs of an informed, involved patient population. The shifting patient-physician dynamic involved in electronic communications poses ethical and moral questions about the ongoing transformation role of physicians in the online community. The purpose of discussion highlights the various types of communications used in healthcare social media exchange, their roles in the corporate healthcare setting and recommended guidelines for ethical physician electronic social media use and health care institution social media policy.

Social media refers to a wide variety of Internet-based electronic communication platforms uniting users globally. These tools vary from encyclopedia-like wikis and written blogs to visual media platforms such as You Tube and Pinterest to familiar social-sharing programs such as Facebook, Twitter, and MySpace. Using these platforms “Allows anyone to create and share information, ideas and experiences through the web in the form of a conversation.” (Loh, Bourque, Lee, Morrison, & Walker, 2012, p. 7) However, using these tools proficiently requires a balance of prudence, art, and a steep learning curve occurs while developing electronic communications skills. (Ross & Pate, 2010)”The ease and rapidity of use, low cost and extremely broad access is both a benefit and a burden.” (Loh, Bourque, Lee, Morrison, & Walker, 2012)
The use of social media within the medical field is

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