Organisation: Arbury Medical Centre
Version: V.1.0
Date issued: 16.02.2026
Next review: February 2027
1. Introduction
1.1 Policy Statement
This policy sets out the organisation’s approach to the use of social media by patients, relatives, carers, and members of the public when interacting with Arbury Medical Centre’s official social media channels.
This policy applies only to content posted to or interacting with Arbury Medical Centre’s official social media pages, including but not limited to Facebook, Instagram and X (F/K/A Twitter). It does not govern users’ personal social media accounts more broadly. However, where content posted elsewhere (not on our page) presents serious risks—for example, threats, harassment, or unlawful disclosure of confidential information—the Practice may consider appropriate action (e.g., reporting to the platform or the police, or seeking advice), in line with section 4.4.
It describes:
- How inappropriate or harmful online content will be managed
- The standards of behaviour expected when interacting with the organisation online
- The actions the organisation may take in response to unacceptable behaviour
- Processes for addressing persistent non‑constructive commentary
- Potential consequences, including restrictions or blocking
The organisation supports open and constructive engagement. However, it has a duty to protect patients, staff, and services. Online behaviour that undermines staff wellbeing, breaches confidentiality, spreads misinformation, or threatens patient care will not be tolerated.
The organisation welcomes feedback to help improve services. Formal concerns should be raised through the Complaints Procedure, where they can be properly reviewed.
2. Principles of Social Media Use
2.1 Purpose of the organisation’s social media channels
This policy applies to Arbury Medical Centre’s official social media channels, which currently consist of our Facebook, Instagram and X (F/K/A Twitter) pages. If additional channels are launched in future, this policy will apply to them once listed on our website and/or the page bio.
The organisation’s social media platforms are used to provide:
- Accurate and timely service information
- Health promotion and public health messages
- Practice or organisational updates
- Signposting to appropriate resources
They are not suitable for individual clinical advice, appointment queries, or for pursuing complaints.
2.2 Expected standards of conduct for patients online
Users interacting with the organisation on social media are expected to:
- Engage respectfully and courteously
- Provide constructive and relevant feedback
- Avoid sharing personal or confidential information
- Refrain from naming or identifying individual staff members
- Use the formal Complaints Procedure for concerns requiring investigation
3. Inappropriate Postings by a Patient
Examples of unacceptable content include, but are not limited to:
- Defamatory or knowingly false statements
- Personal attacks on staff, including naming individuals
- Harassment, intimidation, aggressive or abusive language
- Discriminatory, offensive, or inflammatory remarks
- Breaches of patient or staff confidentiality
- Threats, incitement, or malicious allegations
- Persistent sharing of misinformation
- Posting clinical consultations or recordings without consent
- Spam, repeated disruptive posting, or misuse of platform features
Such content may be removed, reported to the platform provider, and preserved for safeguarding or legal purposes.
4. Persistent Non‑Constructive or Disruptive Commentary
4.1 Definition
Persistent non‑constructive commentary refers to ongoing online behaviour that:
- Is negative, irrelevant, or repetitive
- Does not meaningfully contribute to discussion
- Undermines staff wellbeing or service delivery
- Discourages other service users
- Spreads misinformation
- Continues despite reminders, moderation, or redirection
It includes repeated criticism that is not linked to a specific concern and where the patient refuses to engage with the proper complaints process.
4.2 Constructive feedback
Constructive feedback is welcomed when it is:
- Respectful
- Relevant
- Fact‑based
- Clearly aimed at improving care
Where a patient wishes to raise a specific concern, they will be directed to the organisation’s Complaints Procedure.
4.3 Escalation process for persistent behaviour
Stage 1 – Informal moderation
The organisation may:
- Hide, limit, or remove comments
- Provide a public or private reminder of acceptable online conduct
- Signpost the user to the Complaints Procedure
Stage 2 – Formal written warning
The patient may be contacted directly.
A formal letter will:
- Outline the concerns and expectations
- Provide examples of the behaviour
- Set out potential next steps if behaviour continues
Stage 3 – Restriction or blocking
If behaviour continues, the organisation may:
- Block the individual from the social media page(s)
- Restrict their ability to comment
- Report repeated breaches to the platform provider
- Limit future online engagement with the organisation
Blocking will be used only when necessary, proportionate, and justified.
4.4 Additional potential consequences
In serious or persistent cases, the organisation may also:
- Apply provisions under the Dealing with unreasonable, violent and abusive patients policy
- Seek advice from NHS England, ICBs, or defence organisations
- Report threats or harassment to the police
- Obtain legal advice
- Consider whether the relationship between patient and provider has irretrievably broken down (in line with NHS England guidance)
- Review registration status, where lawful and appropriate
No patient will be penalised for making a legitimate complaint.
5. Complaints Raised on Social Media
Social media is not a confidential or appropriate channel for raising complaints.
Where a complaint is posted publicly, the patient will be asked to:
- Remove the post
- Submit the concern through the formal Complaints Procedure
Failure to do so may be considered under this policy.
6. Removal of Content
The organisation reserves the right to:
- Hide or remove comments
- Disable comments on posts where necessary
- Report inappropriate content
- Retain copies of posts for safeguarding, legal, or regulatory purposes
7. Legal Framework
This policy is supported by relevant legislation, including:
- Protection from Harassment Act 1997
- Malicious Communications Act 1988
- Communications Act 2003
- Defamation Act 2013
- UK GDPR and Data Protection Act 2018
Annex A — Patient Social Media Code of Conduct
Public Reminder (with Code of Conduct)
Thank you for your comment. We welcome feedback and discussion on this page, and we ask that all users follow our Patient Social Media Code of Conduct.
Users must not:
• Post abusive, offensive, or threatening content
• Share false, misleading, or defamatory information
• Name or identify members of staff
• Disclose confidential information
• Post unlawful material
• Engage in persistent disruptive or non‑constructive commentary
Breaches may result in content removal, moderation, or restriction of access.
If you have a concern about our services, please use our formal Complaints Procedure, which allows us to respond appropriately and confidentially.
Thank you for helping keep this page safe, respectful, and supportive for all users.