Community pharmacies are among the many businesses starting to realise the potential of social media. But it does have its limitations and presents risks too, says Jen Law, NPA digital strategy manager

There are now relatively few of us who do not have a social media account. It is generally accepted that the rise and rise of social media has changed the way we communicate, interact and advertise. As such, you may ‘like’ Facebook or follow Twitter, or have a personal profile on any number of other social media websites. Sometimes, pharmacy support staff will be able to access to the pharmacy’s social media channels and have permission to post comments.

As employees, pharmacy staff may be asked to sign social media policies that will set out rules, both during and outside of working hours. Such policies are helpful in clarifying what is and is not appropriate, and should also spell out the consequences should a breach of policy occur. Careless posts can damage the reputation of both the business and individual members of staff.

In extreme cases, they could bring the pharmacy profession itself into disrepute, and impact public confidence in the sector. Think carefully about:

• Possible disclosure of confidential information
• Comments on a patient’s health or medications
• Release of sensitive information relating to the business
• Statements that may influence a patient’s decision as to where they seek NHS services
• Statements that show other pharmacy staff or the pharmacy business in an unprofessional light.

Even posts made on personal accounts may have an impact on the pharmacy. Always remember to think before you post. Promoting a pharmacy via social media can be an effective way of making customers aware of the support and services available.

NPA members have access to social media resources to support the promotion of pharmacy services, including template posts covering a range of public health topics. For access, visit: www.npa.co.uk/Business-Management/Promoting-your-pharmacy.

For more on social media and pharmacy, click here.

In other news…

NPA members can now register their interest in the new Pre-Registration Pharmacist Training Programme, commencing September 2015. The content is specifically devised to equip people to operate in retail pharmacy settings. The programme uses a blended approach, comprising monthly single study days and online resources.

Pre-registration trainees will have an opportunity to network with other pre-registration pharmacists and NPA staff. To register your interest, email: professionaldevelopment@npa.co.uk with the subject PRE-REG, and provide your contact details.