January 4, 2006



Social Media Content Owner Application and Contract

Purpose

UCLA Health encourages the appropriate use of digital and social media as a means of increasing awareness of services at UCLA Health, enhancing customer and community relationships, advancing knowledge of education and research and otherwise engaging in work-related communications.

This application and contract outlines the process in evaluating requests for the creation and use of digital and social media accounts that represent UCLA Health Science entities (i.e. program, departments, initiatives, projects etc.)

Policy

For consideration to be a content owner/moderator of a UCLA Health Business-Related Digital/Social Media Account (including, but not limited to Facebook, Twitter, YouTube or blog) you will need to verify the following:

• Approval from a supervisor, entity-executive leadership (i.e. department chair, division chief, manager, etc.).

• Demonstrate a strategic business strategy, objective and goals that demonstrate the expected benefit exceeds the resources spent on maintaining the profile/site and the risk of adverse postings and comments.

• Content owners and/or moderators sign a Content Owner/Moderator Terms and Agreement Form. This form is renewable annually and is monitored by UCLA Health Communications and Marketing Department.

• Approvals from digital and social media advisory group, with input from other related departments such as Human Resources or Compliance as needed. This also includes lists of "followers" or "friends" that are acquired through University official business-related accounts (including, but not limited to, email addresses, blogs, Twitter, Facebook, YouTube, or other social media networks) and related postings and websites maintained by employees for marketing and/or networking purposes.

Keep in mind that our goal is to have UCLA Health brand messages reach as many people as possible. Setting up numerous digital and social media accounts per entity fragments your potential audience. In most instances, messages touting individual departments or service lines are better served from the official brand channels.

UCLA Health reserves the right to suspend the use of, or modify content on, UCLA Health -sponsored digital and social media sites within University policy and applicable law.

Criteria

The request for the social media site will be evaluated based on the following criteria:

1. The site must serve a specific business objective for the program, which must align with the organization’s goals and strategic plan. You will also need to define your goals and measures of success for the channel.

2. Content owners and/or moderators sign a Content Owner/Moderator Terms and Agreement Form. This form is renewable annually and is monitored by the UCLA Health Communications and Marketing Department.

3. Designate a content owner and back-up moderator who will be responsible for monitoring and maintaining accurate content. Have a channel transition plan in case your social media champion is no longer at UCLA Health.

4. Social media sites seek to engage the public in a virtual conversation. Therefore, the content owner should be posting with the goal to meet these platform minimums:

a. Twitter – 1-2 tweets/retweets a day

b. Facebook – 3-5 posts per week

c. Instagram – 3-5 posts per week

5. You will need to provide a posting content calendar for one month prior to launching the channel.

Terms of Use for Content Owners and Moderators

1. Each content owner/moderator has read and agrees to comply with UCLA Health’s Digital and Social Media Policies and related policies.

2. Content owners are responsible for maintaining compliance with UCLA Health policies concerning patient privacy, HIPAA, and conflict of interest, UCLA Health branding, and related policies

3. Content owners must obtain signed, HIPAA authorization forms before posting or sharing any protected health information (PHI). Content owners are prohibited from posting or sharing any PHI regardless of where it was first posted (i.e. external media site), without proper written authorization.

4. Content owners are responsible for ensuring content is current, accurate, and respects copyrights and disclosures. Proprietary financial, intellectual property, patient care, or similar sensitive or private content cannot be published.

5. Content owners are responsible for gaining the express consent of all involved parties for the right to distribute or publicize recordings, photos, images, video, text, slideshow presentations or artwork.

6. Content owners must actively monitor postings.

7. All information including the account, the login and password must be made available to the department owner of the site. Marketing and Communications must have administrative access and login information to all university business-related accounts. Workforce members who maintain this information must make it available to the department owner or Marketing and Communications at the end of employment.

8. UCLA Health /entity complaints or grievances (which may or may not be related to that profile/site’s area) may be received on the site. Any complaints or grievances should be forwarded to support@

Process

1. Read the Digital and Social media policies and related policies

2. Review the Terms of Use for Content Owners and Moderators

3. Complete the form on pages 5 and 6 of this document.

4. The advisory group will review applications and will consult with appropriate leadership, when needed, for final approval.

5. After the request for a social media profile/site is approved, the advisory group will:

i. Review the request to ensure it adheres to UCLA Health’s overall social media strategy.

ii. Contact the requestor to schedule best practice training.

iii. Create the profile/account to ensure it adheres to UCLA Health brand standards and best practices.

iv. Require/retain log-in information or administrative rights for the site.

Application for Social Media Site: Please TYPE in the information below.

| Yes No |Do you have specific business objectives for the account that align with the organizations goals and the |

| |strategic plan? Have you defined your goals and measures of success for the channel? |

| Yes No |Have you designated a content owner and back-up moderator who are responsible for monitoring and maintaining |

| |accurate content? |

| Yes No |Have you read and understand the terms of use for content owners and moderators and other related policies? |

| Yes No |Have you created a posting content calendar of original content for two months? |

| Yes No |Do you have your supervisor’s approval to build time into your schedule to monitor the site numerous times |

| |throughout the day in order to address posted requests and comments? |

| |

|Contact Information |

|Name of Content Owner/Requestor: | |

|Hospital/Entity: | |Department: | |

|Work Phone: | |Work Email: | |

|Which social media platform will you be using? |

| Facebook | Instagram |

| Twitter | Blog |

| YouTube | Other: |

|Please provide your suggested channel name/handle: | |

|Please describe the goals, purpose and business reason for creating this social media profile/site. |

| |

|Please describe how will you measure your success on social media? What are the primary metrics that will be used to measure the channel’s |

|success? |

| |

|Please describe your personal or professional experience with the selected platform. Include whether you currently maintain a personal profile|

|on the selected platform. |

| |

|Do you have a plan or strategy to reply and respond to comments to your channel? |

| |

|Who would you like to reach with this platform? |

| Current patients | Potential patients | Consumers |

| Students | Potential associates | Media |

| Donors | Community leaders | Physicians and referral sources |

| Physician employment and medical education seekers | Other: |

|Will someone other than you add content or monitor the page? If so, please list below. |

|Name |Email Address |Phone |

| | | |

| | | |

| | | |

|Please provide your one-month content calendar. This should be original content that you or your group has created. |

| |

|Approvals: |

|Name of chair, supervisor/administrator approving | |

|channel: | |

|Signature of chair, supervisor/ | |

|administrator approving channel: | |

|Advisory Group Approval: | |

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