8 Ethical Considerations When Using Social Media Marketing
August 2024
Today, many social workers are using blogs, videos, photos, podcasts, and social media platforms to promote their businesses. Some have emerged as social media influencers with large audiences and thousands of followers. As social workers leverage the power of social media to market their services, it is important to consider key ethical guidance to prevent harm to consumers and uphold the integrity of the social work profession. Following are 8 ethical considerations to keep in mind when using social media as a marketing tool.
1. Distinguish the Professional from the Personal
Social workers should be careful to differentiate between their personal and professional selves when creating content to market their professional services. Generally, social workers should expect they will be held accountable to the NASW Code of Ethics when engaged in social work activities using their social work title or credentials.
“In general, all ethical standards in [the] Code of Ethics are applicable to interactions, relationships, or communications, whether they occur in person or with the use of technology.”
(NASW, 2021, Purpose)
Social workers may participate in social media for various personal and professional reasons, across various platforms. Special attention should be given to managing social work professional profiles to ensure that the standards and values of the code are upheld. Standard 1.06 (h), Conflicts of Interest, advises social workers to avoid engaging in personal relationships with clients on social networking sites or other electronic media to avoid boundary confusion, inappropriate dual relationships, or harm to clients.
2. Understand the Boundaries of Ethical Marketing
Creating social media content to market social work services to potential clients who can access the information at their discretion does not constitute uninvited solicitation. However, targeting potential clients who may be vulnerable and haven’t voiced interest in services may be viewed as a form of coercion.
Standard 4.07(a), Solicitations, states that social workers shouldn’t engage in “uninvited solicitation of potential clients who, because of their circumstances, are vulnerable to undue influence, manipulation, or coercion.”
Moreover, social workers looking for endorsements of their services on social media platforms, websites, or blogs should not pursue current or past clients. Standard 4.07(b) states that “social workers should not engage in solicitation of testimonial endorsements (including solicitation of consent to use a client’s prior statement as a testimonial endorsement) from current clients or from other people who, because of their particular circumstances, are vulnerable to undue influence.” In addition, clients may not be aware that posting testimonials may disclose their identity to others. Instead, asking colleagues or others familiar with the social worker’s services is recommended to avoid potential harm to clients.
3. Manage Professional Boundaries While Using Social Media
Social workers may find sharing personal details on social media about their own lived experience is an effective way of reaching consumers who are looking for providers with similar lived experience. When used appropriately, self-disclosure can be an effective tool that fosters hope, empathy, and helps build trust. In contrast, when self-disclosure is used in professional social work relationships without a specific purpose that advances the client’s best interests, it may result in harm.
As it pertains to the social worker – client relationship, standard 1.06(f), Conflicts of Interest, states that “Social workers should be aware that posting personal information on professional Web sites or other media might cause boundary confusion, inappropriate dual relationships, or harm to clients.”
Standard 4.03, Private Conduct, provides more general guidance stating, "Social workers should not permit their private conduct to interfere with professional responsibilities.” Social workers should consider the impact of their online presence in all professional roles, such as supervisors, educators, consultants, clinicians, etc.
When sharing lived experience online, social workers should consider the purpose of the self-disclosure and be attuned to the risks of blurring professional boundaries, leading to boundary confusion and/or dual relationships.
4. Maintain Confidentiality of Client Information
Whether discussing professional activities on a podcast, writing about your practice in a blog, or providing a video of your office space, social workers are responsible for maintaining client privacy and confidentiality. Standard 1.07(r), Privacy and Confidentiality, states that “social workers should avoid posting any identifying or confidential information about clients on professional Web sites or other forms of social media.”
Social workers should be aware of the privacy policies on the platforms they use so they can inform clients of potential risks when interacting with them on social media. For example, social workers should inform clients that if they “like” or share the social worker’s posts, articles, videos, or blogs, they could inadvertently be revealing their identity or location to others.
5. Represent Your Credentials Accurately
Social workers should ensure they accurately portray their professional qualifications and avoid making promises about results that can be achieved. Standard 4.06(c), Misrepresentation, states that social workers should ensure their credentials, education, competence, affiliations, services provided, and results to be achieved are accurate.
Claiming expertise and making false or exaggerated claims to attract clients without possessing the education, knowledge, skills, and training can damage professional integrity, trust, and mislead clients (Standard 1.04[a], Competence). In addition, social workers should exercise careful judgment around promoting services that are new and emerging without recognized practice standards (Standard 1.04[c]).
Because social media advertising is globally accessible, it is important for social workers to note the geographic areas in which they are licensed to practice.
6. Be Aware of Ethical Pitfalls Associated with Affiliate Marketing
Today, companies may pay high-profile social media influencers to use their personal experience, influence, and credibility to persuade clients to make purchases. For social workers in direct practice, providing links to products or endorsing brands may give rise to ethical concerns, including the real or potential conflict of interest that might emerge between the social worker’s business interests and serving the best interests of the client. This conflict may compromise the social worker’s professional judgment, exploit the social worker–client relationship, and/or create a power dynamic in which clients are pressured into buying products. Affiliate marketing relationships that impact clients can ultimately diminish trust and create a harmful dual relationship.
Standard 1.06(b) and (c), Conflicts of Interest, states that social workers “shouldn’t take advantage of any professional relationship or exploit others to further their personal, religious, political, or business interests” and “shouldn’t engage in dual relationships in which there is a risk of exploitation or potential harm.” In all cases social workers should be guided by Standard 1.01, Commitment to Clients, and remember that clients’ interests are primary.
7. Ensure Marketing Content Is Consistent with Social Work Values
social workers who create content are responsible for ensuring it is non-discriminatory (standard 4.02, discrimination) and aligns with culturally competent practices (standard 1.05, cultural competence).
8. Seek Legal Consultation
Before engaging in social media marketing and or posting professional content, social workers should consult with an attorney to seek guidance regarding the development of social media policies, disclosures and disclaimers, copyright and trademark issues, platform policies and contracts, applicable licensing, state and federal laws, and risk management strategies for handling negative reviews or malicious online behavior.
references
National Association of Social Workers. (2021). Code of ethics of the National Association of Social Workers.