Vetnews | Mei 2024 36 « BACK TO CONTENTS Introduction The 39th World Veterinary Association Congress in Cape Town held from 16 to 19 April provided us with amazing opportunities to connect with colleagues from all over the world. The theme of the congress was “Resilience in the face of adversity”. Throughout the Congress, it was clear that veterinarians still manage to thrive and achieve amazing accomplishments in the face of serious adversities. A recurring theme was the importance of mental health and that veterinarians should be provided with tools to combat adversities that impact their mental health. One of the aspects that can severely affect the mental health of veterinarians is social media bullying by clients. Social media platforms have become integral in the marketing and business management of veterinary practices. The dark side of this is the emergence of vicious social media bullies. Not only do these bullies have a severe impact on the mental health of the veterinarians and staff that they target, but they can pose a significant threat to the reputation and business of the veterinary practice if not handled appropriately. All veterinary practices must develop and implement strategies to deal with these bullies. The Psychology Behind Social Media Bullying The psychology behind social media bullying is complex and multifaceted. However, understanding the underlying psychological mechanisms will assist in addressing the problems more effectively. Social media provides a degree of anonymity and a perceived distance from the individual’s actions. This leads to a phenomenon known as disinhibition, causing individuals to feel freer to express themselves without fear of repercussions. Another phenomenon at play here is that of deindividuation, which happens when individuals lose their sense of individual identity and responsibility in a group setting. This leads to people becoming part of an online mob where their actions are validated and amplified by others. The power and control given to a social media bully can also be a determining factor. Social media can also create a feedback loop where negative behaviours are reinforced and can escalate over time. When bullies receive attention and validation, they are encouraged, and this can lead to increasingly harmful conduct. Strategies for Protecting Veterinarians, Employees, and the Practices 1. Create Clear Social Media Policies for the Practice. Practices should have clear guidelines for the use of social media, which should include definitions for acceptable and unacceptable behaviour, the rules of social media engagement and the consequences of violating the policies. Employees must be aware of these policies and receive training on this. 2. Regular Monitoring of Online Activity. Business social media accounts and online mentions must be monitored consistently. In a busy practice, this should be dedicated to a specific person or a team. Set up alerts for keywords and brand mentions related to your business to track conversations across different platforms. This will allow you to address issues promptly and appropriately before they escalate. Establish protocols for handling Legal Mews STRATEGIES TO COMBAT SOCIAL MEDIA BULLYING OF VETERINARIANS AND VETERINARY PRACTICES Trudie Prinsloo (Legalvet Services) This article is intended to provide information and educate veterinarians on relevant aspects of the law. It is not intended as personal legal advice. SAVA is not responsible or liable for any advice or other information provided herein.
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