Vetnuus | May 2024 37 different situations. With large practices and busy social media accounts, it will be good to have trained staff who are empowered to moderate discussions effectively. 3. Engage Professionally and Responsively. Even when faced with negative comments and reviews, it is best to respond with empathy and understanding. Always take the higher ground, but do not admit any wrongdoing. Acknowledge the person’s concerns and offer to address them privately and constructively. Do not engage in heated arguments or publicly criticize the individual. If it is necessary to address the individual’s behaviour, there are other ways to do it. 4. Encourage Positive Engagement. Build a positive online community by actively engaging with your clients and by sharing valuable content. Continuously encourage satisfied clients to leave reviews and testimonials. This will naturally counter negative feedback. By focusing on building a positive relationship with your clients, you create trust, and this will mitigate the impact of social media bullies. 5. Utilize Privacy Settings and Moderation Tools. Take advantage of privacy settings and moderation tools offered by different social media platforms to control who can interact with your business’s accounts. Use filters to automatically flag and remove offensive comments and consider disabling comments on particularly sensitive posts if necessary. Restrict access to certain features or content to minimize the risk of harassment. 6. Document and Report Harassment. Document any instances of social media bullying or harassment. Screenshots of offensive comments or messages are very useful and should be taken and kept in a safe place. If the harassment persists or escalates, report the behaviour to the relevant social media platform for investigation. Provide as much detail as possible, including timestamps and user profiles, to facilitate the investigation process. 7. Seek Legal Advice if Necessary. In more extreme circumstances legal action may be warranted. Although different legal remedies may be used, the Protection from Harassment Act, No. 17 of 2011 (“PHA”) can be very helpful although it is often underutilized. PHA provides for relatively easy and cheap legal processes to assist individuals subjected to harassment. One of the key strengths of the PHA is its ability to address the evolving nature of harassment in the digital age. Unlike traditional forms of harassment, which may occur in person or through written communication, social media bullying often takes place online, making it challenging to address through existing legal frameworks. The PHA bridges this gap by explicitly recognizing electronic communications as a form of harassment and providing mechanisms for victims to seek protection. 8. Focus on Building a Strong reputation. Invest in building a strong reputation for your business based on trust, integrity, and exceptional customer service. Deliver on your promises, communicate transparently with your customers, and actively seek feedback to improve your products or services. By prioritizing your reputation, you can minimize the impact of social media bullies and maintain the trust of your audience. Some companies and individuals specialize in building strong brands for businesses and it could be well worth getting their assistance. 9. Stay Informed. Stay informed about emerging trends and developments in social media and online harassment in the veterinary field. Continuously evaluate and refine your social media strategy to adapt to changing circumstances and mitigate new risks. By staying vigilant and proactive, you can protect your practice from social media bullies and maintain a positive online presence. 10. Provide Mental Health Assistance for Affected Employees. There is no doubt that the veterinary profession endures extreme mental health challenges. Social media bullies can significantly add to this already heavy burden. Individuals who are bullied must receive the necessary mental health support to cope with these circumstances. It may also be necessary to address this on a wider level if several people in a practice may be affected by it. If you have any questions, please feel free to contact me at: trudie@legalvetservices.co.za. v Legal Mews
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