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9/1/21
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CyberbullyingCaitlin DeWilde, DVM
CYBER-BULLYINGCAITLIN DEWILDE, DVM
ONLINE REPUTATION ATTACKS & CYBERBULLYING
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Cyberbullying:Bullying that takes place using electronic technology
› Mean text or emails› Rumors via email or social media› Embarrassing photos/videos› Fake social networking profiles
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WHAT WE KNOW
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Leading Concerns of Veterinarians in 2019 and 2017)
Cyberbullying is a serious concern, but not as common as expected.
0
73%80% 80%
92% 90%
70% 71%81%
89% 91% 92%
C ybe rbu llying a nd v icio usrev ie ws
Decl ining wi l ling ne ss topa y for vet ca re
Abi li ty to reti re o r e xit thepro fessio n
Su ic id e rate am on gve terina rian s
Hig h stud en t d eb t lev els Stre ss le vels ofve terina rian s
2017 ( n=3568) 2019 ( n=2871)
Note: Cyberbullying was a new topic in the 2019 survey
WHAT WE KNOWLIMIT TIME ON SOCIAL MEDIA
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› More time negatively associated with mental health and high wellbeing› Social media isn’t socializing› The more time on social media, the greater exposure to cyberbullying
7%
17%
25% 24%
15%13%
3%
12%
23% 22%
18%21%
M or e t han 2
hour s/ day
1- 2 hou rs/ day 30- 60
m inut es/ day
10- 30
m inut es/ day
Less t han 1 0
m inut es/ day
Non e
Time on Social MediaDistressed V. Not Distressed
Distre ssed (n =1 99) Not Distre ssed (n =26 57 )
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13
12
9
15
12
80
72
75
0% 20 % 40 % 60 % 80 % 10 0%
Ma le (n =8 55)
Fe male (n= 20 08)
All Ve te rin arian s (n =2 871 )
Prevalence of Cyberbullying
Ye s, within the p ast 12 m on ths
Ye s, b ut no t within the past 12 m on ths
No
Pre fer no t to a nswe r/NA
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ISSUES IN VET MED
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Types of attacks: › Negative reviews› Threats of physical or financial harm› Threats of complaints
Basis for attacks: › Disputes over care› Charges for care
ISSUES IN VET MED
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Online attacks initiated by: › Clients› Disgruntled staff
7 of 10 attacks initiated by former clients or staff
Staff infighting also identified as source
EFFECTS OF CYBERBULLYING
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Medical complaint against license
Workplace tension
Mental well-being effects: depression
and stress
Career change
Loss of business/clients
TYPES OF ATTACKS
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Negative Reviews
Negative Social Media Posts
25%
0%
50%
75% › Negative reviews
› Negative social media posts
› Majority on Facebook
› Other platforms: Yelp, Google Reviews, Craigslist, Consumer websites
› Negative email campaigns
› Threats of harm
PREVENTION
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STRATEGIES FOR PREVENTING ATTACKS
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› Establish notifications
› Page & Profile Access
› Have a protocol in place
› Monitor your social media channels
› Facebook Tools
› Google Alerts
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NOTIFICATIONS
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Facebook Google Yelp Nextdoor
NOTIFICATIONS: FACEBOOK
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Enable email and/or text notifications, especially for “New Reviews” and “New Mention of Page”
NOTIFICATIONS: GOOGLE
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Make sure you have claimed your Google Business Page!
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NOTIFICATIONS: YELP
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› Make sure you have claimed Yelp for Business Page!
› Under email notification preferences, make sure the box next to “ Send me an email when someone reviews my business” is checked
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NOTIFICATIONS: Nextdoor
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ACCOUNT ACCESS
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ACCOUNT ACCESS
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› Keep a current list of updated passwords and who has access!
› Share access with multiple, trusted people (E.g. Password manager file: owners, practice manager, LastPass)
ACCOUNT ACCESS:FACEBOOK
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Facebook Page Roles› Practice owner should
always be an administrator (Only an admin can assign roles and change others’ roles)
› Technicians, staff: editor
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ACCOUNT ACCESS:GOOGLE BUSINESS
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ACCOUNT ACCESS:YELP
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PROTOCOLS
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Have a protocol for monitoring and use: › Who is responsible?› When are they responsible? After hours? › Where: monitoring on the clock or also at
home?
› How: Via cell phone at the office? Work devices only?
› Chain of command: if owner not monitoring, when are they contacted?
Make a part of employee handbook
MONITORING
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Make a regular and consistent effort to look at all of your social media pages, registry platforms and website for any unusual content› Check notifications, messages, reviews,
visitor posts on Facebook› Look for new photos or reviews on
Google, Yelp› Visit website and blog › Perform an incognito Google search of
your clinic and doctor names
MONITORING
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Schedule the time to do it!
avma.org/onlinereputation
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MONITORING:FACEBOOK
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MONITORING:FACEBOOK NOTIFICATIONS
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MONITORING:FACEBOOK VISITOR POSTS
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MONITORING:GOOGLE
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MONITORING:YELP
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MONITORING:NEXTDOOR
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MONITORING:WEBSITE & BLOG
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› Manual review› Use tools to monitor the
status of your website and monitor for changes› UptimeRobot› Wachete› VisualPing
MONITORING:INCOGNITO SEARCH
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UTILIZE FACEBOOK TOOLS
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Page Moderation
Enable/disable based on your capacity to monitor› Visitor posts
› Comments› Reviews
› Tagging
› Reviews/recommendations
Country restrictions
Profanity restrictions
UTILIZE FACEBOOK TOOLSPAGE MODERATION
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› Recommended: declaw, declawing, claws, claw
› Consider: specific product brand names, derogatory terms (“incompetent,” “stupid”, etc.)
UTILIZE FACEBOOK TOOLSPAGE MODERATION
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UTILIZE FACEBOOK TOOLSVISITOR POSTS
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INSTAGRAM TOOLS
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Hidden words: › Hide offense comments› Manage custom word list
Limits
INSTAGRAM TOOLS
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Hidden words:
INSTAGRAM TOOLS
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Limits:
GOOGLE ALERTS
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› Google Alerts: https://www.google.com/alerts
› Clinic name
› Veterinarian name(s)
WHEN IT BECOMES CYBERBULLYING
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Reviews that
threaten
Hacking of profiles or
website
Harassment: email, phone,
In person
Onslaught of reviews,
social media comments
IF IT PERSISTS OR ESCALATES…
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Take Care of Your People
Take Care of Your Pages
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TAKE CARE OF YOUR PEOPLE
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› Contact authorities if physical harm is threatened
› Advise the entire team of the situation
› Seek professional crisis management support if necessary
› Make a plan to keep team members safe
TAKE CARE OF YOUR PAGES
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› Identify a point person
› Identify an email address to refer further communication to
› Screenshot and save all pertinent online activity
› Contact Bernstein/DVM Guard (AVMA Members) or other crisis management company
› Contact PLIT or other liability defense
› Contact legal team
CYBERBULLYING ACTION STEPSFACEBOOK
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Consider disabling: › Visitor posts› Messages› Tagging ability› Others Tagging
this page
Re-evaluate if applicable:› Country restrictions› Page moderation› Profanity filter
Disabling reviews› Only with serious consideration› May cause reviewers to turn to other platforms
Flagging the review› Screenshot first!
CYBERBULLYING ACTION STEPSFACEBOOK: REVIEWS
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DISABLING FACEBOOK REVIEWS
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CYBERBULLYING ACTION STEPSFACEBOOK
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”Ban From Page” › Block users from your page
Extra security: › Download page› Review page access
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COMMUNITY STANDARDS
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CYBERBULLYING ACTION STEPSINSTAGRAM
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Disable › Comments› Direct messages› Message replies› Resharing to stories› Sharing as a Message
CYBERBULLYING ACTION STEPSINSTAGRAM
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Activate “Limits”
(Settings > Privacy >
Limits)
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Adjust settings in
Hidden words
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Adjust settings in Comments
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Adjust settings in Messaging
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CYBERBULLYING ACTION STEPSINSTAGRAM
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Hidden words› Enable: Hide offensive comments› Update custom word list
Comments› Change to “People You Follow” to
minimize outsider comments
› Block comments: consider blocking commenters (from any new comments)
CYBERBULLYING ACTION STEPSINSTAGRAM
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Restricted accounts› Add cyberbullies and/or new
followers during cyberbullying event (instead of blocking)
› Can still see their content
CYBERBULLYING ACTION STEPSINSTAGRAM
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Extra security: › Review login activity› Enable two-factor authentication› Download data› Update password
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CYBERBULLYING ACTION STEPSGOOGLE BUSINESS
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› Flag/report any reviews or photos that violate Google’s prohibited and restricted content
› Screenshot negative reviews and comments
CYBERBULLYING ACTION STEPSYELP
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Screenshot negative reviews and comments
Flag/report any reviews that violate Yelp prohibited and restricted content
CYBERBULLYING ACTION STEPSYELP
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REPORTING TO REVIEW SITES
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› Must violate each service’s guidelines
› None will intervene if it appears to be dispute between business and consumer
› Worth the effort, may take time
REPORT TO FACEBOOK
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REPORT TO YELP
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REPORT TO YELP
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WHAT NOT TO DO AND WHY
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Don’t engage in an online battle beyond 1-2 responses
Don’t take down your page› May cause them to turn elsewhere, where
you can’t monitor as well› They could create a fake page
› Destroys your often years of hard work and good reviews
› Keeping page live demonstrates your commitment to resolving issues and working with clients
WHAT NOT TO DO AND WHY
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Don’t disable the comment features› May cause them to turn to reviews› Can’t remove reviews!
Don’t ban the user….initially› May cause them to recruit others, set
up alternate profiles
RESOURCES
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avma.org/onlinereputation
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ACTION ITEMS
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Utilize/download resources from AVMA's cyberbullying site01
Add keywords to their Facebook Page moderation settings02
Establish notifications and monitoring tools discussed in lecture03
Build your positive reviews!04
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NEED THE RESOURCES?
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› Page moderation words
› Page access/Platform Template
› AVMA resources
› Cyberbullying Checklist
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w w w . T h e S o c i a l D V M . c o mc d e w i l d e @ t h e s o c i a l d v m . c o m
www.thesocialdvm.comFollow me @/thesocialdvm on:
Questions:Caitlin DeWildeSocial SuccessThe Social DVM
