SOCIAL MEDIA POLICY

Level123coaching.co.za

1. Purpose

This policy sets out guidelines for the responsible use of social media by facilitators, coaches, contractors, employees, and representatives of the organisation. It ensures professional conduct, protects client confidentiality, and maintains ethical standards aligned with coaching best practice.

2. Scope

This policy applies to:

• All coaches, facilitators, supervisors, and staff

• Contractors and associates delivering services on behalf of the organisation

• Personal social media use when referencing the organisation, clients, or coaching work

3. Core Principles

All social media activity must reflect:

• Professional integrity

• Respect for client confidentiality

• Ethical coaching practice

• Non-exploitation of client relationships

• Accuracy and honesty in communication

• Alignment with coaching code of ethics (ICF / COMENSA where applicable)

4. Confidentiality and Client Protection

Coaches must NOT:

• Share client names, stories, or identifiable details without explicit written consent

• Post screenshots, session excerpts, or testimonials without permission

• Share “case studies” that could indirectly identify a client

• Discuss client progress in a way that compromises privacy

Even anonymised stories must be altered sufficiently to prevent identification.

5. Professional Boundaries

• Coaches should avoid engaging in coaching relationships via personal social media platforms (e.g. WhatsApp, Instagram DMs) unless formally agreed as part of service delivery

• Coaching sessions and sensitive discussions must take place on approved platforms

• Dual relationships (friend/client/follower/client) must be carefully managed to avoid ethical conflicts

6. Representation of the Organisation

When referencing the organisation online:

• Only authorised individuals may speak on behalf of the organisation

• Messaging must align with approved branding, tone, and positioning

• Do not make claims of guaranteed results or outcomes

• Avoid statements that could be interpreted as clinical, therapeutic, or medical claims unless appropriately qualified

7. Personal Social Media Conduct

When identifying as a coach or affiliate of the organisation:

• You must act in a manner consistent with professional coaching ethics

• Avoid discriminatory, defamatory, or harmful content

• Do not engage in arguments or hostile exchanges in public comments

• Clearly distinguish personal opinions from organisational positions

8. Content Guidelines

Acceptable content includes:

• Coaching insights and general educational material

• Motivation, reflections, and thought leadership

• Non-identifiable case reflections (properly anonymised)

• Approved marketing and promotional content

Not permitted:

• Client disclosures

• Misleading transformation claims

• Shaming, blaming, or exploitative messaging

• Advice presented as therapy or medical treatment

9. Advertising and Marketing

• All marketing must be truthful, respectful, and evidence-informed

• Testimonials must include consent and not be edited misleadingly

• Avoid “before and after” psychological transformation claims unless clearly contextualised

• No exploitation of vulnerable groups (e.g. addiction, trauma) for marketing purposes

10. Confidentiality Breaches

Any suspected breach of confidentiality must be:

• Reported immediately to management or ethics lead

• Investigated promptly

• Addressed through corrective action, which may include removal of content, training, or disciplinary measures

11. Use of Personal Accounts

If personal accounts are used for professional purposes:

• The individual is responsible for all content posted

• Privacy settings should be reviewed regularly

• Content that could damage professional reputation should be avoided

12. Crisis or Sensitive Topics

When discussing sensitive areas (e.g. addiction, mental health, trauma):

• Use responsible, non-triggering language

• Avoid giving directive advice

• Include appropriate disclaimers where necessary

• Encourage professional support pathways when relevant

13. Monitoring and Enforcement

The organisation reserves the right to:

• Monitor public-facing content referencing the organisation

• Request removal of content that breaches this policy

• Take disciplinary action where necessary

14. Acknowledgement

All coaches and representatives must confirm they:

• Understand this policy

• Agree to comply with it

• Understand that breaches may result in removal from the organisation