It is time for an optometric online code of conduct

Issue: October 1997

ByWalter A. Mayo, OD

During the past 10 years, I have had the pleasure of hosting and moderating forums on Optnet, FidoNet, America Online and the Internet. As moderator of the Optcomlist, with more than 900 doctors from more than 30 countries, I have seen the best and the worst that optometry has to offer. With hundreds of doctors now conversing daily via e-mail, news groups and live chat, it’s a good time to offer my view of an optometric online code of conduct.

Keep in mind that this code of conduct is based on my perceptions alone. What follows is a set of rules or protocols that, if followed, would make every optometrist’s online experience more enjoyable and productive. Most are simply common sense; a few of the guidelines are specific to online behavior. Not following some of them instantly lets others know you are not very savvy when it comes to online communications. Let’s get started.

Rule #1: Be polite

The first rule is likely the most important. I cannot tell you how many times I have seen online altercations start because one or more of the involved parties were rude. Laura Schlesinger, the popular radio psychologist, will often tell listeners that when all else fails, "just be polite." Some situations will not produce a winner, but two losers.

Rule #2: Always assume the best

Writing is a difficult way for the average person to communicate. The telephone is a step higher on the communication evolutionary scale, but even it does not approach the accuracy and personal nature of face-to-face exchanges.

When reading e-mail or conversation in a chat room, lean toward the positive when someone says something that can be interpreted more than one way. Reading the words "NO WAY" in all upper case might make you think the writer is angry, but the complete opposite is just as plausible. I have often seen doctors respond to certain Optcomlist messages in a manner that clearly shows the doctor has interpreted a given message far differently than other participants.

Rule #3: Act in a professional manner

Chat rooms, mailing lists and news groups are usually casual in nature, but sometimes participants forget that dozens or even hundreds of other doctors are paying attention. A relaxed, professional style of behavior has lots of advantages, not just to create a positive image of yourself but of your profession.

Doctors online come from every possible practice setting — private solo, private group, HMO, military, MD-employee, commercial, academia, veterans administration hospitals, Indian Service and even other countries — and in an online setting doctors must concentrate on what links us together rather than what aspects of our education and practice modalities make us different.

For the first time, optometrists in the United States are being asked to think and act in ways that recognize they are part of a global community of professionals.

Rule #4: Be positive

Optcomlist and other electronic forums should be used to improve the profession. Simply going off into tirades for days is of no use. If you have a problem you want aired, go ahead and do so, but once the problem is identified, use your time and the time of others to find a solution.

Some doctors have stated that Optcomlist, sci.med.vision and other electronic forums are great for "getting it off your chest." That’s fine as long as the venting doesn’t turn into prolonged commiseration.

Rule #5: Avoid generalizing

This is one that constantly bothers me. "John Daileywear is such a terrible contact lens rep," the banter goes, "I can’t believe how poor the customer support from that company is!" One bad employee a rotten company does not make. Generalizations are never accurate. Before making broad statements, make sure that what you are saying is accurate. More than one doctor has gone ballistic in messages, only to find out the anger was misplaced and the issue was misinterpreted.

Rule #6: Avoid anti-trust violations

Yes, this is as serious as it sounds. While some of the forces that are shaping our profession today are not always exciting, it is important to offer acknowledged facts, state opinions and accurately recount experiences, but not to encourage or organize activity that is detrimental to a company or organization.

For example, it is all right to say, "I can’t stand managed care plan XYZ," but it’s not all right to say, "I can’t stand contact lens company XYZ and none of us should buy their lenses any more."

Any activity that smacks of collusion, conspiracy or boycott should be carefully considered before being publicly encouraged. We have all seen the hot water some state attorneys can put optometric companies and organization in when given minimal, even questionable, cause.

Rule #7: Give and take

The Internet is not a one-way flow of information, nor should it be. The Internet is an online community. You can decide what type of citizen you want to be in this new community. Are you going to sit back and take, never giving back? Or are you going to be a positive influence, someone who uploads files, gives advice when asked and digs a bit to find information people need? Everyone has something to offer, so offer.

Rule #8: Behave privately and publicly

I have had several instances as moderator of the Optcomlist where a particular doctor acts cordially in public discussions, then blasts away at some unsuspecting optometrist via private e-mail. Often bordering on harassment, such e-mail is not appropriate, especially after one of the parties asks that such e-mail stop.

Rule #9: Use proper e-mail etiquette

Spell the best you can, (or add a "sp?" after words you’re not sure about) or better yet, use a spell-checker. Most of the top e-mail programs now feature integrated spell-checking capability.
Don’t use upper case letters for everything you type. People perceive it as shouting. "No" is much different from "NO." The quickest way to be labeled a drooling novice is to type your first public news group messages with all capital letters.
Don’t quote more than four lines of any message you’re replying to. Quote just enough to remind people what conversation you’re continuing, then get on with the message. It wastes bandwidth and lots of time for folks to scroll up and down searching for what you’re trying to say.
Keep carbon copies to a minimum.

Rule #10: No flames

Flames are e-mail or news group messages that publicly attempt to embarrass, deride or insult an individual. This is totally unacceptable, and nothing will get you kicked off a given mailing list or news group faster. It’s all right to disagree, even emphatically so, but it’s not acceptable to state that someone is stupid for having contrasting opinions.

Rule #11: No file attachments

When participating in mailing lists, do not attempt to send e-mail to list robots with any type of file attached. Voice e-mail is simply a hybrid form of file attachment and equally problematic. These files take up gigabytes of bandwidth when copied hundreds of times and delivered in mass.

Rule #12: Limit self-promotion

Mailing lists and news groups were not created for exhaustive self-promotion. If you have a product or service you think is of value, mention it once or twice and then back off. Some have suggested that all promotional material be kept off these forums. I personally don’t agree with this. Some promotional material is educational in nature, and most doctors feel they have the right to be informed.

Rule #13: Think before you speak

Angry about something you just read? Don’t reply for a while. Give it a day before writing that scathing response. If you do decide to write that reply, try not sending it until the following day. I’ve done this myself and often end up deleting the response rather than sending it.

Rule #14: Have fun

Those who view the Internet as both an educational tool and as a playground for making friends come to include telecommunications as part of their daily routine, an essential element of their social well-being.

Optometry is still a fledgling profession globally, and as ODs in the United States we are role models for the rest of the world. The face that we put forward is going to have a profound effect on the development of optometry around the world. The Internet is the primary venue for us to show the rest of the world how optometry should be. Let’s make sure that our online behavior adequately reflects the good in our profession.

The international ODs I have been exposed to are starving for education, guidance and a solid foundation in the philosophies that made optometry a great profession. The Internet gives us an unprecedented opportunity to give them that support. Let’s act professionally and cordially and try to take enough time to help one another and get to know other members of our online community.