Azoury Saïd Charbel, Mazzaferro Daniel M, Piwnica-Worms William, Messa Charlie A, Othman Sammy, Stranix John T, Serletti Joseph M, Kovach Stephen J, Fosnot Joshua
From the Division of Plastic Surgery, Department of Surgery, University of Pennsylvania, Philadelphia, PA.
Ann Plast Surg. 2020 Aug;85(2):100-104. doi: 10.1097/SAP.0000000000002289.
Increasing in popularity, social media provides powerful marketing and networking tools for private practice plastic surgeons. The authors sought to examine social media utilization by academic plastic surgery training programs.
Facebook, Instagram, and Twitter were queried for plastic surgery training program, program director, and chief/chair accounts. Training program posts were categorized as educational, operative, social, informational, self-promotional, visiting lecturer, research-related, and other. Factors influencing total number of followers were analyzed including number of accounts followed, frequency, total number, and types of posts as well as duration of account. Other variables included geographic location, 2018 to 2019 Doximity residency ranking, and US News and World Report rankings of affiliated hospital systems and medical schools. Social media accounts were analyzed using Kruskal-Wallis, Wilcoxon rank sum, and regression analysis.
Facebook is the most popular social media platform among chiefs/chairs (34, 35.7%), followed by Instagram (20, 21.1%) and Twitter (19, 20.0%). Facebook is used more by program directors (31, 32.6%) followed by Instagram (22, 23.1%) and Twitter (15, 15.7%). The majority of Facebook and Twitter leadership accounts are for personal use (62%-67%), whereas Twitter is used primarily for professional purposes (60%-84%). Training program social media use is rising, with Instagram and Twitter presence growing at exponential rates (R = 0.97 and 0.97, respectively). Of 95 training programs evaluated, 54 (56.8%) have Instagram accounts, 29 (30.5%) have Facebook accounts, and 27 (28.4%) have Twitter accounts. Most training programs using social media have 2 or more accounts (37, 67.3%). West coast programs have more Instagram followers than other geographic regions, significantly more than Southern programs (P = 0.05). Program accounts with more followers are affiliated with top-ranked hospitals (P = 0.0042) or top-ranked Doximity training programs (P = 0.02).
Similar to its adoption by private practice plastic surgery, social media use in academic plastic surgery is growing exponentially. Now, over half of residency programs have Instagram accounts. Program leaders are using Facebook and Instagram primarily for personal use and Twitter for professional use. Programs affiliated with a top-ranked hospital or ranked highly by Doximity have more followers on social media.
社交媒体越来越受欢迎，为整形外科私人执业医生提供了强大的营销和社交工具。作者试图研究整形外科学术培训项目对社交媒体的利用情况。
在脸书、照片墙和推特上查询整形外科培训项目、项目主任以及主任/主席的账号。培训项目发布的内容分为教育类、手术类、社交类、信息类、自我推广类、客座讲师类、研究相关类及其他。分析影响关注者总数的因素，包括关注的账号数量、发布频率、发布总数及类型以及账号存在时长。其他变量包括地理位置、2018至2019年Doximity住院医师排名以及附属医院系统和医学院校在《美国新闻与世界报道》中的排名。使用克鲁斯卡尔-沃利斯检验、威尔科克森秩和检验及回归分析对社交媒体账号进行分析。
在主任/主席中，脸书是最受欢迎的社交媒体平台（34个，占35.7%），其次是照片墙（20个，占21.1%）和推特（19个，占20.0%）。项目主任更多地使用脸书（31个，占32.6%），其次是照片墙（22个，占23.1%）和推特（15个，占15.7%）。脸书和推特上的大多数领导账号用于个人用途（62% - 67%），而推特主要用于专业目的（60% - 84%）。培训项目对社交媒体的使用正在增加，照片墙和推特的账号数量呈指数级增长（R分别为0.97和0.97）。在评估的95个培训项目中，54个（56.8%）有照片墙账号，29个（30.5%）有脸书账号，27个（28.4%）有推特账号。大多数使用社交媒体的培训项目有2个或更多账号（37个，占67.3%）。西海岸的项目在照片墙上的关注者比其他地理区域更多，显著多于南部项目（P = 0.05）。关注者较多的项目账号隶属于排名靠前的医院（P = 0.0042）或Doximity排名靠前的培训项目（P = 0.02）。
与整形外科私人执业中对社交媒体的采用情况类似，整形外科学术领域对社交媒体的使用也在呈指数级增长。现在，超过一半的住院医师项目有照片墙账号。项目负责人主要将脸书和照片墙用于个人用途，而将推特用于专业用途。隶属于排名靠前医院或在Doximity排名较高的项目在社交媒体上有更多关注者。
