Choinski Krystina, Carnevale Matthew, Koleilat Issam, Phair John
Division of Vascular Surgery, Department of Surgery, The Icahn School of Medicine at Mount Sinai, New York, NY; Division of Vascular and Endovascular Surgery, Montefiore Medical Center, Bronx, NY.
Division of Vascular and Endovascular Surgery, Montefiore Medical Center, Bronx, NY.
Ann Vasc Surg. 2020 Nov;69:115-124. doi: 10.1016/j.avsg.2020.05.061. Epub 2020 Jun 4.
There is a paucity of information describing the adoption of social media by the vascular surgery community and social media's effectiveness. We evaluated current trends in social media use by all accredited vascular surgery training programs (VSTPs) in the United States and National and Regional Vascular Societies (NVS) in comparison to hospital/institutions and general surgery programs (GSPs).
Four major social media platforms (Twitter, Facebook, Instagram, and YouTube) were individually searched for VSTPs, affiliated hospital/institution, affiliated GSP, and NVS profiles (31 societies). Social media presence was evaluated for quantitative and qualitative variables (likes/followers/posts and content) on each platform. Statistical analysis was performed utilizing a two-sample t-test, exact McNemar's and Fischer's exact test, as appropriate, with alpha set at 0.05.
Social media accounts were found for 31% of VSTP. VSTP with both fellowship and integrated positions had a greater social media presence than integrated only (45% vs. 10%, P = 0.042) and fellowship only (45% vs. 26%, P = 0.044) programs. For integrated programs, an increase in residency positions filled in the 2019 match was associated with the use of social media (P = 0.002). VSTP social media presence was largest on Twitter (24%) with 232 total posts and 0.32 posts/day. 52% of NVS had a social media platform, with the highest prevalence on Facebook (42%) and highest utilization on Twitter (1422 posts, 0.47 posts/day). Hashtags were used for postings by 78% of VSTP and 100% of NVS. VSTP had a lower overall social media presence than their institutions and GSP (31% vs. 96% and 65%, P < 0.001). Twitter was used by VSTP significantly less than the institutions and GSP (24% vs. 87% and 57%, P < 0.001). Facebook and Instagram were used less by VSTP than institutions or GSP (10% vs. 93% and 26% P < 0.001, 4% vs. 76% and 24% P < 0.001 respectively). YouTube channels were the least used platform in VSTP compared with institutions (3% vs. 92%, P < 0.001), but comparable to GSP (3% vs. 10%, P = 0.062). Regarding content, VSTP accounts were used for comments on academic activity of residents/physicians, faculty research, patient education, and commendations.
There is relative underuse of social media by VSTP in comparison to their associated institutions and general surgery programs. VSTP may modify their approach to recruitment by utilizing the follower base of institutions, surgery programs, and NVS or by leveraging established institutional marketing programs. Adoption of social media may provide vascular surgery increased exposure for trainee and patient recruitment and specialty brand recognition.
关于血管外科领域对社交媒体的应用情况及其效果的信息匮乏。我们评估了美国所有经认可的血管外科培训项目（VSTP）以及国家和地区血管外科学会（NVS）与医院/机构及普通外科项目（GSP）相比，社交媒体使用的当前趋势。
分别在四个主要社交媒体平台（推特、脸书、照片墙和优兔）上搜索VSTP、附属医院/机构、附属GSP及NVS的资料（31个学会）。对每个平台上的定量和定性变量（点赞数/关注者数/帖子数及内容）进行社交媒体存在情况评估。采用双样本t检验、精确麦克尼马尔检验和费舍尔精确检验进行统计分析，视情况而定，α设定为0.05。
31%的VSTP有社交媒体账号。既有专科培训又有综合职位的VSTP比仅为综合职位（45%对10%，P = 0.042）和仅为专科培训（45%对26%，P = 0.044）的项目有更大的社交媒体影响力。对于综合项目，2019年匹配中住院医师职位填补数量的增加与社交媒体的使用相关（P = 0.002）。VSTP在推特上的社交媒体影响力最大（24%），共有232条帖子，日均0.32条。52%的NVS有社交媒体平台，在脸书上的普及率最高（42%），在推特上的利用率最高（1422条帖子，日均0.47条）。78%的VSTP和100%的NVS在发帖时使用了主题标签。VSTP的整体社交媒体影响力低于其所在机构和GSP（31%对96%和65%，P < 0.001）。VSTP使用推特的比例明显低于机构和GSP（24%对87%和57%，P < 0.001）。VSTP使用脸书和照片墙的比例低于机构或GSP（分别为10%对93%和26%，P < 0.001；4%对76%和24%，P < 0.001）。与机构相比，VSTP中优兔频道是使用最少的平台（3%对92%，P < 0.001），但与GSP相当（3%对10%，P = 0.062）。关于内容，VSTP账号用于对住院医师/医师学术活动、教员研究、患者教育及表彰的评论。
与相关机构和普通外科项目相比，VSTP对社交媒体的使用相对不足。VSTP可通过利用机构、外科项目和NVS的关注者基础或借助既定的机构营销项目来调整其招聘方式。采用社交媒体可为血管外科在学员招募、患者招募及专业品牌认知方面带来更多曝光。
