From the Department of Orthopedic Surgery, Baylor Scott & White Health, Temple, TX (Wilson and Syed), College of Medicine, Texas A&M Health Science Center, Temple, TX (Wilson, Scherry, and Syed), and the Department of Biostatistics, Baylor Scott & White Health, Temple, TX (Hammonds).
J Am Acad Orthop Surg. 2022 Aug 1;30(15):728-734. doi: 10.5435/JAAOS-D-21-00898. Epub 2022 Feb 21.
Social media has emerged as a useful tool in the fellowship recruitment process. We aimed to assess the prevalence of social media use among hand surgery fellowships, to analyze social media posts according to content, and to evaluate the level of engagement generated by specific content.
We used a list of accredited hand surgery fellowships from the American Society for Surgery of the Hand Fellowship Directory to identify all hand surgery fellowship profiles on Facebook, Twitter, and Instagram. Instagram was the most commonly used platform and thus the focus of this study. Two reviewers independently assessed all Instagram posts from each program and assigned content labels. We assessed the variability in content published by each program using a Monte Carlo estimation of an exact chi-square test. We calculated the level of engagement generated by each content label using the number of likes per post per number of account followers. We analyzed the variability in engagement using a Kruskal-Wallis test.
We identified 21 Instagram accounts from 89 fellowship programs (24%). Seventeen of 21 (81%) were created after the onset of the coronavirus disease 2019 pandemic. There was significant variability in the scope of content published by each program ( P < 0.0001) and in the level of engagement generated by each content label ( P < 0.0001). Skills, conferences, fellow, case example(s), faculty, and team dynamics generated some of the most engagement. Logistics, miscellaneous, and facilities generated the least.
There is wide variability in the content produced by hand fellowship programs. Specific types of content generate more engagement from followers than others. This information may guide fellowship programs to produce the type of content potential applicants find most useful when making application and rank list decisions.
社交媒体已成为 fellowship招募过程中的有用工具。我们旨在评估手外科学 fellowship使用社交媒体的流行程度，根据内容分析社交媒体帖子，并评估特定内容产生的参与度水平。
我们使用美国手外科学会 fellowship名录中的认可手外科学 fellowship列表来识别 Facebook、Twitter 和 Instagram 上的所有手外科学 fellowship资料。Instagram 是使用最广泛的平台，因此也是本研究的重点。两名审查员独立评估每个项目的所有 Instagram 帖子，并分配内容标签。我们使用蒙特卡罗法对精确卡方检验进行估计，评估每个项目发布的内容的可变性。我们使用每个帖子的点赞数除以每个账户关注者数来计算每个内容标签产生的参与度水平。我们使用 Kruskal-Wallis 检验分析参与度的可变性。
我们从 89 个 fellowship 项目中确定了 21 个 Instagram 账号（24%）。21 个账号中有 17 个（81%）是在 2019 冠状病毒病大流行开始后创建的。每个项目发布内容的范围存在显著差异（P < 0.0001），每个内容标签产生的参与度水平也存在显著差异（P < 0.0001）。技能、会议、研究员、案例示例、教员和团队动态产生了一些最高的参与度。后勤、杂项和设施产生的参与度最低。
手外科学 fellowship 项目产生的内容差异很大。特定类型的内容比其他内容能从关注者那里获得更多的参与度。这些信息可能会指导 fellowship 项目制作潜在申请人在做出申请和排名决定时最有用的内容。
