"Insta Residency:" Characteristics of Engagement With an Internal Medicine Residency Program Instagram Account.

Background Traditionally, medical training programs have been viewed and ranked according to factors such as national prestige, research opportunities and productivity, faculty prominence, and alumni success. While these components are still instrumental in attracting high-level applicants, the rise of social media has encouraged applicants to look beyond the traditional media put forth by institutions and turn to sources such as program-specific, departmental, or institutional social media pages for more rapid updates. To date, little has been written on how to maximize residency program social media use to engage target audiences of current residents, current faculty, other physicians, and applicants. To better understand how certain types of content lead to increased engagement, we analyze the Instagram social media platform of the Mount Sinai Beth Israel Internal Medicine Residency Program to identify potential trends in interactions to ultimately enhance the resident experience and institutional standing. Methodology We reviewed 257 posts on our Instagram account and calculated engagement of each category relative to the post count based on a method we developed. We used Instagram analytics to better understand our account's reach. Results Posts highlighting social events had the highest engagement from the online community. Data also show that while the page is viewed by many people with the average medical student age, our page captures an even wider audience. Conclusions Instagram posts about the social element of our residency program generated statistically significant increased engagement. Institutions can use this strategy of focusing on the social aspects of the program to increase reputational scores within the medical and greater community.