Department of Plastic, Hand and Reconstructive Surgery, University Hospital Regensburg, Regensburg, Germany.
Department of Surgery, Division of Plastic Surgery, Brigham and Women's Hospital, Harvard Medical School, Boston, MA.
J Craniofac Surg. 2023;34(2):564-570. doi: 10.1097/SCS.0000000000009106. Epub 2022 Nov 1.
Social media (SoMe) has become a powerful platform for distributing health information. Facial palsy (FP) results in functional and social impairment and lowers quality of life. Social media may help to raise awareness of FP sequalae. This study aims to determine the FP information growth on SoMe platforms and parameters that influence user engagement on FP content.
Five commonly used SoMe platforms (Facebook, Instagram, TikTok, Twitter, and Reddit) were analyzed. Data on 18 FP hashtags and their social interaction parameters (posts, likes, reaches, comments, shares, language, and country of origin) over the past 5 years (July 31, 2016, to July 31, 2021) were collected. In-depth account analysis was performed on the 5 most popular Instagram profiles associated with FP.
The annual growth curve was positive on each platform. Facial Palsy Awareness Week 2021 trended best on TikTok. Facebook accumulated 315,411 likes and 1,922,678 reaches on 8356 posts. On Instagram, 24,968 posts gathered 4,904,124 likes and 9,215,852 reaches. TikTok users interacted on 3565 posts, accumulating 4,304,155 likes and 4,200,368 reaches. The implementation of reels ( P <0.001) and the profile host interacting with their followers by liking ( P <0.001) and replying ( P <0.001) to users' comments significantly increased the engagement rate.
Facial palsy is of increasing interest on SoMe. Facial palsy surgeons may post reels, interact with their community, and engage into FPAW to promote user engagement.
社交媒体（SoMe）已成为发布健康信息的强大平台。面瘫（FP）会导致功能和社交障碍，降低生活质量。社交媒体可能有助于提高 FP 后遗症的意识。本研究旨在确定 SoMe 平台上 FP 信息的增长情况，以及影响 FP 内容用户参与度的参数。
分析了五个常用的社交媒体平台（Facebook、Instagram、TikTok、Twitter 和 Reddit）。收集了过去 5 年（2016 年 7 月 31 日至 2021 年 7 月 31 日） 18 个 FP 标签及其社交媒体互动参数（帖子、点赞、覆盖范围、评论、分享、语言和来源国）的数据。对与 FP 相关的五个最受欢迎的 Instagram 个人资料进行了深入的账户分析。
每个平台的年度增长曲线均为正。2021 年的面瘫意识周在 TikTok 上的趋势最佳。Facebook 在 8356 个帖子上获得了 315411 个赞和 1922678 次覆盖。在 Instagram 上，24968 个帖子获得了 4904124 个赞和 9215852 次覆盖。TikTok 用户在 3565 个帖子上进行了互动，获得了 4304155 个赞和 4200368 次覆盖。实施 reels（P<0.001）和个人资料主人通过点赞（P<0.001）和回复（P<0.001）用户评论与他们的关注者互动，显著提高了参与率。
社交媒体对面瘫的关注度越来越高。面瘫外科医生可以发布 reels、与社区互动，并参与 FPAW 以提高用户参与度。
