Shenker Tara, Rush Iii Augustus J, Derman Peter B, Satin Alexander M, Rogers-LaVanne Mary P
College of Osteopathic Medicine, Nova Southeastern University, Fort Lauderdale-Davie, USA.
Department of Spine Surgery, Texas Spine Consultants, Addison, USA.
Cureus. 2024 Jun 12;16(6):e62253. doi: 10.7759/cureus.62253. eCollection 2024 Jun.
Introduction Social media platforms have changed the way society communicates and collaborates. Prior research in healthcare discusses how social media can empower patients, dispel health-related misinformation, and help maintain a patient-centered practice. The goal of this study was to evaluate the use of #endoscopicspinesurgery on Instagram and create a blueprint for creating engaging posts on the social media platform. Methodology Public Instagram posts (= 171) that utilized #endoscopicspinesurgery were collected over three months in 2022. Each post was assessed for photo and caption content, likes, comments, number of followers, and hashtag information. Engagement rates were calculated for each post to assess the active interaction of post characteristics and content. Results The majority of posts were published by medical professionals (72/171, 42.1%) and industry-related user accounts (55/171, 32.2%). Content related to training, conferences, and the operating room garnered the highest average engagement. Post characteristics (number of hashtags and number of post photos) were significantly associated with engagement. Conclusions Results highlighted general trends in creating engaging social media posts, such as using hashtags intentionally to increase searchability and visibility, having higher numbers of photos in a post and using high-quality photos, and understanding the dynamic social media algorithms that may affect post viewership. When structuring social media posts, users should be aware of the audience they want to attract and construct their content accordingly.
引言 社交媒体平台改变了社会沟通与协作的方式。此前在医疗保健领域的研究探讨了社交媒体如何赋能患者、消除与健康相关的错误信息以及帮助维持以患者为中心的医疗实践。本研究的目的是评估Instagram上#内镜脊柱手术标签的使用情况，并为在该社交媒体平台上创建引人入胜的帖子制定蓝图。
方法 在2022年的三个月时间里收集了使用#内镜脊柱手术标签的公开Instagram帖子（=171条）。对每条帖子的照片和文字说明内容、点赞数、评论数、关注者数量以及标签信息进行了评估。计算每条帖子的参与率，以评估帖子特征与内容的积极互动情况。
结果 大多数帖子由医学专业人员（72/171，42.1%）和与行业相关的用户账户发布（55/171，32.2%）。与培训、会议和手术室相关的内容获得了最高的平均参与度。帖子特征（标签数量和帖子照片数量）与参与度显著相关。
结论 研究结果突出了创建引人入胜的社交媒体帖子的一般趋势，比如有意使用标签以提高可搜索性和可见性、在帖子中使用更多照片并使用高质量照片，以及了解可能影响帖子浏览量的动态社交媒体算法。在构建社交媒体帖子时，用户应了解他们想要吸引的受众，并据此构建内容。
