Educating on Social Media: Rules of Engagement

With over 80% of the US population holding a social media account, virtual communities and interactions are a central feature of daily life for many.[Statista.com] A growing number of Americans – with growing representation across different sexes, ages, races and ethnicities – use social media to get news, share information, and entertain themselves.[Chou et al, 2021] Engagement with social networking sites is not limited to personal use; Twitter has emerged as an influential destination for clinicians to communicate with and learn from colleagues, connect with patients, share health-related content, and stay informed of new clinical developments.

Despite the dramatic uptake in social media use over the past decade, the utilization of these platforms in the healthcare continuing professional development enterprise has been minimal – though not absent – over the past 5 years. The growth in the number of clinician and non-clinician social media influencers with large numbers of engaged followers hold tremendous promise for these sites as a platform for the dissemination of education. However, before wading into these waters, it is important to understand the basic language of social media and some general rules of engagement so the full potential of this model can be realized, not squandered.

 
In this session, we plan to provide an overview of the various social media platforms and ways in which content can be shared, from Instagram reels and stories, to Tweetorials and Twitter Spaces. Because of the highly visual nature of these channels, we will provide guided demonstrations of various educational activities on social media that can be accessed in and outside of the session. We will also discuss success stories, common pitfalls, and regulatory requirements, so session attendees better understand what it takes to appropriately and effectively educate on social media. Finally, we will explore future horizons in social media education in the continuing professional development space, emphasizing the benefits of pilot projects as testing grounds and safeguarding against the phenomenon of overpromising and underdelivering.

Innovation:

Educational campaigns on social media are a learner-centric strategy that bring critical information to online platforms where target audiences already spend time connecting with peers. Providing CPD on social media channels, particularly Twitter, disseminates important clinical updates and strategies to incorporate new evidence into patient care. Additionally, social media influencers provide followers with information to inform decision making; extending this practice to health-related information is poised to translate into positive behavior change and improved health.