Orthopaedic Surgery Residency Program Social Media Presence During the COVID-19 Pandemic

Joshua T. Bram · Lori Jia · William H. Huffman · Jaimo Ahn

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Social Media in Health Education Digital Marketing and Social Media Media and Digital Communication

Abstract

Background: In light of away rotation and in-person interview cancellations for the 2020 to 2021 application cycle, social media has become a popular tool for orthopaedic surgery residency programs to highlight their strengths, curricula, and social life to prospective applicants. The authors sought to explore the proliferation and utilization of 3 popular social media platforms by both orthopaedic surgery departments and residencies. Methods: Orthopaedic surgery departmental and residency program social media accounts and their creation dates across Facebook, Twitter, and Instagram were identified using a standardized search methodology. Residency Instagram accounts were further evaluated for the number of posts, followers, likes, and comments. Both departments and residency programs were cohorted by affiliation with a US News &World Report (USNWR) top 50 American hospital for orthopaedics or by status as a Doximity top 20 program based on reputation. Results: Across a total of 192 residency programs included for analysis, Instagram was the most popular social media platform (61.5%), followed by Twitter (19.8%) and Facebook (10.4%). Conversely, orthopaedic departments more frequently used Facebook (33.9%) and Twitter (28.1%) over Instagram (17.2%). Of the 118 residency Instagram accounts, 102 (86.4%) were created after the onset of the COVID-19 pandemic. Larger residency programs (≥6 spots/year) and those programs in the Doximity top 20 or affiliated with USNWR top 50 orthopaedic hospitals had a greater number of followers as well as likes and comments per post (p < 0.05 for all). Conclusions: Given the recruitment challenges faced by residency programs because of the COVID-19 pandemic, Instagram has rapidly become a prominent platform for attracting orthopaedic surgery applicants. These accounts have a large number of followers, particularly for residency programs with higher Doximity reputation rankings.

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2014Prevalence of Internet and social media usage in orthopedic surgery 2020An Update on Social Media in Academic Plastic Surgery Training Programs 2019Social Media Use for Orthopaedic Surgeons 2018Evaluation of Social Media Presence of Otolaryngology Residency Programs in the United States 2013Social Networking Profiles and Professionalism Issues in Residency Applicants 2018Correlations Between Hospitals’ Social Media Presence and Reputation Score and Ranking: Cross-Sectional Analysis 2020Survey of Social Media Use for Surgical Education During Covid-19 2017Twitter Activity Associated With U.S. News and World Report Reputation Scores for Urology Departments

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