Characterizing the social media footprint of general surgery residency programs.

BACKGROUND: The medical community has increasingly embraced social media for a variety of purposes, including trainee education, research dissemination, professional networking, and recruitment of trainees and faculty. Platform choice and usage patterns appear to vary by specialty and purpose, but few studies comprehensively assess programs' social media presence. Prior studies assessed general surgery departments' Twitter use but omitted additional social media platforms and residency-specific accounts. OBJECTIVE: This study sought to broadly characterize the social media footprint of U.S. general surgery residency programs. METHODS: Using a protocolized search of program websites, social media platforms (Twitter, Facebook, Instagram, LinkedIn), and internet search, cross-sectional data on social media usage in March 2020 were collected for programs, their affiliated departments, their program directors (PDs), and their assistant/associate PDs (APDs). RESULTS: 318 general surgery residency programs, 313 PDs, and 296 APDs were identified. 47.2% of programs had surgery-specific accounts on ≥1 platform. 40.2% of PDs and APDs had ≥1 account on Twitter and/or LinkedIn. Program type was associated with social media adoption and Twitter utilization, with lower usage among university-affiliated and independent programs (p<0.01). CONCLUSIONS: Most general surgery residencies, especially non-university-based programs, lacked any department or residency accounts across Twitter, Facebook, and Instagram by March 2020. These findings highlight opportunities for increased social media engagement and act as a pre-pandemic baseline for future investigations of how the shift to virtual trainee education, recruitment, conferences, and clinical care affect social media use.

Residency Program Use of Social Media in the COVID-19 Era: An Applicant's Perspective.

General surgery residency programs' use of social media has exploded since early spring 2020, as it became clear that the COVID-19 pandemic would prevent away rotations and in-person interviews. Faced with the prospect of ranking programs they cannot visit, applicants are becoming reliant on programs' use of social media to showcase program culture, now a key recruitment tool. However, proper etiquette for applicant engagement with programs' social media accounts is unclear. Who administers these accounts - residents, program directors, program coordinators, or marketing staff? The subjectivity of criteria for "potentially unprofessional" content may pose disproportionate risks to female applicants and applicants of color. From this applicant's perspective, programs' recent use of social media has been informative and humanizing. It is our hope that departments, programs, and residents continue to post on social media throughout the application cycle. However, we applicants would benefit from clear guidance and expectations as to how to engage with residency programs via social media.