Social media use within otolaryngology is increasing rapidly, mainly for professional networking but also for applications that directly impact patient care, such as patient education and study recruitment. This is according to a recent review on social media use within otolaryngology that found that Twitter, now X, was most frequently used for professional networking, YouTube for patient education, and Facebook for study recruitment (Laryngoscope. 2023;133:2447-2456).
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September 2024“Social media can be a very powerful educational tool,” said Natalie Krane, MD, assistant professor of otolaryngology–head and neck surgery in the division of facial plastic and reconstructive surgery at Oregon Health and Science University in Portland. “I’ve found that patients are referencing social media more and more to learn about specific procedures, but this can be a double-edged sword — the information on social media is unregulated and can be misleading, wrong, or even dangerous. I figured we surgeons can have some control over this situation by contributing our own experience and knowledge, so that’s what I aim to do.”
Purpose and Platform Choice
Through her “walk and talk” on Instagram, Dr. Krane (@drnataliekrane) talks to patients about current clinical questions. She says she finds this way of communicating to be a valuable resource for referring offices to use to show patients what she does, and for patients to get a sense of her personality and approach. “It’s a ‘virtual lookbook.’”
I’ve found that patients are referencing social media more and more to learn about specific procedures, but this can be a double-edged sword — the information on social media is unregulated and can be misleading, wrong, or even dangerous. I figured we surgeons can have some control over this situation by contributing our own experience and knowledge, so that’s what I aim to do.” — Natalie Krane, MD
“I am by no means a social media expert: I don’t track engagement, likes, or anything of the sort; it’s too overwhelming. I do not regard social media as a form of self-promotion as much as it is for education,” Dr. Krane said. “Social media is also an incredible tool to build community amongst surgeons — develop relationships with those you may otherwise never meet, discuss technique, and share knowledge.”
Elliot Morse, MD, MHS, a fifth-year otolaryngology–head and neck surgery resident at New York Presbyterian Hospital of Columbia and Cornell, also uses social media for professional networking. It is a “great way to connect with other physicians in the field and share research. It has allowed me to meet people I never otherwise would have,” she said.
Dr. Morse, a member of the Triological Society’s social media committee, noted that X has a lot of engagement in academic circles, but her preferred social media platform is Instagram.
Great way to connect with other physicians in the field and share research. It has allowed me to meet people I never otherwise would have.” — Elliot Morse, MD, MHS