Analyzing the Proliferation of Social Media Use Among Orthopaedic Surgery Residency Programs

Abstract

Background: Social media can influence how students and residents learn about and select graduate medical education programs. COVID-19-related travel restrictions forced residencies to adapt their recruitment strategies. The objective of our investigation was to characterize the prevalence of social media use by orthopaedic surgery residency programs and to examine any change over time before the COVID-19 pandemic and leading up to the 2020 to 2021 virtual interview season. Methods: The Fellowship and Residency Electronic Interactive Database was queried for all orthopaedic surgery residency programs (N = 164). We performed a cross-sectional analysis on the use of Facebook, Twitter, and Instagram by orthopaedic surgery residency programs in May 2019, July 2020, and November 2020. Orthopaedic surgery residency programs were systematically identified on each of the social media platforms. Descriptive statistics were used to facilitate comparisons between the time points. Results: Seventy-six social media accounts were identified in May 2019 compared with 239 in November 2020—a greater than 300% increase in 19 months. The prevalence of residency programs using Facebook increased from 21.3% in May 2019 to 30.5% in July 2020 to 36.0% in November 2020. Similar increases in prevalence were identified for Twitter (15.2%-31.7% then 43.9%) and Instagram (9.1% to 37.2% to 65.9%). In May 2019, we identified 35 programs with Facebook accounts, 26 with Twitter accounts, and 15 with Instagram accounts. By November 2020, this increased to 59 Facebook accounts, 72 Twitter accounts, and 108 Instagram accounts. This corresponds to an expansion in the use of each platform by 69%, 177%, and 620% for Facebook, Twitter, and Instagram, respectively. Conclusions: The use of social media by academic orthopaedic surgery residency programs increased substantially over the study period. The adoption of Instagram seems to be occurring at the fastest rate. Social media may represent a useful tool in resident recruitment, but the platform must be carefully selected and planned to avoid unintended dilemmas.