Exploring the digital footprint: Social media use among hematology oncology fellowship programs in the U.S.

Abstract

9048 Background: Social media platforms have emerged as pivotal tools for communication, outreach, and engagement. This study aims to assess the adoption and utilization of social media among Accreditation Council for Graduate Medical Education (ACGME) accredited Hematology Oncology (HO) fellowship programs, examining the correlation between program characteristics and social media presence. Methods: A comprehensive review was conducted of all ACGME-accredited HO fellowship programs to identify their presence on popular social media platforms, Twitter/X and Instagram. Collected metrics included the presence of official accounts, the date of creation, and follower counts as of February 2023. Additional details such as university affiliation, program size, and geographic location were also gathered to understand their influence on social media usage. Results: Out of 183 programs, 54 programs (29.5%) were found to be using Twitter, while 21 programs (11.5%) had an Instagram presence. Of these, 9 programs (4.9%) had a dual presence. Regional analysis revealed that the East North Central region had the highest Twitter/X presence, with 14 programs (25.9%), while on Instagram, the Pacific region led with 5 programs (23.8%). A significant association was observed between program type (university vs. community) and Twitter/X use. Programs with a higher number of fellowship positions (four or more) were more likely to use social media. In the period post-2021, approximately 20 programs adopted Twitter, and 15 began using Instagram. Descriptive statistics, including median values and interquartile ranges for posts, followers, and accounts followed, along with verification percentages, are detailed in the accompanying table. Conclusions: The use of social media within HO fellowship programs is a strategic tool for increasing program visibility and engaging with the next generation of medical professionals. The findings highlight a predominant use of social media in larger, possibly more resource-endowed programs, and suggest that these platforms may be an effective medium for recruitment in a digital age. This study emphasizes the significance of social media in the contemporary recruitment landscape and lays the groundwork for future research on its impact on program attractiveness and applicant selection processes in the medical field. [Table: see text]