Social Media and Pathology: A Powerful Intersection for Visibility

Abstract

Abstract Introduction/Objective The employment of social media usage for visibility efforts in the field of pathology is a relatively new practice, yet this strategy for both individual practitioners and departmental promotion is growing each day. Social media is being implemented for use in recruiting faculty, staff, and trainees, sharing cases and educational resources, establishing communities, and serving as a source of news for research breakthroughs and accolade recognition. A deeper look into one pathology department’s usage of social media across several platforms lends broad insight into the distinction of which forms of content perform well more consistently on each platform, and how these analytics continue to expand. The current study will examine the growth of one pathology department over the course of six months and determine which content forms made the most impact in increasing departmental visibility. Methods/Case Report The use of Instagram, X, LinkedIn, and Facebook is examined over the course of six months. Two reporting periods of three-month intervals are used for comparison: October–December 2023 and January–March 2024. The social media management system Sprout Social is used to gather reports of change in metrics over these periods. Results (if a Case Study enter NA) The audience growth rate increased 4.3% in the second reporting period (January-March 2024), with a 34.7% increase in net audience growth rate (total gained followers), an 8.6% increase in published posts, a 16.1% increase in impressions and a 55.3% increase in engagements. Conclusion Based on the data analysis provided above, trainee content and cases of the week perform best on X. On Instagram, reels excel in performance. On LinkedIn, faculty accolades, research news, and group photos perform best. People-centered content and educational resources increase audience, impressions, engagement, and, in turn, departmental visibility. A focus on this content and an increase in total posts is the definitive cause for growth in the second reporting period.