The Impact of Social Media Engagement from a Pathology Department During COVID

Abstract

Abstract Introduction/Objective The events of the past year brought into stark relief the importance and impact of social media and digital communications for pathology departments as managed by an intra-departmental team of communications professionals. The University of Alabama at Birmingham Department of Pathology is home to nearly 100 faculty, more than 200 staff members and close to 40 trainees. The department’s internal communications team consists of a director of communications and content coordinator, both full time employees. Prior to the COVID pandemic, the team hosted departmental Twitter and Facebook accounts. During the course of the year, we added Instagram and LinkedIn accounts, as well as a YouTube channel. These vehicles provided multiple platforms for communicating our messages, relating to COVID and promoting regular news and updates broadly, to both internal and external audiences. Methods/Case Report We created LinkedIn and Instagram accounts in July 2020, to round out our social media platforms. We use Sprout Social to manage our various accounts. Results (if a Case Study enter NA) For the timeframe of March 2020–2021 our @UABPathology Twitter account had a total of 933 published posts, and 1,022,785 total impressions, for 3,889 followers. Total engagements with the posts were 48,420, with 2,301 post link clicks. For the same timeframe, our nascent @UABPathology Instagram account earned 56,662 impressions, and 3,329 total engagements, for a 5.9% engagement rate. Most experts agree that a good engagement rate is between 1 and 5%. Conclusion Our departmental social media accounts generated high impact engagements with an audience primarily in the demographic of our target for trainee and young faculty recruits, ages 25-34, in addition to broadly disseminating our department’s ongoing news and updates during the COVID pandemic. The impact of effectively communicating through social media channels is measurable, and will continue to grow the reputation of the department as a top-tier clinical, research and educational program in the field.