Social Media for the Modern-Day Orthopaedic Surgeon

By Alan Zhang, MD, FAANA 

Member, AANA Communications and Technology Committee 

Social media has become a powerful communication tool across society, influencing how people connect, learn and even make decisions. For modern-day medical professionals, including Orthopaedic Surgeons, social media offers opportunities for education, professional networking, patient engagement and practice visibility when used thoughtfully and strategically1.  

Social media began as a way to connect friends and family but has evolved into a multi-purpose network supporting entertainment, information dissemination, education, marketing and professional collaboration. Platforms such as Instagram, Twitter (X), LinkedIn, Facebook and TikTok now host billions of users worldwide, with a growing number of physicians actively participating1. In orthopaedic sports medicine specifically, there has been a marked increase in digital content, including podcasts and social media posts accelerated by the COVID-19 pandemic2-5. Social media platforms allow surgeons to share research, discuss clinical topics and cases, educate learners and engage with both colleagues and patients outside traditional academic settings. In addition, each platform may serve a different purpose as they have unique features and cater to varying audiences. 

Instagram is one of the most popular and effective platforms for engagement with over three billion monthly active users and supports visual storytelling through images and short videos. Orthopaedic Surgeons use this platform in numerous ways with content that includes patient education such as clinical cases, medical facts and research as well as more personal content such as “Day in the Life,” pathway to becoming a physician, patient testimony and team coverage. Instagram has been shown to consistently outperform Twitter (X) in audience engagement across multiple content categories6. Due to its popularity, Instagram is commonly used for wide-ranging engagement and practice visibility as it can provide publicly accessible content outside of personal or professional networks. 

Twitter, or now known is X, is primarily a real-time information-sharing and discussion platform utilizing concise messages. Orthopaedic Surgeons use Twitter (X) to disseminate research, comment on recent publications, participate in academic discussions and engage with professional societies. A recent study found Orthopaedic Surgeons to be more likely to post about medical facts and research on Twitter (X) in comparison with Instagram6 and for Orthopaedic Surgeons, there was a high correlation between popularity on Twitter (X) and research productivity7. 

LinkedIn functions primarily as a professional networking platform. It is more commonly associated with career building and professional endeavors instead of entertainment or patient engagement. Orthopaedic Surgeons use it to connect with colleagues, industry partners, device companies, specialty societies and academic institutions. A survey of AANA members revealed 65% utilized social media with 57% maintaining a LinkedIn account, indicating the popularity of this platform for professional networking8.  

YouTube serves as a long-form video platform well suited for in-depth educational content. Surgeons and institutions can use YouTube to host procedural explanations, patient education videos, lectures and recorded presentations9. While YouTube requires greater production effort than other platforms, its ability to house durable, searchable educational content has made it a popular platform for patient and trainee education. However, studies have questioned the accuracy and quality of surgical content on YouTube as similar to other social media platforms given there is little to no oversight or regulation of the posted content9. 

Facebook was one of the first social media platforms available and remains widely used among people over the age of 50. Patients can connect with the public as well as friends and family. Facebook Groups are popular as these specific communities allow patients to share information with others with the same ailments and injuries. One study showed that patients are most likely to follow their sports medicine doctor on Facebook compared to other platforms like YouTube or Instagram10. Content on Facebook often blends personal and professional elements, making it well-suited for patient-facing education. 

TikTok is primarily entertainment-driven and often features short clips, trending audio and memes (short clips of content that are rapidly shared and adapted by users). TikTok has a predominantly younger demographic, including teenagers and young adults. While some physicians have successfully used TikTok for education, it generally requires a more informal and creative approach to gain traction. A recent study also demonstrated that orthopaedic-related content on TikTok is often widely viewed but of poor educational quality, raising concerns about misinformation11. As a result, surgeons considering TikTok should be mindful of the balance between engagement and accuracy. 

For surgeons interested in patient engagement through social media, multiple studies demonstrate that patients value educational content from their surgeons. Medical facts and educational videos are the most preferred forms of content, regardless of platform, with patients showing less interest in physician personal life or self-promotion posts10,12. Although many patients report that social media does not directly influence their surgeon choice, a meaningful subset perceives surgeons with an online presence as more credible and approachable. Social medial engagement may also vary based on patient demographics as studies have found social media to be most popular and engaging for younger patients who are under age 3512. In addition, while some physicians generate income through sponsorships or large online followings, this typically requires becoming highly visible or “viral” through humor, memes or high-frequency posting. For most surgeons, direct monetization is not a viable benefit from social media, but indirect value comes from patient education, reputation building and professional networking. 

Not all surgeons may wish to utilize social media for public-facing functions such as patient engagement or practice building. Each platform allows the user to maintain either a public professional profile, a private personal account or both. A public profile enables anyone on the platform to find you and view your content while a private profile only allows your approved contacts to view your profile and content. Patient education and professional outreach may be better served with a public account, while a private profile preserves personal boundaries. For those who are interested in using it on a personal level, social media also provides a venue for sharing news, achievements and milestones with a smaller group of colleagues, past classmates, friends and family members in a way that mirrors real-world social interactions.  

Regardless of intent, social media requires consistent effort. Passive or infrequent posting is unlikely to yield meaningful engagement or professional benefit. Successful use depends on regular content creation, audience interaction and staying current with platform trends. Surgeons must weigh these demands against clinical, academic and personal responsibilities. 

In conclusion, social media is now a prominent part of modern life and increasingly relevant in medicine and orthopaedic surgery. For Orthopaedic Surgeons, it offers diverse opportunities for education, networking, patient engagement and professional growth. However, the benefits are closely tied to intentional use, platform selection and time investment. When aligned with clear goals and maintained actively, social media can be a valuable extension of a surgeon’s professional presence both within the medical community and beyond. 

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