Usage and engagement with Instagram by dermatology residency programs during the COVID-19 pandemic compared with Twitter and Facebook
Authors: Taylor Harp, Mindy D. Szeto, Colby L. Presley, Abigail L. Meckley, Ryan Geist, Jaclyn Anderson, Melissa R. Laughter, Chandler W. Rundle, Sameeha S. Husayn, Robert P. Dellavalle
Journal: Journal of the American Academy of Dermatology (2021)

To the Editor: We applaud Schwartzman et al1Schwartzman G. Qureshi A. Friedman A.J. Utilization of Instagram by dermatology residency programs in the era of COVID-19.J Am Acad Dermatol. 2021; 85: 204-206https://doi.org/10.1016/j.jaad.2021.03.078Abstract Full Text Full Text PDF PubMed Scopus (15) Google Scholar for studying Instagram as an effective avenue for dermatology residency program promotion during COVID-19. On May 11, 2020, the Coalition for Physician Accountability2Accreditation Council for Graduate Medical Education Coalition for physician accountability.https://acgme.org/COVID-19/Resources-from-Other-Organizations/-Coalition-for-Physician-Accountability/Date accessed: May 22, 2021Google Scholar discouraged away rotations, while recommending virtual interviews and transparent communication in the residency selection process.3The Coalition for Physician Accountability's Work Group on Medical Students in the Class of 2021 Moving Across Institutions for Post Graduate TrainingFinal report and recommendations for medical education institutions of LCME-accredited. U.S. osteopathic, and non-U.S. medical school applicants.https://www.aamc.org/media/44736/downloadDate: May 11, 2020Date accessed: April 21, 2021Google Scholar Social media can bolster transparency while enhancing organizational accountability and audience relationships.4DiStaso M.W. Bortree D.S. Multi-method analysis of transparency in social media practices: survey, interviews and content analysis.Public Relat Rev. 2012; 38: 511-514https://doi.org/10.1016/j.pubrev.2012.01.003Crossref Scopus (70) Google Scholar To extend prior analysis,1Schwartzman G. Qureshi A. Friedman A.J. Utilization of Instagram by dermatology residency programs in the era of COVID-19.J Am Acad Dermatol. 2021; 85: 204-206https://doi.org/10.1016/j.jaad.2021.03.078Abstract Full Text Full Text PDF PubMed Scopus (15) Google Scholar we examined dermatology program engagement on Instagram, Facebook, and Twitter and highlight opportunities for interaction with prospective applicants. Social media accounts of accredited dermatology residency programs were searched in February 2021. Emulating Schwartzman,1Schwartzman G. Qureshi A. Friedman A.J. Utilization of Instagram by dermatology residency programs in the era of COVID-19.J Am Acad Dermatol. 2021; 85: 204-206https://doi.org/10.1016/j.jaad.2021.03.078Abstract Full Text Full Text PDF PubMed Scopus (15) Google Scholar account creation dates were noted. To assess relative page popularity, account follower numbers (Instagram, Twitter) or profile likes (Facebook) were recorded and ranked. Total user engagement (likes, comments, and shares) for the latest 3 residency-focused posts of 2019 and 2020, excluding general patient- or department-oriented posts, were compared for each program by platform (Fig 1). Prior to the May 11, 2020 coalition recommendation, 63 official dermatology residency program social media accounts existed: 18 (29%) were Instagram accounts, 27 (43%) were Facebook accounts, and 18 (29%) were Twitter accounts. After that date, 64 new social media accounts were created, predominantly Instagram (55; 86%), followed by Twitter (6; 9%) and Facebook (3; 5%) (Fig 1). Instagram demonstrated the greatest popularity, reaching a maximum of 2223 followers (University of Miami). Average account followings were highest on Instagram (>1000 followers for the top 10 most-followed programs), compared to the published findings for 2019, where Facebook was most popular.5St Claire K.M. Rietcheck H.R. Patel R.R. Dellavalle R.P. An assessment of social media usage by dermatology residency programs.Dermatol Online J. 2019; 25 (13030/qt5v62b42z)Crossref Google Scholar The University of South Florida remained the most-liked (2294 likes) program on Facebook, but overall Facebook engagement largely fell (−2% to −100% for 7 of the top 10 programs) from 2019 to 2020. Program Facebook accounts were also much older than Instagram or Twitter accounts. Top Twitter account followings moderately grew (top account +66%; top 10 average, +230%) relative to 2019. Except for the University of Southern California (1075 likes plus comments and shares for 2020 Twitter posts), 2020 engagement was highest on Instagram, with the most consistent growth from 2019 (change, −14% to +186%). Due to Instagram's notable expansion, post engagement was also assessed by content category (Table I). Group photos, faculty spotlights, posts about residents socializing at work (gift exchanges, holiday parties), and program application cycle announcements showed the highest engagement. Posts with the least engagement were those on educational dermatology-related topics and posts highlighting the resident workday, including didactic sessions.Table IContent categories of dermatology residency program Instagram posts ranked by engagement: Likes and comments from December 2019 to December 2020Instagram post contentNo. of posts% of total postsTotal no. of likesTotal no. of commentsTotal no. of likes and commentsEngagement∗Engagement = 100 × (Likes + Comments)/(Number of Posts). (%)Resident group photo228.7111029113951.8Faculty spotlight135.26273466150.8Resident life: social at work4718.7228858234649.9Announcement: program2610.3117066123647.5Resident spotlight2911.5127271134346.3Resident life: social outside of work166.36702469443.4Announcement: social124.8354936330.3Location highlight124.8274828223.5Resident life: work6726.6136441140521.0Educational83.2901210212.8Total posts analyzed25292193529571∗ Engagement = 100 × (Likes + Comments)/(Number of Posts). Open table in a new tab COVID-19 complicated the residency selection process, which typically allows for applicants to familiarize themselves with programs. Allowances for away rotations in the near future remain unclear and dermatology residency programs should consider emphasizing social media, such as Instagram, Facebook, and Twitter, to interact with applicants. Instagram may currently be the most promising platform, as it accumulates the highest engagement metrics and reaches the largest audience. Because most existing residency social media accounts were created after the coalition recommendation, future investigation of a wider selection of posts and platforms is necessary to determine the true impact of this potential paradigm shift in communication. Further investigation of the level of engagement of different post types could also provide helpful information to augment the social media involvement of residency programs. Dr Dellavalle receives editorial stipends from the Journal of the American Academy of Dermatology and the Journal of Investigative Dermatology, royalties from UpToDate, and expense reimbursement from Cochrane Skin; and is Editor-in-Chief of the Journal of Medical Internet Research (JMIR) Dermatology. Authors Harp, Szeto, Meckley, and Geist and Drs Presley, Anderson, Laughter, Rundle, and Husayn have no conflicts of interest to disclose. Utilization of Instagram by dermatology residency programs in the era of COVID-19Journal of the American Academy of DermatologyVol. 85Issue 1PreviewTo the Editor: In response to the COVID-19 pandemic, the Association of American Medical Colleges has instituted protective measures, such as suspending away elective rotations that have limited student exposure to and interactions with residency training programs.1,2 To combat these limitations, programs have looked for alternative options such as social media. Although a 2019 assessment of social media usage by dermatology residency programs concluded that the usage is sparse,3 this has likely changed because of the aforementioned restrictions. Full-Text PDF Response to a letter to the editor regarding "Utilization of Instagram by Dermatology Residency Programs in the era of COVID-19"Journal of the American Academy of DermatologyVol. 85Issue 5PreviewTo the Editor: We thank Harp et al1 for the thoughtful response to our article2 highlighting the recent increase in Instagram usage by dermatology residency programs. In addition, we applaud their further work on social media usage by residency programs and evaluation of additional social media outlets. Full-Text PDF