(1110) Social Media Use and Academic Productivity Among Head and Neck Surgeons

Introduction: Social media is increasingly used by physicians for professional networking and dissemination of academic work. This study examined the association between social media presence, academic impact, and patient ratings among members of the American Head and Neck Society (AHNS).

Methods: A cross-sectional analysis was conducted of 345 AHNS head and neck cancer surgeons. Demographics, practice type, years since fellowship, social media presence, and research output (h-index) were collected. A Composite Patient Rating Score (CPRS) was derived from star ratings, number of reviews, and multi-platform presence. A Social Media Score (SMS) quantified social media presence. Surgeons in the top 15% of SMS were compared with others. Groups were compared using Mann–Whitney U and chi-square tests. Multivariable linear regression assessed the association between high SMS and h-index adjusting for years since fellowship and practice type.

Results: The cohort was predominantly male (77%) with a median of 10 years since fellowship (IQR 6–18). The median SMS was 1 (IQR 0–2), and LinkedIn was the most prevalent platform. Surgeons in the top 15% of SMS had higher median h-index than others (21 vs. 10, p < 0.001). CPRS did not differ between groups (median 7, p = 0.92). High SMS score was also associated with greater years since fellowship (15 vs. 10 years, p = 0.019). On multivariable analysis, high SMS remained independently associated with higher h-index (β = 8.14, p < 0.001).

Conclusions: Among AHNS surgeons, greater social media presence is independently associated with higher academic productivity but not patient ratings.