Emerging social media trends in thyroid and parathyroid surgery

Social media is an evolving phenomenon with the potential to impact an increasingly sophisticated thyroid and parathyroid patient population. Although there is steady growth in the number of social media users, the reluctance of physicians to participate in online communication with their patients emanates from perceived legal and ethical dilemmas online. Despite these concerns, it is vital for physicians, including those involved in thyroid and parathyroid surgery, to actively engage in their online presence to ensure accurate information is presented on their behalf. A well run online practice creates a centralized location for patients to find additional resources regarding their endocrine-related health. In addition, surgeons can facilitate search engine optimization algorithms driving traffic to their sites. When used well, social media has the ability to define a physician’s online narrative by creating a space for constructive communication, to help build a successful thyroid and parathyroid surgery practice.