Eliciting Emotion and Action Increases Social Media Engagement: An Analysis of Influential Orthopaedic Surgeons.

ABSTRACT:

Purpose

The purpose of this study is to analyze the Instagram practices of current orthopaedic surgeons and the components associated with highest reach and interactions.

Methods

The top 25 orthopaedic surgeon Instagram profiles using the hashtag #ortho were ranked by the number of followers. Account information regarding followers, posts, engagement percentage, average likes, average comments, average video view, average video likes, average video comments, and estimated cost per post was recorded using social media marketing tools. An analysis of each Instagram profiles' top 10 posts, based on number of likes, was conducted. A coding framework was developed to categorized posting strategies utilized.

Results

Twenty-five Instagram accounts and 250 Instagram posts wer

SUBMITTER: Abbas MJ 

PROVIDER: S-EPMC8527248 | biostudies-literature | 2021 Oct

REPOSITORIES: biostudies-literature