Content versus correction: Analyzing hallux valgus surgery across social media platforms.

Résumé

BACKGROUND: While social media use in medicine grows, patients increasingly encounter medical content at various stages of treatment; however, little is known about the nature or tone of posts related to bunion procedures.PURPOSE: This study aims to characterize the content, authorship, and sentiment of such posts to better understand patient exposure.STUDY DESIGN: An exhaustive cross-sectional content analysis queried Instagram®, Facebook®, and Reddit® for "bunion surgery," identifying the 100 most recent posts per platform.METHODS: Posts were coded for surgery type, author, topic, media, timing, tone, and sentiment, with multiple-response coding applied when posts contained more than one element. Data were summarized descriptively and compared across platforms.RESULTS: Significant differences were observed across platforms for surgery type, author, topic, timing, and sentiment (p < 0.001), with no differences in media type (p = 0.27). Instagram® was enriched for minimally invasive surgery, physician authorship, advertisements, and positive sentiment, whereas Reddit® was dominated by patient authorship, pre-operative discussions, inquiries, and negative/mixed sentiment; Facebook® showed intermediate, more balanced patterns. Sentiment score analysis confirmed these findings, with Instagram® and Facebook® trending positive and Reddit® most negative and mixed (p < 0.001).CONCLUSIONS: Surgeons should be aware that patients frequently encounter positive, promotional content on Instagram® and Facebook®, but more critical or apprehensive discussions on Reddit®. In particular, minimally invasive bunion surgery appears disproportionately represented on visual platforms like Instagram®, reflecting both marketing and patient interest. Recognizing these narratives can help guide preoperative counseling, address misconceptions, and proactively shape patient expectations.