From Likes to Rankings: How Social Media Can Predict Orthopaedic Surgery Residency Doximity Rank

Background: Since the COVID-19 pandemic, the role of orthopaedic surgery residency programs’ social media presence in applicant recruitment has grown tremendously. This study aims to find the social media characteristics most strongly associated with increased program reputation ranking on Doximity Residency Navigator. Methods: Instagram, X, and Facebook accounts were identified for 205 orthopaedic surgery residency programs listed on Doximity Residency Navigator for 2023. Engagement metrics, such as likes, comments, and shares, were recorded from January 1, 2023, to December 31, 2023. These data were subdivided into measurements for the last 30 days, 90 days, 6 months, and entire year. Program size and Doximity Residency Navigator Ranking were recorded for every residency program. Logistical regression models were used to identify specific factors correlating with higher reputation ranking on Doximity. Results: 205 orthopaedic surgery residency programs were ranked by reputation on Doximity, with 174 (84.9%), 91 (44.3%), and 55 (26.8%) having Instagram, X, and Facebook accounts, respectively. Of top 25 programs, all had Instagram accounts, 21 (84%) had X accounts, and 14 (56%) had Facebook accounts. Engagement on Instagram is strongly related to higher Doximity ranking, with each additional 10 average likes per post in 2023 increasing a program’s odds of being ranked in the top 50 by 21.5%. Conclusions: This study’s findings indicate that both social media presence and engagement are highly related to the promotion of a program. While follower count is important, it is not as impactful on ranking as is engagement through likes per post. Specifically, likes per post on Instagram was found to have a statistically significant correlation with top 25 Doximity reputation ranking, which supports our hypothesis that account engagement has a stronger relationship than follower count alone. Clinical Relevance: The conclusions from this study are relevant for orthopaedic residency programs and their directors, so they can best display their program to prospective applicants. The outcomes will provide action points for program directors to help increase their social media activity and engagement.