(455) Social Media Surrounding Free Flaps in Head and Neck Cancer

Introduction: Social media is a growing platform for advertising and personal exposure. Free flap reconstruction in the setting of head and neck cancer involves intensive surgeries with prolonged clinical courses. There is not an understanding of how patients, clinicians and hospital systems use social media to promote and share these experiences. An investigation into the posts available on social media will yield a greater understanding of how the general public perceives these procedures and clinical courses.

Methods: A social media analysis using Facebook was performed using search terms associated with free flap reconstruction in the setting of head and neck cancer.

Results: We analyzed 70 posts on Facebook. Thirty-Two (46%) of these posts were from patients, 21 (30%) were from physicians, while 17 (24%) were from hospital systems. Forty (57%) of these posts were personal information-related posts. The average number of likes for all posts was 86. Personal information posts had a higher number of likes (127 v. 31.6, p < 0.001). Posts shared by patients also had a higher number of likes on average (143.7 v. 38.7, p < 0.001). Of all posts, 47 (67%) were considered positive in tone and had a higher average number of likes (111 v. 35.5, p < 0.001). Fifty-six (80%) had some form of multimedia (photo or video). Multivariate Analysis illustrated that posts by patients had 81 increased likes (95% CI 21.2 -141, p < 0.001).

Conclusions: This investigation is the first to analyze the social media climate in the setting of free flap reconstruction in head and neck surgery. We hope that this study helps to educate providers on public perception of these patients and procedures.