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Transforming academic medicine through social media: why isn’t it working for me?

Pediatric Research (2025)Cite this article

Abstract

Physicians significantly underutilize social media despite its potential for global medical communication and public education. Purposeful use of social media—with strategic content, optimized timing, and platform-specific approaches—can dramatically improve research dissemination and clinical influence. We outline challenges introduced by the shift from chronological timelines to algorithm-driven content delivery, which prioritizes engagement over evidence. These changes reduce the visibility of traditional scientific content. Our research confirms that posts with broad public appeal consistently generate higher engagement than narrow academic discussions. We present evidence-based case studies, including COVID-19 social media campaigns that reached over 4 million impressions per month and influenced public policy. We also highlight best practices for educational videos. Finally, we illustrate how online collaborations between researchers and families can improve clinical practice using the example of families of children with trisomy 18. Effective social media engagement requires visual abstracts, short videos, and simplified messages tailored for algorithms. Medical hashtags, strategic timing, and collaborations with ethical influencers can further enhance reach. When used ethically and strategically, social media becomes a transformative tool—combating misinformation, informing the public, and supporting professional advancement. For physicians in all specialties, social media literacy is becoming an essential skill for modern healthcare communication.

Impact

  • Strategic use of social media empowers physicians to disseminate evidence-based research amidst misinformation and algorithmic bias.

  • This article provides a practical framework for optimizing academic engagement online, bridging the gap between digital reach and academic scholarly recognition.

  • Effective digital scholarship legitimizes science. It is essential to uphold credibility, influence public discourse, and support informed clinical care.

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Author information

Authors and Affiliations

  1. Division of Neonatal-Perinatal Medicine, Department of Pediatrics UT Southwestern, Dallas, TX, USA

    Kikelomo Babata

  2. Department of Neonatology, Rotunda Hospital, Parnell Square, Dublin, Ireland

    Daniel O’Reilly

  3. School of Biomolecular and Biomedical Science, University College Dublin, Belfield, Dublin, Ireland

    Daniel O’Reilly

  4. Department of Population Health Sciences, University of Leicester, Leicester, UK

    Damian Roland

Authors
  1. Kikelomo Babata
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  2. Daniel O’Reilly
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  3. Damian Roland
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Contributions

Dr. Kikelomo Babata contributed to the conception and design of the manuscript, drafted the initial version, revised it critically for important intellectual content, and approved the final version for submission. Dr. Daniel O’Reilly contributed to the conception and design of the manuscript, drafted the initial version, revised it critically for important intellectual content, and approved the final version for submission. Dr. Damian Roland contributed to the conception and design of the manuscript, reviewed the original version, revised it critically for important intellectual content, and approved the final version for submission.

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Correspondence to Kikelomo Babata.

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Babata, K., O’Reilly, D. & Roland, D. Transforming academic medicine through social media: why isn’t it working for me?. Pediatr Res (2025). https://doi.org/10.1038/s41390-025-04388-0

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