Like & prescribe: The rise of social media in health

Social media plays a peculiar role in healthcare. On the one hand, it has an unparalleled ability to disseminate information, foster engagement, and facilitate meaningful connections. On the other, as anyone who's delved into a YouTube comments section or X (Twitter) thread will tell you, it has the ability to act like a howling banshee of misinformation. Screaming endless obscenities, conspiracies and falsehoods into the virtual void. Usually accompanied by a 'lol' or smirking emoji. The former sounds like the best place for health information to be circulated. The latter, the worst. But healthcare social media is here to stay. Clinicians are increasingly turning to platforms to spread advice, educational content, and health tips. One European Commission study noted that across Europe, 55% of patients search for health information online, and 74% of those use social media. As access improves at the speed of light, how can we ensure that the information on social media platforms is accurate and safe?