What Dentists Should Know About Social Media and Oral Health

By Genni Burkhart

As of January 2024, approximately 239 million people in the United States were active social media users, representing about 70.1% of the total U.S. population. Since its emergence in the late 1990s, social media has become a powerful force, captivating every aspect of human life, from pop culture to politics, education, consumerism, healthcare, and beyond.

Early networks like Friendster and MySpace paved the way for Facebook, Instagram, and TikTok. Today, these platforms influence our thoughts, shape our behaviors, and impact our health. While the widespread availability of information creates opportunities to educate, it also presents challenges in addressing and combating dangerous, unwarranted "advice."

As such, social media has become a blessing and a curse. While it facilitates access to knowledge and allows professionals to share credible advice, it also amplifies unregulated, harmful content that can mislead public health.

Harnessing Social Media for Positive Change

Social media is one of the best ways to reach patients and a large audience. Dental professionals and professional organizations have embraced social media to promote oral health awareness.

Campaigns like the American Dental Association's (ADA) #MouthHealthy have successfully leveraged Instagram and "X" to educate the public on brushing techniques, the dangers of sugary beverages, and the importance of regular dental visits. A 2023 peer-reviewed study in PLOS ONE found that social media-based interventions positively influenced people's oral health knowledge and motivated better hygiene practices (Farrokhi et al., 2023).

Instagram has also become an effective way to demystify complex procedures. By sharing before-and-after photos, patient testimonials, and live Q&A sessions on the platform, dentists have made dental implants, cosmetic procedures, and orthodontics more accessible and less intimidating.

Attract and Engage Patients

As a positive aspect, social media has become a necessary and irreplicable tool for dental practices in attracting and engaging patients. Research in BCM Oral Health ( Freire et al., 2023) revealed that 23.5% of respondents consulted dental practice social media platforms when selecting a new provider, with 85.6% of these individuals reporting the information found influenced their decision-making process.

Similarly, a study in the International Journal of Applied Dental Sciences (Mary et al., 2023) found that 34.9% of participants believed dental professionals' maintaining an active presence on social media was important.

These findings highlight social media's impact on patient engagement and its ability to influence patients' decisions about oral health and their choice of dentist.

The Double-Edged Sword of Viral Trends

TikTok, the home of short and engaging videos, has given rise to trends like "ToothTok," where users discuss dental aesthetics and procedures. While some content is informative, others promote unsafe practices. For instance, DIY teeth-whitening hacks using household products like hydrogen peroxide have gone viral despite warnings from professionals about their potential to erode enamel and increase tooth sensitivity.

A study published in the California Dental Association (CDA) Journal analyzed over 1,000 TikTok videos tagged with #dentist and highlighted the platform's significant reach, particularly among adolescents. The study pointed out that while many videos provided credible advice, others spread misinformation, leading to potentially harmful behaviors. The researchers urged dental professionals to actively counter misinformation by producing accurate, engaging content to educate audiences with low oral health literacy or limited access to care (CDA Journal, 2024).

The Risks of Misinformation

One of social media's biggest challenges is the rapid spread of misinformation. Chances are your patients are inundated with too much information on social media. Worse yet, some of that information is provided by unlicensed, unauthorized, and ill-informed sources that promote "natural" remedies such as at-home aligners or DIY cavity fillings, all with serious health consequences. Given this, it's not surprising that a systematic review published in PLOS ONE found that individuals who followed non-professional advice often experienced worsened dental conditions and delayed seeking proper care (Hernandez et al., 2023).

The ethical implications of social media use also come into play. Furthermore, a 2021 Pew Research survey found that most people favor technology companies taking more action.

Dental professionals must navigate these platforms carefully, ensuring their content aligns with established guidelines, HIPAA, and prioritizes patient safety. The Journal of the American Dental Association emphasizes the importance of professionalism, cautioning against sharing content that misrepresents procedures or violates patient confidentiality (ADA, 2022).

Resources for Dentists

For dental practices looking to maximize their impact on social media while maintaining credibility, several resources and strategies are available:

• Content Scheduling Tools: Platforms like Hootsuite enable dentists to automate and plan posts, ensuring a consistent online presence without interfering with daily operations. You can also schedule a free strategy session with RAMP to plan a complete social media strategy.
• Professional Guidelines: Organizations like the ADA provide comprehensive guidelines for the ethical and practical use of social media.
• Social Media Kits: Pre-approved campaign materials, such as those provided by the ADA, offer reliable content for public engagement.
• Training Opportunities: Workshops and online courses tailored for healthcare professionals can enhance social media skills and improve patient outreach.

A Force for Good?

The integration of social media into dental care is a double-edged sword. While its potential for positive impact is enormous, the risk of misinformation looms large.

It's true that social media has allowed us to be more connected than ever. However, it's also blurred the lines between credible information and misinformation. Patients need to know that a quick online search cannot replace the value of peer-reviewed research, professional guidelines, and expertise from a licensed dentist or hygienist.

By sharing accurate, ethical, and engaging oral health information through social media, you can educate and inspire patients and leverage the internet's power for good.

References:

1. Abdu Farrokhi F, Ghorbani Z, Farrokhi F, Namdari M, Salavatian S (2023). Social media as a tool for oral health promotion: A systematic review. PLoS ONE 18(12): e0296102. https://doi.org/10.1371/journal.pone.0296102
2. Freire, Y., Sánchez, M.G., Suárez, A. et al. Influence of the use of social media on patients changing dental practice: a web-based questionnaire study. BMC Oral Health 23, 365 (2023). https://doi.org/10.1186/s12903-023-03078-9
3. Mary AV, Kesavan R, Vaishnavi V, Jerosan PI, Dharani G, Snegha S. Impact of social media on dental treatment needs: A cross-sectional pilot study. International Journal of Applied Dental Sciences. 2023;9(4):313-317.
4. California Dental Association. (2024). CDA Journal assesses TikTok dental care videos and their health implications. Retrieved from https://www.cda.org/newsroom/access-to-care/cda-journal-assesses-tiktok-dental-care-videos-and-their-health-implications
5. Hernandez, R., Singh, P., & Lopez, A. (2023). The impact of misinformation on oral health outcomes: A review of social media trends. PLOS ONE, 18(12). Retrieved from https://journals.plos.org/plosone
6. American Dental Association. (2022). Ethical considerations of using video social media platforms in dentistry. Journal of the American Dental Association, 153(12), 1234–1238. Retrieved from https://jada.ada.org