Content versus correction: Analyzing hallux valgus surgery across social media platforms

While social media use in medicine grows, patients increasingly encounter medical content at various stages of treatment; however, little is known about the nature or tone of posts related to bunion procedures.

This study aims to characterize the content, authorship, and sentiment of such posts to better understand patient exposure.

An exhaustive cross-sectional content analysis queried Instagram®, Facebook®, and Reddit® for "bunion surgery," identifying the 100 most recent posts per platform.

Posts were coded for surgery type, author, topic, media, timing, tone, and sentiment, with multiple-response coding applied when posts contained more than one element. Data were summarized descriptively and compared across platforms.

Significant differences were observed across platforms for surgery type, author, topic, timing, and sentiment (p < 0.001), with no differences in media type (p = 0.27). Instagram® was enriched for minimally invasive surgery, physician authorship, advertisements, and positive sentiment, whereas Reddit® was dominated by patient authorship, pre-operative discussions, inquiries, and negative/mixed sentiment; Facebook® showed intermediate, more balanced patterns. Sentiment score analysis confirmed these findings, with Instagram® and Facebook® trending positive and Reddit® most negative and mixed (p < 0.001).

Surgeons should be aware that patients frequently encounter positive, promotional content on Instagram® and Facebook®, but more critical or apprehensive discussions on Reddit®. In particular, minimally invasive bunion surgery appears disproportionately represented on visual platforms like Instagram®, reflecting both marketing and patient interest. Recognizing these narratives can help guide preoperative counseling, address misconceptions, and proactively shape patient expectations.