Tensions within Dentists’ use of Social Media: A Multiple Stakeholder Perspective

Background
The purpose for using social media, the potential problems that can occur, and the stakeholder groups, produce a variety of tensions for dentists. The aim of this study was to identify how dentists manage the tensions they encounter when using social media and to explore the educational implications of these tensions for dentists and dental students.
Method
This is a qualitative study involving in-depth interviews with dentists, dental students and patients. Recruitment was UK-wide with purposive sampling. Framework Analysis was used, and the results were presented as personas.
Results
There were 23 interviews: 10 with dental students, 10 with dentists, and 3 with patients. Four personas were identified: The Sceptic, The Challenger, The Strategist and The Blissfully Ignorant. The Sceptic is cynical about social media. The Challenger is passionate about standing up for others. The Strategist uses social media as a marketing tool. The Blissfully Ignorant is naïve to problems that can occur with the use of social media. Consent was identified as an important issue for patients.
Discussion
The literature review and data identified four areas of tensions: marketing, education, guidance and misinformation. These are relevant for the personas and how they manage the tensions. The areas of tension are also relevant for consent on social media. The data facilitated construction of a model which includes the personas, the areas of tensions, and the stakeholder groups.
Conclusions
This research informs practical and educational advice on managing tensions on social media including ensuring that the opinions of the various stakeholder groups are considered, and consent is obtained. It is also important to adhere to relevant guidelines. Advice for educators focuses on challenging the differing experiences of the personas. Overall, social media is ubiquitous in daily life and requires attention to ensure dentists can enjoy its benefits and avoid issues.