Social media is media

More doctors than ever are using social media to educate, advocate and connect. Social media is a public stage. And, like any regulated profession, doctors are accountable for how they show up on it. There’s no rulebook stipulating that doctors must use social media a certain way. Many of our colleagues successfully use these platforms in ways that align with their unique voice and personality.

But there is a catch: if a doctor’s online content or conduct is found to not meet certain professional standards, there are real consequences – such as reputational damage and potential regulatory scrutiny. That’s why understanding not just the rules, but the principles behind them, is essential for every doctor with a social media presence.

Case study

Liam* was a subspecialty registrar who built a sizeable social media following. He started out posting general health tips, but soon realised what drew people in were his strong personal opinions and his unfiltered sense of humour.

So, he leaned in. His posts became more personal and candid — sharing his negative experiences with medications and some vaccines; and his blunt and often humorous takes on the health system. His followers loved it.

But not everyone did.

Complaints started coming in to his employer and Ahpra. Some flagged his unprofessional tone. Others accused him of spreading health misinformation.

The Therapeutic Goods Administration caught wind of his testimonials on therapeutic goods.

Under scrutiny, Liam shut down his accounts. His career, once enhanced by his online presence, was now overshadowed by it.

The misconception of informality

Social media feels casual and personal. Your followers feel like your tribe. The algorithm serves you people who support you. It’s easy to forget you’re not just chatting to friends.

However, platforms like Instagram, Facebook, LinkedIn and TikTok aren’t private domains. Unlike a tearoom conversation, social media is public, permanent, searchable and shareable.

A comment made in jest, frustration or vulnerability can be screen-captured, shared and interpreted in ways you didn’t expect. What you say can — and often does — travel far beyond your intended audience.

When you post on socials, you are publishing.

What if I don’t tell people I’m a doctor?

It doesn’t matter. In the age of Google, LinkedIn, and online provider directories, it’s not hard to figure out who someone is and where they work. Whether or not you declare your profession, you’ll still be seen, and judged, as a doctor.

What the regulator says

Ahpra’s social media guidelines are clear: the standards expected of doctors in face-to-face professional interactions also apply online. That means your social media presence is held to the same expectations as your conduct in work settings.

If you wouldn’t write it in a letter to the editor, don’t write it in a comment on Instagram. If you wouldn’t say it in a television interview, don’t put it on TikTok.

Real consequences

This isn’t just theory.

In one high-profile case, a Victorian GP lost his registration after posting content that was critical of vaccines, minorities, the LGBTQI+ community, and other health professionals. His conduct was deemed below acceptable professional standards for a medical practitioner.

No need to log off

If, at this point, you’re thinking about deleting all your accounts and going silent on socials — there is no need.

Doctors have a valuable role in online conversations. Social media is a powerful tool for health promotion, advocacy and connection — so much so that the World Health Organization has created a global taskforce of healthcare influencers to spread credible, evidence-based messaging.

But with that visibility comes risk, and we must approach our online presence as carefully as we would any public statement.

Applying caution

Before you post, comment, or share, take a pause and ask yourself: Would I be comfortable seeing this on the front page of a newspaper, alongside my name and photo?

If you’re unsure whether something is appropriate to post:

• run it by a colleague;
• call your medical defence organisation; and
• re-read Ahpra’s guidance.

If you’re still unsure, don’t post. Because, at the end of the day, social media is media — as doctors, we forget that at our peril.

*Liam is a fictional character based on real examples of online behaviour.

This article is an edited extract of an original article published in MJA InSight+ on 14 April 2025: https://insightplus.mja.com.au/2025/14/social-media-is-media-a-crucial-reminder-for-doctors.

Author bio: Dr Maria Li is a General Practitioner; a member of the World Health Organization’s Fides network of social media health care influencers; co-host of The Good GP podcast; and host of The Safe Practice Podcast.