Effects of Mock Facebook Workday Comments on Public Perception of Professional Credibility: A Field Study in Canada

Abstract

Background There is considerable discussion of risks to health professionals’ reputations and employment from personal social media use, though its impacts on professional credibility and the health professional-client relationship are unknown. Objective The aim of this study was to test the extent to which workday comments posted to health professionals’ personal Facebook profiles influence their credibility and affect the professional-client relationship. Methods In a controlled field study, participants (members of the public) reviewed randomly assigned mock Facebook profiles of health professionals. The 2×2×2 factorial design of mock profiles included gender (female/male), health profession (physician/veterinarian), and workday comment type (evident frustration/ambiguous). Participants then rated the profile owner’s credibility on a visual analog scale. An analysis of variance test compared ratings. Mediation analyses tested the importance of credibility ratings on participants’ willingness to become a client of the mock health professional. Results Participants (N=357) rated health professionals whose personal Facebook profile showed a comment with evident frustration rather than an ambiguous workday comment as less credible ( P <.001; mean difference 11.18 [SE 1.28]; 95% CI 8.66 to 13.70). Furthermore, participants indicated they were less likely to become clients of the former when they considered credibility (standardized beta=.69; P <.001). Credibility explained 86% of the variation in the relationship between the type of workday comment and the participant’s willingness to become a client of the health professional. Conclusions This study provides the first evidence of the impact of health professionals’ personal online disclosures on credibility and the health relationship. Public perceptions about professionalism and credibility are integral to developing the evidence base for e-professionalism guidelines and encouraging best practices in social media use.

The effects of images posted to social media by orthodontists on public perception of professional credibility and willingness to become a client

“…These findings showed that laypeople are enticed by images of the face that represent general orthodontic treatments, not the mechanical aspects of the treatment. Weijs et al [3] analyzed the perception of credibility based on comments by health professionals on Facebook and observed that credibility had a major influence on the participants' desire to become a client of these health professionals. They also concluded that positive comments related to a professional's daily work were reflected as a perception of greater credibility [3].…”

“…A self-administered questionnaire developed by the authors according to the study of Weijs et al [ 3 ] using the Qualtrics digital platform (Salt Lake, UT, USA) was used for data collection. Participants could access the questionnaire digitally using a computer, smartphone, or tablet.…”

“…However, we wanted to assess the impact that social media has had on the effort of orthodontists to portray their professional credibility to potential patients. Is it possible that, through posting on social media, there is a greater possibility of these professionals attracting new patients [ 3 ]?…”

“…Due to the increased influence of social media on healthcare in recent years, researchers have begun to investigate its impact on professional credibility and the professional-patient relationship. They have pointed out that the public’s perceptions of professionalism and credibility are essential for the development of guidelines regarding professionalism in digital media, and to encourage best-use practices for social media [ 3 ].…”

A New Application of Social Impact in Social Media for Overcoming Fake News in Health

“…Therefore, fake news may reach citizens in different ways, depending on their age, culture, and other factors [19]. Moreover, research shows that social media and related global digital media content influence discourses about professions and how citizens perceive them, including public health professionals [20]. For instance, many public health programs aimed at children and youth have physical education at the core of their initiatives [21,22].…”