Undue Influence: Navigating Health Information on Social Media

We’ve all done it. A quick break to check social media turns into a 45-minute deep dive into a health-related topic. If you’ve gone online to source answers to your health care concerns, or if you have acted on health-related advice provided by social media influencers, you are not alone.

The dynamics of trust have shifted, and increasingly, when it comes to our health, we are apt to be swayed by the advice of, well, total strangers. While our physicians have years of training required to obtain - and maintain - their credentials, and extensive experience answering patient questions, influencers wield their own power of relatability, accessibility, and social proof.

How can you use social media to support your best health and avoid the undue influence of influencers?

The Evolution of Influence: Relatability and Trust

Think about the last time you opened a social media channel. How quickly were you drawn into a post? Within seconds of seeing it, right? What made you stop scrolling past and start reading? If the content was easy to scan, visually engaging and included compelling language, you’ve listed the characteristics of a social media post that will get – and hold – your attention.

So why do we tend to trust and follow influencers and their compelling posts? The most successful influencers are relatable; their open sharing of personal stories and experiences resonate with us, and we feel like we know them. This sense of instant connection can be hard to achieve in a doctor-patient relationship, even when we have ample time with, and support from, our physicians.

Trust comes from two sources: authority and social proof. With their specialized knowledge and extensive credentials, our physicians, even with the warmest of bed-side manners, are still authority figures. Influencers, on the other hand, provide social proof. They highlight positive testimonials, share their own success stories, and leverage the power of their community to build trust with new members.

When we perceive others benefiting from an influencer’s advice especially for a problem identical to ours, we are more likely to trust and follow that advice.

Institutional Trust and Instant Accessibility

Trust in institutions, including the healthcare system, has eroded over time. In contrast, influencers position themselves as independent voices, not tied to an institution, which can enhance their credibility in our eyes.

Influencers embody many of the values that are important to us like self-empowerment, and a willingness to embrace novel solutions to complex problems. This aligns with our own desire for autonomy and control, making influencer advice that much more compelling.

Influencers appear to be readily available through their social media channels, offering real-time engagement and feedback. They often respond personally to our comments – or again, appear to – which supports that sense of community, and along with it, our loyalty and trust.

Be an Educated Consumer

So how can we enjoy the benefits of social media while avoiding the pitfalls of using social media as an adjunct or alternative to consulting our physicians? Use these tips to separate the help from the hype when it comes to health-related social media posts.

• Evaluate the source: Is the post made by a recognized institution or organization?
• Analyze the content: Are references to scientific studies included? Do these studies come from reputable journals (ask your doctor for recommendations)? Are links to those studies provided?
• What is the context and intention of the post: Is the post educational or is it trying to sell a product or service?
• Feedback in the ‘comments’: Is there additional information or corrections to the original post in the comments? Are the comments attempting to address concerns others are raising?
• Bias: Does the post discuss potential risks or side effects to the product or service recommended? Or does it suggest the product has none?

While influencers offer relatability, accessibility, and social proof, doctors provide authoritative knowledge and expertise. Understanding these dynamics is essential as we navigate the always evolving social media landscape. And when in doubt, consult your physician for guidance.