While the most popular social media platforms provide a meaningful way to connect and facilitate global communication, the use of these sites in the medical aesthetic sector remains a double-edged sword. The social media territory is ever-evolving and creating excellent opportunities; however, it also has many pitfalls in the way that some practitioners promote their practice and services (Klietz et al, 2019). As society and the field of medical aesthetics change, the evolution of marketing strategies will follow—but, regardless of this, care and consideration are paramount when posting on these platforms. Despite the clear guidelines set for nursing and medical professionals when using social media, there remains a real concern when it comes to unprofessional posts and information, which can, ultimately, lead to a lack of trust and credibility and, overall, trivialisation of the aesthetic sector.
The advantages
For business purposes, social media platforms serve as a powerful tool, providing a cost-effective marketing strategy that can build a provider's reputation and bring in business leads (Lewis, 2013). Aesthetic practitioners can build and strengthen relationships with current and future patients and provide education about their services and treatments. Platforms such as Facebook, Snapchat and Instagram are especially attractive for practice promotion and instantaneous connection with potential patients (Bennett and Vercler, 2018). However, one needs to be mindful about using such platforms for professional communication and err on the side of caution, as confidentiality issues can most certainly arise.
However, in the author's opinion, TikTok is one of the most unprofessional platforms to showcase a professional's aesthetic practice—one just needs to observe the videos to understand this rationale. For example, a nurse or doctor in scrubs dancing around to rap music with a needle in their hand is not creating a sense of trust in the public. Please note that this description is the milder end of the spectrum of videos that are available for public viewing. It is important to note that this is a worldwide pandemic, not just isolated to the UK.
» Care and consideration are even more important in the digital form, as once something is online, it can be copied, saved and redistributed beyond a person's control or intention «
Professional development and support networks
Social media provides a great way to enhance professional development for aesthetic nurses. They can form support networks where relationships grow, and professionals can learn from one another. This may include discussing specific practice issues, shared interests, clinical experiences and research with other like-minded nursing professionals (Nursing and Midwifery Council (NMC), 2019). Aesthetic nurses can share best practices and support and help one another develop and provide services. Social networking sites also provide access to education and resources for continuing professional development requirements (NMC, 2019).
Concerns
Although social media can be beneficial, it also presents a variety of challenges and concerns when not used wisely or prudently. There are potential risks to patients and healthcare providers through the distribution of poor-quality information, damage to professional image and breaches of patient privacy (Ventola, 2014). One of the major risks associated with the use of social media is the posting of unprofessional content that reflects unfavourably on the provider (Ventola, 2014). This could include the use of profanity, sexual suggestiveness or even intoxication. Ventola (2014) commented that it is logically suggested that practitioners who do not use discretion in deciding what content to post online may also be incapable of exercising sound professional judgement.
Aesthetic nursing
To date, sometimes, aesthetic nursing can be seen as separate from other nursing disciplines. However, nurses working within the sector carry just as much responsibility as those working within the NHS or other healthcare settings (Wondergem, 2019). Aesthetic nurses must ensure that they adhere to responsible marketing and advertising standards. This includes being clear, factual and steering clear of promotional tactics (Wondergem, 2019). Despite the guidance and expectations provided, it is evident that there is a long way to go in terms of raising the standard in this area.
Self-injecting
One alarming trend within the sector is aesthetic practitioners sharing videos of themselves self-injecting. This is very damaging to the professional industry for a multitude of reasons, as it causes people to underestimate the skill and knowledge required to safely perform treatments. Accessibility to neuromodulators and other injectables paired with these ‘tutorials’ on social media is dangerous, as it promotes safety risks by encouraging the public to follow suit and inject themselves, which may have severe consequences from allergic reactions and infections to embolisms and skin necrosis.
Moreover, posting content that includes performing aesthetic treatments from home or other non-medical environments reduces ethical standards of conduct and practice (Collier, 2019).
Guidance
The NMC is the governance structure that oversees nurses and midwives in the UK. This council serves as the regulator for nursing professionals to promote professional standards, provide support, and ensure safe and effective care is provided (NMC, 2021). The NMC has developed the Code, which determines standards of practice and behaviour for nurses, midwives and nursing associates. The standards and expectations set should be referred to in combination with any guidance provided by a nurse's employer. The Code provides a series of statements providing guidance on what good nursing practice looks like in relation to social media usage. A commitment to these standards is essential when upholding the professionalism of this profession. As stated by the Code: ‘use all forms of spoken written and digital communication (including social media and networking sites) responsibly’ (NMC, 2019).
The NMC encourages medical professionals to be informed: ‘think before posting, and protect your professionalism and your reputation’ (NMC, 2019). They advise professionals that, when unsure if something could compromise professionalism or reputation, they should think about what the information means for them in practice and how it affects their responsibility to keep to the Code (NMC, 2019).
Consequences
The NMC (2020) has stated that it takes ‘online incidents’ as seriously as those that occur in the ‘real world’, so nurses should take into consideration everything they post online, even if it is a private forum. It is the individual nurse's responsibility to uphold the reputation of the profession at all times (NMC, 2020). Care and consideration are even more important in the digital form, as once something is online, it can be copied, saved and redistributed beyond a person's control or intention. Additionally, sharing unprofessional and inappropriate content on these platforms, without adequate thought or consideration, can damage a provider's reputation. One study found that posting even a single negative comment can hinder a provider's credibility and people's perceptions of their professionalism (Weijs et al, 2019). The consequences may span beyond losing the trust and business of their patients to negatively affect a healthcare provider's credentials, licensure and ability to practice.
Portraying the right image
Aesthetic nurses should strive to create and portray a professional image online. When using a form of social media presence to inform, educate and strengthen relationships, using care and consideration is key. By employing caution and using a thoughtful approach, the aesthetic nurse can enjoy the professional benefits of a well-presented image online.
Uniting together
Aesthetic nurses must unite and abide by our own professional code. We must source the highest quality products, understand the research base regarding their use, develop our assessment and consulting skills and prioritise safety (Wondergem, 2019). We must be accountable for our actions and work within our professional competencies and scope of practice. Let us raise the bar, our profession and our reputation.