Educating the public — Educating patients through social media

Your patients are all over social media, and every day we educate nearly 300,000 individuals (and counting) on our @AADskin Twitter, Facebook, and Instagram platforms.

Your patients = our followers

Your patients are all over social media, and every day we educate nearly 300,000 individuals (and counting) on our @AADskin Twitter, Facebook, and Instagram platforms. We post graphics, videos, and other interactive content to illustrate your expert tips and guidance and remind the public why they should see a dermatologist.

With a 10% follower growth tracked in 2021, our content is enticing new supporters who have helped drum up more than 400,000 social media engagements last year alone. In fact, Instagram had the largest follower growth with a more than 40% increase in followers.

We took a deep dive to better understand the audience of our public social media channels. While we share basic skin care tips that apply to all our followers, our audience includes more women than men on Twitter, Facebook, and Instagram. Posts on skin cancer prevention and detection, sun protection, and injured skin generally perform well on all platforms.

@AADmember posts help you educate your patients

@AADmember social media platforms share resources on Twitter, Facebook, and Instagram to equip you with the tools you need to educate your patients and stay updated on the latest news, events, and resources provided by the AAD.

With more than 65,000 followers on all platforms, in 2021 our most popular content across all three platforms included Question of the Week and content from JAAD.

In 2021, we ran two campaigns — #FAADchallenge and #ChooseADermatologist — to help you promote yourself as a board-certified dermatologist.

The FAAD Challenge encouraged members to add the designation to their social media bios and then tag five AAD members, encouraging them to do the same. More than 30 social media influencers feature the FAAD designation on their Instagram bio, ultimately distinguishing their expertise to their combined 1.3 million followers every time they post.

The #ChooseADermatologist social media campaign encourages members to use AAD-created graphics that demonstrate why the public should see a board-certified dermatologist. Last year, the campaign generated 815 hashtag uses. In addition, posts that featured the #chooseadermatologist hashtag were shared more than 1,300 times.