A prominent advert at the European Society of Cardiology’s (ESC) Annual Congress proclaimed ‘Not your daughter’s Facebook’ above a line of social media icons for Facebook, Twitter, Instagram and LinkedIn, with the ESC’s informative, cardiologically orientated social media posts amalgamated underneath. The message was clear: social media is not just for teenagers, it also has a role in keeping doctors abreast of the latest developments.

The most used social media format by doctors is Twitter, which is ‘a service for friends, family, and co-workers to communicate and stay connected through the exchange of quick, frequent messages’.1 These messages, called ‘Tweets’, have a maximum length of 280 characters and can have attached photos or videos. The tweets may contain ‘hashtags’ that allow users to search for information related to a particular topic. Tweets related to ESC Congress used the #ESCCongress hashtag, and this was promoted on screens between…

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