Aesthetic practitioners' professionalism on social media: a cause for concern

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.

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.