A decade of digital impact: Results of the Women in Thoracic Surgery social media initiative

Objective Previous investigators have demonstrated the importance of social media in shaping public perceptions of the cardiothoracic surgical workforce, as well as the utility of online networking in providing support for women in this field. Beginning in 2012, the Women in Thoracic Surgery (WTS) embarked upon a targeted initiative to develop a social media presence, with the ultimate goal of disseminating key information to members of the specialty, inspiring potential future trainees, and dispelling myths regarding the definition of a cardiothoracic surgeon. These efforts aimed to specifically build professional networks, facilitate mentorship, and augment the visibility of individual surgeons and their work. After more than a decade of deliberate growth, we aimed to characterize the digital footprint of WTS over time across its breadth of social media platforms. Methods Using annual reports from 2012 to 2025, we retrospectively analyzed engagement metrics of all WTS social media accounts. Key metrics included follower counts on Facebook, X (formerly Twitter), Instagram, and YouTube, as well as engagement highlights and demographic trends. Results Facebook followers grew from <50 in 2012 to 3100 in 2025, with significant global engagement. X/Twitter engagement demonstrated the greatest growth trajectory, increasing from approximately 300 followers in 2014 to 7300 followers in 2025, driven by advocacy campaigns, collaborative TweetChats, and real-time event coverage. The WTS Instagram account, which launched in 2018, now has 3100 followers. The YouTube audience expanded from 6 to 55 subscribers between 2018 and 2022. Across these platforms, the audience was predominantly composed of women aged 25 to 44 years, with a wide global reach. The top 3 countries represented among followers were the United States, Egypt, and India. Facebook posts from the 3 most recent months averaged 251 views, 165 reach, 3.3 reactions, and 7.6 total clicks per post. Conclusions WTS social media outreach has demonstrated sustained and strategic growth across all major platforms. This evolution has enhanced the organization's ability to connect, educate, and advocate for women in cardiothoracic surgery. These results highlight the potential of online platforms to engage a global community and to connect women surgeons with peers, allies, collaborators, and role models.