In the first of a yearlong series of virtual fireside chats about different paths to advocacy hosted by the Resident and Fellow Policy and Advocacy Workgroup (PAR), Dr Casey Seideman shared her perspective on the role of social media in advocacy. Many urologists conceptualize advocacy as particular acts involved in making or enforcing policy. Though such work is important, advocacy is much broader than policy alone and encompasses any type of public support for a cause. Social media has created global networks of patients, health care workers, and legislators with real-time communication and leveling of social hierarchies. These platforms are powerful tools for dissemination of information, amplification of patient voices, and promotion of positive change in our field. With great power comes not only great responsibility, but appropriate apprehension about how to navigate these platforms impactfully and authentically.

The key to a sustainable (and enjoyable) advocacy practice is to ensure that your work aligns with your authentic self. Being able to show up every day as an advocate requires an enormous amount of emotional reserve, and this work should not be made harder by the means you choose to pursue it. Those not interested in or comfortable with the format of social media should feel empowered to advocate in other ways. For those who enjoy social media and are interested in incorporating it into their advocacy work, here are some practical tips on staying true to your core values while finding your footing:

1. Understand your core values and what motivates you. Each of us has a central guiding system of personal ethics and ideals that help direct us in our decision making. Some people refer to your core values as your “internal compass.” Defining your own core values can help you understand what type of advocacy work and what channels are right for you. Some people will find that they are driven by justice and will use that to fuel their quest for equitable patient care. Others will be driven by understanding and will be drawn to methods of research and data collection that can be used for advocacy purposes. Finding a complementary avenue of advocacy and core values will help you start a fruitful and passionate career.
2. Social media as a method of connection. Once you’ve identified your interests and values, the next step is finding the right medium for dissemination of thoughts and ideas. Social media offers the benefit of far-reaching connections that go beyond geographical, specialty, and hierarchical boundaries. On social media, your voice has the power to reach other physicians, trainees, patients, and even politicians. Spend some time looking into the different social media formats (for example, Instagram, Facebook, X, and TikTok) and the types of populations that use each. Start by following other individuals who are active in advocacy work and engaging with them and their work.
3. Turning pain into power. Many activists and advocates choose to become involved due to personal experiences in their field. In your professional journey you will be exposed to many situations that would benefit from your advocacy—the key is finding what causes you can authentically champion. Find a cause that speaks directly to you as both a physician and a person and turn your frustration into your fuel.
4. Exacting change from inside or outside? Utilizing social media allows you to find multiple avenues to exact change, including systematic and organizational paths, as well as grass roots. See what your professional organizations (AUA, section, specialty) offer for opportunities in advocacy work and get involved. If organizational change is too restrictive, grassroots and unaffiliated efforts exist to help propel change from an outside vantage.
5. Ways to maintain authenticity on social media. Social media carries both beneficial and complicated side effects and must be utilized with some caution. Approach each post as if it is on the “permanent record” and visible to all persons. Even though many will say their views do not represent their employer, it is advisable to uphold a general air of professionalism when posting. If you feel comfortable, sharing general aspects of your personal life will help you connect with other folks across the platform. This especially holds true for stories that relate to your advocacy goals. Patient stories can be very powerful, but permission must be explicitly granted and no personal identifying information should be shared. It is common that advocacy work can draw the attention of divergent viewpoints, and when using social media please remember to approach other professionals with kindness.
6. Anticipate resistance. The distance and, in some cases, anonymity that social media allows can promote more pointed and personal opposition than in-person or strictly professional forums. Though some social media platforms have mechanisms to minimize engagement that is not constructive, be aware that your posts may generate unpleasant responses. Gain what insight you can from dissenting views and respond if there is a way to do so productively. Use your core values to maintain perspective and conviction.

Once you gain some comfort on your social media advocacy journey, remember to be open to other opportunities that will come organically. Social media is a stepping stone for many academic, editorial, or activism platforms. And remember, if you ever find yourself in a sticky situation and are unsure of your next step, revisit your core values and let them guide you.

If you are interested in learning about different paths to advocacy, keep an eye out for emails and social media posts from the AUA with the dates and topics of the PAR’s next fireside chat. If you are a urology trainee (medical student to fellow) interested in joining the PAR to become part of the next generation of urologist advocates, keep an eye out for a call for applications in the coming months. The group is restructuring this year to accommodate the quickly growing interest among young urologists in enacting positive change in our field via social media or otherwise!