Social media as a pilot lab: cracking engagement in the breast imaging section of the Italian society of medical and interventional radiology (SIRM)

Purpose To describe the development, implementation, and early outcomes of a structured social media communication strategy designed by the Breast Section of the Italian Society of Medical and Interventional Radiology (SIRM), aimed at engaging peers and trainees and fostering a professional online community in breast imaging. Massimo Calabrese, Rubina Manuela Trimboli, Manuela Durando, Alessia Angela Maria Orlando, Graziella Di Grezia, Simone Schiaffino Methods An observational descriptive study was conducted on the official Instagram, Facebook, and LinkedIn accounts Breast Imaging Section of SIRM, launched in April 2025. A task force of seven young radiologists managed the accounts without outsourcing, supervised by a senior board member of the section, ensuring scientific accuracy. Data from April 14 to August 20, 2025, were extracted from native platform analytics, including follower growth, reach, impressions, interactions, link clicks, and demographics. Instagram was considered the primary platform, with comparative analysis performed for LinkedIn and Facebook. Results A total of 21 posts (including 6 reels) were published across platforms. Instagram showed the strongest performance, reaching 908 followers with an initial launch spike followed by steady linear growth. The median engagement rate was 2.29% per reach (0.90% per impressions). Profile visits occurred in 12.26% of reach, and follower acquisition averaged 4.26 per 1,000 impressions, confirming a functional conversion funnel from exposure to measurable action. Demographics revealed that most followers were aged 25–44 and primarily based in Italy, consistent with the professional target. LinkedIn (208 followers) showed higher interaction on institutional content, while Facebook (692 followers) reached older demographics, extending audience diversity. Conclusions A structured, peer-led social media strategy can rapidly build a professional community in breast imaging. The initiative demonstrated that high-quality scientific content in accessible formats generates measurable engagement and may serve as a replicable framework for other radiological subspecialties.