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Social media feels personal, but posting without filter can have professional perils, writes Dr Maria Li.
In 2025, more doctors than ever are using social media. Although most have good intentions, some fall into avoidable traps that subtly erode professionalism and public trust.
There’s no rulebook for how doctors should behave online. But Ahpra’s social media guidelines make one thing clear: what we post online can have real-world consequences. Even without a formal complaint, our credibility is always on the line.
That’s why it’s essential to understand not just the rules, but the principles of wise social media engagement.
This is the third article in this series. If you haven’t read parts 1 and 2, I recommend going back to lay the groundwork.
Case study 1: Noah*
Noah, a surgeon, ran a TikTok account known for his “hot takes” on health topics — everything from public policy to celebrity wellness fads. He was blunt, unfiltered, and often scathing. He wore his outspokenness as a badge of honour.
In one video, filmed in hospital-issue scrubs, Noah slammed a new health policy as “a f**king waste of taxpayer money”. The video was forwarded to the Health Minister’s office, which in turn raised concerns with his hospital.
Noah deleted the video, but the damage was done. His employer reviewed his account and uncovered multiple posts that inappropriately blurred the line between personal opinion and professional advice. A formal misconduct investigation followed.
The illusion of intimacy
Social media platforms are designed to feel casual and personal. Post. Engage. Repeat. With positive feedback from followers, a curated sense of “community”, and examples of others doing the same, it’s easy to forget you’re still on a public stage.
We often post as if we’re speaking to friends, but even a modest follower count can include patients, colleagues, employers, journalists and regulators. And thanks to screenshots, even deleted content can be permanent.
When professional becomes personal
As I’ve said in a previous article: social media is media. You don’t control who sees your content, or how they interpret it.
Would you speak the same way in a televised interview as you would in a group chat? Most of us know how to adjust our tone in the former setting, but on social media, that judgement can lapse.
The platforms themselves don’t help. Social media algorithms reward provocation. Content that sparks outrage or strong emotion is more likely to be shared — keeping users on the app longer and increasing ad exposure. That’s how these platforms make money. It is also why the system subtly nudges us to be more impulsive, more dramatic, and more divisive.
Case study 2: Jaz*
Jaz, a physician trainee, posted a mix of content on her Instagram: commentary on medical training alongside snippets from her personal life.
She was shocked when her hospital’s Human Resources Department tapped her on the shoulder. An anonymous complaint had been submitted, complete with dozens of screenshots from her Instagram stories. In most of them, she was holding or sipping alcohol, with captions like #wineislife, #tipsy, and #shotshotshots. The complainant questioned whether Jaz was fit to practice, citing concerns about alcohol dependency.
Nothing Jaz posted was illegal. But her oversharing had inadvertently created the impression that she had a drinking problem.
Reflexive posting is risky posting
A common trap doctors fall into is posting in response to emotion. Frustration. Anger. Elation. Or the need to feel seen.
But even posts that vanish after 24 hours can have lasting consequences.
I’ve seen doctors:
- reported to the regulator;
- targeted in online pile-ons;
- investigated for misconduct; and
- passed over for jobs or promotions.
The common thread? They posted based on emotion and impulse, not judgement.
Before you post
Pause and ask yourself:
- Would I be comfortable defending this to a patient, employer, or tribunal?
- Am I contributing something considered or just venting?
- Does this reflect the professional judgement I apply elsewhere in my work?
If you’re unsure — even if you can’t explain why — don’t post.
- Get a second opinion.
- Consult your medical defence organisation.
- Edit.
- Or abandon the post entirely.
That’s not censorship. It’s discernment.
Be authentic, but intentional
This isn’t about becoming bland or robotic. Many doctors bring honesty, relatability and humanity to their accounts in ways that build trust and credibility. The key is intention.
Social media isn’t a diary. There’s a time and place to be unfiltered — in private, in therapy, or with people you trust. Social media — being the public stage that it is — is not that place.
Final thoughts
As doctors, we’re trained to critically assess and apply sound judgement. Those same skills serve us well online — if we choose to use them.
So before you post, think.
The most important thing you can bring to your social media presence isn’t your personality, or your opinions.
It’s your judgement.
Stay tuned for future articles in this series.
*Noah and Jaz are fictional, based on real examples of online behaviour.
Dr Maria Li is a general practitioner, a member of the World Health Organization’s Fides network of social media health care influencers, the host and producer of The Safe Practice Podcast, and co-host of The Good GP podcast.
The statements or opinions expressed in this article reflect the views of the authors and do not necessarily represent the official policy of the AMA, the MJA or InSight+ unless so stated.
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If you would like to submit an article for consideration, send a Word version to mjainsight-editor@ampco.com.au.