Social media and professionalism: does the profession need to re-think the parameters of professionalism within social media?

Social media is no longer a new concept, with social media platforms dominating how many communicate. It would be unrealistic to expect that dentistry would not become involved in the use of social media for professional reasons, as well as professionals using social media platforms privately. Despite it being acceptable for dental professionals to have social media presence, those dental professionals have a framework of professional, ethical and legal obligations to which they must conform when using social media. This article seeks to discuss how unintentionally professionalism may be breached by dental professionals not making a distinction between social media and other facets of professional life. There is need for a discussion about how as a profession, dentistry may perceive the effects of professional interaction with social media on the profession's wider relationship with society and whether current regulatory advice goes far enough to protecting the interests of patients. It is important for the use of social media by dental professionals to fit within the established social contract between the profession and society and failure to observe the terms of this will cause damage to the patient-professional relationship.