Social media landscape: a cross-sectional survey of health professionals

Social networks are widely used in the healthcare system for education, research, and professional networking. However, its adoption and impact in Central Asia, particularly among medical professionals, remain underexplored. This study assesses social media usage patterns, motivations, and perceived challenges among healthcare professionals in Kazakhstan, with a focus on professional engagement, information-seeking behaviours, and the need for structured training. A cross-sectional online survey was conducted among healthcare professionals in Kazakhstan from November 2022 to January 2023 after extensive pilot-testing by a multi-professional team. The questionnaire comprised multiple-choice and open-ended questions, and Likert scale answers to explore, social media preferences for professional engagement, and future possibilities. Among 147 respondents (M:F ratio = 1:1.17, median age = 32 years), social media adoption was nearly universal (97.96%, n = 144). The primary reasons for usage were knowledge acquisition (81.94%, n = 118), skill development (79.16%, n = 114), and maintaining social connections (68.05%, n = 98). YouTube and Instagram were the most frequently accessed platforms. Despite the perceived professional utility of social media, 75% (n = 108) of respondents felt overwhelmed, and only 65.27% (n = 94) considered it a secure means of communication.69% (n = 99) had never attended training on optimal social media use for professional growth, and 98.61% (n = 142) expressing willingness to participate in future trainings. The social media landscape among healthcare professionals in Kazakhstan reveals nuanced patterns of platform utilisation. The perceived utility of these platforms is tempered by acknowledged challenges, highlighting a critical need for structured guidance and comprehensive professional training frameworks tailored to the unique digital communication environment of Central Asian healthcare settings.