title: No filter: A characterization of #pharmacist posts on Instagram.
abstract: OBJECTIVE
  The primary objective was to characterize the underlying intent of Instagram posts using the hashtag metadata term "#pharmacist" over a 1-year period. The secondary objective was to determine whether statistically significant relationships existed between the categories and the 2 dichotomous variables tested, self-portrayed images, and relation to health care.
  
  
  METHODS
  Retrospective, cross-sectional, mixed methods, exploratory, descriptive study.
  
  
  METHODS
  A review of available Instagram posts using the hashtag metadata "#pharmacist" from November 4, 2014, to November 3, 2015. Data were collected using software provided by NEXT Analytics. A sample of 14 random days was selected.
  
  
  METHODS
  Six hundred sixty-one Instagram posts containing "#pharmacist" in the caption.
  
  
  METHODS
  Categorization of post (including both picture and primary caption), self-portrayed images (i.e., "selfie"), and health care-related images.
  
  
  RESULTS
  One thousand three hundred thirty-eight posts were collected from the 14-day sample. Of the posts, 661 (49.4%) were analyzed; the remainder were excluded for being written in a non-English language or containing "#pharmacist" in the comments of the post, rather than the primary caption; 19.7% of all posts fell into the Celebration category, followed by Work Experience and Advertisement with 18.6% and 12.6%, respectively. The remainder of the categories contained 10% or fewer posts. Less than 25% of posts were self-portrayed images, and 88% of posts were deemed health care-related.
  
  
  CONCLUSIONS
  Instagram is an emerging social media platform that can be used to expand patient education, professional advocacy, and public health outreach. In this study, the majority of #pharmacist posts were celebratory in nature, and the majority were determined to be related to health care. Posts containing #pharmacist may provide the opportunity to educate the public regarding the knowledge and capabilities of pharmacists.
authors.forename: F Mark
authors.initials: FM
authors.lastname: Hindman
authors.forename: Alison E
authors.initials: AE
authors.lastname: Bukowitz
authors.forename: Brent N
authors.initials: BN
authors.lastname: Reed
authors.forename: T Joseph
authors.initials: TJ
authors.lastname: Mattingly
mesh_terms: D003430:Cross-Sectional Studies; D003695:Delivery of Health Care / Q000706:statistics & numerical data; D006801:Humans; D010595:Pharmacists / Q000706:statistics & numerical data*; D012189:Retrospective Studies; D061108:Social Media / Q000706:statistics & numerical data*