The Influence of Social Media on Melanoma Prevention: A Retrospective Analysis.

Background The widespread use of social media has introduced novel opportunities for public health communication, particularly among adolescents and young adults. In dermatology, these platforms are increasingly employed to disseminate information on skin cancer prevention and early detection. Given the rising incidence of melanoma in younger populations, social media represents a strategic tool to enhance awareness, promote protective behaviors, and support early screening initiatives. Aim This study aims to explore the main referral sources for dermoscopic examination in patients with multiple melanocytic nevi (MMN) and to assess the role of social media across different demographic groups. Methods A retrospective study was conducted on 144 patients with >10 melanocytic nevi undergoing dermoscopy for the first time at a private dermatology clinic in Tirana, Albania, between 2023 and 2024, selected from a total of 1,103 screened patients. Dermoscopic examinations were performed using the FotoFinder Vexia Medicam 1000s, and images were evaluated by an experienced dermatologist based on international diagnostic criteria. Statistical analyses included Student's t-test, Chi-square test, and one-way ANOVA; p < 0.05 was considered statistically significant. Results Among 1,103 patients, 144 met the inclusion criteria. The cohort had a mean age of 30.49 ± 10.34 years and was 68% female. The leading referral source was social media exposure (31.7%), followed by dermatologist referrals (22.5%) and personal concern about mole changes (16.9%). Older patients were more often referred by dermatologists (35.56 ± 12.52 years; p = 0.001) or presented due to personal concerns (34.50 ± 9.93 years; p = 0.036), whereas younger patients more frequently sought dermoscopy due to social media exposure (26.53 ± 8.01 years; p = 0.001). Men were more likely to be referred by dermatologists (37% vs. 16.5%; p = 0.010), while women were more likely to seek dermoscopy based on self-observed mole changes (21.6% vs. 6.5%; p = 0.030). Conclusion Social media plays a significant role in motivating younger individuals to seek dermoscopic evaluation, while older adults are more influenced by clinical referrals or personal concern. The observed age and gender differences in referral pathways underscore the importance of targeted digital health strategies to promote early melanoma detection. However, as this study was a single-center retrospective analysis with a limited sample size, the findings should be interpreted cautiously. Larger, prospective studies are needed to confirm these results and assess their broader public health implications.