Keeping a Breast with Social Media: Le Marteau sans maître

In the last two decades, Web 2.0 emerged changing the static old traditional website to a more dynamic, user-generated platform creating social media (SoMe). This web-based world has become an extension of everyday life, in all of its implications and manifestations. Exchange of news, information, experiences, and personal stories “happening out there,” reaching fast and wide, possibly, though with overwhelming speed, uncontrolled exposure, and inadequate filtering. Inevitably, this has affected the breast cancer landscape in all its nuances. Social media are harboring news on research, health policies, academic advancements; patient experiences, personal stories, and call for action; industry advertisements, personal promotion of healthcare professionals [1]. The concern pertaining to this polyphonic reality is unclarity. Unclarity of frame, validity, accuracy, and credibility.