Social media, a collection of online platforms where users interact, share, and exchange content, have emerged as a significant secondary source of real world data (RWD) in health-related research. Social media data offer distinct advantages due to their often public accessibility and the relative ease with which they can be analysed. This overcomes some of the logistical barriers posed by traditional data collection methods. By enabling fast and cost-effective data gathering, social media provides valuable insights into patient experiences through unstructured, patient-generated health data. The integration of unstructured patient insights from social media into RWD, which are typically derived from structured primary sources, can provide a more comprehensive view on patient perspectives. Within Health Technology Assessment (HTA), this supports the evaluation of healthcare interventions in everyday clinical settings, ultimately contributing to improved patient care and more precise and informed decision making and assessments. All stages of social media analyses would benefit from ongoing dialogues between researchers and ethics reviewers to ensure the protection of social media users, build trust, and foster continuous learning in line with the evolving media, technologies, and research methods.