Using social media for vaccination promotion: Practices and challenges
Maryke S Steffens1, Adam G Dunn2,3, Julie Leask4,5
1Centre for Health Informatics, Australian Institute of Health Innovation, Macquarie University, Sydney, Australia.
Digital Health
|February 17, 2022
Summary
Vaccine organizations struggle with social media due to rapid changes and limited resources, hindering their efforts to combat misinformation and engage hesitant audiences effectively. Improved platform support and research are needed to enhance their impact.
Area of Science:
- Public Health
- Social Media Studies
- Health Communication
Background:
- Vaccination misinformation is prevalent on social media platforms.
- Organizations promoting vaccines face significant challenges in countering this misinformation.
- Understanding the social media strategies and obstacles of these organizations is crucial.
Purpose of the Study:
- To analyze the social media strategies employed by vaccine-promoting organizations.
- To identify the challenges these organizations encounter in their social media efforts.
- To explore opportunities for improving vaccine communication on social media.
Main Methods:
- Qualitative study design.
- Purposive sampling of 21 social media managers from vaccine-promoting organizations.
- Framework Analysis for data exploration.
Main Results:
- Organizations face challenges including rapid platform changes, resource limitations, and lack of organizational buy-in.
- Difficulties were reported in audience reach, social media listening, and impact measurement.
- Organizations struggle to connect with vaccine-hesitant groups and understand audience responses.
Conclusions:
- Vaccine organizations should leverage social media's participatory nature and share insights.
- Further research is needed to link social media strategies with attitude and behavior change.
- Social media platforms can support organizations by enhancing organic reach and providing better tools.
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