Losing the battle over best-science guidance early in a crisis: COVID-19 and beyond

Ensuring widespread public exposure to best-science guidance is crucial in any crisis, e.g., coronavirus disease 2019 (COVID-19), monkeypox, abortion misinformation, climate change, and beyond. We show how this battle got lost on Facebook very early during the COVID-19 pandemic and why the mainstream majority, including many parenting communities, had already moved closer to more extreme communities by the time vaccines arrived. Hidden heterogeneities in terms of who was talking and listening to whom explain why Facebook's own promotion of best-science guidance also appears to have missed key audience segments. A simple mathematical model reproduces the exposure dynamics at the system level. Our findings could be used to tailor guidance at scale while accounting for individual diversity and to help predict tipping point behavior and system-level responses to interventions in future crises.