vaccines and social media - wyoming department of health · instagram users check there at least...
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Vaccines and Social Media
Karen ErnstVoices for Vaccines
Is social media important?
• Most Americans use social media
• Most popular sites are still YouTube and Facebook
• Younger people use Snapchat, WhatsApp more
• Instagram popular with new parents
How often do people use social media?
• Every day!
• About half of Facebook users check their accounts more than once a day.
• More than half of Instagram users check there at least once a day
Social Media Problems
• Echo Chambers & Algorithmic Amplification
• Anti-Vaccine Savviness on Social Media
• Bad Suggestions
• Anti-Vaccine Ads/Monetization
Echo Chambers & Social Media
• We tend to see things from people who agree with us and talk to only those people on social media
• #BeefBan
Algorithmic Amplification
• Social media delivers content to you that is similar to content you engage with
• Test it out: go to a long-forgotten friend’s profile and like a handful of their posts
The Bait
• David Wolfe posts many life-affirming memes each day
The Anti-Vaccine Switch
• Once in a while, he posts anti-vaccine content, too.
Parents Looking for Good Information…
Get Bad Suggestions
Money and Social Media
• Social media has not only democratized information, but also fundraising and ad-buying
Social Media ChangesRestricting anti-vaccine voices?
Legislators Speak Out
Pinterest Vaccine Rules
YouTube Monetization
Facebook Ends Anti-Vaccine Ads
$1,400 ad running for 67 days
Do Not Rely on Changes
• We cannot rely on social media or on lawmakers to make their spaces less of a public health nightmare
• Social media is always changing, and anti-vaccine leaders find new ways to work through those changes
• We have to engage people, constantly and actively, about vaccines
Good Vaccine Content Is
• Values-based andscientifically sound
• Fun
• Personal
• Wrapped into other parenting and health content
Values-Based Messages
• Emphasize that vaccines are a shared community value
• Connect to other shared community values
• Feel local, real, authentic
Values-Based MessagingIthaca, New York
Personal Content
• Content shows that you are a real person and that vaccination is personal to you
• Encourages social norming
Shared Alongside Other Content
• Sharing vaccine content as part of a social media page’s larger message normalizes vaccines and normalizes talking about vaccines
Social Media Don’ts
• Don’t take negative comments personally
• Don’t go it alone
• Don’t be hands-off
• Don’t be an Anonymous Organization
Negative Comments Are Not About You
Social Media Dos
• Do make personal as well as professional accounts and be active on both
• Do have house rules/community standards for comments
• Do remain professional
• Do ask for help when you need it
• Do create your own content whenever possible
House Rules
• Mimic the conduct you would expect in your waiting room/living room in your Community Standards.
• Consider posting them at your website, too.
Where to Create Content
• canva.com
• piktochart.com
• spark.adobe.com
• Ripl app
• Typorama app
Connect with VFV
• voicesforvaccines.org/join-us
• vaxtalk.org
• Twitter and IG: Voices4Vaccines