Using Social Media to Combat Influenza Vaccine Misinformation and Improve Uptake: A Social Media Campaign and Repeated Cross-sectional Survey Analysis

Jessica B. Steier DrPH
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Abstract

Objective

To combat influenza (flu)-vaccine misinformation and improve vaccine uptake using social media.

Patients and Methods

Unbiased Science used an online survey to identify flu vaccine-hesitant demographic groups and their specific objections to vaccination. Targeted educational content was then created and deployed through a variety of media formats, including podcasts, newsletters, reels, and infographics. A postcampaign survey determined the proportion of individuals who changed their minds about vaccination as a result of the educational content. The study was conducted between October 28, 2022 and February 7, 2023.

Results

In 3626 precampaign surveys, 187 individuals (5.1%) reported being unvaccinated and not planning to get the flu vaccine (the unvaccinated group). Multivariable analysis showed that geographic region (Northeast and Southeast), gender identity (male and other), race–ethnicity (non-Hispanic Black, and non-Hispanic other), and education level (high-school or less and some college) were independently associated with being unvaccinated. The main reasons were needlephobia, dismissal of flu severity, and concerns about vaccine components, multiple vaccines, and side effects. In 838 postcampaign surveys, 39 individuals (4.7%) indicated changing their mind about vaccination: of these, 27 (69.2%) said they were more likely to get vaccinated and 22 (56.4%) had gotten vaccinated. Twenty individuals (51.3%) said they changed their mind at least in part because of the targeted educational content.

Conclusion

Social media has the potential to change attitudes and behaviors around vaccination. When science messaging is deployed across several platforms and targeted to key demographic characteristics, it has the ability to combat misinformation and influence vaccine uptake.
利用社交媒体打击流感疫苗错误信息并提高吸收:社交媒体活动和重复横断面调查分析
目的利用社交媒体打击流感(流感)疫苗的错误信息,提高疫苗的吸收率。患者和方法sunbiased Science使用了一项在线调查来确定流感疫苗犹豫不决的人口群体和他们对疫苗接种的具体反对意见。然后通过各种媒体格式创建和部署有针对性的教育内容,包括播客、时事通讯、卷轴和信息图表。一项运动后的调查确定了由于教育内容而改变对疫苗接种看法的个人比例。该研究于2022年10月28日至2023年2月7日进行。结果在3626次运动前调查中,187人(5.1%)报告未接种疫苗且不打算接种流感疫苗(未接种组)。多变量分析显示,地理区域(东北和东南)、性别认同(男性和其他)、种族(非西班牙裔黑人和非西班牙裔其他)和教育水平(高中以下和一些大学)与未接种疫苗独立相关。主要原因是针恐惧症、对流感严重程度的忽视、对疫苗成分、多种疫苗和副作用的担忧。在838项运动后调查中,39人(4.7%)表示改变了他们对疫苗接种的看法:其中27人(69.2%)表示他们更有可能接种疫苗,22人(56.4%)接种了疫苗。20人(51.3%)表示,他们至少在一定程度上是因为有针对性的教育内容而改变了主意。结论社交媒体有可能改变人们对疫苗接种的态度和行为。当科学信息在多个平台上部署并针对关键人口特征时,它就有能力打击错误信息并影响疫苗的吸收。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Mayo Clinic Proceedings. Digital health
Mayo Clinic Proceedings. Digital health Medicine and Dentistry (General), Health Informatics, Public Health and Health Policy
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