Media Wars: How to Face Vaccine Hesitancy on Social Media. Alicia Lachiondo, MD and Lisa Barker, MD St. Luke s Treasure Valley Pediatrics
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1 Media Wars: How to Face Vaccine Hesitancy on Social Media Alicia Lachiondo, MD and Lisa Barker, MD St. Luke s Treasure Valley Pediatrics
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5 Goals Vaccines and the role of social media Examples of vaccine messages in social media Ways to use social media effectively Interactive activity
6 What is Social Media? Internet-based tools that allow individuals and communities to gather and communicate; to share information, ideas, personal messages, images, and other content; and, in some cases, to collaborate with other users in real time Ventola 2014
7 Types of Social Media Social networking (Facebook, MySpace, Google Plus) Professional networking (LinkedIn, Doximity) Media sharing (YouTube, Flickr) Blogs Microblogs (Twitter)
8 Benefits of Social Media Education/advocacy Large audience Networking Public health programs Access to information
9 Social Media Drawbacks PERMANENT PUBLIC Poor quality of information Breaches of patient privacy Violation of the patient-provider boundary Legal/licensing issues
10 Social Media is the New News
11 Word of Mouth is as Valued as Media According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising -Forbes, 2014
12 Examples: How Social Media is used to Spread Vaccine Messages
13 The Dreaded Meme Any Questions?
14 Fake News
15 The Comment War
16 The Friend Asking for Advice
17 How to use Social Media Effectively
18 Remember Your Audience Vaccine believers Anti-vaxxers Vaccine hesitant and those with questions I m not anti-vaccine, but Don t forget You have a large, diverse audience
19 Stick to the Goal Convince everyone that vaccines are safe and effective Potentially vaccinate 1 more child Be a resource Respond to the post be specific
20 Find Common Ground Safety is important to me too I understand how overwhelming it can feel I know there is a lot of information out there...
21 Be the Expert!
22 Share a # #vaxselfie
23 Offer Personal Stories
24 Extend an Invitation
25 Arm Yourself! Have a lot of citations and references at your disposal Our favorites: CDC Pink Book-- book/index.html On Immunity: An Inoculation, Eula Biss Vaccines for Children are Naturopathic -- rg/yes-vaccines-are-naturopathic/ Seattle Mama Doc blog -- rg
26 What NOT to do: Be confrontational Be disrespectful Shut others down Name call always know when to bow out!
27 References Edwards KM, Hackell JM, AAP THE COMMITTEE ON INFECTIOUS DISEASES, THE COMMITTEE ON PRACTICE AND AMBULATORY MEDICINE. Countering Vaccine Hesitancy. Pediatrics. 2016;138(3):e Faasse, K et al. A comparison of language use in pro- and anti-vaccination comments in response to a high profile Facebook post. Vaccine Mitchell, A, et al. The Modern News Consumer: News attitudes and practices in the digital era. Pew Research Center, 7 Jul Accessed 27 Aug Ventola, CL. Social medial and health care professionals: benefits, risks, and best practices. Pharmacol Ther. 2014;39(7): Whitler, K. Why Word Of Mouth Marketing Is The Most Important Social Media. Forbes Magazine, 17 Jul Accessed 27 Aug 2017.
28 Questions
29 Now let s practice
30 *Your college roommate with a 2-year-old daughter posts this request:
31 *Your childhood friend posts a link to a news article that presents inaccurate information:
32 *Your coworker posts a link to an NBC news article that presents new data on flu vaccine:
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