In the last years, UNICEF Central and Eastern Europe – Commonwealth of Independent States (CEECIS) region has been troubled with the rise of a strong anti-vaccine sentiment, which has found popular expression through digital and social media.
The Social and Civic Media Section, within the Division of Communication, in collaboration with the CEECIS regional office pioneered in monitoring public social media discussions among concerned parents about anti vaccination sentiments. The findings help to understand who influences opinions, what concerns are the strongest among parents and how to best engage in communication and public advocacy efforts.
Social Media: Key Trends, Impacts And Role For BrandsElizabeth Lupfer
The presentation at the Research Showcase on Social Media-- Preliminary results from the Global Web Index UK and US data
* Motivations for using the web
* Social media usage trends
* How social media is driving change – video example
* The impact of social media
* Role for brands and challenge for advertising
Next generation financial services Russia dec 2012Sergey Sobolev
The document discusses the next generation of financial services in Russia and key trends impacting Russian customers and companies over the next 3 years. It highlights that younger Russians are adopting the internet at similar rates to Western Europe. While online banking is dominant in other countries, only 8% of Russians currently use it, showing significant room for growth. The document also outlines challenges for Russian companies, such as truly knowing their customers in the new "Age of the Customer", addressing customers across multiple devices and locations, and embracing mobility as smartphones and tablets proliferate.
1) Consumers communicate both online and offline across various contexts that are important for marketers. All media can be considered social media if planned properly to target consumers during social interactions.
2) Research shows that adults often communicate with others simultaneously while consuming media. Certain demographics, like young singles, display more online social behavior while consuming media like TV.
3) Targeting young singles during weekday evenings when watching TV dramas provides opportunities to reach influential consumers during peak social media consumption.
This document summarizes global social media trends in 3 main areas: broadband access and internet usage, social networks, and mobile social media. Broadband access has increased globally with over half of households connected in many countries. People spend over 15 hours per week online in the US and UK. Popular social networks include Facebook, YouTube, and LinkedIn. Twitter usage has grown significantly. Mobile social media is also on the rise, with nearly half accessing social networks via mobile devices.
The report shows the current state of rapidly expanded digital media practices among the families. What do they use and when? How parents view the digital media impact on the child’s development? What role does media play for shared parent-child activity? And how all of this vary with
This document provides an overview of global social media trends in 2009. It discusses increasing broadband access around the world and time spent online, with the US leading at over 15 hours per week. Social networks like Facebook, YouTube and Twitter are growing rapidly globally. Mobile social networking is also increasing, with nearly half of social network users accessing sites on mobile devices. The document includes statistics on key countries and regions around the world.
Mobile Study Shows Contacts Cited As Biggest Hassle to Lose, With Many Considering Its Loss ‘Priceless’.
Plaxo survey on usage of smartphones & backup reveal importance of address book information. For more info: http://www.plaxo.com/mobiletrends
The document summarizes the results of a survey of over 2,000 teens on their online habits, technology use, music and media preferences, spending habits, and views on the economy. It finds that most teens spend 3-6 hours online daily and prefer sites like Facebook, that hip hop and pop music are most popular, and that the recession has led 85% of teens to change their spending habits.
Social Media: Key Trends, Impacts And Role For BrandsElizabeth Lupfer
The presentation at the Research Showcase on Social Media-- Preliminary results from the Global Web Index UK and US data
* Motivations for using the web
* Social media usage trends
* How social media is driving change – video example
* The impact of social media
* Role for brands and challenge for advertising
Next generation financial services Russia dec 2012Sergey Sobolev
The document discusses the next generation of financial services in Russia and key trends impacting Russian customers and companies over the next 3 years. It highlights that younger Russians are adopting the internet at similar rates to Western Europe. While online banking is dominant in other countries, only 8% of Russians currently use it, showing significant room for growth. The document also outlines challenges for Russian companies, such as truly knowing their customers in the new "Age of the Customer", addressing customers across multiple devices and locations, and embracing mobility as smartphones and tablets proliferate.
1) Consumers communicate both online and offline across various contexts that are important for marketers. All media can be considered social media if planned properly to target consumers during social interactions.
2) Research shows that adults often communicate with others simultaneously while consuming media. Certain demographics, like young singles, display more online social behavior while consuming media like TV.
3) Targeting young singles during weekday evenings when watching TV dramas provides opportunities to reach influential consumers during peak social media consumption.
This document summarizes global social media trends in 3 main areas: broadband access and internet usage, social networks, and mobile social media. Broadband access has increased globally with over half of households connected in many countries. People spend over 15 hours per week online in the US and UK. Popular social networks include Facebook, YouTube, and LinkedIn. Twitter usage has grown significantly. Mobile social media is also on the rise, with nearly half accessing social networks via mobile devices.
The report shows the current state of rapidly expanded digital media practices among the families. What do they use and when? How parents view the digital media impact on the child’s development? What role does media play for shared parent-child activity? And how all of this vary with
This document provides an overview of global social media trends in 2009. It discusses increasing broadband access around the world and time spent online, with the US leading at over 15 hours per week. Social networks like Facebook, YouTube and Twitter are growing rapidly globally. Mobile social networking is also increasing, with nearly half of social network users accessing sites on mobile devices. The document includes statistics on key countries and regions around the world.
Mobile Study Shows Contacts Cited As Biggest Hassle to Lose, With Many Considering Its Loss ‘Priceless’.
Plaxo survey on usage of smartphones & backup reveal importance of address book information. For more info: http://www.plaxo.com/mobiletrends
The document summarizes the results of a survey of over 2,000 teens on their online habits, technology use, music and media preferences, spending habits, and views on the economy. It finds that most teens spend 3-6 hours online daily and prefer sites like Facebook, that hip hop and pop music are most popular, and that the recession has led 85% of teens to change their spending habits.
Studying and Using Social Media in Academic Research_Paton_Chrisyan_stanford
The document discusses using social media in academic research. It provides examples of studies using technologies like iPods, Twitter, Facebook and Skype for data collection and communication. It raises questions about developing research methods for studying social media given its rapid evolution. It also discusses establishing a research agenda for IMIA to explore leveraging social tools and implications at the intersection of health, informatics and social media.
April 2013 - UNICEF Social and Civic Media Section, DOC, NYHQ / Regional Office for Central and Eastern Europe and the Commonwealth of Independent States
Sabrina Kurtz-Rossi - eHealth and Older AdultsPlain Talk 2015
"Senior Surfing: eHealth and Older Adults" was presented at the Center for Health Literacy Conference 2011: Plain Talk in Complex Times by Sabrina Kurtz-Rossi, MEd, Principal, Kurtz-Rossi & Associates.
Description: This session will provide participants with information about eHealth literacy and techniques for helping older adults use the Internet to find health information for informed decision making and self-management of chronic disease.
The document summarizes research conducted on designing a game-based solution for sex education among university students in India. Surveys and interviews were conducted to understand students' existing knowledge gaps. It was found that most students did not receive sex education and had several misconceptions. A game app was proposed to provide accurate information on topics like relationships, contraception, and STDs in an engaging manner. Wireframes and prototypes of the game levels were created to test the proposed design.
This document summarizes the INSPIRE @ IMSH 2016 conference. The conference welcomed participants and provided information about the wireless network. It then introduced the mission of INSPIRE, which is to improve medical care for acutely ill children through simulation-based research questions related to resuscitation, skills, debriefing, and education. The document outlined the research themes of INSPIRE including training/assessment and healthcare innovations. It provided the schedule of presentations and working groups for the conference. Screen-based simulation and reporting guidelines for simulation research were also discussed.
The APTIC social network has been developed by the PSINET research group at the Universitat Oberta de Catalunya, in collaboration with Hospital de St. Joan de Déu and the Fesalud Foundation. The network aims at enabling the individual members of patients’ associations (mostly parents of children with chronic and rare diseases) to share experiences, information, resources and advice.
In parallel, we created a group on Facebook (APTIC Facebook Group) to publicize the network and analyse differences in the use of the two platforms (APTIC Social Network vs. APTIC Facebook Group)
Debunking Myths About Generational Use of Social Media and Health CareKevin Clauson
Social media use spans generations, though patterns differ. Younger generations are more likely to use newer platforms like Twitter and Instagram, while older generations prefer Facebook. However, all generations primarily use social media to stay connected with friends and family. Participatory medicine engages patients through social media, but it also presents risks if privacy settings are not used carefully, as employees have been fired for inappropriate online posts. Healthcare professionals must thoughtfully navigate social media to reap benefits while mitigating risks.
New Media Institute for experienced users at the U.S. Conference on AIDS in San Francisco on October 29, 2009. Facilitated by Jennie Anderson and Josie Halpern-Finnerty.
Give social media a shot - MD IZ CoalitionDawn Crawford
The document provides an overview of social media use and recommendations for how non-profit organizations can utilize social media. Some key points:
- 66% of online adults use social media, including for health information (20%) and recommendations from peers
- Women and moms are more active social media users than men
- 80% of caregivers have used the internet for caregiving-related support
- 92% of non-profits now use social media
- Popular platforms include Facebook, Twitter, LinkedIn and YouTube
- Recommendations include creating organization pages/profiles, posting daily with visual content, engaging in conversations, and using social media as a news feed and collaboration space
This presentation covers the social media landscape in Australia and how it is impacting businesses and provides insights into how to build a sociall enabled business. If you want to talk more about what we can do for your business, get in touch at info@inlight.com.au
The document summarizes a seminar held by the Health Sponsorship Council on August 5, 2010. It discusses using social media to promote public health campaigns and provides examples of existing public health campaigns on social media platforms. It also outlines strategies for engaging influencers and communities online to spread health messages and behaviors.
Social media and public health misinformation
The document discusses how social media acts as a platform for spreading information, beliefs, and behaviors. It summarizes research showing:
1) Anti-vaccine videos are more prevalent and easier to access than pro-vaccine videos on YouTube. Videos with more dislikes are more likely to be pro-vaccine.
2) The YouTube recommendation network makes anti-vaccine views more accessible over time.
3) Hostility online may reinforce distinct "in-groups" and "out-groups" rather than change views, highlighting the need for respectful discussion.
The document advocates using social influence through consensus building and anonymous discussion to counter health misinformation online.
This document discusses research on the relationship between social media and mental health. It notes that while social media has some positive attributes like facilitating social support, how it is used can be linked to mental health issues in teens. Teens who frequently engage in social comparison or seek feedback online are more likely to experience depression or anxiety. The document also suggests that racial minorities who experience online discrimination may be particularly susceptible to mental health problems. Additionally, social media could promote maladaptive behaviors by exposing teens to self-harm content. The document concludes by calling for more research in this area and education efforts to teach families and teens about navigating social media safely.
This document discusses digital health and the use of online resources and serious games to educate about health topics. It provides examples of several projects hosted by the National electronic Library of Infection (NeLI) portal that use digital tools for professionals and the public. These include resources on antibiotic resistance and infection control as well as games for children about microbes and hand hygiene. The document summarizes usage data and studies that show knowledge gains from using these online and game-based educational resources compared to traditional methods. It advocates for seamlessly integrating assessments into game designs to evaluate learning.
A Bicycle Built for Two: 10 Lessons Learned on Integrating Social Media and H...Jodi Sperber
Ten lessons learned about integrating social media into health, with an eye towards shared decision making (SDM). Presented at the 2011 Dartmouth Summer Institute on Shared Decision Making.
Studying and Using Social Media in Academic Research_Paton_Chrisyan_stanford
The document discusses using social media in academic research. It provides examples of studies using technologies like iPods, Twitter, Facebook and Skype for data collection and communication. It raises questions about developing research methods for studying social media given its rapid evolution. It also discusses establishing a research agenda for IMIA to explore leveraging social tools and implications at the intersection of health, informatics and social media.
April 2013 - UNICEF Social and Civic Media Section, DOC, NYHQ / Regional Office for Central and Eastern Europe and the Commonwealth of Independent States
Sabrina Kurtz-Rossi - eHealth and Older AdultsPlain Talk 2015
"Senior Surfing: eHealth and Older Adults" was presented at the Center for Health Literacy Conference 2011: Plain Talk in Complex Times by Sabrina Kurtz-Rossi, MEd, Principal, Kurtz-Rossi & Associates.
Description: This session will provide participants with information about eHealth literacy and techniques for helping older adults use the Internet to find health information for informed decision making and self-management of chronic disease.
The document summarizes research conducted on designing a game-based solution for sex education among university students in India. Surveys and interviews were conducted to understand students' existing knowledge gaps. It was found that most students did not receive sex education and had several misconceptions. A game app was proposed to provide accurate information on topics like relationships, contraception, and STDs in an engaging manner. Wireframes and prototypes of the game levels were created to test the proposed design.
This document summarizes the INSPIRE @ IMSH 2016 conference. The conference welcomed participants and provided information about the wireless network. It then introduced the mission of INSPIRE, which is to improve medical care for acutely ill children through simulation-based research questions related to resuscitation, skills, debriefing, and education. The document outlined the research themes of INSPIRE including training/assessment and healthcare innovations. It provided the schedule of presentations and working groups for the conference. Screen-based simulation and reporting guidelines for simulation research were also discussed.
The APTIC social network has been developed by the PSINET research group at the Universitat Oberta de Catalunya, in collaboration with Hospital de St. Joan de Déu and the Fesalud Foundation. The network aims at enabling the individual members of patients’ associations (mostly parents of children with chronic and rare diseases) to share experiences, information, resources and advice.
In parallel, we created a group on Facebook (APTIC Facebook Group) to publicize the network and analyse differences in the use of the two platforms (APTIC Social Network vs. APTIC Facebook Group)
Debunking Myths About Generational Use of Social Media and Health CareKevin Clauson
Social media use spans generations, though patterns differ. Younger generations are more likely to use newer platforms like Twitter and Instagram, while older generations prefer Facebook. However, all generations primarily use social media to stay connected with friends and family. Participatory medicine engages patients through social media, but it also presents risks if privacy settings are not used carefully, as employees have been fired for inappropriate online posts. Healthcare professionals must thoughtfully navigate social media to reap benefits while mitigating risks.
New Media Institute for experienced users at the U.S. Conference on AIDS in San Francisco on October 29, 2009. Facilitated by Jennie Anderson and Josie Halpern-Finnerty.
Give social media a shot - MD IZ CoalitionDawn Crawford
The document provides an overview of social media use and recommendations for how non-profit organizations can utilize social media. Some key points:
- 66% of online adults use social media, including for health information (20%) and recommendations from peers
- Women and moms are more active social media users than men
- 80% of caregivers have used the internet for caregiving-related support
- 92% of non-profits now use social media
- Popular platforms include Facebook, Twitter, LinkedIn and YouTube
- Recommendations include creating organization pages/profiles, posting daily with visual content, engaging in conversations, and using social media as a news feed and collaboration space
This presentation covers the social media landscape in Australia and how it is impacting businesses and provides insights into how to build a sociall enabled business. If you want to talk more about what we can do for your business, get in touch at info@inlight.com.au
The document summarizes a seminar held by the Health Sponsorship Council on August 5, 2010. It discusses using social media to promote public health campaigns and provides examples of existing public health campaigns on social media platforms. It also outlines strategies for engaging influencers and communities online to spread health messages and behaviors.
Social media and public health misinformation
The document discusses how social media acts as a platform for spreading information, beliefs, and behaviors. It summarizes research showing:
1) Anti-vaccine videos are more prevalent and easier to access than pro-vaccine videos on YouTube. Videos with more dislikes are more likely to be pro-vaccine.
2) The YouTube recommendation network makes anti-vaccine views more accessible over time.
3) Hostility online may reinforce distinct "in-groups" and "out-groups" rather than change views, highlighting the need for respectful discussion.
The document advocates using social influence through consensus building and anonymous discussion to counter health misinformation online.
This document discusses research on the relationship between social media and mental health. It notes that while social media has some positive attributes like facilitating social support, how it is used can be linked to mental health issues in teens. Teens who frequently engage in social comparison or seek feedback online are more likely to experience depression or anxiety. The document also suggests that racial minorities who experience online discrimination may be particularly susceptible to mental health problems. Additionally, social media could promote maladaptive behaviors by exposing teens to self-harm content. The document concludes by calling for more research in this area and education efforts to teach families and teens about navigating social media safely.
This document discusses digital health and the use of online resources and serious games to educate about health topics. It provides examples of several projects hosted by the National electronic Library of Infection (NeLI) portal that use digital tools for professionals and the public. These include resources on antibiotic resistance and infection control as well as games for children about microbes and hand hygiene. The document summarizes usage data and studies that show knowledge gains from using these online and game-based educational resources compared to traditional methods. It advocates for seamlessly integrating assessments into game designs to evaluate learning.
A Bicycle Built for Two: 10 Lessons Learned on Integrating Social Media and H...Jodi Sperber
Ten lessons learned about integrating social media into health, with an eye towards shared decision making (SDM). Presented at the 2011 Dartmouth Summer Institute on Shared Decision Making.
1. UNICEF & Anti-Vaccination Trends
Social Media Analytics to Save Lives
February 2013 prepared by Traxion
2. Meet the presenters
Sebastian Majewski Emily Chambliss
United Nations Traxion & Attention USA
smajewski@unicef.org echambliss@attentionusa.com
@sebmaje @emilychambliss
2
6. Purpose: to better understand anti-
vaccination conversations & factors that
affect parental decisions in the CEE-CIS.
6
7. To reach this goal, we developed questions to guide the
research.
– Why parents are refusing vaccinations?
– What are the concerns about vaccines?
– What are their ideas/perceptions?
– Who is influencing the discussion?
– Which networks are being used?
– Where are they located?
– How to respond?
7
8. The monitoring approach
Social media conversations offer the depth of qualitative
research and the sample sizes of quantitative research in
real time.
– How do we detect digital smoke signals?
8
10. Important questions to keep in mind
– How can we ensure ethical consideration regarding
privacy?
– What pieces of data are valid and useful to the
research?
– How do we apply this research in a greater
context?
10
12. After meticulous coordination & planning…
Research Questions: Required Resources:
– Terms/phrases? – Social data analysts
– Languages? – Non-English translators
– Timeframe? – Tracx
– Social pages? – Information
– Metrics? – Time
12
13. Using various types of metrics & data collection
Sentiment
Volume Channels Engagement Analysis
13
14. We analyzed conversations from 22,000 people across
social media.
From May to July 2012, 22,000 people participated in social media discussions
about vaccination refusal in English, Russian, Romanian and Polish.
14
15. We structured the research into four phases.
Phase 1 Search Queries Language Phase 3
– Identify goals – UNICEF + Vaccines – English – Extract & compile data
– Gather research – WHO + Vaccines – Polish – Quantitative & qualitative
– Identify topics – CDC + Vaccines – Russian analyses
– Identify languages – Anti-vaccination (general) – Romanian – Research influencers
– Set up tracking – Review & translate verbatim
Spotlight Pages mentions
– UNICEF Networks: Facebook, Twitter, YouTube
– Regional Pages: USA, Russia, Romania, Poland
Phase 2 Query Topics – Chemicals/Unna Phase 4
– Scrub data – Side effects tural – Gather insights from data
– Refine queries – Efficacy – Western Plot analyses
– Identify topics – Unnecessary – Developmental – Synthesize non-English
– Add new queries to – Religion/Ethics disabilities insights
segment data by topic – Distrust – Pakistan ban – Construct the final report
Government/Ind – Make strategic
ustries recommendations based on
key insights
15
17. Young women drive the global anti-vaccination
conversation on Blogs & Facebook.
Gender Age
2% 2%
9000 7% 60+
Facebook 17%
8000
19%
Blog 50 - 60
7000
18%
6000 YouTube 40 - 50
26%
5000 Twitter 24%
30 - 40
4000
Forum
3000
20 - 30
News 39%
2000 35%
Other* 10 - 20
1000
0 7% 3%
Men Women Men Women
17
18. Anti-vaccination discussions typically occur in the US
on Blogs, Facebook, & Forums.
Locations
USA 82%
UK 3%
Networks Sentiment
Panama 3%
Tumblr YouTube
Australia 2%
Twitter 3% 1%
Canada 2% 5% Positive
News
6%
Germany 5%
0.7%
Negitive
Mexico 0.6% Forum 43%
14% Blog
India 0.6% 47% Neutral
51%
Ireland 0.5% Facebook
25%
Pakistan 0.4%
18
19. English is the most common language used to discuss
anti-vaccination followed by Polish & Russian.
Anti-vaccination discussions Non-English discussions
Russian Romanian
3% 1% Romanian
8% 0%
Polish
8%
Russian
25%
Polish
67%
English
88%
19
20. Blogs allow anti-vaccination discussions to reach outside countries & populations.
English Russian
USA 82% Russia 65%
UK 3% Ukraine 15%
Panama 3% Tumblr Forum
YouTube USA 5%
3% 4%
Australia 2% 1% Germany 5%
Canada 2% Forum
14% Netherlands 1%
Germany 0.7% Blog
Twitter Belarus 1% Twitter
Mexico 0.6% 47% News 24%
5% Kazakhstan 1%
India 0.6% 2%
News Blog
Ireland 0.5% Facebook Latvia 1%
5% Facebook 65%
Pakistan 0.4% 25% Azerbaijan 0.5%
25%
Uzbekistan 0.5%
Romanian Polish
Romania Twitter Forum Poland 71%
74% 0%
0% USA
USA 11% 15%
News Tumblr Germany News
Moldova 4% YouTube
9% Facebook 6% 0% 1%
Netherlands 3% Facebook 1%
Germany 3% 8%
UK 2% 25%
Italy 1% France 1%
Colombia 0.5% Indonesia 0.4%
Bulgaria 0.5% Denmark 0.3%
Blog Czech Republic 0.3% Blog
Portugal 0.5%
86% India 0.3% 85%
UK 0.5%
20
21. Blogs, Forums, & Facebook facilitate the most engaging
discussions about anti-vaccination.
Posts
40000
35000 Interactions
30000
25000
20000
15000
10000
5000
0
Blog News Forum Facebook Twitter Reddit YouTube Tumblr Other*
21
22. Opportunities exist for UNICEF to join organic anti-
vaccination discussions.
UNICEF/WHO/CDC + Vaccines Anti-Vaccination Mike Huckabee
supports Pakistan to
ban polio vaccine.
Whooping Cough Pampers supports Immunization
CDC: Measles Outbreak in OR UNICEF giving Week in Zimbabwe
Incidence tetanus shots.
5000 increased in 2011 Dr. Oz admits not
WA Increase vaccinating kids, while
4500 in Whooping advocating for vaccines.
Cough
4000 CDC: Whooping Cough
CA Bill VT Debates Ending
AB2109 “Philosophical Epidemic worst in 50
3500 CDC’s Vaccines For years, calling for adult
Exemption”
CDC Children study shows vaccinations.
3000 Announces vaccines improperly stored
Autism
2500 Increase
2000 Mayim Bialik on Autism One Freedom Fest
NPR’s Science Conference 2012 in Las
1500 Friday does not 2012 in Chicago Vegas
vaccinate her kids
1000
500
0
4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 6/17 6/24 7/1 7/8 7/15 7/22 7/29
22
24. The prevalence of anti-vaccination topics shows the
specific concerns associated with each population.
9% 0%
3%
4%
27%
Religion/Ethics 32%
14%
Side effects English Romanian
1%
6% 65%
Distrust Government/Industries 15%
Toxins/Unnatural 24%
Unnecessary
Developmental Disabilities 2%
12% 11%
3%
Efficacy
Western Plot Russian 19% Polish
35%
7%
98% 6% 7%
24
25. Romanian Examples
VACCINUL ANTI -HPV UCIDE!!! O elevă de 14 ani din HPV vaccine KILL! A student of 14 years in
Marea Britanie a murit după ce i-a fost Britain died after being administered a
administrată o doză de vaccin împotriva dose of vaccine against cervical cancer:
cancerului de col uterin: Vaccinuri inutile si unnecessary and dangerous vaccines
periculoase: “Gardasil (Silgard) şi Cervarixul sunt "Gardasil (Gardasil) and Cervarix are two
două vaccinuri folosite împotriva virusului HPV (şi nu vaccines against HPV (not cancer cervical
a cancerului de col uterin cum ni se spune)! we are told)!
In the United States, it is widely known across media channels that over 5,000 families believe that
their children's autism was caused by this vaccine, however the actual number is certainly much
greater. Such legislative decisions against ROR include a 90,000 pound settlement to a little boy called
Robert Fletcher for cerebral lesions as well as a 1.5 million dollar settlement to Hannah Poling's parents
who started showing autism signs the day after receiving six different vaccines including ROR.
The proponents of the vaccination theory: Jenner and Pasteur's followers - the Vaccine Mafia
25
26. Russian Examples
Недавно проведённое большое исследование
A recent large study confirms the results of
подтверждает результаты других
other independent observations, which
независимых наблюдений, где сравнивались
compared vaccinated and unvaccinated
привитые и непривитые дети. Все они
children. They all show that vaccinated
показывают, что вакцинированные дети
children suffer from 2 to 5 times more often
болеют от 2 до 5 раз чаще, чем
than non-vaccinated children.
невакцинированные дети.
Source: http://epidemnews.ru Вакцинация против пандемического
гриппа H1N1, известного также как
"свиной", может приводить к развитию
Vaccination against pandemic influenza
синдрома Гийена-Барре, острого
H1N1, also known as "swine", can lead
полирадикулита у
to the development of Guillain-Barré
взрослых, свидетельствуют данные
syndrome, acute poliradikulita in
канадских ученых, опубликованные в
adults, according to the Canadian
журнале JAMA.
researchers, published in the journal
JAMA.
Source: www.rutoday.ru
26
27. Polish Examples
In Poland, no one was vaccinated, because the health minister, Ewa Kopacz, who is a doctor, decided
that it would not be too safe. "As a physician, I am guided by the principle of not harming others" -
Kopacz said in the Polish parliament in 2009. – ”We will not purchase vaccine for swine flu."
… in 2007 a dozen of homeless people in Poland who, without their knowledge, were
vaccinated against bird flu– died …
For over 30 years in the U.S., pharmaceutical companies produce vaccines derived from
aborted fetal tissue (…)
27
29. Arguments against vaccination vary by gender.
Men tend to be more concerned with topics that focus on the bigger picture.
Women tend to be more concerned with granular topics, focusing on direct cause & effect.
Female Male
Western Plot 37% 63%
Efficacy 41% 59%
Religion/Ethics 42% 58%
Distrust… 48% 52%
Chemicals/Unnatural 51% 49%
Side Effects 54% 46%
Unnecessary 58% 42%
Developmental Disabilities 59% 41%
29
30. At first glance, Religion/Ethics appeared to be the most
engaging anti-vaccination topic.
Activity Volume
Religion/Ethics
Distrust Government/Industries
Chemicals/Unnatural
Developmental Disabilities
Side effects
Western Plot
Efficacy
Interactions
Unnecessary
Posts
30
31. But analyzing various metrics pointed to three topics:
Distrust, Disabilities, Chemicals.
Rank by Rank by Rank by Rank by
Activity Volume Impact Ratio Conversation Density Engagement Rate
Distrust
Religion/Ethics Developmental Disabilities Developmental Disabilities
Government/Industries
Distrust Distrust
Developmental Disabilities Chemicals/Unnatural
Government/Industries Government/Industries
Distrust
Chemicals/Unnatural Chemicals/Unnatural Chemicals/Unnatural
Government/Industries
Developmental Disabilities Unnecessary Side effects Unnecessary
Side Effects Side Effects Western Plot Religion/Ethics
Western Plot Religion/Ethics Unnecessary Efficacy
Efficacy Western Plot Religion/Ethics Western Plot
Unnecessary Efficacy Efficacy Side effects
31
32. Anti-Vaccination advocates leverage their social networks
to influence others about health, parenting, & policy.
Influencer Networks Description
Dr. Joseph Mercola Facebook, Twitter, Blog Naturopathic doctor against vaccines
Concern with vaccines having aborted fetal tissue, chemicals used in pesticides, &
Vactruth.com Blog
heavy metals
Zen Gardner – Just Wondering Blog Conspiracies aimed at media, government, science, etc.
Dr. Tenpenny on Vaccines Facebook, Twitter, YouTube, Pinterest Osteopathic doctor argues that vaccines cause brain injury
Left Brain/Right Brain Blog Autism news science & opinion, anti-vaccination leaning
Thinking Moms’ Revolution Blog, Facebook Parent-focused
Argues that vaccinated children get unvaccinated children sick, doctors have
Proud Parents of Unvaccinated Children Facebook
inadequate education, Big Pharma controls what doctors learn in medical school
Anti-government, anti-corporate, argues that neurotoxins in vaccines cause brain
The Refusers Facebook, Twitter, Tumblr
damage
Natural News Facebook, Twitter, YouTube, Pinterest, Blog Alternative Medicine blog
Greenmedinfo.com Blog Alternative Medicine blog
Facebook, Twitter, Reddit, Digg, LinkedIn, Argues the Pharmaceutical-Industrial Complex pushes harmful vaccines, and
Worldtruth.tv
Tumblr, Google+, YouTube vaccinated kids get more sick than unvaccinated kids
DailySalt.org Blog Alternative Medicine blog
Cafemom.com Forum Vaccination studies and effects explored
VaccineInjury.info Blog Argues for natural immunity to regain health
EverydayHealth.org Blog Alternative Medicine blog
33. Dr. Tenpenny targets women with emotional appeal &
medical authority.
40K Facebook Fans
1.6K Twitter Followers
48 Pinterest Followers
Features
– Multiple social networks
– Multiple websites
– Digital content variety
– Women-focused
– Authoritative
33
34. Natural News presents as an accessible health &
wellness authority.
270K Facebook Fans
51K Twitter Followers
4.6K Pinterest Followers
42K YouTube Subscribers
Features
– Multiple social networks
– Digital content variety
– Lifestyle oriented
– Free Information
– Authoritative
34
35. WorldTruth.TV’s international focus on conspiracies
appeals to fear.
27K Facebook Fans
1K Twitter Followers
453 YouTube Subscribers
72 Pinterest Followers
Features
– Multiple social networks
– Authenticity & Authority
– Apocalyptic theme
– Internationally-focused
– Opportunity to donate
35
37. Model of Anti-vaccination Sentiment Identification
& Salience
1 Core Members
2 Intense Member
3 Alert Members
37
38. Arguments for vaccine refusal are interrelated &
associated with existing beliefs & values.
Freedom of Choice Faith in God
Religion/Ethics
Alternative Side Effects Unnecessary
Medicine Homeopathy
Developmental
Disabilities Toxins/Unnatural
Medical-Industrial Efficacy Western Plot Green
Complex Movement
Distrust of Government/
Industries
Anti-capitalism Population Control
38
39. Why do parents refuse vaccinations for their children?
How do they feel? What do they want?
Uninformed Accessible Information
Conflicted Comprehensive Education
Acknowledgement
Frustrated
Guidance
Scared
Assurance
Suspicious
Transparency
Distrustful
More Vaccine Research
Skeptical Opportunity to contribute
Disempowered Freedom to Choose
39
44. Popular arguments reflect traditional American values.
Social Media Participants
The relative popularity of topics
Unnecessary
reflects the collective concerns Efficacy 1%
4%
of the English-speaking Anti- Side effects
6%
Vaccination community—
Western Plot
freedom, ethics, religion, and 9% Religion/Ethic
s
health—typical values of most 27%
Americans. Development
al Disabilities
14%
Distrust
Government/
Chemicals/No
Industries
n-natural
24%
15%
44
45. Each metric tells a slightly different story about each topic
• Looking at activity volume showed Religion/Ethics to be the most engaging topic.
• Looking at impact ratio showed Developmental Disabilities to be the most engaging topic.
Activity Volume Impact Ratio
Interactions
Topic Impact
Posts Developmental Disabilities 2.7
Distrust Government/Industries 1.9
Chemicals/Unnatural 1.9
Unnecessary 1.6
Side Effects 1.1
Religion/Ethics 1
Western Plot 1
Efficacy 0.9
45
46. Each metric tells a slightly different story about each topic
• More people were involved per conversation about Distrust Government/Industries.
• Posts about Developmental Disabilities became conversations more frequently than other topics.
People per Conversation Engagement Rate
Topic Density Topic Engagement
Distrust Government/Industries 7.9 Developmental Disabilities 20%
Developmental Disabilities 6.9 Chemicals/Unnatural 16%
Chemicals/Unnatural 6.9 Distrust Government/Industries 14%
Side effects 6.3 Unnecessary 14%
Western Plot 5.8 Religion/Ethics 11%
Unnecessary 5.5 Efficacy 11%
Religion/Ethics 5.2 Western Plot 11%
Efficacy 4.4 Side effects 10%
46
47. The Refusers advocate against vaccines through music
& “authenticity."
10K Facebook Fans
13K Twitter Followers
139 YouTube Subscribers
Features
– Multiple networks
– Entertainment content
– Social activism
– American values
– Conspiracy
47
1.7 billion users are on top social networks world wide, nearly a quarter of the world population.
Social media research insights will have real world applications.
Social Media research takes coordination, time, effort, and $.
Social media research involves several different types of metrics and data collection.
Gives context about the amount of data and people involved in this study.
The research process is methodical, structured, and time consuming.
Mostly young adult women in the US drive anti-vaccination conversations in English on blogs and Facebook, reaching countries outside the USA.
Mostly young adult women in the US drive anti-vaccination conversations in English on blogs and Facebook, reaching countries outside the USA.
This may be due to the fact that we collected data from social networks more popular with English-speakers or it may reflect that Polish and Russian speakers are more interested in anti-vaccination discussions.
Locations are detected when attached to a piece of data. We can see social media data in different languages coming from different places, showing the penetration of specific languages into other countries. Anti-vaccination discussions reached other countries by using the same social networks, allowing ideas to penetrate other regions and populations.
Leading posts about anti-vaccination topics get way more engagement on Blogs, Forums, and Facebook.
Anti-vaccination social activity spikes in response to announcements of disease incidence, news stories about vaccines, legislation, celebrity statements and brand endorsements. Not all peaks coincide, meaning that sometimes UNICEF was involved in social media discussions about vaccines where anti-vaccination sentiment was not present. (see 6/12, 6/29, 7/20 peaks). Also, anti-vaccine discussions peaked at times that UNICEF/WHO/CDC discussions were not peaking (see 4/20, 4/24. 4/26, 5/25, 6/6, 7/2, 7/9), revealing an opportunity for UNICEF to join the discussion from which they are absent.
We see the prevalence of specific anti-vaccination topics in each language, showing the concerns associated with each population.
Men tend to be more concerned with meta topics or arguments that focus on a larger context.Women tend to be more concerned with more granular topics that focus on direct cause and effect.
Topics with greater interactions to posts indicate highly engaging arguments, often consisting of hundreds of comments in a long thread.Chemicals/non-natural, Distrust government/Industries, and Developmental disability arguments are highly engaging.
Anti-Vaccination influencers spread ideas through well-established social networks and are often health-focused (Autism, homeopathic), parent-focused (social communities for moms), or concerned with government (freedom, conspiracy).
Influencer uses multiple social networks, digital content (text, video, pictures), emotional appeal, authority, offering services & ecommerce. These are the features of influencer’s social media presence that makes them so powerful.
Influencer uses multiple social networks, digital content (text, video, pictures), emotional appeal, authority, offering services & ecommerce. These are the features of influencer’s social media presence that makes them so powerful.
The reasons for refusing vaccines are interrelated and correlated with other values and beliefs, but overall, people refuse the vaccines because they are disempowered and distrustful.
People refuse the vaccines because they are disempowered and distrustful. They want acknowledgement of their concerns, comprehensive information, accessible education, transparency from organizations, establishment of trust, more research to study long term side effects of vaccines, opportunity to contribute, and freedom to make choices.
Influencer uses multiple social networks, digital content (text, video, pictures), emotional appeal, authority, offering services & ecommerce. These are the features of influencer’s social media presence that makes them so powerful.