Overview
In the context of the current communication environment, where online content about vaccination can rapidly be created and shared across the world, media monitoring has become an important tool to listen to public sentiments, beliefs and concerns around vaccination. The growing negative sentiments around vaccination are not only targeting routinely available or new vaccines, but are also increasingly questioning the research and science behind the development of safe and effective vaccines. While negative information about vaccines online often reflects the worries of parents looking for the best ways to safeguard their children’s health, it feeds into a growing challenging environment of misinformation and a distrust of experts and science more broadly. In an effort to better respond to possible public concerns around vaccine trials, listening to the digital and social media is key.
Methods
The VCP set up a resource to monitor and address concerns and rumours circulating around the MRC BBSRC Vaccine R&D networks. A digital and social media monitoring strategy was developed in August 2019 to continuously monitor online content around relevant vaccine trials.
Impact
Any signals detected were investigated further and written-up as case studies and shared on a website for network members. These case studies, together with experiences in monitoring digital and social media around vaccine trials were also used to develop an online course on media monitoring and a practical guide, that may be used by the networks as a training resource.
