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NC Immunization Coalition

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by Christine Vara on 19 July 2013

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Transcript of NC Immunization Coalition

SOCIAL MEDIA

NC Immunization Conference, August 2013

Strategic Communications:
Social Media Has the Power to Improve Immunization Awareness


Christine Vara

Social Media Manager:
Every Child By Two

Editor & Lead Contributor:
Shot of Prevention Blog

Facebook Account Manager:
Vaccinate Your Baby

Twitter Account Manager:
@ShotofPrev & @EveryChildBy2

Outreach to Optimize Immunization Messages

Family & Friends

Doctors and Pediatricians?

Google
Searches?


Parenting and
Health Blogs?

People Are Looking for Immunization Information, But Where?

Facebook Friends?

You Tube?

80% of U.S. internet users look for health information online.

We know that Social Media is Prevalent Among Our Audience

More than 50% of teens (the parents of the future) use social networks daily.


79% of moms with children under 18 use social networking sites.
Jump on in…

Pediatrics published study 4/15/13: 196 first-time parents in WA State (high exemption rates)
176 followed ACIP schedule, 70 did not
72% of non-conformers had social contacts that recommending against following the ACIP schedule.
Only 13% of conformers' social contacts were in disagreement with the schedule.

22% of people log in more than 10 times daily



Every Child By Two
Has an Integrated Approach



ECBT Outreach to Partners and Advocates


Social Media Widgets
Drive Web Traffic to
Vaccinate Your Baby Facebook Page
Shot of Prevention Blog
& @ShotofPrev Twitter

CALL TO ACTION:
GET INVOLVED


Most active pro-vaccine page in existence: 75,000 + "likes" & growing.
Links to new studies, currents IZ news articles, blog posts & videos.
Share photos, infographics & content from other IZ organizations.
Over 500,000 impressions per week.
Roughly 443,000 monthly post views.
Average of 15,314 monthly active users.
Generating approximately 3,505 monthly comments.


Post new content 2-3 times a week.
Articles represent a mix of current immunization news, parent perspective & expert advice from guest bloggers.


Steady Growth of Shot of Prevention Blog


Post new content 2-3 times a week.
Articles address current immunization news.
Comments provide forum for discussion.

2010: 33,176 views
2011: 66,440 views
2012: 182,783 views
2013: 110,400 as of 7/13
Readers can preview a sample of the @ShotofPrev tweets in the right side column of the blog and link to follow us on Twitter.

A Facebook widget links visitors to our
Vaccinate Your Baby Facebook page.

Hundreds of people have already signed up and we utilize this database to alert the public to issues that pertain to them on both a national and local level.
Communication & Collaboration
Collaboration with Stakeholders is Critical

Twitter helps connect us
to the public,
the medical community
and other advocacy organizations worldwide
Monthy Newsletters, Daily News Clips, Quarterly Webinars, Special Publications
Vaccinate Your Baby Facebook Status Update

“Summer Sightings” Contest
Generated Active Participation Participation


Alert
Listen & Learn
Management
Engage
Diffuse
Inspire
Action
&
Advocacy
Action
Information we share with our followers.
Information our followers share with us.
Dr. Offit's Book Launch & Corresponding Flash Mob
Petitioning Against Jenny McCarthy on 'The View'
Shannon Des Roches Rosa, author & blogger,
wrote a guest post entitled
"Why my child with autism is fully vaccinated.".
It generated close to 5,000 views the day it posted & hundreds of views every month since it published in October of 2010.
Working with Autism Advocates
Alison Singer, Executive Director of the Autism Science Foundation, has collaborated with ECBT to present a special webinar focusing on the "ICE" Method of addressing vaccine hesitancy.
Dr. Swanson of
Seattle Children's Hospital
wrote
"Do You Believe In Vaccines?" which appeared on
Shot of Prevention.
She's a vocal vaccine advocate who references ECBT/VYB
in frequent presentations
about immunizations
& social media.
Hesitancy

Skepticism

Concern

It’ll make you dirty your pants.

“Nearly 90% of parents vaccinate their children as medically advised,
but more than half still express concern over the safety of the vaccines”

Survey from the University of Michigan
Reported on ABC Good Morning America, March 2010



Informative

Immediate

INTERACTIVE

CONVERSATIONAL

Like it or not, social media has changed the way we interact with one another and how we get news and information.


By reading comments
and evaluating statistics
we find out:

What do people want to hear about?
What interests them?
What concerns them?
What do they already know?
What are they misinformed about?

This is critical to providing future content
and encouraging conversation.


WE GOTTA BE IN IT TO WIN IT !

TAKE ACTION!

Immerse yourself in the online conversation.
Set up Facebook/Twitter accounts
Read & subscribe to relevant blogs.
Sign up for ECBT’s daily clips and action alerts.
Contribute a guest post to Shot of Prevention.

Questions? JUST ASK!
Contact me anytime!
CHRISTINE VARA
shotofprevention@gmail.com
910-319-0818


Jump on in…the water is fine…

Blogging. What’s that?

Presented by Christine Vara
OUR LIVES BEGIN TO END THE DAY WE BECOME SILENT ABOUT THINGS THAT MATTER

Allowing anti-vaccine comments and claims requires us to have knowledgeable supporters that are willing and able to correct false statements and refer to credible research.







Consider your comment policy but don't hesitate to change it as issues arise.

An argumentative tone can have a negative effect and prevent people from engaging in the conversation.

Realize that there are always silent observers.

Just because you "ban" someone doesn't mean they stop trying to comment. They often return with new names, emails and IP addresses.

Response from a Nurse
Response from a Doctor
Response from a Parent
Response from a Parent
Images
&
Infographics
And It’s Not Always Pretty.

THERE IS A CONVERSATION GOING ON OUT THERE…

FEAR
Misinformation
Quickly Illustrate Findings of C.S. Mott National Poll
Sometimes We Ask...
Sometimes They Ask..
.
Question From Follower On Facebook Regarding HPV Resources

TIME
STAFF
MONEY

THE CHALLENGES:
Good infographics showcase complex data in an engaging, digestible way, and are a great way to spark social sharing.
Calling Out the "Patriot Nurse" and Correcting Misinformation
The 'Patriot Nurse" is a "prepper" with dozens of health related videos online.
Her advice NOT to vaccinate based on inaccurate info & scientific misrepresentations.
She worked as a nurse at a birthing center during the height of a pertussis epidemic.
Karen’s Story:

Spring 2009: Karen was looking for information about H1N1 vaccine.


A google search led her to the “Vaccinate Your Baby” Facebook page where she met others who practice "Attachment Parenting" but were frustrated by having to defend their decision to vaccinate their childr
en.


Together this handful of Vaccinate Your Baby supporters began a closed Facebook support group called "Wear 'Em, Nurse 'Em, Vax 'Em Too" (now a group of about 150, by invitation only).


Her interest led to an inquiry of MN immunization laws & contact with the MN Dept of Health.


She was contacted a fellow MN resident who had written a local Op-Ed on vaccines policies & they began the Moms Who Vax blog.


They are currently making plans to create a children's immunization coalition in MN.




From “Liking” Vaccinate Your Baby"
to Starting a State Immunization Coalition

We have support, but we are in constant need of reinforcements.

THINGS CAN GET UGLY

Spook the Flu Contest
Parents sent in photos of their costumed cuties along with a catchy flu-related tag line.

Pictures and captions were shared one our Facebook page over the course of a few weeks.

The image with the most "likes" and "shares" won an Amazon gift card.
Don't let the Dark Side win. Get your flu shot!
Fairy dust won't keep us healthy, but flu vaccines can
.
Avengers assembled during flu season, protected with a shield of their flu vaccines.
Luke Duval is a teen who almost died from the flu.

He participated in Congressional briefings held by ECBT, who connected him with Families Fighting Flu who then used Luke for a PSA.

The video was also shared with Shot By Shot, which is an online collection of personal stories from people who have been impacted by vaccine preventable diseases.
ECBT supports strong
immunization policies
all across the country,
by connecting advocates, identified through social media, with state & local public health departments.
This can be critical in states proposing new legislation.
ECBT keeps flu vaccination top of mind throughout the season.
Shot of Prevention's
'Friday Flu Shot' series.
Updated reports
of flu activity.
Information on where
to locate flu vaccine.
NEED SCREEN SHOT
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