2021-08-03-世界卫生组织-A_Social_Media_Toolkit_for_Healthcare_Practitioners_-_desktop_24页_1mb

Summary of the WHO Social Media Toolkit for Healthcare Practitioners on Tackling COVID-19 Misinformation

Core Content

This document presents a social media toolkit designed to help healthcare practitioners combat COVID-19 misinformation and build vaccine confidence. It outlines three main strategies: creating original content, sharing pre-approved content, and re-sharing posts from trusted sources. The toolkit is supported by the World Health Organization (WHO) and is part of a broader effort to ensure that accurate, reliable information is spread through social media platforms.

Main Points

1. Importance of Addressing Misinformation

• The infodemic during the pandemic has led to harmful misinformation, including false claims that have contributed to hospitalizations.
• Vaccine misinformation and unequal vaccine distribution are now major challenges in ending the pandemic.
• Healthcare workers are crucial in disseminating accurate public health information and countering myths online.

2. Key Vaccine Confidence Messages

• Message A: Vaccine Safety
  • All vaccines are rigorously tested for safety and efficacy before approval.
• Message B: Vaccine Development
  • Vaccines were developed quickly due to global scientific collaboration, funding, and volunteer participation in clinical trials.
• Message C: Vaccines Reduce Risk
  • Being vaccinated reduces the risk of serious illness and allows the body to develop immunity against the virus.

3. Strategies for Effective Communication

• Option 1: Creating Your Own Content
  • Use creative tools to produce engaging posts.
  • Know your audience and tailor your message to their concerns.
  • Use natural light, professional camera angles, and appropriate phone orientation.
  • Be authentic and include personal experiences to build trust.
• Option 2: Sharing Toolkit Content
  • Use pre-approved images and videos aligned with the three key messages.
  • Include suggested captions and relevant hashtags like #VaccinesWork.
• Option 3: Re-sharing Trusted Posts
  • Share posts from verified global health organizations such as WHO, UN, GAVI, and Viral Facts Africa.
  • These organizations are non-partisan and non-governmental, ensuring accurate and vetted information.

Best Practices for Social Media Engagement

1. General Best Practices

• Be empathetic and listen to vaccine hesitant audiences.
• Keep messages simple and avoid scientific jargon.
• Repeat key messages to enhance recall.
• Use inclusive language to build a shared identity with the audience.
• Engage with your networks on platforms like WhatsApp, Facebook Messenger, and Telegram.

2. Do's and Don'ts

• Do:
  • Share verified facts and scientific consensus.
  • Use inclusive terms and clear, concise messaging.
  • Engage in conversations on trending topics.
• Don't:
  • Repeat anti-vaccine arguments or unverified sources.
  • Directly engage with anti-vaccine commentators.
  • Guilt-trip individuals or question the motives of vaccine deniers.

3. Platform-Specific Best Practices

Twitter

• Keep captions short (under 140 characters).
• Use 1-2 hashtags per tweet, including #VaccinesWork.
• Post during peak times: Wednesday at 9:00 or Friday at 9:00.
• Use horizontal images and short videos (6-15 seconds) for optimal engagement.

Facebook

• Use short and engaging captions, placing the most important message at the beginning.
• Post images or videos with a horizontal orientation for general posts, and vertical for Facebook Stories.
• Use Facebook Watch for longer-form videos (3 minutes or more) to reach a broader audience.
• Best times to post: Wednesday at 11:00 or 13:00-14:00.

Instagram

• Use vertical videos for Stories and Reels, and horizontal for feed posts.
• Include relevant hashtags and clear captions to enhance visibility and engagement.

TikTok

• Use short, engaging videos (ideally 15 seconds).
• Incorporate stickers and effects to make content more appealing.

LinkedIn

• Share professional and informative posts.
• Use images and videos to communicate key messages.
• Post once a week for a three-week period, focusing on one key message per post.

YouTube

• Use longer-form videos (up to 2 minutes 20 seconds).
• Ensure clarity and professionalism in content delivery.

4. Additional Resources

• VaccinesWork is the recommended hashtag.
• Repost app can be used to share Instagram grid posts to your own grid.
• Subscribe to local health agencies for real-time updates.
• Refer to WHO's website for the latest information on vaccine safety and development.

Conclusion

This toolkit is a valuable resource for healthcare practitioners aiming to combat misinformation and promote vaccine confidence. It provides guidance on content creation, sharing strategies, and platform-specific best practices to ensure effective communication. By using verified sources, authentic voices, and strategic posting, healthcare workers can help save lives and protect public health during the ongoing pandemic.