Social Media Listening and Engagement Toolkit: Building Confidence in Routine Immunization

"...hope that this will enable you to continue optimizing your campaign by introducing fresh, new content, maximising your reach, engagement, and ultimately, impact."

Social media listening is a means of tracking conversations about a chosen topic or entity across social media platforms. The insights gathered - e.g., identifying key influencers, spotting emerging areas of public concern, and tracking rumours/misinformation - can be used to inform strategic communications, including social media campaigns. This practical learning guide and tool is designed to support those involved in communicating about and delivering routine immunisation programmes with the process of developing a social media listening system.

The toolkit was developed under the framework of partnership with the United Nations Children's Fund (UNICEF) Regional Office for Europe and Central Asia (ECARO), the Vaccine Confidence Project (VCP) at the London School of Hygiene and Tropical Medicine (LSHTM), and Real Chemistry. Audience insights were first derived from social media listening reports based on analysis of Twitter data from the various countries in the ECARO region. Real Chemistry then developed "digital personas" (see below) by analysing the evidence of online conversation and interaction with online immunisation content; insights with regard to motivations and drivers became the basis for positive key messages for each digital persona, which are meant to either address a barrier to immunisation or re-emphasise the known drivers of immunisation, as well as the messengers and channels that might be influential.

In sync with this process, the toolkit is organised in a series of steps that guide the reader through the full process - from social media listening to campaign design and implementation. It was designed to support all levels of proficiency. Toolkit contents include:

1. Introduction
2. Gathering insights through social media listening
3. Digital persona development
4. Developing a data-driven social media campaign
5. Developing campaign materials
   • The creative concept
   • Campaign materials
6. Implementing the social media campaign
   • Social channels
   • Social planning
   • Audience targeting
   • Content formats, post mock-ups and asset library
   • Optimization tactics
   • Community management
   • Campaign measurement
7. Appendix

Creative assets and social posts relating to the routine immunisation campaign (provided as an example) are included in the toolkit for those who wish to roll it out in their own country or to support the dissemination of its materials.

Ongoing social media listening and engagement tools have been developed to map and monitor conversations around immunisation, with the aim of influencing vaccine attitudes towards positive actions and engagement, and of contributing to an increase in vaccine uptake, across the ECA region. Country teams led the process of translating and adapting the materials to fit their specific local contexts and communications needs before launching the campaigns.