Large-scale digital flu vaccine campaigns have experienced difficulty increasing vaccination coverage among African Americans and Hispanics, and are routinely inundated by negative responses from vaccine opponents. A digital campaign employing user-generated content from social media ‘micro’ influencers who are predominantly followed by African Americans and Hispanics was implemented during the 2018–19 and 2019–20 flu seasons to disseminate positive information about the flu vaccine. At the time, this constituted the largest influencer-driven health campaign focused on these communities in the United States. Comments on posts were qualitatively coded to determine content perceptions among those exposed to posts. Digital metrics were also analyzed. During Year 1, posts reached 9 million+ social media users and generated 64 612 likes or shares, and 1512 responses. In Year 2, posts reached 8 million+ users and generated 155 600 likes or shares, and 3122 responses. Around 94% of public responses to posts were positive, suggesting this is a promising strategy to communicate health information and could shift social norms, particularly for heavily debated topics such as vaccination. This strategy represents a more community-led and participatory approach than most large-scale vaccination campaigns have attempted, with immediate applicability to communications about the COVID-19 vaccine.

中文翻译：

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社交媒体影响者可用于传递有关流感疫苗的正面信息：一项多年研究的结果

大规模数字流感疫苗运动在增加非裔美国人和西班牙裔美国人的疫苗接种覆盖率方面遇到了困难，并且经常被疫苗反对者的负面反应淹没。在 2018-19 和 2019-20 流感季节期间，实施了一项数字运动，利用来自社交媒体“微”影响者的用户生成内容，这些影响者主要是非裔美国人和西班牙裔美国人，以传播有关流感疫苗的积极信息。当时，这是美国最大的影响者驱动的健康运动，重点关注这些社区。对帖子的评论进行了定性编码，以确定接触帖子的人对内容的看法。还分析了数字指标。在第一年，帖子达到了 900 万以上的社交媒体用户，并产生了 64 612 个喜欢或分享，和 1512 个响应。在第 2 年，帖子的用户达到 800 万以上，产生了 155 600 个喜欢或分享，以及 3122 条回复。大约 94% 的公众对帖子的反应是积极的，这表明这是一种很有前景的健康信息传播策略，可以改变社会规范，特别是对于疫苗接种等争论不休的话题。与大多数大规模疫苗接种运动相比，该策略代表了一种更具社区主导性和参与性的方法，可立即适用于有关 COVID-19 疫苗的交流。特别是对于诸如疫苗接种等争论不休的话题。与大多数大规模疫苗接种运动相比，该策略代表了一种更具社区主导性和参与性的方法，可立即适用于有关 COVID-19 疫苗的交流。特别是对于诸如疫苗接种等争论不休的话题。与大多数大规模疫苗接种运动相比，该策略代表了一种更具社区主导性和参与性的方法，可立即适用于有关 COVID-19 疫苗的交流。