2018 Social Media Toolkit Pilot

​​Updated May 2018

2018 Social Media Toolkit Pilot​

From January to March, 2018, 16 practices from 13 states participated in a pilot of this toolkit. They were asked to post vaccine-related content to their social media accounts at least 3 times a week for 8 weeks. Please read below for more information on our practices, activities, lessons learned and results.​

    Pilot Summary


    • 16 practices participated from 13 states

    • Sized from 2-63 providers

    • From AZ, AL, CA, IL, KS, MT, NY, OH, OR, PA, TX, UT, and VA

    • Urban and rural areas


    • Follow/share from each other's accounts

    • Follow/share from AAP, CDC (Nancy Messonnier, MD), and others

    • Post at least 3 times per week

    • Participate on listserv

    • Participate on conference calls​

    Lessons Learned/Tips

    ​Lessons Learned

    • Pro-vaccine posts engaged many more people than other posts

    • Parents who lik­­­­ed or responded to posts, were not the parents that were expected to do so

    • Parents don't engage on Twitter as much as they do on Facebook

    • Responses to vaccine posts were more positive than expected

    • Posts that link elsewhere get more engagement than those that do not

    • Paying a few dollars to "boost" a post really increased view/engagement​


    • Have office staff "like" and "share" posts

      • The more posts are liked and shared the more visible they are to others.

    • Stagger post times – don't always post at the same time of day, because not everyone is on social media at the same time

      • Post later in the day. Some users found that posting after 5pm increased engagement; others noted that posting after 7pm was best.

    • Share from professional, individual accounts of practitioners in the practice.

      • Use a professional page to post, then "share it" from the professional page. This way parents see that the information shared is coming straight from a doctor.

      •  Use "Lasergram" to share individual pediatrician's posts

    • Post consistently: This helped increase parent engagement

    • Add signage with QR codes in the waiting room, so families can easily access social media accounts

    • Utilize the staff at the reception desk, upon greeting families, to:

      • Solicit for "followers"

      • Ask families to "check-in" on social media.

    • Have the pediatrician recruit at least one family per day (from office visits) to follow the practice on social media

    • Instead of developing your own posts:

      • Connect with other practices, doctors, professionals, organizations, public health officials, etc. and share what they post

      • Use already-developed posts, tweets, memes, etc., from the AAP toolkit

    • Use Hoot Suite to schedule posts

    • Use Instagram stories in addition to regular posts.

    • Pay attention to Facebook insights, it can tell you what types of posts (like those with links) garner the most engagement and what time(s) users are most active

    • Recruit parents who seem diligent or who are active in the community and ask them to like/follow your accounts, and share your posts

    • Consider posting things like job openings, they get a lot of shares and its possible more people will like or follow your accounts

    • Post fun things, e.g., superbowl, door decorating, etc.​


    Evaluation of Practices (15 respondents):

    • 14/15 respondents reported that the Immunization Social Media Toolkit allowed them to effectively share immunization information outside of the office visit.

    • 11/14 respondents reported that using the Immunization Social Media Toolkit helped them meet their goals.

    • 9/11 respondents reported that they were not having shorter conversations with parents since starting to use the Immunization Social Media Toolkit

    • 11/12 respondents reported that parents demonstrated an increased knowledge of vaccines during vaccine conversations.

    Evaluation of Parents who follow participants' social media accounts (329 respondents):

    • 94% of parent respondents report following their provider's Facebook account, while only 8.8% report following a Twitter account.

    • 55% of parent respondents reported learning something new about immunizations from their provider's social media postings.

    • 90% of parent respondents reported that the messages about vaccines made them feel more positively about vaccines.

    • 5% of parent respondents reported that the messages about vaccines made them feel more negatively about vaccines.

    • 33% of parent respondents reported that they were more likely to vaccinate their child after viewing these messages.​


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