TACKLING COVID-19 MISINFORMATION
A SOCIAL MEDIA TOOLKIT FOR HEALTHCARE PRACTITIONERS 03 23 Foreword from The World Health 3: Sharing relevant vaccine posts Organization from trusted and reliable Page sources
05 27 About this toolkit dos and don’ts of engaging vaccine hesitant audiences
07 29 Key vaccine confidence messages best practices CONTENTS Twitter Facebook Instagram TikTok LinkedIn 09 Snapchat Getting involved YouTube
11 37 1: Creating your own social media Protecting yourself online images and videos Creative tools 15 43 2: How to share the images and videos Further useful resources provided in this toolkit Message A: Vaccine Safety Message B: Vaccine Development 43 Message C: Vaccines Reduce Your Risk of Sickness Glossary The COVID-19 pandemic has reminded us In an effort to empower our esteemed all of the vital role healthcare workers play doctors and nurses – some of the most to relieve suffering, save lives and keep effective messengers of public health populations informed, often at the expense information – to actively address COVID-19 of their own safety. While the physical misinformation and build vaccine confidence risks attached to healthcare workers’ daily globally, all while safeguarding mental responsibilities have visibly heightened health, the World Health Organization during the pandemic, the increased strain is excited to welcome this social media on mental health has often gone under- toolkit for healthcare practitioners. This reported. This strain not only stems from product contributes to WHO’s ongoing gruelling hours and high-risk demands, collaboration with the Government of the FOREWORD FROM but also from online bullying targeting United Kingdom to ensure the spread of those who advocate for safe public health misinformation is addressed by reliable, measures and counter misinformation with trusted messengers such as yourselves. medical facts on social media. THE WORLD HEALTH As healthcare practitioners, this toolkit Ensuring communities have access to life- aims to provide you with the tools, skills saving public health information from and content you need to share authentic ORGANIZATION trusted sources in their own community, and reliable information. There are many and are not misled by misinformation scientists and healthcare practitioners online, is essential to ending this pandemic. already amplifying public health guidance What WHO first called an “infodemic” in by creating and sharing simple, accurate 2020 – an overabundance of information, and engaging posts with their online both accurate and inaccurate, that spreads communities. By adding your voice to alongside a disease outbreak – has made theirs, you can help people make safe this pursuit challenging. healthcare choices by ensuring that facts and science rise above the noise of myths While the rapid spread of accurate and misinformation at this crucial moment information has enabled health authorities to in the vaccines’ rollout. reach an unprecedented number of people and sparked solidarity across borders, it Although the infodemic cannot be stopped, has also led to harmful conspiracy theories it can be managed with your support as and falsehoods. For instance, in the first you stop the spread of misinformation in three months of 2020, nearly 6,000 people your own communities, turn the tide on the around the world were hospitalized due to infodemic tsunami and save lives. COVID-19 misinformation1. Now, COVID-19 vaccine misinformation, coupled with the
inequitable distribution of vaccines around Andrew Pattison, the world, is hampering one of our most Team Lead for Digital Channels, promising tools to end this pandemic. Digital Health and Innovation, WHO
1.www.ajtmh.org about this toolkit this about
3 4 As healthcare practitioners, you know your communities better than anyone. The most impactful thing you can do to help build vaccine confidence ABOUT and address misinformation is to share facts and information across your channels in a way which you think will resonate with your communities, and feels THIS authentic to you. This toolkit lays out three ways in which you can help: TOOLKIT CREATING 01 Creating your own posts – video or images – that will engage your communities, using your tone of voice.
POSTING 02 Posting the images and videos that we have provided as part of this toolkit, along with captions which clearly communicate key vaccine messages.
RE-SHARING 03 Re-sharing vaccine information already disseminated from trusted social media sources to your networks.
Over the following pages, you’ll find a step-by-step guide for each of these options, social media platform best practice to optimise your posts and guidance on how to ensure your protection online. about this toolkit this about
5 6 FACTS TO INFORM WHAT YOU POST
Message A • There are strict protections in place to ensure the safety of all COVID-19 Vaccine SAFETY vaccines. • Before receiving validation from WHO and national regulatory agencies, COVID-19 vaccines are rigorously COVID-19 vaccines must undergo tested for safety and efficacy rigorous testing in clinical trials to prove before approval that they meet internationally agreed benchmarks for safety and effectiveness.
FACTS TO INFORM WHAT YOU POST
Message B • Unprecedented scientific collaborations have allowed COVID-19 vaccine research, Vaccine DEVELOPMENT development, and authorisations to be completed in record time – to meet Vaccines are a safe solution the urgent need for COVID-19 vaccines developed at speed due to while maintaining high safety standards. unprecedented levels of • As with all vaccines, the World Health KEY MESSAGES TO Organisation and regulatory authorities scientific collaboration, will continuously monitor the use of funding and the large number COVID-19 vaccines to confirm that they remain safe for all who receive them. COMMUNICATE ON of volunteers for human trials.
FACTS TO INFORM WHAT YOU POST SOCIAL MEDIA Message c
• The COVID-19 vaccines provide GE S protection against the disease, as a result Vaccines Reduce the of developing an immune response to • Three core vaccine confidence messages have been the SARS-Cov-2 virus. developed and verified by the WHO, each designed to Risk of Sickness address common misconceptions about the vaccine. • Developing immunity through Consider these ahead of engaging in any social media vaccination means there is a reduced activity to ensure it is as impactful as possible Being vaccinated reduces your risk of developing the illness and its consequences. This immunity helps you • Pre-approved imagery, videos and suggested captions risk of getting seriously sick fight the virus, if exposed. which have been available for you to post on pages 17- with COVID-19 22 also align to the below messages
For the latest information and guidance ME SSA O NF I DENCE CC I NE #VaccinesWork is the hashtag A about vaccine safety and how they have we are encouraging you to use been developed, please go to the WHO when sharing your vaccine facts
web page. and information. V K EY
7 8 HOW MUCH GETTING TIME COULD YOU DEDICATE TO THIS? INVOLVED
A GOOD AMOUNT NOT A LOT BUT TO ADDRESS AM STILL KEEN TO COVID-19 HELP ADDRESS MISINFORMATION MISINFORMATION ONLINE I HAVE SOME TIME AND KEEN TO DO MY BIT TO HELP
Go to page 11 to find Go to pages 15 for Go to page 23 to find guidance on creating some pre-approved a reference to some your own images and images and videos reliable sources that videos communicating which you can share on you can follow and then key vaccine messaging. your social channels. re- share relevant posts to your social channels. VED OL NG I V GE TTI NG
9 10 The most impactful thing you can do to help people make the right healthcare choices is to share simple and accurate posts which communicate key vaccine facts and science with your online communities.
The most engaging way to do this is to create your own posts - so if you’d like to, here are some tips that you may find useful: OPTION 1: Getting the message across in CREATING the most engaging way possible YOUR OWN v i de os SOCIAL MEDIA KNOW YOUR AUDIENCE Be accurate
You know your communities better than Before posting, double check your spelling a nd ge s anyone. Think about what concerns they and grammar. On social media platforms IMAGES AND might have about the COVID-19 vaccines such as Twitter, you will not be able to edit and how you can share the facts with them your Tweet once it has gone out, so best to in a way which might reassure them. You get it right the first time. can use the messages provided to help VIDEOS with this and there is more information you Be Yourself can use on the WHO web page. The best performing posts on social Get familiar with the messaging media are authentic. Be professional and knowledgeable, but also be yourself. i m a med ia so c ial Before creating a post, think about the message you want to get across as a starting point, then communicate as creatively as Speak to Your Experiences you like. It’s best to be clear and concise so n ow our
focus on one message per post. To add further authenticity, you could speak y to your own positive experiences with the Make sure you check out the ‘Dos and COVID-19 vaccines. Don’ts’ on page 28. ng Cr e ati
11 12 CREATIVE Getting creative Getting TECHNICAL TOOLS Use natural light where possible Using a stand for your phone ON OFFER Shooting in daylight is advised. Lightbulbs Placing your phone in a raised position will can cause shadows and a yellow glow, so ensure you record a professional video, as turn any lights off, where possible. well as stabilising the focus of the shot. If If you would like to go one step further and enhance your content you have one available, a tripod is perfect with edits, subtitles, music, stickers, you can use creative tools Record video using the to deliver a strong video on platforms such that are downloadable from your Appstore. Below is a guide of as TikTok, Snapchat and Instagram. some of the apps available to you for free (some may have in app actual social media app purchases).
If you are comfortable with editing images Centre yourself in the camera and video, you can record in the social If you plan on recording a video yourself, media platform application on your phone centre yourself in the frame so all your and download the footage.
movements can be captured. If you have v i de os access to gridlines on your camera, this can Use in built app features Ripl Unfold help to make sure you place yourself in the Turn your photos, video and Create stories with middle. Apps like Snapchat and TikTok and features music into video slideshows multiple photos
like Instagram Stories offer stickers and a nd ge s visible effects that you can add to your Pay attention to your images and videos. When you get to the phone orientation camera screen on these apps, there will be a note button that will allow you to explore When creating videos for Twitter, Facebook the stickers on offer. and LinkedIn, placing your phone in a horizontal orientation is best while vertical Videoshop Photoshop Mix Review and re-record is best for Instagram Stories, Snapchat and Turn your photos into videos Cut and combine images TikTok. If you do not like what you have created ia i m a med ia so c ial after you have reviewed it, you can always Make your videos accessible record it again. To make your videos accessible to deaf, hard of hearing individuals or people who
do not want to use headphones to know n ow our
what’s being said, you can add subtitles y Legend Mojo MySubtitle. Add motion to your captions Create stories from a video template ng Cr e ati
13 14 STEP 01 choose a message to communicate (see page 8)
To accompany each message, you can choose from: OPTION 2: • A video; and/or • A set of four images; however, it is important to post all four images in the suggested order, to communicate STEP 02 SHARING THE the full narrative. select your social IMAGES AND media channel
The video and images have been toolkit this provided in the optimum formats for all VIDEOS PROVIDED social channels. i n v i ded IN THIS TOOLKIT STEP 03 prepare your caption
Here we have provided links to pre-approved images and p ro v i de os videos which align to each key message on page 8. This is Suggested social captions have been tried-and-tested content, which has already been shared provided over pages 17-21, or you by the World Health Organization; so, you can easily create can create your own based on the key engaging posts which reinforce the importance of vaccines messages. Be sure to include relevant
in protecting people. hashtags. a nd ge s
• Suitable for Shorter version: i m a TikTok, Twitter and Instagram.
• Medium version: Suitable for all STEP 04 th e platforms apart from TikTok. • Longer version: Suitable for post Facebook, YouTube, LinkedIn and Instagram. Please refer to the best practice examples per social media channel on pages 29-36 of this toolkit to optimise your posts. ow to shar e to H ow
15 16 Message A Message A Vaccine SAFETY Vaccine SAFETY
COVID-19 vaccines are rigorously tested for safety and efficacy before approval this toolkit this
CAPTION OPTIONS i n Twitter Video Short: Safety matters. All COVID-19 vaccines undergo rigorous testing in Twitter Images v i ded clinical trials before they are approved by national regulatory agencies. Facebook Video #VaccinesWork Facebook Images Safety comes first. Rigorous Medium: Instagram Video testing in clinical trials ensures all os p ro v i de os COVID-19 vaccines meet internationally Instagram Story & Reel agreed benchmarks and attain validation from WHO and national regulatory Instagram Images agencies. #VaccinesWork
TikTok (Video) a nd ge s Long: Through rigorous testing in clinical
trials, all COVID-19 vaccines have met LinkedIn Video i m a internationally agreed benchmarks in LinkedIn Images order to receive validation from WHO th e and national regulatory agencies. This ensures they are safe and effective. Snapchat (Video) #VaccinesWork YouTube (Video) ow to shar e to H ow
17 18 Message B Message B Vaccine DEVELOPMENT Vaccine DEVELOPMENT
Vaccines are a safe solution developed at speed due to unprecedented levels of scientific collaboration, funding and the large number of volunteers for human trials. this toolkit this i n
CAPTION OPTIONS v i ded Twitter Video Short: Scientific collaboration, rapid funding and worldwide volunteers Twitter Images participating in human trials have made the COVID-19 vaccines a safe solution Facebook Video
developed at speed. p ro v i de os #VaccinesWork Facebook Images
Medium: Unprecedented scientific Instagram Video collaboration, a large number of volunteers participating in human trials and rapid Instagram Story & Reel funding has meant that the COVID-19 a nd ge s vaccines are our much needed solution Instagram Images developed at pace. #VaccinesWork i m a TikTok (Video) Long: Unprecedented scientific th e collaboration, rapid funding and a large LinkedIn Video number of volunteers participating in human trials have allowed COVID-19 LinkedIn Images vaccine research, development, and Snapchat (Video) authorizations to be completed in record time. #VaccinesWork YouTube (Video) ow to shar e to H ow
19 20 Message C Message C Vaccines Reduce Your Risk Vaccines Reduce Your Risk of Sickness of Sickness
Being vaccinated reduces your risk of getting seriously sick with COVID-19.
CAPTION OPTIONS toolkit this
Twitter Video i n Short: The protection the COVID-19 vaccines provide reduces your chances Twitter Images
of getting seriously ill with #COVID19. v i ded #VaccinesWork Facebook Video Facebook Images Medium: You can reduce the chances of getting seriously ill with #COVID19 Instagram Video by having a vaccine. The protection it
provides helps you to develop immunity. Instagram Story & Reel p ro v i de os #VaccinesWork Instagram Images Long: Having a COVID-19 vaccine reduces your chance of getting seriously ill if you TikTok (Video) contract #COVID19. The protection it a nd ge s provides allows your body to develop LinkedIn Video
immunity to help you fight the virus if i m a exposed. #VaccinesWork LinkedIn Images th e Snapchat (Video)
YouTube (Video) ow to shar e to H ow
21 22
CE S OPTION 3: SHARING POSTS FROM TRUSTED AND RELIABLE E SOUR R E LIABL A ND ED TRUST M F RO SOCIAL MEDIA Trusted global health organisations are You can share posts from these organisations already posting critical vaccine information by: SOURCES P OSTS CC I NE that you can look out for and re-share. This A
is a quick option and will still be valuable • Retweeting on Twitter V in helping to build vaccine confidence and • Sharing on Facebook or LinkedIn address misinformation. A N T
On the next page, we have shared a list of • Sharing Instagram feed posts to your organisations that you might want to follow Instagram Stories or and share relevant information from. These • Downloading an app such as are all non-governmental, non-partisan Repost to share Instagram grid posts, to your organisations which will share approved own grid. facts and information so you can trust that
the information you are sharing has been R E L EV SHARI NG fully vetted for accuracy.
23 24 World Health UNITED NATIONS Global Alliance COALITION FOR EPIDEMIC Organisation handles: for Vaccines and PREPAREDNESS
handles: The UN has an initiative called Verified which is encouraging all of us to check Immunisation Handles: CE S the information that we share. Sign up to receive content you can trust and look out Handles: Twitter: @CEPIvaccines Twitter: @WHO for the Verified double tick. Twitter: @GAVI LinkedIn Twitter: @UN Facebook: @WHO Facebook: @GAVI Facebook: @UnitedNations Instagram: @WHO Instagram: @gavialliance VIRAL FACTS AFRICA Instagram: @UnitedNations TikTok: @WHO TikTok: @gavialliance Handles: TikTok: @UnitedNations LinkedIn LinkedIn Twitter: @viralfacts LinkedIn Snapchat: @who Facebook: @viralfacts YouTube SOUR R E LIABL A ND ED TRUST M F RO Snapchat: @UnitedNations YouTube: @WHO Website Instagram: @viralfactsafro YouTube: @UnitedNations Website Website It might also help to subscribe to P OSTS CC I NE A your local health agency for the V latest information in your country as they will also be share key A N T vaccine information. NG R E L EV SHARI NG
25 26 Dos engaging with vaccine hesitant
• Be empathetic and listen. In most cases, • Use inclusive terms to underline a people sharing misinformation think shared identity with the audience e.g. they are helping and will have genuine ‘we as parents’, or ‘as members of a questions or concerns. community’.
• Keep your key messages simple, • Underline scientific consensus with emphasizing high safety instead of regard to vaccine safety and efficacy. low risk as well as the social benefits of vaccines. Repeat these messages often; • Engage with your networks. A lot of do not use scientific jargon or acronyms information and misinformation is if you can avoid them. shared through messaging platforms e.g. Whatsapp, Facebook Messenger, • Repeat your key messages as often as Telegram; and spreads far and wide. possible so your audience will be more DOS AND DON’TS likely to remember them. OF ENGAGING WITH Don’ts engaging with vaccine hesitant
VACCINE HESITANT • Don’t repeat any anti-vaccine arguments • Avoid a sense of ‘guilt tripping’ people d i ence s au n t h e sita or unauthorised sources - stick to your to get the vaccine. facts. • Avoid raising questions about the cc i ne
AUDIENCES • Don’t engage directly with anti-vaccine personal motivation of vocal vaccine a
commentators. deniers - save such discussions for v private personal interactions. • Don’t repeat myths which are sent to
you. g i ng a eng o f TS For more information, click here. ND D O N' A ND D OS
27 28 If you’re just setting up a Twitter account for TWITTER the first time, be sure to review this guide BEST PRACTICES with the latest advice here.
QUICK TWITTER TIPS KEEP IT SHORT 01 Tweets can contain up to 280 BEST • Limit to 1-2 hashtags per Tweet. characters but being concise is • Trending conversations get the most in Twitter’s DNA. Aim to keep every Tweet engagement on Twitter. Check out the focused on one specific message as per ‘Trending’ tab and capture trending the examples on page 8. If you have more PRACTICES conversations to have your tweets seen to say, start a Tweet thread (by clicking the by more people and share your posts in speech icon and responding to your own a timely manner e.g. if ‘#COVID19’ was tweet, carrying on the conversation). trending, be sure to use the phrase or hashtag. Be sure to use alongside the #Vaccineswork hashtag. • Keep your captions short and conversational – preferably under 140 ADD VISUALS, characters, you can find short and 02 medium caption examples across ESPECIALLY VIDEO Twitter revealed there’s over 2 billion video pages 17-21. views per day on the platform. Bold images, • For the chance to have your posts GIFs, and videos increase results. Share the viewed and potentially shared videos or images available as outlined on by relevant people to your post, pages 17-21 or create your own as outlined The following sections outline a guide to POSTING FREQUENCY mentioning them will allow it to appear on page 11. Remember to keep the video each platform’s best practice, to enable in their notifications. short (6-15 seconds is ideal). you to get the most out of your posts. • Best times to post: Wednesday at 9.00 You may simply choose to communicate or Friday at 9.00. one message on one occasion, or you USEFUL HASHTAGS might want to post a number of times so & POSTING FREQUENCY you can share all of the messages. MEDIA INCORPORATE Here’s how to get the best out of your 03 Hashtags will allow people who do not An ideal posting schedule could see you Twitter posts: TIMELY AND follow your profile to see your posts. posting once a week for a three-week Post image: Option to use the images On your captions, be sure to include period, each post delivering against one of provided, however, if capturing your own, RELEVANT HASHTAGS #VaccinesWork the key messages. However, even if you just horizontal images work best on Twitter. Hashtags allow you to expand your reach have the time to post once, this will still play and tap into relevant conversations. Focus Option to use the videos provided, a vital role in fighting vaccine misinformation Video: on keywords that are relevant to your Additional hashtags to be used are: however, when capturing your own using and increasing confidence in the COVID-19 post and stick to one or two hashtags per the Twitter app, turn your camera to a vaccines in your community. Tweet. They are included in your character #CovidVaccine #TheVaccine #COVID19 horizontal position.
count. The main hashtag for this campaign TI CE S
#TheNewNormal #HealthCare Video length: 2 minutes 20 seconds is #VaccinesWork and the additional C (maximum). hashtags could include: #Coronavirus #Pandemic #Science #CovidVaccine #COVID19 P RA #CoronaVirusVaccine #ThisIsYourShot
#Medicine #Vaccinated #GetTheJab B E ST
29 30 If you’re just setting up a Facebook account If you’re just setting up an Instagram Facebook for the first time, you can find out how to instagram account, you can find out how to post with post with the latest advice from the platform the latest advice from the platform here. Best Practices here. Best Practices QUICK instagram TIPS QUICK FACEBOOK TIPS CAPTIONS - BELOW BELOW ‘SEE MORE’ 01 • Hashtags are vital to include to ensure 01 The first two lines of the • Hashtags aren’t recommended but they ‘SEE MORE’ your posts are seen by people who do caption will appear before your can be used, despite not increasing The first two lines of the caption will appear not follow you. audience will need to click ‘See More’. Use these first two lines to communicate the your reach. before your audience will need to click ‘See • The important part of the message most important part of your message so • Communicate in your usual tone and be More’. Use the suggested posts outlined should be at the beginning of the your audience can ‘see more’ to find out as informative as possible. on page 17-21 or if creating your own, caption. these first three lines need to communicate more details. • Vary between posting images, videos • The important part of the message the most important part of your message and Instagram stories. should be at the beginning of the so the follower can ‘See More’ to find out caption. more details. • You cannot click on any links in the • Use images, GIFs, and/or videos platform that are posted with any whenever possible. images, captions, comments or videos DIRECT TO THE LINK other than those posted in paid for • There is no character count for posts, 02 DETAIL ALL THE adverts or the Instagram stories of but the shorter the better. 02 IN BIO verified accounts (with a blue tick). Instagram does not permit you to post links • Wednesday at INFORMATION YOU Best times to post: • No character count, but as is true for all in captions, comments or Instagram Stories. 11.00 or 13.00-14.00. NEED social media, the shorter the better. The best way to direct people to another As Facebook allows links to be added to webpage is to add the webpage link in your MEDIA • Tagging or mentioning relevant accounts profile bio and direct your audience to the posts, you can utilise the function to its in your post will increase the chance of fullest. Once people are attracted to your link by saying ‘For more information, click Here’s how to get the best out of your your post being seen and shared by the link in my bio’. If you would like to direct Facebook posts: posts, they are likely to see if the caption them. has any information to find out more. your audience to multiple links, you could Post image: Option to use the images • Best times to post: Wednesday at use a Link Tree. provided, however, if capturing your own, 11.00 or Friday at 10.00. horizontal images work best. MEDIA Video: Option to use the videos provided USE VISUALS, or if creating your own, both a horizontal or 03 You have the option of utilising the assets a vertical orientation video work. Facebook ESPECIALLY VIDEO provided, however, if you are creating your MAKE USE OF THE Stories, however, uses vertical video. Facebook favours a variety of post types own, here are Instagram’s optimum ratios: 03 (video, images or others that you may Video length: 30-60 seconds as an CREATIVE OFFERINGS like to explore). Different types of video Post image: Instagram grid posts in a optimum length when recording your own square format. video. formats will favour different types of actions Horizontal video for Instagram TV IN THE STORIES depending on what’s being communicated. Video: Instagram Stories allows you to use pre- Facebook Story video length: (IGTV), vertical video for Instagram Stories Short videos on Facebook can vary between created effects to add more to your videos. 15 second limit. and Reels and square video for a grid post. 15 seconds - 1 minute. Videos get shown You can also add text and stickers to make Within the App, you can record or take a organically to more people when they are your stories more engaging. You can use
picture in the correct ratios for the format. TI CE S at least 3 minutes long. your Stories to direct people to posts on Video length: 3 to 60 seconds. your feed. You would do this by selecting C Facebook also has a platform within their Instagram TV video length: 15 seconds to the triangular share button underneath the
social media platform for longer form P RA 60 minutes. image or video and selecting ‘Add post to video called ‘Facebook Watch’, which is like stor y’. YouTube. Instagram Reel video length: 15 to 30 seconds. B E ST Instagram Story video length: 15 second limit per video. 31 32 USE FORMATS AND If you’re just setting up a LinkedIn account, TIKTOK 01 LinkedIn you can find out how to post with the latest Best Practices TRENDS THAT ARE Best Practices advice from the platform here. ALREADY WORKING If you’re just setting up a TikTok account, TikTok has many different styles of posts you can find out how to post with the latest that app users are used to. Identifying QUICK LINKEDIN TIPS TONE OF VOICE advice from the platform here. these styles will ensure that your videos will 01 On LinkedIn, the people you be accessible. By looking at what is already • As a work/career focused platform, this are speaking to are colleagues, As inspiration, The UN has been working, you can then create similar posts has a personable but formal tone. organisations, companies and professionals, collaborating with Team Halo - an effort using your own ideas. The examples that so your tone needs to be adapted for this to support and celebrate the collaboration can be used currently are: • Hashtags are vital to be included in audience – keep it warm, informative and between scientists all over the world current trends – stick to a maximum of – For people to learn approachable but professional. helping us to end this pandemic with safe #LearnOnTikTok around three. about the vaccine. and effective vaccines. #DaynNite – People use this song in the • Receiving a like from your post can background when dispelling myths. open it up to that person’s audience. #covid19virus QUICK TIKTOK TIPS • Tagging people and company profiles WHEN TO POST can make them aware of your posts. 02 As LinkedIn is a social media • Best performing video is between 9 LINK IN BIO network for professionals, it’s best and 15 seconds long. 02 TikTok does not allow people to • Adding links to captions on posts with to post between your local working hours • Including hashtags is vital to be seen by post clickable links in captions, direct instructions works well on the (8.00 and 6.00), especially whilst people are people who do not follow you. comments or on top of posts. The best commuting to and from work, or on a lunch platform. break. way to direct people to another webpage • Posts are also searchable by songs, so would be to add the link to the page to • Wednesday 8.00- using popular songs as background Best times to post: your profile bio and direct your audience 10.00 or Thursday at 9.00. music to your own videos can be to the link in the bio. If you would like to beneficial. direct your audience to multiple links, you MEDIA • Captions in video have a 150-character could use a Link Tree. Disclaimer: this isn’t CHARACTER LIMIT The character limit on LinkedIn limit. available to everyone yet. Option to use the videos / images provided, 03 or if creating your own posts, here are is 1,300. Try not to make your • Webpage links are not possible on any LinkedIn’s optimum ratios: posts too long as you can always link to more types of posts other than sponsored ADD BACKGROUND information elsewhere. You have the option to posts. Horizontal images work best. use the suggested captions from the posts on 03 Images: pages 17-21. If you are creating a slightly longer • Best times to post: Tuesday at 14.00, MUSIC Video: Horizontal video also works best. post, make sure to summarise at the beginning Thursday at 5.00 or Friday at 10.00. Posting using trending songs allows you so your audience knows what to expect when to receive more engagement and allows Video length: Max 10 minutes, Min 3 they press ‘See More’. You have 140 characters your posts to appear on the ‘trending song’ seconds but the optimum we recommend before the ‘See More’ break. MEDIA feed, giving more people a chance to see would be around 30 to 60 seconds. your post. You should make sure the song You have the option of utilising the video is relevant to the post; otherwise, your provided however if you are creating your video could have a high early exit rate from own, here are TikTok’s optimum ratios: users who didn’t intend to view it or see it as irrelevant. You do this by pressing the
Video: Vertical video works best for TikTok. ‘Add Sound’ button at the top of the screen TI CE S when you’re recording from the app. If C 15 secs for a single recording Video length: you cannot use the most suitable trending and up to 60 secs for several videos song, be sure to use the right hashtags to P RA combined into one post. allow your posts to be seen by people who
do not follow your account. B E ST
33 34 If you’re just setting up a Snapchat account, If you’re just setting up a YouTube account, Snapchat you can find out how to post with the latest YOUTUBE you can find out how to post with the latest Best Practices advice from the platform here. Best Practices advice from the platform here.
QUICK SNAPCHAT TIPS LENGTH OF VIDEO QUICK YOUTUBE TIPS LENGTH OF VIDEO 01 People who use Snapchat do 01 Unlike the other platforms, • This is a playful social media app so it’s not usually view longer videos. • Best performing video is around 8 people often spend more time important to try and keep the tone light Try to keep videos around the 15 second minutes. watching YouTube videos than on any when creating your own posts mark. If you cannot communicate the • Tag video with specifically relevant other platform. We would recommend • Best performing video is around the 15 information within this time limit, it’s best to topics for a chance to have your video videos to be around the 8-minute mark second mark. expand the video only as long as it takes to recommended next to trending videos. to communicate the messages provided convey the message and nothing more. (when creating your own videos) but it • Posts are most effective in vertical • There is a 5,000-character limit in can be shorter to stay consistent with the orientation. the description section where you shorter videos you may have already been can provide further information and • Use your location to be found on the creating. signpost to more resources. Snap Map. This will allow local people that do not follow you to view your SPOTLIGHT • Best times to post: Thursday and posts. 02 Like TikTok, you can add Friday between 14.00 to 16.00. • Best times to post: Any time and any hashtags to videos to help NAME OF VIDEO day. It’s a 24-hour app. them get discovered on the Spotlight 02 The name you give your video section. This will be for people who aren’t MEDIA is important to make the video friends or subscribers of your account. searchable in the right way. People should This is video only. You have the option to Hashtags suitable for posting about the see the title of the video and know what MEDIA use the videos provided, or if creating your COVID-19 vaccines include: they are about to watch. If the video doesn’t own, here are YouTube’s optimum ratios: match what the person watches, there will This is video only. You have the option to #VaccinesWork be a huge early drop off rate. YouTube will use the videos provided, or if creating your Videos: Horizontal. notice this and push your video further own here are Snapchat’s optimum ratios: #CovidVaccine #COVID19 Video length: The maximum file size that down the algorithm, making it harder to you can upload is 128 GB or 12 hours. find. Videos: Vertical. Video length: Videos can be a maximum of 60 seconds per single video and a minimum of 3 seconds. DESCRIPTION 03 You should aim to have the most important supporting information about the video on the first three lines before the ‘Show More’ button needs to be selected. The 5,000-character limit allows you to include links and further information that relates to the video. The video itself can direct your audience to
these links and where to find them. TI CE S C P RA B E ST
35 36 Unfortunately, social media can be a • Managing your privacy Apps (e.g. cruel place at times. In order to protect Instagram, Facebook and Twitter) allow yourself and stay safe, here are some you to choose your privacy settings. recommendations that could help. If your account is set to private your posts will not be seen by anybody who • Be aware that anything you are doesn’t follow you which can work well posting will be in the public domain if you just wish to communicate with – The information can be shared far and your existing followers. If you don’t wide. mind your content being seen by a wider audience, go to your settings and • Protect your personal information take your account off private. – As a guide, do not share anything on social media that you would • Maintaining professional boundaries feel uncomfortable appearing in a – Some of your patients may follow newspaper. you and want to message you. Try and uphold and maintain professional PROTECTING • Double check that you have your boundaries and use your own facts right – Misinformation can be judgement as it may not be wise to damaging for your personal social accept their ‘friend’ requests. YOURSELF media credibility. • Protect patient confidentiality – • Pay attention to copyrights – Do not Under no circumstances should you use any photos, logos or video that you share any details about a patient. ONLINE do not have the rights for. • Do not engage with trolls – There is • Make it clear you’re posting as further information about this on Page yourself – You do not want to inherit 28. any abuse that an organisation may already be receiving. • Feel free to block people sending abuse or spam – Spam is a message • Be careful when providing medical that has been repeated many times advice – Signposting information on your page. You can delete / block and answering general questions is people doing this. Please see page 51 fine, but you should avoid providing for more on dealing with abuse. personalised health advice. For further information: www.bma.org.uk F O N LI NE OURS E L F NG Y TI NG EC P ROT
37 38 COMMENT: How can we be sure that we trust this vaccine? ANSWER: Before receiving validation from WHO and national regulatory agencies, COVID-19 vaccines have gone through rigorous testing and clinical trials to prove that they meet internationally agreed benchmarks for safety and effectiveness. MODERATING COMMENT: This vaccine was made very quickly. How do we know it’s safe? COMMENTS ANSWER: Unprecedented scientific collaborations have allowed the vaccine development to be completed in record time – to meet the urgent demand whilst maintaining high safety standards. As with all vaccines, the WHO and regulatory authorities will continuously monitor the use of COVID-19 vaccines to confirm that they remain safe for all who receive them.
COMMENT: Does the vaccine actually cure those with COVID? If possible, respond to comments on Here are some comments you should not the day they are posted. If you receive respond to: ANSWER: The COVID-19 vaccines produce a compliment, you can say ‘thank you’ or protection against the disease, as a simply like the comment. Below are reasons • Abusive language of any kind. result of your body developing an immune response why some comments should take priority to the virus. Developing immunity through vaccination when being responded to. • Questions that have already been asked means there is a reduced risk of developing the illness and answered (the answer can be found and its consequences. This will help you fight the virus if • A genuine medical question about the in the thread). you are exposed to it. vaccines. • Emoji appreciation, as a simple like on these will do. • Appreciation/support for the post. O N LI NE OURS E L F You can also use the WHO website as a resource to help • Questions about how to obtain the • Obvious misinformation (some of these answer questions that are outside of these examples. vaccines. may be designed to antagonise or Their Q&A can be found here. spark arguments. Avoid this). Y TI NG
These example questions and answers are based on common concerns people may have about the vaccine. EC P ROT
39 40 IS THE COMMENT OR POST YOU GING RECEIVED NEGATIVE? MANA NO YES
ONLINE ARE THEY ASKING IS THE COMMENT YES RELEVANT QUESTIONS THREATENING OR TROLLS IN ERNEST? OFFENSIVE? SCREENSHOT, DELETE & REPORT THE YES NO NO PROBLEM Each platform allows you to A troll is a social media user who makes report comments, for example deliberately offensive postings with the right clicking on the ‘…’ on sole aim of provoking other users. Facebook, or swiping left on the ANSWER THE IGNORE OR DELETE comment on Instagram app. QUESTION. Social media can have unsavoury THE COMMENT(S) AS APPROPRIATE characters and profiles whose purpose it Refer to page 45 for ARE THEY A SERIAL is to get your attention. This flowchart suggested answers. YES ONLINE HARASSER? will assist you in navigating around this and help make sure that you aren’t ‘feeding the trolls’. SCREENSHOT, REPORT ARE THEY NO & BLOCK THEM As mentioned in our Dos and Don’ts YES MISINFORMED? section, it is best to avoid confrontation with those who have anti-vaccine arguments or provide commentary from FIX THE DO THEY HAVE unauthorised sources. Try not directly FACTS NO A GENUINE engage with them, or repeat myths they GRIEVANCE? share. Refer to the message guidance from page 18.
YES NO
ANSWER THE ACKNOWLEDGE O N LI NE OURS E L F QUESTION. THEIR COMMENT. You can do this by simply
Refer to page 45 for Y TI NG liking the comment, answering suggested answers. the question, or engage appropriately. See page 45 for further guidance. EC P ROT
41 42 FURTHER USEFUL RESOURCES GLOSSARY Emoji – Emojis are a set of tiny graphics Promote – Promote is a term used in used in digital channels from text messages different contexts by the various social to social media. They evolved from networks, but it always indicates some Here are a few links to some additional Social Media Principles The NHS emoticons (such as the smiley face) made form of payment to gain access to a wider resources which you may find useful. using characters on the standard mobile audience than could be achieved through Ethics of Social Media The BMA phone keyboard. organic content.
COVID-19 Vaccine Information & Q&A’s Engagement – Engagement is any form Platform – A platform is a social network The World Health Organisation of interaction on social media. Likes, or a component of a social network. Twitter, comments, and shares are all forms of Facebook, and Instagram are all social engagement. platforms.
Followers – Followers are people who have Reaction – Reactions are a form of “followed” your accounts on social media. engagement on Facebook. In addition to They have subscribed to your updates and Likes, reactions include Love, Haha, Wow, ‘like’ your profile and content. Sad, and Angry. Each of these reactions is indicated by an emoji. Facebook users can GLOSSARY Handle – Your handle is your username access the reaction option by hovering over on social media. It is usually noted as @ or holding the Like button. Bio – Your bio, short for biography, is the is engaging and may boost its position in username. It can also be used in your section of any digital profile that tells new the newsfeed based on a social network’s personalised URL for each social network. Repost – To repost is to share another user’s or prospective followers who you are. algorithm. content on social media. This can include All social platforms offer space to write a Hashtag – A hashtag is a word or phrase regramming, repinning, or retweeting. bio. It’s the first thing users see when they Content curation – Content curation preceded by the “#” sign. Hashtags are used It also includes sharing another user’s discover your profile, and a good one can involves collecting relevant content from on social media to tag posts as part of a larger Instagram post in your Instagram Stories. greatly improve how often you show up in credible sources and then sharing it with conversation (such as #COVIDDiscussion) keyword searches. your social followers by linking to the or topic (such as #YourVaccine). Clicking a Selfie – A selfie is a self-por trait photograph, original post. It’s a way to create value for hashtag reveals the latest posts that include usually taken with the front camera on a Carousel – A post with multiple photos your audience beyond sharing your own the tag. Hashtags are searchable, and serve smartphone and shared on social media and/or videos. Followers can swipe through original content. Sharing resources can also a similar role to keywords. sites. Y the images. Sometimes referred to as a be a good way to build relationships with “Galler y.” other thought leaders in your field. Feed – A feed is an updated list of all the Trending – A trending topic or hashtag new content posted by the accounts a user is one that is popular on social media at Comment – A comment is a form of Direct message – A direct message follows on social media. Rather than being a given moment. Trends are highlighted engagement in which a user replies to (DM) is a private message sent through
purely chronological, most social media by social networks such as Twitter and G LOSSAR & your social media post. Comments can a social platform. By default, DMs from feeds are controlled by an algorithm. Instagram to encourage discussion and offer praise, ask a question, express non-followers are blocked or filtered into a engagement among their users. CE S disagreement, and otherwise contribute secondary inbox. However, users who wish Post – A post refers to any social media to the online conversation about your to use DMs to interact with their audience status update, photo, or video, or an item Troll – A troll is a social media user who social content. Comments can include text, can change their settings to receive DMs shared on a blog or forum. makes deliberately offensive or annoying hashtags, @ mentions, and emojis. A large
from anyone. postings with the sole aim of provoking R E SOUR number of comments shows that your post other users.
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