Social Media Analytics Helps UNICEF Save Lives
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Transcript of Social Media Analytics Helps UNICEF Save Lives
UNICEF & Anti-Vaccination TrendsSocial Media Analytics to Save LivesFebruary 2013 prepared by Traxion
2
Meet the presenters
Sebastian MajewskiUnited [email protected]@sebmaje
Emily ChamblissTraxion & Attention [email protected]@emilychambliss
The need for social media research
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Social media analytics is tackling real world problems.
UNICEF vaccinations in the CEE-CIS region
Social media is a global phenomenon.
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Purpose: to better understand anti-vaccination conversations & factors that affect parental decisions in the CEE-CIS.
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To reach this goal, we developed questions to guide the research.
– Why parents are refusing vaccinations?– What are the concerns about vaccines?– What are their ideas/perceptions?– Who is influencing the discussion?– Which networks are being used?– Where are they located?– How to respond?
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The monitoring approach
Social media conversations offer the depth of qualitative research and the sample sizes of quantitative research in real time.
– How do we detect digital smoke signals?
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Research findings will have real world applications.
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Important questions to keep in mind
– How can we ensure ethical consideration regarding privacy?
– What pieces of data are valid and useful to the research?
– How do we apply this research in a greater context?
Social Media Research:Methodology
Research Questions:
– Terms/phrases?– Languages?– Timeframe? – Social pages?– Metrics?
Required Resources:
– Social data analysts– Non-English translators– Tracx– Information– Time
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After meticulous coordination & planning…
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Using various types of metrics & data collection
Volume Channels EngagementSentiment Analysis
We analyzed conversations from 22,000 people across social media.
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From May to July 2012, 22,000 people participated in social media discussions about vaccination refusal in English, Russian, Romanian and Polish.
Phase 1– Identify goals– Gather research– Identify topics– Identify languages– Set up tracking
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We structured the research into four phases.
Spotlight Pages– UNICEF Networks: Facebook, Twitter, YouTube – Regional Pages: USA, Russia, Romania, Poland
Search Queries– UNICEF + Vaccines– WHO + Vaccines– CDC + Vaccines– Anti-vaccination (general)
Language– English– Polish– Russian– Romanian
Phase 3– Extract & compile data– Quantitative & qualitative
analyses– Research influencers– Review & translate verbatim
mentions
Phase 4– Gather insights from data
analyses– Synthesize non-English
insights– Construct the final report– Make strategic
recommendations based on key insights
Phase 2– Scrub data– Refine queries– Identify topics– Add new queries to
segment data by topic
Query Topics– Side effects– Efficacy– Unnecessary– Religion/Ethics– Distrust
Government/Industries
– Chemicals/Unnatural
– Western Plot– Developmental
disabilities– Pakistan ban
The Global Conversation
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Men Women0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Gender
Blog
YouTube
Forum
News
Other*
Men Women7% 3%
39%35%
26%
24%
19%
18%
7%17%
2% 2%
Age
60+
50 - 60
40 - 50
30 - 40
20 - 30
10 - 20
Young women drive the global anti-vaccination conversation on Blogs & Facebook.
Pakistan
Ireland
India
Mexico
Germany
Canada
Australia
Panama
UK
USA
0.4%
0.5%
0.6%
0.6%
0.7%
1.7%
2.1%
3.0%
3.3%
81.9%
Locations
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Anti-vaccination discussions typically occur in the US on Blogs, Facebook, & Forums.
Blog47%
Facebook25%
Forum14%
News5%
Twitter5%
Tumblr3%
YouTube1%
Networks
Positive6%
Neutral51%
Negitive43%
Sentiment
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English is the most common language used to discuss anti-vaccination followed by Polish & Russian.
English88%
Polish8%
Russian3%
Romanian1%
Anti-vaccination discussions
Polish67%
Russian25%
Romanian8%
Non-English discussions
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Blog86%
Facebook8%
News6%
PakistanIreland
IndiaMexico
GermanyCanada
AustraliaPanama
UKUSA
0.4%0.5%0.6%0.6%0.7%1.7%2.1%3.0%3.3%
81.9%
English
Blog48%
Facebook25%
News5%
Twitter5%
Forum14%
YouTube1%
Tumblr3%
UzbekistanAzerbaijan
LatviaKazakhstan
BelarusNetherlands
GermanyUSA
UkraineRussia
0.5%0.5%1.1%1.2%1.3%1.4%4.8%5.3%14.8%65.3%
Russian
Blogs allow anti-vaccination discussions to reach outside countries & populations.
UKPortugalBulgaria
ColombiaItaly
GermanyMoldova
USARomania
0.5%0.5%0.5%0.5%1%3%9%11%74%
Romanian
IndiaCzech Republic
DenmarkIndonesia
FranceUK
NetherlandsGermany
USAPoland
0.3%0.3%0.3%0.4%1.2%1.9%2.6%3.7%15.2%71.1%
Polish
Blog65%
Facebook25%
News1%
Twitter24%
Forum4%
Blog85%
Facebook25%
News1% YouTube
0%
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Blogs, Forums, & Facebook facilitate the most engaging discussions about anti-vaccination.
Blog News Forum Facebook Twitter Reddit YouTube Tumblr Other*0
5000
10000
15000
20000
25000
30000
35000
40000 Posts
Interactions
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Opportunities exist for UNICEF to join organic anti-vaccination discussions.
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
UNICEF/WHO/CDC + Vaccines Anti-Vaccination
CDC Announces Autism Increase
CA Bill AB2109
CDC: Measles Incidence increased in 2011
VT Debates Ending “Philosophical Exemption”
WA Increase in Whooping Cough
Mayim Bialik on NPR’s Science Friday does not vaccinate her kids
Autism One Conference 2012 in Chicago
CDC’s Vaccines For Children study shows vaccines improperly stored
Dr. Oz admits not vaccinating kids, while advocating for vaccines.
Whooping Cough Outbreak in OR
Mike Huckabee supports Pakistan to ban polio vaccine.
Pampers supports UNICEF giving tetanus shots.
Immunization Week in Zimbabwe
Freedom Fest 2012 in Las Vegas
CDC: Whooping Cough Epidemic worst in 50 years, calling for adult vaccinations.
Anti-vaccination Arguments
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27%
6%
24%15%
1%
14%
4%9%
English
Religion/Ethics
Side effects
Distrust Government/Industries
Toxins/Unnatural
Unnecessary
Developmental Disabilities
Efficacy
Western Plot
The prevalence of anti-vaccination topics shows the specific concerns associated with each population.
65%
32%
3%
Romanian
11%
35%
7%6%7%
19%
3%12%
Polish
97%
2%
Russian
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VACCINUL ANTI -HPV UCIDE!!! O elevă de 14 ani din Marea Britanie a murit după ce i-a fost administrată o doză de vaccin împotriva cancerului de col uterin: Vaccinuri inutile si periculoase: “Gardasil (Silgard) şi Cervarixul sunt două vaccinuri folosite împotriva virusului HPV (şi nu a cancerului de col uterin cum ni se spune)!
HPV vaccine KILL! A student of 14 years in Britain died after being administered a dose of vaccine against cervical cancer: unnecessary and dangerous vaccines "Gardasil (Gardasil) and Cervarix are two vaccines against HPV (not cancer cervical we are told)!
Romanian Examples
The proponents of the vaccination theory: Jenner and Pasteur's followers - the Vaccine Mafia
In the United States, it is widely known across media channels that over 5,000 families believe that their children's autism was caused by this vaccine, however the actual number is certainly much greater. Such legislative decisions against ROR include a 90,000 pound settlement to a little boy called Robert Fletcher for cerebral lesions as well as a 1.5 million dollar settlement to Hannah Poling's parents who started showing autism signs the day after receiving six different vaccines including ROR.
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Недавно проведённое большое исследование подтверждает результаты других независимых наблюдений, где сравнивались привитые и непривитые дети. Все они показывают, что вакцинированные дети болеют от 2 до 5 раз чаще, чем невакцинированные дети.
Source: http://epidemnews.ru Вакцинация против пандемического гриппа H1N1, известного также как "свиной", может приводить к развитию синдрома Гийена-Барре, острого полирадикулита у взрослых, свидетельствуют данные канадских ученых, опубликованные в журнале JAMA.
Source: www.rutoday.ru
A recent large study confirms the results of other independent observations, which compared vaccinated and unvaccinated children. They all show that vaccinated children suffer from 2 to 5 times more often than non-vaccinated children.
Vaccination against pandemic influenza H1N1, also known as "swine", can lead to the development of Guillain-Barré syndrome, acute poliradikulita in adults, according to the Canadian researchers, published in the journal JAMA.
Russian Examples
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In Poland, no one was vaccinated, because the health minister, Ewa Kopacz, who is a doctor, decided that it would not be too safe. "As a physician, I am guided by the principle of not harming others" - Kopacz said in the Polish parliament in 2009. – ”We will not purchase vaccine for swine flu."
… in 2007 a dozen of homeless people in Poland who, without their knowledge, were vaccinated against bird flu– died …
For over 30 years in the U.S., pharmaceutical companies produce vaccines derived from aborted fetal tissue (…)
Polish Examples
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English Examples
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Arguments against vaccination vary by gender.
Men tend to be more concerned with topics that focus on the bigger picture.
Women tend to be more concerned with granular topics, focusing on direct cause & effect.
Developmental Disabilities
Unnecessary
Side Effects
Chemicals/Unnatural
Distrust Government/Industry
Religion/Ethics
Efficacy
Western Plot
59%
58%
54%
51%
48%
42%
41%
37%
41%
42%
46%
49%
52%
58%
59%
63%
Female Male
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At first glance, Religion/Ethics appeared to be the most engaging anti-vaccination topic.
Distrust Government/Industries
Chemicals/Unnatural
Developmental Disabilities
Side effects
Western Plot
Efficacy
Unnecessary
Activity Volume
PostsInteractions
Religion/Ethics
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But analyzing various metrics pointed to three topics: Distrust, Disabilities, Chemicals.
Rank by Activity Volume
Rank by Impact Ratio
Rank by Conversation Density
Rank by Engagement Rate
Religion/Ethics Developmental Disabilities Distrust Government/Industries Developmental Disabilities
Distrust Government/Industries
Distrust Government/Industries Developmental Disabilities Chemicals/Unnatural
Chemicals/Unnatural Chemicals/Unnatural Chemicals/Unnatural Distrust Government/Industries
Developmental Disabilities Unnecessary Side effects Unnecessary
Side Effects Side Effects Western Plot Religion/Ethics
Western Plot Religion/Ethics Unnecessary Efficacy
Efficacy Western Plot Religion/Ethics Western Plot
Unnecessary Efficacy Efficacy Side effects
Anti-Vaccination advocates leverage their social networks to influence others about health, parenting, & policy.
Influencer Networks Description
Dr. Joseph Mercola Facebook, Twitter, Blog Naturopathic doctor against vaccines
Vactruth.com Blog Concern with vaccines having aborted fetal tissue, chemicals used in pesticides, & heavy metals
Zen Gardner – Just Wondering Blog Conspiracies aimed at media, government, science, etc.
Dr. Tenpenny on Vaccines Facebook, Twitter, YouTube, Pinterest Osteopathic doctor argues that vaccines cause brain injury
Left Brain/Right Brain Blog Autism news science & opinion, anti-vaccination leaning
Thinking Moms’ Revolution Blog, Facebook Parent-focused
Proud Parents of Unvaccinated Children Facebook Argues that vaccinated children get unvaccinated children sick, doctors have inadequate education, Big Pharma controls what doctors learn in medical school
The Refusers Facebook, Twitter, Tumblr Anti-government, anti-corporate, argues that neurotoxins in vaccines cause brain damage
Natural News Facebook, Twitter, YouTube, Pinterest, Blog Alternative Medicine blog
Greenmedinfo.com Blog Alternative Medicine blog
Worldtruth.tv Facebook, Twitter, Reddit, Digg, LinkedIn, Tumblr, Google+, YouTube
Argues the Pharmaceutical-Industrial Complex pushes harmful vaccines, and vaccinated kids get more sick than unvaccinated kids
DailySalt.org Blog Alternative Medicine blog
Cafemom.com Forum Vaccination studies and effects explored
VaccineInjury.info Blog Argues for natural immunity to regain health
EverydayHealth.org Blog Alternative Medicine blog
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Dr. Tenpenny targets women with emotional appeal & medical authority.
40K Facebook Fans1.6K Twitter Followers48 Pinterest Followers
Features– Multiple social networks– Multiple websites– Digital content variety– Women-focused– Authoritative
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Natural News presents as an accessible health & wellness authority.
270K Facebook Fans51K Twitter Followers4.6K Pinterest Followers42K YouTube Subscribers
Features– Multiple social networks– Digital content variety– Lifestyle oriented– Free Information– Authoritative
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27K Facebook Fans1K Twitter Followers453 YouTube Subscribers72 Pinterest Followers
WorldTruth.TV’s international focus on conspiracies appeals to fear.
Features– Multiple social networks– Authenticity & Authority– Apocalyptic theme – Internationally-focused– Opportunity to donate
Insights & Implementation
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Core Members
Intense Member
Alert Members
Model of Anti-vaccination Sentiment Identification & Salience
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Homeopathy
Green Movement
Population ControlAnti-capitalism
Medical-Industrial Complex
Faith in God
Alternative Medicine
Freedom of Choice
Arguments for vaccine refusal are interrelated & associated with existing beliefs & values.
Religion/Ethics
Side Effects
Distrust of Government/Industries
Unnecessary
Toxins/UnnaturalDevelopmental
Disabilities
Efficacy Western Plot
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Comprehensive Education
Uninformed
Why do parents refuse vaccinations for their children?
How do they feel?
Acknowledgement
Transparency
More Vaccine Research
Accessible Information
Assurance
Freedom to Choose
Opportunity to contribute
Disempowered
Distrustful
Suspicious
Skeptical
Scared
Frustrated
Conflicted
Guidance
What do they want?
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Engagement strategies flowed directly from our findings.
Questions?
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Contact
Sebastian MajewskiUnited [email protected]@sebmaje
Emily ChamblissTraxion & Attention [email protected]@emilychambliss
Appendix
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Popular arguments reflect traditional American values.
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Religion/Ethics27%
Distrust Gov-ernment/Indus-
tries24%
Chemicals/Non-natu-
ral15%
Develop-mental
Disabilities14%
Western Plot9%
Side ef -fects6%
Efficacy4%
Unnecessary1%
Social Media ParticipantsThe relative popularity of topics reflects the collective concerns of the English-speaking Anti-Vaccination community—freedom, ethics, religion, and health—typical values of most Americans.
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Each metric tells a slightly different story about each topic
Unnecessa
ry
Efficac
y
Western
Plot
Side e
ffects
Developmen
tal Disa
bilities
Chemica
ls/Non-natu
ral
Distrust G
overnmen
t/Industr
ies
Religio
n/Ethics
Interactions Posts
Activity Volume Impact Ratio
Topic Impact
Developmental Disabilities 2.7
Distrust Government/Industries 1.9
Chemicals/Unnatural 1.9
Unnecessary 1.6
Side Effects 1.1
Religion/Ethics 1
Western Plot 1
Efficacy 0.9
• Looking at activity volume showed Religion/Ethics to be the most engaging topic.• Looking at impact ratio showed Developmental Disabilities to be the most engaging topic.
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Each metric tells a slightly different story about each topic
Topic Density
Distrust Government/Industries 7.9
Developmental Disabilities 6.9
Chemicals/Unnatural 6.9
Side effects 6.3
Western Plot 5.8
Unnecessary 5.5
Religion/Ethics 5.2
Efficacy 4.4
People per Conversation Engagement Rate
Topic Engagement
Developmental Disabilities 20%
Chemicals/Unnatural 16%
Distrust Government/Industries 14%
Unnecessary 14%
Religion/Ethics 11%
Efficacy 11%
Western Plot 11%
Side effects 10%
• More people were involved per conversation about Distrust Government/Industries.• Posts about Developmental Disabilities became conversations more frequently than other topics.
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The Refusers advocate against vaccines through music & “authenticity."
10K Facebook Fans13K Twitter Followers139 YouTube Subscribers
Features– Multiple networks– Entertainment content– Social activism– American values– Conspiracy
48
14K Facebook Fans730 Twitter Followers444 YouTube Subscribers
VacTruth.com triggers parental fears by emphasizing responsibility.
Features– Multiple social networks– Educational– Empowering– Authoritative– Clean, simple design