Abstract
AbstractThe use of social media in health communication/promotion has been increasing over the past years due to its ability to engage and interact with audiences without the confines of physical boundaries. Social media is defined as activities, practices and behaviours among communities of users who gather online to share information, knowledge and opinions using conversational media. Social media has been the catalyst of misinformation, misconceptions and rumours around the COVID-19 pandemic, which have had a huge negative impact on adherence to preventive measures and uptake of COVID-19 vaccines. In Malawi, social media has been a source of vaccine-related rumours that include safety concerns, conspiracy theories and religious objections. The same social media platforms where rumours are propagating can be used not only to disseminate correct information but to do so through trusted influencers who already have a following. This chapter provides an overview of a social media campaign that engaged online influencers in Malawi to model and showcase desired behaviours on COVID-19 prevention, including vaccine uptake. The campaign helped online influencers spark conversations around COVID-19 vaccines with religious leaders and health experts, who were trusted by communities but did not have an online platform. Both social media influencers and community leaders listened to and responded to misinformation and questions presented by audiences through the influencer pages.
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