Using Social and Search Data to Build Vaccine Confidence

Americans began 2021 with an increasing level of confidence and hope for a COVID-19 vaccine. In the first 4 weeks of the year, lack of access and concerns about distribution have dominated media coverage. Tensions are mounting as vaccine delays continue heading into what many predict will be the most dangerous days of this pandemic.

With an unclear path to herd immunity, W2O continues our efforts to ensure that vaccine confidence continues to grow, especially in diverse and disenfranchised communities. This document is the first in a series of vaccine confidence reports that leverage social and search data to provide deeper insights more quickly on the public’s reaction to news and events rather than lagging opinions and sentiment provided by polling data.

Study topics include:

  • COVID-19 vaccine conversational themes across the political spectrum
  • Social conversation about COVID-19 vaccines between rural and urban Americans
  • Critical role physicians play in building vaccine confidence
  • Emerging themes and implications for leaders and communicators

To access the full study, fill out the form to the right.

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