Our paper examines the use of social media as a tool of health promotion during the mpox outbreak in the UK. The project sought to identify key lessons learnt for future epidemic and pandemic preparedness.
Garcia-Iglesias J, May T, Pickersgill M, Williams, J., Nagington, M., Buijsen, S. B., McHugh, C. J. M. & Horwood, J., (2023) Social media as a public health tool during the UK mpox outbreak: a qualitative study of stakeholders’ experiences. BMJ Public Health 2023;1:e000407. doi: 10.1136/bmjph-2023-000407
Several benefits were highlighted, including disseminating relevant information, tackling stigma and generating/advancing advocacy and collaboration. However, participants also pointed out challenges associated with social media; in particular, its reliance on pre-existing networks and associated dynamics of exclusion, and the presence of misinformation. Based on our analysis, we recommend that:
Preparedness for outbreaks of infectious diseases such as mpox must consider the role of social media as key tools for collaborating on message development and the dissemination of information.
Organisations should allocate funding to developing their social media skills and audiences at a strategic level. This may include developing content, identifying partners, or building relationships that may be deployed during an outbreak.
Special attention should also be paid to ensuring that audiences and collaboration are built that promote inclusion of underserved groups