Vaccines Today, Belgium.
Coalition for Life-Course Immunisation, UK.
Vaccine. 2018 Oct 22;36(44):6509-6511. doi: 10.1016/j.vaccine.2018.05.007. Epub 2018 Jun 18.
Most members of the general public use the internet to research health topics. However, the quality of vaccine-related material available online is mixed and internet search engines often bring web users to low-quality anti-vaccine websites. We present a case study of a pro-vaccine information hub launched in 2011. Vaccines Today provides high-quality information about vaccines and diseases, expert interviews, answers to frequently asked questions, parent/patient stories and videos/infographics. Twitter, Facebook, YouTube and Instagram are used to share this content and to engage with various online audiences. This Commentary outlines what works in online communication about vaccines and offers proposals for improving the impact of online vaccine advocacy. The value of networking to boost visibility and search engine ranking is emphasised. Furthermore, we present the case for the sharing and application of best practice in online communication.
大多数公众会利用互联网搜索健康相关的话题。然而，网上的疫苗相关信息良莠不齐，搜索引擎常常会将搜索者导向低质量的反疫苗网站。我们介绍了一个 2011 年上线的支持疫苗的信息中心案例。《今日疫苗》提供疫苗和疾病相关的高质量信息、专家访谈、常见问题解答、家长/患者故事和视频/信息图表。利用 Twitter、Facebook、YouTube 和 Instagram 分享这些内容，并与不同的线上受众互动。本文概述了在线宣传疫苗的有效策略，并提出了改进线上疫苗宣传效果的建议。突出了网络社交以提高知名度和搜索引擎排名的价值。此外，我们还提出了分享和应用在线传播最佳实践的观点。
