Among sheeples and antivaxxers: Social media responses to COVID-19 vaccine news posted by Canadian news organizations, and recommendations to counter vaccine hesitancy.

BACKGROUND

To create a successful public health initiative that counters vaccine hesitancy and promotes vaccine acceptance, it is essential to gain a strong understanding of the beliefs, attitudes and subjective risk perceptions of the population.

METHODS

A qualitative analysis of coronavirus disease 2019 (COVID-19) vaccine discourse from 3,731 social media posts on the Twitter and Facebook accounts of six Canadian news organizations was used to identify the perceptions, attitudes, beliefs and intentions of Canadian news organizations' social media commenters toward taking a COVID-19 vaccine.

RESULTS

Four main themes were identified: 1) COVID-19 vaccine safety and efficacy concerns; 2) conspiracy theories stemming from mistrust in government and other organizations; 3) a COVID-19 vaccine is unnecessary because the virus is not dangerous; and 4) trust in COVID-19 vaccines as a safe solution. Based on themes and subthemes, several key communication recommendations were developed for promotion of COVID-19 vaccine acceptance, including infographics championed by Public Health that highlight the benefits of the vaccine for those who have received it, public education about the contents and safety of the vaccine and eliciting an emotional connection through personal stories of those impacted by COVID-19.

CONCLUSION

Specific considerations, such as leveraging the public's trust in healthcare professionals to act as a liaison between Public Health and the Canadian public to communicate the benefits of the vaccine against COVID-19 and its variants, may help reduce COVID-19 vaccine hesitancy.