Assessment of vaccination‐related information for consumers available on Facebook

• Published in: Health information and libraries journal 2014-09, Vol.31 (3), p.227-234
• Main Authors: Buchanan, Rachel, Beckett, Robert D.
• Format: Article
• Language: English
• Subjects: Consumer health information; Consumer Health Information - methods; Consumer Health Information - utilization; Evaluation; Health administration; health information needs; Humans; Information Seeking Behavior; information seeking behaviour; Internet; social media; Social Media - utilization; social networking; Social networks; Vaccination
• ISSN: 1471-1834; 1471-1842
• DOI: 10.1111/hir.12073

Objectives To assess the magnitude, interest, purpose and validity of vaccination‐related information on Facebook and to determine whether information varies by site viewpoint. Methods The 10 largest vaccination‐focused Facebook® pages, groups and places in each category were identified and classified by viewpoint (i.e. anti‐, pro‐, neutral) and purpose. Number of members, posts per week, likes, comments and shares per post were recorded. Posts were assessed for concordance with CDC and FDA recommendations. Results Of 30 sites, 43% (n = 13) were anti‐vaccination, 7% (n = 2) neutral and 50% (n = 15) pro‐vaccination. Most sites were most popular with American users. Median members were similar between anti‐vaccination (2703 members, range 337–33 631 members) and pro‐vaccination sites (2142 members, range 456–61 565 members, P = 0.262); however, anti‐vaccination sites accumulated more posts per week by authors (median 15 vs. 3, P = 0.031) and members (median 33 vs. 1, P