Generating Insights Into (Mis)Information About Measles Vaccination in Amsterdam Through Social Listening, the Netherlands, 2024

Background HPV-vaccination prevents HPV-related cancers, but uptake remains suboptimal. In the Netherlands, a catch-up campaign invited 18-27-year-olds for an additional cost-free opportunity to initiate or complete their HPV-vaccination in 2023-2024, which led to 24% of this invited population getting vaccinated. As young adults increasingly seek health information online, understanding online questions, concerns and misinformation in response to the campaign may help improve future vaccination efforts. Supplemental to overall evaluation of the vaccination campaign, we piloted online social listening processes to generate an insight report for Public Health Service (PHS) Amsterdam. Objective This study piloted online social listening processes at the PHS Amsterdam to identify actionable insights into questions, concerns and misinformation surrounding the HPV-vaccination catch-up campaign among young adults. Methods Upon inventory of potential platforms and data sources, a retrospective online social listening analysis was conducted across the platforms Instagram, Facebook, and X, collecting data from PHS, the National Public Health Institute for Public Health and the Environment (RIVM), the Dutch public broadcasting foundation (NOS), and LINDA.meiden sources from January 1, 2023, to June 1, 2024. Publicly available posts, comments, and engagement concerning HPV-vaccination were manually collected, and inductively coded. Themes were assessed for risk, based on expected potential harm and observed reach, and used to develop recommendations. Results A total of 821 posts and 5157 comments were collected and analysed. Ten recurring themes were identified across varying levels of risk. Two themes were classified as high risk: an information gap regarding the effectiveness of HPV-vaccination and concerns about the transparency on HPV-vaccine side effects. Three themes were classified as medium risk: questioning HPV-vaccine effectiveness under certain circumstances, reduced general vaccine trust following COVID-19, and accessibility issues related to vaccination locations and service times. Two themes were classified as neutral risk: questions regarding eligibility criteria for the campaign and calls for broader HIPV-prevention measures. Finally, three low risk themes concerned questions regarding HPV-vaccine brand specifics, campaign choices, and questions about scheduling or rescheduling HPV-appointments. Comments also referred to subsequent information sources, including reliable sources (public health institutes), false narratives and misinformation. Recommendations focused on addressing questions and information gaps (i.e. improving HPV risk perception and providing more detailed HPV-vaccine information), improving communication about HPV-vaccination, and reducing practical barriers to vaccination. Conclusions Manual social listening across selected online sources provided actionable insights into the public discourse during the HPV-vaccination catch-up campaign. Results mostly reflected questions, concerns and information gaps. Although some themes were critical of HPV-vaccination, false narratives and misinformation did not dominate the discourse. Recommendations aim to reduce practical barriers and address information needs. This pilot showed that online social listening can be effectively implemented even with limited resources.