Social Media Toolkit

Vaccine Safety

• The #COVID19vaccines were developed thanks to a new level of cooperation and funding. They were authorized by the FDA, meeting the agency’s strict rules for being safe and working well, as shown in clinical testing. Learn more from #CDC: hlthact.org/vaccineinfo #healthaction
• COVID-19 vaccines teach our immune systems how to fight the virus that causes #COVID19. It’s normal to have some mild discomfort following a vaccine. This means it’s working and creating an immune response in your body. Learn more from #CDC:hlthact.org/vaccineinfo #healthaction
• Getting vaccinated is a much safer way to build protection than getting the disease. #COVID19 can have serious, life-threatening complications, and there is no way to know how COVID-19 will affect you. Learn more from #CDC: hlthact.org/vaccineinfo #healthaction #covid19vaccine

Sample Message for LinkedIn / Facebook

COVID-19 vaccines  were developed thanks to a new level of cooperation and funding. They were authorized by the FDA, meeting the agency’s strict rules for being safe and working well, as shown in clinical testing. While we all wait our turn, we want our employees and customers to have the latest information on COVID-19 vaccines from trusted experts, and know that it is ok to have questions. If you do have questions, we  hope you’ll start a conversation with your doctor or healthcare provider about vaccine options. For more information about the safety of COVID-19 vaccines, please visit the CDC website.
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None of the COVID-19 vaccines currently authorized for use in the United States uses the live virus that causes COVID-19. You may have symptoms like a fever after you get a #vaccine. This is normal and a sign that your immune system is learning how to recognize and fight the virus that causes COVID-19. Learn more about the facts behind #COVID19 vaccines: http://hlthact.org/vaccineinfo.

Sample Messages for Employee Platforms

COVID-19 vaccines were developed thanks to a new level of cooperation and funding. They were authorized by the FDA, meeting the agency’s strict rules for being safe and working well, as shown in clinical testing. We want our employees and customers to have the latest information on COVID-19 vaccines from trusted experts, and know that it is ok to have questions. You can learn more about COVID-19 vaccines from CDC. If you do have questions, we hope you’ll start a conversation with your doctor or healthcare provider about vaccine options.

Sharing Health Action Alliance

Sample Tweets

• We are proud to partner with @HealthAction Alliance to help strengthen our country’s response to #COVID19, advance #healthequity and rebuild #publichealth. healthaction.org #healthaction #covidresource
• [Company] cares deeply about the health and safety of our employees, customers and communities. So we are proud to participate in @HealthAction Alliance, a network of businesses and public health orgs working together to boost our country’s response to #COVID19. healthaction.org
• We’re proud to work with @HealthAction Alliance to help strengthen the business community’s response to #COVID19. Join us! healthaction.org #healthaction #covidresource
• We have teamed up with @HealthAction Alliance to help our employees, customers and communities learn more about #COVID19vaccines. Together, we’re reducing barriers to vaccination, promoting #healthequity and improving #publichealth. Join us! healthaction.org #healthaction
• It will take all of us to turn the tide against #COVID19. So we are proud to partner with @HealthAction Alliance-a network of businesses and public health orgs working to strengthen the business community’s response to COVID-19. Join us! healthaction.org #HealthAction
• We are excited to be an official @HealthAction partner! The business community plays a key role in the fight against #COVID19, & we're proud to work with other leading orgs to help employees, customers & communities learn more about vaccines. healthaction.org #healthaction
• Health is everyone’s business. It’s going to take all of us to create a stronger, healthier future for everyone in America. We’re proud to partner with @HealthAction Alliance to support the business community’s response to #COVID19. healthaction.org #covidresource

Sample Message for LinkedIn / Facebook

We know that COVID-19 vaccines save lives. We also understand that vaccines require trust, transparency, and accountability. That’s why [COMPANY] is participating in the Health Action Alliance, a national network of businesses and public health experts working together to boost our country’s response to COVID-19. Together, we can create a stronger, healthier future for everyone in America. Join us! http://healthaction.org

Sample Messages for Employee Platforms

As an employee of [COMPANY], your health and safety are our top priorities. We know that COVID-19 vaccines save lives. We also understand that vaccines require trust, transparency, and accountability. That’s why [COMPANY] is participating in the Health Action Alliance, a national network of businesses and public health experts working together to boost our country’s response to COVID-19. Together, we can create a stronger, healthier future for everyone in America. Join us! http://healthaction.org

Responding to Misinformation

Vaccination is a topic that can spark strong emotions. If your company has an active social media presence, chances are you’ve already encountered misinformation, upset customers, and maybe people who post information and comments to deliberately start controversy.  You’ll likely encounter all three when your social media content contains information about COVID-19, and especially COVID-19 vaccines. 
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According to a report by the Centre for Countering Digital Hate, 31 million people follow anti-vaccine groups on Facebook. Strong feelings and misinformation are prevalent, and research has also found that those who rely largely on social media for information are more hesitant about COVID-19 vaccines.  
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Here are some tips for dealing with misinformation and negative feedback about COVID-19 vaccines on social media.

• Create or dust off your social media policy.  If your company is on social media, you should already have a written policy that covers everything from acceptable behavior for comments, monitoring and security protocols, compliance, crisis management and even guidance for your employees. Having a policy is critical because when you encounter someone spreading misinformation, or even someone who simply uses disrespectful language, you can kindly remind them about your community policy. You can also refer to your policy’s guidance on hiding comments and even blocking individuals or organizations. Be aware that anti-vaccine advocates are often most active on Facebook, so be sure your policies related to this platform are air tight. Anti-vaccine advocates may be inclined to comment with the same information/links repeatedly, so having a policy about repetitive posts can be helpful here too.
• Differentiate between people who have genuine questions or concerns and people deliberately spreading misinformation; respond accordingly. Someone who raises a question or concern about vaccine safety can have sincere questions, or just be trying to start an argument. If you pay close attention to the person’s comment (or even their comment history), you can usually differentiate between the two. For people asking sincere questions or raising sincere concerns, refer them to trusted sources of information, like CDC and their healthcare provider. Your reply should be succinct, straightforward and avoid emphasizing the misinformation the person may have raised. Even if you are not persuading this individual, others following your social media account will see that you are forthright and polite in your response, as well as the link to the accurate information (e.g. CDC).
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  If the person ignores your reply and escalates their concern, you may be dealing with someone who is deliberately spreading misinformation. At this stage you can refer to your company policy; you may choose to ignore them, hide them, block them, or report them as well.
  
• Share personal stories. When possible, share personal stories about employees who had a positive experience with COVID-19 vaccines. Share their enthusiasm and relief in receiving protection from a deadly illness. It is difficult to counter stories of personal experience. As always, make sure this is voluntary and respect the privacy of employees and workers.
• Cultivate a community and partnerships with public health experts (and continue to lean on your brand champions). Sometimes there is no need to address misinformation directly when your online community is willing and able to do it for you. You can take it one step farther, by forming partnerships with public health agencies and healthcare experts. You can encourage those individuals/organizations to step in and reply when misinformation is presented. You can also continue to cultivate your brand champions, those individuals/organizations who are very active on social media accounts and frequently support your messages.
• Acknowledge that it is normal to have questions. If someone leaves a comment or reply sharing a question or concern, let them know it is ok to have questions and encourage them to talk to their doctor or healthcare provider.
• Share personal stories. Whether a customer or employee has a genuine question or may just be spreading misinformation, it can often be helpful to tell them you can address their concern in greater depth off-line, and then refer them to the appropriate department or party. For example, an employee who comments raising anger at your company’s vaccine policy can be gently reminded they should speak with HR to further discuss their concerns.
• Know where and when to refer customers and employees. When possible, share personal stories about employees who had a positive experience with COVID-19 vaccines. Share their enthusiasm and relief in receiving protection from a deadly illness. It is difficult to counter stories of personal experience. As always, make sure this is voluntary and respect the privacy of employees and workers.

Additional Resources

• COVID-19 Vaccines: What You Need to Know (Also in Spanish.)
• COVID-19 Vaccines: FAQ (Also in Spanish.)
• COVID-19 Vaccines: Myths & Facts (Also in Spanish.)
• Responding to Sensitive Issues and Questions
• Key Messages for Employees (Also in Spanish.)
• Audience Insights and Messaging Guidance for Black, Hispanic, American Indian and Alaska Native Communities (Also in Spanish.)
• Get the CDC’s COVID-19 Vaccine Social Media Toolkit (Also in Spanish.)
• COVID-19 Vaccine Education Initiative Playbook (available from the Ad Council and the COVID Collaborative)