Exploration of the COVID-19 Content within a Vaccine Choice Social Media Platform: A Case Study

With the continued rise in cases of COVID-19 and the increased availability of vaccines, it is essential to recognize the drivers of vaccine uptake. A large vaccine choice organization often uses social media platforms, specifically Facebook, to communicate messages to their audience. This study examined this organization's Facebook posts between January 1, 2020 and May 1, 2020 to determine what themes and sub-themes were most often discussed regarding COVID-19. Three independent reviewers used an inductive approach with content analysis to code and analyze 35 posts relevant to COVID-19. Ten themes and eight subthemes emerged. Personal freedoms was the most prevalent theme, followed by vaccine safety and private/government involvement. Though some of the themes and subthemes were uniquely associated with the COVID-19 pandemic, many were similar to the vaccine uptake factors identified for other vaccines. With the increasing usage of social media for information, the investigation of online forums can provide insight into the determinants which may impact COVID-19 vaccine uptake. These findings may be generalized to guide interventions to increase vaccine acceptance and distribution of other novel vaccines within the general population.