Leveraging Social Media in Pandemic Preparedness: Lessons from the 2022-23 Mpox Outbreak

 A recent article published in BMJ Public Health explored the experiences of key stakeholder groups during this outbreak and highlighted both the advantages and challenges of using social media as a tool for health promotion 

Leveraging Social Media in Pandemic Preparedness: Lessons from the 2022-23 Mpox Outbreak 

The 2022-23 mpox ooutbreak, caused by the mpox virus, shed light on the significant role of social media in health promotion and communication during a global epidemic outbreak. A recent article published in BMJ Public Health explored the experiences of key stakeholder groups during this outbreak and highlighted both the advantages and challenges of using social media as a tool for health promotion.

You can read the full paper here and find more about the project and broader results here.

This work was funded by the ESRC and conducted by researchers at CBSS (Jaime Garcia-Iglesias and Martyn Pickersgill) with colleagues at UCL, University of Bristol, University of Manchester and UKHSA.

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About mpox and this study

Mpox, formerly known as monkeypox, is a disease caused by an orthopoxvirus—the mpox virus. It is endemic to Central and West Africa but since May 2022 non-endemic countries have experienced mpox outbreaks. As of September 2023, over 90 000 cases have been confirmed worldwide, including the UK.

The 2022–2023 mpox outbreak affected primarily men who have sex with men (MSM; 84.1%), and sexual encounters were the most common type of reported transmission (82%).

The study involved focus groups and interviews with members from key stakeholder groups, including clinicians, policy actors, activists and individuals with lived experience of mpox (LEM). These were conducted between October 2022 and January 2023.

In this blog post, we report on some key benefits and drawbacks of social media use and highlight key recommendations.

Benefits of Social Media Use

During the mpox outbreak, social media, especially X (formerly Twitter), emerged as a powerful tool for disseminating essential information, fostering collaboration, and tackling stigma. Participants in the study highlighted these benefits.

1. Dissemination of Relevant Information

Social media platforms facilitated the rapid spread of critical information, such as vaccination opportunities. For example, clinics used Twitter to inform about vaccination locations and times, resulting in large turnouts for vaccinations.

2. Collaboration and Advocacy

Twitter and similar platforms allowed stakeholders to collaborate in developing and sharing messages. Clinicians and organizations engaged with community partners, leveraging their social media presence to disseminate information. Activists and individuals with LEM used their personal networks to mobilize communities, advocating for better funding and improved responses.

3. Tackling Stigma

Social media offered a platform for individuals with LEM to share their experiences openly, reducing feelings of stigma. By sharing their journeys and engaging in discussions about mpox, they helped combat stigma, isolation, and shame.

Drawbacks of Social Media Use

Despite its advantages, social media also presented significant challenges, including:

1. Reliance on Pre-existing Networks

The success of social media as a tool for health promotion depended on the availability of pre-existing networks and audiences. Organizations with larger social media followings had a more extensive reach, while those with smaller audiences struggled to disseminate their messages effectively.

2. Patterns of Exclusion

Relying on social media for communication sometimes led to exclusion, as messages primarily reached individuals already engaged in specific online conversations or communities. This digital exclusion perpetuated inequalities, as it favored well-served communities and left underserved groups, such as minorities and those without reliable internet access, behind.

3. Inaccurate or Misleading Information

The abundance of information on social media gave rise to an "infodemic," with both accurate and misleading information widely circulated. Misleading stories, sensationalized narratives, and false information often took precedence over evidence-based reporting, contributing to confusion and misinformation.

Recommendations for Future Epidemic Preparedness

Based on the study's findings, the authors offer several recommendations to improve preparedness for infectious disease outbreaks:

1. Utilize Social Media for Collaboration and Dissemination

Preparedness plans should consider social media as a key tool for developing and disseminating health promotion messages. Organizations should proactively build their social media skills and audiences to be well-prepared for an outbreak.

2. Allocate Funding for Social Media Strategies

To be effective, organizations should allocate funding to develop their social media capabilities and audiences at a strategic level. This may include creating content, identifying partners, and building relationships that can be leveraged during an outbreak.

3. Promote Inclusion of Underserved Groups

Special attention should be given to ensuring that social media strategies and networks are designed to include underserved groups. This can help prevent the entrenchment of inequalities and ensure that everyone has equal access to critical information during an outbreak.

In conclusion, the study underscores the crucial role of social media in epidemic and pandemic preparedness, offering both advantages and challenges. By recognizing the power of social media and implementing these recommendations, we can better equip ourselves to respond effectively to future infectious disease outbreaks, promoting collaboration and ensuring that no one is left behind.

By 

Jaime García-Iglesias PhD FHEA | Pronouns: he, him, his

Chancellor’s Fellow | Centre for Biomedicine, Self and Society, Usher Institute, University of Edinburgh

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