Computational Social Listening of Vaccine Attitudes in India to Increase Provider Efficacy

Public health information and health promotion campaigns have traditionally relied on theory-based surveys, focus groups, and interview methods to measure knowledge, attitudes, and beliefs, and then to design messaging to address barriers to healthy behaviors. Recent growth in social media use and related advances in analytic techniques provide a unique opportunity to track public views, knowledge, and attitudes seamlessly, and to translate insights from novel analytic pathways into “social listening” output. Guntuku will build a computational engine that will enable social listening of concerns that impede vaccine confidence and feed into a protocolized process for rapid development and testing of message elements that emerge from dynamic social listening. The computational engine will mine large-scale social media data from multiple platforms and utilize state-of-the-art machine learning and natural language processing algorithms to inform precision public health communication.