[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-253892-105":53,"doc-detail-253892-en":127},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":120,"head_meta":122,"extra_data":124,"updated_unix":126},105,"en","social-media-listening-and-engagement-toolkit-building-confidence-in-routine-immunisation-november-2021","Social media listening and engagement toolkit - Building confidence in routine immunisation - November 2021","","Toolkit supporting routine childhood immunization campaigns by providing a practical, data-driven approach to social media listening and engagement. Developed with partners including UNICEF ECARO, the Vaccine Confidence Project and Real Chemistry, it explains how to monitor online conversations, extract actionable insights, and translate them into targeted messages and campaign strategy. It guides users through building a social listening system, defining needs and resources, setting up search methods and dashboards, managing communities, running and optimizing content, and evaluating campaign effectiveness across the Europe and Central Asia region.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/social-media-listening-and-engagement-toolkit-building-confidence-in-routine-immunisation-november-2021/253892/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/social-media-listening-and-engagement-toolkit-building-confidence-in-routine-immunisation-november-2021/253892.png","ImageObject",442,249,{"name":88,"@type":89},"Finn","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-31","2026-09-13",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",9,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is the purpose of this toolkit for routine immunization campaigns?","Question",{"text":109,"@type":110},"It helps design and implement effective, evidence-based social media campaigns by monitoring what audiences say online and turning those insights into targeted messages and actions.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Who is the toolkit intended for?",{"text":114,"@type":110},"It is for anyone involved in social media listening and communications management, including campaign managers, country-level communicators, infodemic managers, and social and behaviour change officers.",{"name":116,"@type":107,"acceptedAnswer":117},"What are the main stages covered in the toolkit?",{"text":118,"@type":110},"It walks through developing a listening system, gathering and analyzing insights, shaping campaign strategy and messages, creating campaign materials, implementing social channels and targeting, optimizing content, managing the community, and measuring results and impact.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},253892,1791416866,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":136,"language":137,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":61,"update_tm":141,"read_time":142},34359740700684,"https://ap-avatar.wpscdn.com/avatar/1f400023980c374ae676?_k=1777273430885731487","Social media listening and engagement toolkit  \nBuilding confidence in routine immunization  \nNOVEMBER 2021  \nAcknowledgements  \nThis toolkit was developed under the framework of partnership with the UNICEF Regional Office for Europe and Central Asia (ECARO), the Vaccine Confidence Project (VCP) at the London School of Hygiene and Tropical Medicine (LSHTM) and Real Chemistry. The UNICEF ECARO Social and Behaviour Change Team worked with the VCP to conduct an assessment of the social media landscape in the Europe and Central Asia (ECA) region. Ongoing social media listening and engagement tools were developed to map and monitor conversations around immunization, with the aim of influencing vaccine attitudes towards positive actions and engagement, and of contributing to an increase in vaccine uptake across the ECA region.  \nThe text in this toolkit does not necessarily reflect the policies or views of UNICEF, LSHTM or Real Chemistry.  \nToolkit contents  \n1. Introduction 04  \n2. Gathering insights through social media listening 06  \n3. Digital persona development 37  \n4. Developing a data-driven social media campaign 54  \n5. Developing campaign materials 59  \n• The creative concept  \n• Campaign materials  \n6. Implementing the social media campaign 105  \n• Social channels  \n• Social planning  \n• Audience targeting  \n• Content formats, post mock-ups and asset library  \n• Optimization tactics  \n• Community management  \n• Campaign measurement  \n7. Appendix 161  \n4  \nWelcome  \nWhat is this toolkit?  \nThis toolkit is a practical learning guide and a tool to help you design and implement effective data-driven social media campaigns. It was created by the UNICEF Regional Office for Europe and Central Asia with support from experts in vaccine confidence and healthcare communications to help you develop and enhance your ability to conduct social listening and design and implement an effective data-driven social media campaign.  \nThe toolkit illustrates how to develop a social media listening system and use insights from social media listening to shape your campaign strategy, development and implementation. It will illustrate how – by monitoring what audiences are saying online, using these insights to draft targeted messages, and incorporate testing of these messages into your social media campaigns – you can optimise your content in an evidence-based manner.  \nAn example campaign on routine childhood immunization is used throughout this toolkit to guide you through the entire campaign process with a focus on practical, actionable guidance.  \nWho is this toolkit for?  \nAnyone who is engaged with conducting social media listening and managing communications: from campaign managers, to country-level communications, to infodemic managers, to social and behaviour change officers and beyond.  \nHow to use this toolkit?  \nThis toolkit intended to equip you with all the necessary tools, resources and guidelines to successfully build out your social media campaigns. It is organised in a series of steps that guide you through the full process, from social media listening to campaign design and implementation. The individual steps are illustrated through a campaign that promotes routine childhood immunization.  \nThis toolkit was built under the assumption that social media listening, design, and implementation capabilities differ per country. Therefore, it was designed to support all levels of proficiency.  \nCreative assets and social posts relating to the routine immunization campaign (provided as an example) are included in the toolkit, if you wish to roll it out in your country or support the dissemination of its materials.  \n6  \nWhat is  \nsocial media  \nlistening? Social media listening is a means of tracking conversations  \nabout a chosen topic or entity across social media platforms.  \nThe topic or entity could be anything from a broad social issue, such as public health, to something much narrower, such as a particular organisation, brand or ","cbCaiv3K9mDNLTXj","https://ap.wps.com/l/cbCaiv3K9mDNLTXj","pdf",16585197,164,"English","# Introduction\n## Gathering insights through social media listening\n## Digital persona development\n## Developing a data-driven social media campaign\n## Developing campaign materials\n## Implementing the social media campaign\n## Appendix","[{\"question\":\"What is the purpose of this toolkit for routine immunization campaigns?\",\"answer\":\"It helps design and implement effective, evidence-based social media campaigns by monitoring what audiences say online and turning those insights into targeted messages and actions.\"},{\"question\":\"Who is the toolkit intended for?\",\"answer\":\"It is for anyone involved in social media listening and communications management, including campaign managers, country-level communicators, infodemic managers, and social and behaviour change officers.\"},{\"question\":\"What are the main stages covered in the toolkit?\",\"answer\":\"It walks through developing a listening system, gathering and analyzing insights, shaping campaign strategy and messages, creating campaign materials, implementing social channels and targeting, optimizing content, managing the community, and measuring results and impact.\"}]","Social media listening and engagement toolkit - Building confidence in routine immunisation - November 2021 | PDF",1789271527,57]