Plan: Ukraine Social Media Initiative

This is the plan for the Ukraine Social Media Initiative: Please respond with any comments and questions as we move through this process:

Milestones (with approximate days for each deliverable)

By November 15, 2016: Through an extensive social media monitoring and mapping process to be able to present the following in a high quality comprehensive paper and presentation:

1)    Identification of the 30 main social media spaces where parents and grandparents in Ukraine gather to share knowledge and information and to discuss common issues.

2)    Identification of the 10 main social media spaces in Ukraine where the Medical community gathers to share knowledge and information and to discuss common issues.

3)    Identification of the 10 main social media spaces in Ukraine where the Education community gathers to share knowledge and information and to discuss common issues.

4)    Identification of the main social media spaces for at least two significant population centers (eg cities, towns) in each Oblast in Ukraine.

5)    Identification of the 100 most popular (followed, liked, etc) social media accounts/pages of people and organisations in Ukraine.

6)    Identification of 50 substantial social media spaces in Ukraine that include a significant focus on health related issues.

7)    Identification of 50 substantial social media spaces in Ukraine that include a significant focus on children related issues.

8)    Identification of all social media spaces that have a substantial focus on polio and/or child immunization.  

9)    Across the full spectrum of social media communication in Ukraine to identify:

Þ    Up to 50 contributions/conversations that are focused on polio and/or child immunization and/or child health

Þ    Up to 50 spaces (eg a Facebook page or a Topic significantly focused on polio and/or child immunization and/or child health

Þ    The people/accounts/organisations that have initiated those spaces/conversations and/or …

Þ    … are playing a substantive role in asking questions, sharing knowledge, providing information, seeking to organise within those contributions, conversations, pages, topics, etc

Þ    the sentiment or perspective within those spaces – for example which ones are supportive and encouraging of immunization, actively seeking to discourage people from immunizing their children, are quizzical about safety issues, etc (some kind of classification system will need to be developed

10) Draw all of this into a clear and easily digested paper and presentation that both describes and analyses the knowledge collected.

By December 15, 2016: Present the findings and gather a polio reference group into a coordinated process:

11) Present the findings and analysis to at least 3 groups with a vested interest in expanding childhood immunization – for example negotiate a possible presentation to UNICEF staff.

12) Receive their feedback and critique of what is presented and edit the paper and presentation to incorporate the significant parts that, in your perspective, require amendment or addition.

13) Share the detailed social media data and analysis that had been collected with UNICEF Ukraine for their review and judgment as to ways in which it could be useful for their UNICEF specific initiatives.

14) Identify 30 to 50 people within Ukraine who have both (a) expertise and/or positive involvement on polio, immunization, vaccines and child health and (b) have a social media presence of some substance (for example they have used for social media for some time, regularly update their accounts, etc).

15) Develop a terms of reference for that group relative to this initiative

16) Form that group into a network that you facilitate.

17) Develop a platform through which they can coordinate, connect and review each other’s work.

18) Attract the relevant people into this Group.

By January 14, 2016: To have worked with UNICEF Ukraine, which has an overlapping workplan on this item to develop:

19) A list of the most frequently asked questions throughout social media regarding immunisation and child health with answers

20) On those questions, develop a list of links to resources consented by health experts for prompt response to comments. This will be useful for conversations when engagement of experts will not be required.

On a monthly basis from January 15, 2017 to May 31, 2017: Initiate and develop the social media engagement process.

For each month:

21)  Identify 100 social media posts or threads or spaces where there is a focus on a theme related to polio and/or childhood immunization and vaccines.

22) Mobilise/motivate the relevant members of the reference group to engage with at least 50% of those posts/threads/spaces – for example comment, like, share, etc as appropriate from their accounts.    

23) Maintain a monthly analysis of the trends in both the content and engagement patterns through social media on polio, vaccination, immunization and relevant child health issues.

By June 16, 2016 a final report on this initiative.

Core Group:

The contractor will be responsible for developing a small, core group within Ukraine to advise and help guide this work. This will include people from UNICEF and USAID Ukraine as well as others. The plan for this is included as a task above.