UF/IFAS study highlights importance of social media influencers in information dissemination during mpox outbreak

A recent study shows social media influencers are more important than previously thought when it comes to getting out vital information in a crisis.

The study suggested partnerships that could improve public communication between governments, non-profits and social media influencers during crises. The study, conducted by UF/IFAS assistant professor Kimberly Kay Wiley, a researcher in the family, youth and community sciences department, and Bridgewater State University associate professor Seth Meyer, shows how these groups can collaborate to effectively disseminate information and manage public health emergencies on social media.

“In this case, the informal public health authorities seem to be able to reach the at-risk audiences and build on the trust that they have in a way that the formal health authorities just weren’t able to do,” Wiley said. “There are strong partnership opportunities here.”