The World Health Organization (WHO) has published a document: Social listening in infodemic management for public health emergencies: Guidance on ethical considerations. "Social listening" is a term taken from marketing, when companies monitor social media to find out what people are saying about their products and services, but they expand it to "any form of data collection and analysis activity conducted across social media and traditional media" which is then combined by other data and intelligence.
This "provides ethical guidance for governments, ministries, departments, agencies, organizations and individuals engaging in social listening for infodemic management practices in preparation for, during and after public health emergencies." "Data gathered from social listening provides additional evidence to allow informed decisions and recommendations to be made to address health misinformation, disinformation, information voids and other critical issues that are related to recommended public health action." "The document covers the technical definitions of terms, ethical challenges in infodemic management, alignment with human rights, substantive and procedural ethical principles."
There is also a link to the launch video, including speakers: Chikwe Ihekweazun (Assistant Director-General, WHO Health Emergencies Programme); Nikola Biller Andorno (University of Zurich); Elodie Ho (Africa Infodemic Response Alliance) and other speakers from the WHO.
To download the publication and link to the video, go to https://www.who.int/publications/i/item/9789240108202
Photo by Sheila Webber: cherry tree, Cardiff, April 2025
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