Analyzing Antimicrobial Resistance Discussions in North Africa: A Social Listening Case Study

Background

Antimicrobial Resistance (AMR) threatens public health systems worldwide. Recognizing the need for targeted interventions in North Africa, our team conducted a comprehensive social analytics study from January 2019 to March 2024. The goal was to analyze public conversations, identify misinformation trends, and support awareness initiatives.

Methodology

Our team employed advanced AI tools to analyze social media content from a vast pool of over 100 million websites. Employing Boolean logic, we:

• Developed queries for AMR-specific keywords and hashtags.

• Filtered results by geography and language (English and Arabic).

• Conducted data segmentation to highlight trends in engagement and misinformation.

• Identified top influencers and key discussion peaks.

Findings

Public Awareness and Misinformation

• Trends in Misuse: A significant portion of the population used antibiotics to self-treat colds, revealing widespread misconceptions.

• Impact of Campaigns: Educational initiatives like World Antimicrobial Awareness Week (WAAW) drove measurable engagement, with peaks in January 2023 and 2024.

• Influencer Contributions: HCPs and NGOs dominated discussions, providing reliable information to counter myths.

Counterfeit Drug Issues

Our analysis flagged counterfeit drugs as a pressing concern, comprising 6% of total mentions. Public outcry emphasized the urgent need for regulatory intervention.

Platform Analysis

• Facebook: Predominantly used for educational content, reaching diverse audiences.

• TikTok: Leveraged by HCPs to engage in videos on responsible antibiotic use.

• Twitter: A hub for real-time updates and public discourse.

Outcomes

The study provided actionable recommendations to enhance Antimicrobial Resistance related awareness campaigns:

1. Localized Messaging: Culturally specific campaigns increased relevance and impact.

2. Influencer Collaboration: Leveraging credible voices expanded the reach of educational efforts.

3. Platform Optimization: Strategic use of social platforms maximized engagement and information dissemination.

Conclusion

RILA GLOBAL CONSULTING’s social listening framework delivered critical insights that informed Antimicrobial Resistance initiatives in North Africa. We enabled data-driven decision-making and meaningful public health interventions by combining advanced Boolean analytics with strategic segmentation.

For tailored social analytics solutions, connect with us today.