A recent study conducted by Facebook suggests that when it comes to vaccine doubts and misinformation, “a small group appears to play a big role in pushing the skepticism”.
Some of the early findings are notable: Just 10 out of the 638 population segments contained 50 percent of all vaccine hesitancy content on the platform. And in the population segment with the most vaccine hesitancy, just 111 users contributed half of all vaccine hesitant content. —WaPo 2021-03-14
Small groups of people can have influence beyond their numbers. For example when a committed minority in society rises above 25% there can be a tipping point. However it only takes 10% if those people have an unshakeable belief in their cause. Meanwhile, inside an organization, there is usually a small group of people — 3% — who can influence up to 85% its members. Find out more at — 25-10-3.