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"A website" that can get the reach among parents of FB's newsfeed? Yes, I think there are few anti-vaxxers who can build such a thing.

True, but it doesn't have to have as large a reach, because it's presenting a more consistent anti-vax opinion.

An anti-vax post on a FB newsfeed is quite likely to have counterarguments. An anti-vax website is unlikely to run into such problems.

And going back to the original post: does "vaxxers on FB, anti-vaxxers elsewhere" sound like more polarisation, or less?