MAXIMIZING SOCIAL MEDIA
FOR HIV PREVENTION, HIV TESTING AND INCREASED ACCESS TO QUALITY CARE
Deb Levine, BS W, MA Tech Strategy Consultants SOCIAL MEDIA GOALS
Increasing access to HIV testing services
Increasing access to comprehensive sexual health information
Increasing access to PrEP linkages and support services
Ensuring access to high-quality medical care and prevention services SMARTPHONES AND TEENS
90% of ALL youth have access to a smartphone 85% of African American youth have access to a smartphone 62% of homeless youth have a mobile device and can access the Web Instagram and Snapchat are the two most commonly used social media sites today YTH 2017 and Pew Research Center 2015 ACKNOWLEDGE THE UCLA Adolescent Trials Network: Recruitment CHALLENGES INSTAGRAM
Share still images and videos- visual media Searchable via hashtags (#) Highly engaged demographic: 51% of young people check insta daily and 35% check multiple times a day Free, private and accessible access to health educators Method Direct messages Daily posts “We follow back” INSTAGRAM EXAMPLE: KAISER PERMANENTE
@whatgoesaround_kp Focus on followers/following INSTAGRAM: USE PHOTOS INSTAGRAM: LIVE FEEDS INSTAGRAM: YCAB INSTAGRAM: MESSAGING SNAPCHAT
71% of Snapchat users are under 34 years old. 45% of Snapchat users are aged 18-24. People under the age of 25 use Snapchat for 40 minutes on average every day. 40% of black teens say they use Snapchat almost constantly More than 400 million Snapchat stories are created per day. More than 20,000 photos are shared on Snapchat every second.
-Omnicore Statistics, 2018 SNAPCHAT: GOOD FOR CAMPAIGNS
Customized, targeted geofilters Short-lived, original material Share photos and videos with “private” self-created groups Photos and videos can be customized with filters and effects, text captions, and drawings Snapchat stories are compilations of snaps (photo and/or video), which are broadcast to one's personal network or public Instagram more curated; Snapchat more casual SNAPCHAT
Try using “guest stars”; or acting as a “celebrity” on your Snap Create a topical content series - BRAINSTORM Be bold and use humor, more lighthearted platform Using Snap for HIV messaging takes more time and planning than a personal Snap Build your audience in-person; take palm cards with your “unique Snap ghosts” with you to tabling and outreach events SNAPCHAT: MAINSTREAM MEDIA USE SNAPCHAT: BE A STAR TWITTER
Only 35% of teens use Twitter
45% of 18-24 year olds use Twitter
Many youth use Twitter to get their news TWITTER
Posts are limited to 280 characters
Posts can contain text, photo, and video; imagery gets more shares and likes Direct messages (private messaging) are not limited to 280 characters Hashtags (#) are used to help organize topics and conversations by keywords and phrases Be strategic about who you follow https://twitter.com/lizziefin/lists/adolescent-sexual- TWITTER health/members TWITTER: FOOD TRUCK-LIKE FEED FOR HIV TESTING TWITTER: CURATED FOLLOWERS FACEBOOK
Snapchat and Instagram have surpassed Facebook as the most popular social media for youth (Facebook is for adults now) 68% of youth use Facebook 75% of these youth check Facebook daily
Pew Center for Internet and American Life, 2018 FACEBOOK
•Facebook LIVE •Groups around a shared interest •Event invitations •Chat one on one; chat messaging •Connect your Facebook account to other sites to allow for information sharing between sites •Uses hashtags •Follows and likes FACEBOOK: KNOWLEDGE AND ATTITUDES
Randomized controlled trial 8 weeks of sexual health content 653 participants took 2-month followup 53% looked at content 4-6 times a week 94% of comments were positive Short term results: Condom use last sex Proportion of protected sex acts Partner concurrency
AJPM, 2012 EBI ADAPTATIONS
Many Men, Many Voices AIM IRL ADAPTATIONS FOR SOCIAL MEDIA E-PREP: MONTEFIORE
Social media-based, peer-led intervention to increase PrEP uptake in YBLGBM 6- week online messaging campaign disseminated by YBLGBM peer leaders to their existing online networks Recruited and enrolled 152 participants from their existing online networks (range 3-33 per peer leader) Follow-up at 12 weeks Awaiting analysis of results; Preliminary data promising SCALING: NORTHWESTERN’S KEEP IT UP!
https://www.youtube.com/watch?v=PE80LlBg7_U Among 901 YMSM in 3 cities, significantly reduced recent condomless anal sex from 70% to 40% in the KIU! arm Reductions were maintained for 12 months post intervention This represented a 17% greater decrease than an active control arm Also reduced STI rates by 40% compared to the control Will be available nationally next year, https://isgmh.northwestern.edu/keepitup/ BEST PRACTICES
User-centered design: Audience participation Know your goals, and include a call to action so you meet them Build in data collection for measurement and evaluation Be ready to pivot and iterate at multiple points, sometimes on the fly Train staff and peers for consistent language and accurate content BEST PRACTICES
Integrate in-person and digital activities in campaigns (giveaways, concerts/balls, connection to RIDESHARE services, mobile testing) HIV messaging put “in context” of young people’s lives (gender identity, anxiety, relationships, etc.) Use same SCREENNAME on all social media sites for familiarity, and multiple hashtags (#) for maximum reach RESOURCES
HIV.gov Virtual Office Hours: One on One social media support – Tu and Thu 2-4pm ET Free 45-minute appointment https://www.hiv.gov/digital-tools/virtual-office-hours
What Works? In Youth HIV Social Media Strategies for Professionals https://www.whatworksinyouthhiv.org CONTACT
Deb Levine, BSW, MA CEO, Tech Strategy Consultants levinedeb@gmail.com @DebLOakland Linkedin.com/in/deblevine