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Presentation at National African American MSM Leadership Conference on HIV/AIDS and Other Health Disparities
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Using New Media in African American Communities for HIV PreventionAisha Moore, Communications Director, AIDS.gov/JSIMichelle Samplin-Salgado, New Media Strategist, AIDS.gov/JSIMeico Whitlock, Senior Fellow, AIDS.gov/Office of HIV/AIDS Policy
Your name & organizationWhat’s one thing you want to
learn today?
What new media tools are you using?
Demographics of teen internet users% of teens who use the internetTotal teens 93Boys 91Girls 94Race/ethnicityWhite, Non-hispanic 94Black, Non-Hispanic 87Hispanic 95Age12-13 8814-17 95Household incomeLess than $30,000.yr 88$30,000-$49,000 89$50,000-$74,999 96$75,000+ 97
The Pew Research Center’s Internet & American Life Project 2009 Parent-Teen Cell Phone Survey conducted from June 26 to September 24, 2009 n=800 teens ages 12-17 (including 245 cell phone interviews)
17% of teens look online for health topics that are hard to talk about, like drug use, sexual health, or depression
-When young people don’t feel like they’re getting what they need from an adult they typically turn to their devices.
“Mobile Access 2010” Pew Internet and American Life
46African
Americans
51Hispanic
s/Latinos
33Whites
% of people who use their phone to go online
plug for data:pewinternet.org
Using online tools toConnect. Create. Collaborate. Engage.
Listen.
Listen.
Engage.
Create.
Connect.
Who are you trying to reach?
Individual
Interpersonal
Community
Policy
+ African American MSM
Increased real feedback and discussion
Drive traffic to your site or share information.
Build email list.*
* Worth it if your audiences use email
Promote events.FACEBOOK
Encourage people to take action– Volunteer– Advocate– Get tested– What else?
+ you?
Provide real-time updates
Connect with the media
Drive people to your site
Connect with like-minded organizations and people
+ you
BLOG
Tell your story
BLOG
Promote your cause or educate
??
BLOGTell stories about your work*
* Connect supporters to your cause
BLOG
Provide information and resources
+ you?
VIDEO SHARING SITESEncouraging conversation around video
VIDEO SHARING SITES
Spreading the word
VIDEO SHARING SITES
Ask people to provide videos
VIDEO SHARING SITES
Host a video channel
+ you
In a typical month
25% of gay men
15% of heterosexual men
Say they send a text message at least one a day*
*http://harrisinteractive.com/news/allnewsbydate.asp?NewsID=1300
Making it happen
Who are you trying to reach??
PEOPLE:
What do you want to accomplish? (Decide on your objective before you decide on technology. Then figure out how to measure it.)
OBJECTIVES:
How will you meet your objectives?(Consider your overall communications plan, organizational culture, and capacity)
STRATEGY:
What’s an appropriate technology?(A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide.)
TECHNOLOGY:
Let the strategizing continue…
Plan a National Black HIV/AIDS Awareness Day
Evaluating new media
Making It Real• Goal: Increased number emails on list for fundraising
and marketing purposes.• Measurable?
– % increase in the email list– # of people who say they joined email list because of
something they saw on a social media channel– % increase in the email list
• Success? – 10% increase of people on your email list during a list-
buildingpromotion through socialmedia
What would success look like to YOU?
200 of Alabama A& M Students in this Mosaic. We are all Facing AIDS Together.
Facebook Insights
http://www.surveymonkey.com/s/CHATpdx
Weekly Updates• As of today • This week we tweeted..• Interesting new follower(s)• Most interesting tweets about AIDS.gov• Possible tweets for next week
Take the next step…In the next month:
1.For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools
2.For YOU: Try one new media tool (pinterest? Tumblr? Other ideas?)
3.For all of us – as a NETWORK: Find and listen to your peers on-line
vcdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf
wearemedia.org
AIDS.gov/using-new-media
Idealware.org/reports/socialmedia
blog.AIDS.govtwitter.com/AIDSgovfacebook.com/AIDSgovflickr.com/AIDSgovyoutube.com/AIDSgovfoursquare.com/AIDSgov http://m.AIDS.gov
http://locator.AIDS.gov
