Building the evidence to better understand how and if social networking can be effective for sexual health promotion. Can ...
<ul><li>Web 2.0 and the internet </li></ul><ul><li>How have we done so far? </li></ul><ul><li>Our Place on FaceSpace </li>...
Web 2.0 More than “just” Facebook
<ul><li>Dynamic vs. “static” </li></ul><ul><li>Teaching vs. engaging </li></ul>Web 2.0 vs The “old” internet Kamel Bulos &...
<ul><li>What evidence do we have to support heading to Social Networking interventions? </li></ul>Social Networking Today
<ul><li>How popular is it in Australia? </li></ul><ul><li>Top Sites Accessed in Australia: </li></ul><ul><ul><li>1. Google...
<ul><li>User data </li></ul><ul><li>Average Time Spent on Site Daily: </li></ul><ul><ul><li>Facebook – 32mins </li></ul></...
<ul><li>User demographics </li></ul>Social Networking Today Accessed on alexa.com – May 24, 2010
<ul><li>GI JONNY (UK) </li></ul>Some interventions so far...
<ul><li>Locally: </li></ul><ul><li>The Horizon (Samesame.com.au with ACON) </li></ul><ul><li>FaceSpace (Burnet Institute w...
<ul><li>Web 2.0 – Promising, exciting... but is  not  just a matter of dropping our existing Web 1.0 models into the new m...
<ul><li>Research project funded by the Victorian Dept. of Health. </li></ul><ul><li>Partnership between Burnet Institute, ...
<ul><li>Assess the extent that social networking sites can be used to disseminate health promotion information that is con...
<ul><li>1. Preparation and Persona Design </li></ul><ul><li>2. Participatory Design Workshops </li></ul><ul><li>3. Charact...
<ul><li>5 different character profiles on Facebook and MySpace, and a communal project page. </li></ul><ul><li>Character v...
Our Space on FaceSpace Youth Arm Highlights
<ul><li>Adapted from the learning from the Youth arm, changes were made to the approach for phase 2 for MSM. </li></ul><ul...
<ul><li>Queer As F**k Pre Launch Promotion </li></ul>Our Space on FaceSpace MSM Arm
<ul><li>Queer As F**k – 1157 fans as of May 25, 2010 </li></ul>Our Space on FaceSpace MSM Arm
<ul><li>Queer As F**k </li></ul>Our Space on FaceSpace MSM Arm
<ul><li>More extensive version of the formative evaluation (see stage four), involving both quantitative and qualitative d...
<ul><li>Online survey covering  demographics, sexual risk behaviour, knowledge of HIV and other STIs, health seeking behav...
<ul><li>Things to consider – discussion and interaction… what is “successful?” </li></ul><ul><li>Videos – YouTube Insight ...
<ul><li>Potentially cheap media </li></ul><ul><li>Anonymity – (and lack thereof on Facebook) </li></ul><ul><li>Will people...
<ul><li>Facebook Ads – highly targeted and cost effective </li></ul><ul><li>Working with blogs to increase discourse and r...
<ul><li>“ Although the tools presented in this review look very promising and potentially fit for purpose in many </li></u...
<ul><li>Follow us on Facebook  www.facebook.com/QAFxxk </li></ul><ul><li>Subscribe to our YouTube “QAFxxk” Channel </li></...
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Can it work? Building the evidence to better understand how and if social networking can be effective for sexual health promotion

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This presentation was given by Jason Asselin, VAC/GMHC, at the AFAO HIV Educators Conference, May 2010.

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  • Gaining in popularity beyond Gen Ys into mainstream.
  • Can it work? Building the evidence to better understand how and if social networking can be effective for sexual health promotion

    1. 1. Building the evidence to better understand how and if social networking can be effective for sexual health promotion. Can it work?
    2. 2. <ul><li>Web 2.0 and the internet </li></ul><ul><li>How have we done so far? </li></ul><ul><li>Our Place on FaceSpace </li></ul><ul><li>Queer as Fuck </li></ul><ul><li>Benefits, Challenges and Risks </li></ul><ul><li>Other approaches </li></ul>
    3. 3. Web 2.0 More than “just” Facebook
    4. 4. <ul><li>Dynamic vs. “static” </li></ul><ul><li>Teaching vs. engaging </li></ul>Web 2.0 vs The “old” internet Kamel Bulos & Wheeler, 2010. The emerging Web 2.0 social software: an enabling suite of sociable technologies in health and health care education.
    5. 5. <ul><li>What evidence do we have to support heading to Social Networking interventions? </li></ul>Social Networking Today
    6. 6. <ul><li>How popular is it in Australia? </li></ul><ul><li>Top Sites Accessed in Australia: </li></ul><ul><ul><li>1. Google.com.au </li></ul></ul><ul><ul><li>2. Facebook.com </li></ul></ul><ul><ul><li>3. Google.com </li></ul></ul><ul><ul><li>4. Youtube.com </li></ul></ul><ul><ul><li>5. Yahoo.com </li></ul></ul><ul><li>Twitter #12, MySpace #29, Pornhub #53, Gaydar #2348 </li></ul>Social Networking Today Accessed on alexa.com – May 24, 2010
    7. 7. <ul><li>User data </li></ul><ul><li>Average Time Spent on Site Daily: </li></ul><ul><ul><li>Facebook – 32mins </li></ul></ul><ul><ul><li>MySpace – 12 mins </li></ul></ul><ul><ul><li>YouTube – 20 mins </li></ul></ul><ul><ul><li>Twitter – 7.75 mins </li></ul></ul><ul><ul><li>The Drama Downunder – 3.5 mins/visit </li></ul></ul><ul><ul><li>Wherever Sex Happens - 5.75 mins/visit </li></ul></ul><ul><ul><li>Protection.org.au - 7.3 mins/visit </li></ul></ul><ul><ul><li>Staying Negative – 8.75 mins/visit </li></ul></ul>Social Networking Today Accessed on alexa.com and Google Analytics – May 24, 2010
    8. 8. <ul><li>User demographics </li></ul>Social Networking Today Accessed on alexa.com – May 24, 2010
    9. 9. <ul><li>GI JONNY (UK) </li></ul>Some interventions so far...
    10. 10. <ul><li>Locally: </li></ul><ul><li>The Horizon (Samesame.com.au with ACON) </li></ul><ul><li>FaceSpace (Burnet Institute with VAC, Uni Melb, X:Machine) </li></ul><ul><li>Project pages, groups, etc. </li></ul>Some interventions so far...
    11. 11. <ul><li>Web 2.0 – Promising, exciting... but is not just a matter of dropping our existing Web 1.0 models into the new media. </li></ul><ul><li>So what evidence to we have to say that Web 2.0 will actually work for sexual health promotion? </li></ul>
    12. 12. <ul><li>Research project funded by the Victorian Dept. of Health. </li></ul><ul><li>Partnership between Burnet Institute, VAC/GMHC, University of Melbourne, and X:Machine. </li></ul>Our Space on FaceSpace
    13. 13. <ul><li>Assess the extent that social networking sites can be used to disseminate health promotion information that is conducive to beneficial behaviour change; </li></ul><ul><li>Disseminate safer sex health promotion messages to a large number of young people and men who have sex with other men; </li></ul><ul><li>Engage sub-populations of young people and MSM who may not be reached by traditional health promotion efforts; </li></ul><ul><li>Explore interactive online social network sites as a forum for encouraging social participation and community engagement. </li></ul>Our Space on FaceSpace Objectives
    14. 14. <ul><li>1. Preparation and Persona Design </li></ul><ul><li>2. Participatory Design Workshops </li></ul><ul><li>3. Character Launch </li></ul><ul><li>4. Formative Evaluation </li></ul><ul><li>5. Extension </li></ul><ul><li>6. Final Evaluation </li></ul>Our Space on FaceSpace Methods
    15. 15. <ul><li>5 different character profiles on Facebook and MySpace, and a communal project page. </li></ul><ul><li>Character videos </li></ul><ul><li>Sexual health polls </li></ul><ul><li>Appearances at community events – Big Day Out, etc. </li></ul>Our Space on FaceSpace Youth Arm Highlights
    16. 16. Our Space on FaceSpace Youth Arm Highlights
    17. 17. <ul><li>Adapted from the learning from the Youth arm, changes were made to the approach for phase 2 for MSM. </li></ul><ul><li>Some major changes were made to the creative development process, and the intervention format. </li></ul><ul><li>Move into a more structured and centralized narrative and format. </li></ul>Our Space on FaceSpace MSM Arm
    18. 18. <ul><li>Queer As F**k Pre Launch Promotion </li></ul>Our Space on FaceSpace MSM Arm
    19. 19. <ul><li>Queer As F**k – 1157 fans as of May 25, 2010 </li></ul>Our Space on FaceSpace MSM Arm
    20. 20. <ul><li>Queer As F**k </li></ul>Our Space on FaceSpace MSM Arm
    21. 21. <ul><li>More extensive version of the formative evaluation (see stage four), involving both quantitative and qualitative data collection. </li></ul><ul><li>In addition, a pre- and post- test survey among a sample of the page's fans will be conducted to assess the impact of the project. </li></ul>Our Space on FaceSpace MSM Evaluation
    22. 22. <ul><li>Online survey covering demographics, sexual risk behaviour, knowledge of HIV and other STIs, health seeking behaviours, community dialogue and opinions of the characters. Repeated at 12mths. </li></ul><ul><li>The final evaluation will also explore how this type of project could be maintained over time, keeping the concept and the characters ‘ fresh ’ in order to maintain community interest and examine the ongoing feasibility of this type of health promotion. </li></ul>Our Space on FaceSpace MSM Evaluation
    23. 23. <ul><li>Things to consider – discussion and interaction… what is “successful?” </li></ul><ul><li>Videos – YouTube Insight reports – are people watching the videos to completion? </li></ul>Our Space on FaceSpace MSM Evaluation
    24. 24. <ul><li>Potentially cheap media </li></ul><ul><li>Anonymity – (and lack thereof on Facebook) </li></ul><ul><li>Will people engage with sexual health in light of above? </li></ul><ul><li>Privacy issues </li></ul>Opportunities, Challenges and Risks
    25. 25. <ul><li>Facebook Ads – highly targeted and cost effective </li></ul><ul><li>Working with blogs to increase discourse and referral to projects. </li></ul><ul><li>Mobile web is an important consideration with regard to Web 2.0. How do we ensure functionality? </li></ul><ul><li>Grindr – advertising and broadcast messages </li></ul>Other approaches and considerations
    26. 26. <ul><li>“ Although the tools presented in this review look very promising and potentially fit for purpose in many </li></ul><ul><li>health care applications and scenarios, careful thinking, testing and evaluation research are still needed in order to establish ‘best practice models’ for leveraging </li></ul><ul><li>these emerging technologies to boost our …” sexual health promotion efforts. </li></ul>
    27. 27. <ul><li>Follow us on Facebook www.facebook.com/QAFxxk </li></ul><ul><li>Subscribe to our YouTube “QAFxxk” Channel </li></ul><ul><li>Email me – jason_asselin@vicaids.asn.au </li></ul>

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