What Motivates Young People to Become Health Advocates?
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Many organizations are committed to engaging young people in advocating for their own health and issues related to health and rights. But what really motivates young people to become advocates? This presentation looks at how Answer, publisher of Sex, Etc., is gathering data to answer this very question and learning from young people about how to best engage them online. Come here about our mixed-methods evaluation that can help inform your own work to spur advocacy and conduct research in the digital space.
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What Motivates Young People to Become Health Advocates?
- 1. What Motivates Young People to Become Health Advocates? Lucinda Holt Answer
- 2. Answer’s mission is to provide and promote comprehensive sexuality education to young people and the adults who teach them.
- 5. What are the barriers on the Make a Difference page? – The actions are all below the fold when users land on the page. – It’s not clear that there are two steps you have to take to identify an action. – Users have to register to take an action. – Are there tools we could be taking advantage of that we’re not using, i.e. Google Analytics Events tools to learn how users are interacting with our Make a Difference page? – Users leave our site to take action, and have no incentive to come back and report what they did. Refining Our Tactics: the Make a Difference Page
- 6. What We’ve Been Doing • Sharing these opportunities on our Facebook, Twitter and Tumblr pages What We’ve Been Tracking • Likes, Shares, Comments, Retweets & Click-Throughs Advocacy Opportunities on Sex, Etc.’s Social Media Platforms
- 7. How Advocacy Posts Perform in Comparison to Other Posts
- 8. We’re questioning which metrics we’re gathering and why we’re gathering them: – Are these the most useful social media metrics given our goals and objectives? – Can we do a systematic qualitative analysis of our advocacy social media posts to determine what language is most effective in engaging young people? Refining Tactics: Social Media
- 9. Changing People’s Behavior Is Not Easy
- 10. If we really want to know what motivates teens, we have to ask them. We could use pop-up surveys or direct email outreach to registered users to hear from young people who are willing to share some of the following: – What actions did they actually take? – What motivated them to take some sort of action on Sexetc.org or via one of our social media platforms? Listening to Teen Users
- 11. Lucinda Holt Email: lucindah@rci.rutgers.edu Twitter: @lholt23 @sexetc
Editor's Notes
- GOAL 1: Equip young people with the sexual and reproductive health information they need to establish healthy relationships and make responsible decisions.
- (I’ll only use this slide if there is no Internet access to allow me to show the actual page.) One of our goals is to share advocacy opportunities with young people and have them take action on sexual and reproductive health issues. We have two means of sharing these opportunities: the Make a Difference page at Sexetc.org and social media, which we use to link young people directly to specific campaigns as well as to the Make a Difference page. [Share Make a Difference page.] We have found that we only have a few young people report back that they have completed an action each month on the Make a Difference page. There are ways in which this page makes it difficult for young people to take action. Answer is in the process of answering the question: what motivates young people to become health advocates in the digital space, specifically on Sexetc.org and via our social media channels. What I’ll be sharing today is not about how we have successfully answered this question, but about how we are approaching answering this question using different tools. We all love that one bright button that you can click to sign a petition and feel good about yourself, but this page doesn’t offer that quick gratification. [Discuss barriers on page.] There are specific things that we need to do to make it easier for young people to take action.
- Users have to register to take an action. We want the site to be and feel like a safe space for teens, so before users can ask questions and engage on the site, we have them register and take a few steps to confirm—as much as we can—that they are indeed teens.
- Another strategy we use to introduce young people to sexual and reproductive health advocacy opportunities sharing these opportunities via our various social media platforms. This all sounds good in theory, but ultimately our objective is to have young people take action. How do we go beyond likes and retweets, which don’t tell us much about whether young people are taking action on these issues?
- We’ve been using Facebook Insights and other tools to gather metrics. We’re seeing that our advocacy posts don’t perform quite as well as the gifs and memes that are most engaging, but they produce a similar number of click-throughs. Click-throughs give us some good information, but once people get to the Make a Difference page, we only average 9 completed actions per month. People are relatively engaged with our advocacy posts on our social media channels, but how do we increase click-throughs and get more young people to complete an action?
- We’ve started to ask some questions about what data we’re gathering, and we’ve engaged a consultant to help us align the metrics we’re gathering with goals and objectives.
- Once we’ve figured out which metrics to use, made changes to our social media messaging and made some design changes to the Make a Difference page, this doesn’t mean young people suddenly start coming to our page in droves. Changing people’s behavior is not easy. Young people visit our social media channels and engage with our content and visit Sexetc.org because they have a question or are curious about something. But how do we turn their very personal interest in a sexual or reproductive health issue into action?
- Once we’ve gathered data on young people’s engagement with our social media posts and the Make a Difference page and refined how we’re engaging them in the digital space, the next step would be to check in with our users.