New Media and the African American MSM Community


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Presentation at National African American MSM Leadership Conference on HIV/AIDS and Other Health Disparities

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  • .
  • Yesterday was National HIV Testing Day and much of what I ’m going to show you today relates to our efforts to connect people with HIV prevention and treatment services
  • 2 minutes – person next to them
  • Youth and new and emerging technologies
  • Mobile devices are personal and it doesn’t get more personal than health and with health it doesn’t get more personal than sexual health.
  • This data is also part of our toolkit. We use this to inform our work and to inform our colleagues…not you in the room…you’ve likely bought into the idea. But many of our colleagues have not. Use the data.
  • More so, at, we think of social media as a means of ...
  • More so, at, we think of social media as a means of ...
  • More so, at, we think of social media as a means of ...
  • More so, at, we think of social media as a means of ...
  • More so, at, we think of social media as a means of ...
  • More so, at, we think of social media as a means of ...
  • SFAF AIDS Stops Here SFAF It Gets Better
  • New Media and the African American MSM Community

    1. 1. Using New Media in African American Communities for HIV Prevention Aisha Moore, Communications Director, Michelle Samplin-Salgado, New Media Strategist, Meico Whitlock, Senior Fellow, of HIV/AIDS Policy
    2. 3. Your name & organization What’s one thing you want to learn today?
    3. 4. <ul><li>What new media tools are you using? </li></ul>
    4. 5. Demographics of teen internet users % of teens who use the internet 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) Total teens 93 Boys 91 Girls 94 Race/ethnicity White, Non-hispanic 94 Black, Non-Hispanic 87 Hispanic 95 Age 12-13 88 14-17 95 Household income Less than $30,000.yr 88 $30,000-$49,000 89 $50,000-$74,999 96 $75,000+ 97
    5. 6. 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.
    6. 7. “ Mobile Access 2010” Pew Internet and American Life 46 African Americans 51 Hispanics/ Latinos 33 Whites % of people who use their phone to go online
    7. 8. plug for data:
    8. 9. <ul><li>Using online tools to </li></ul><ul><li>Connect. Create. Collaborate. Engage. </li></ul><ul><li>Listen. </li></ul>
    9. 10. <ul><li>Listen. </li></ul>
    10. 11. <ul><li>Engage. </li></ul>
    11. 12. <ul><li>Create. </li></ul>
    12. 13. <ul><li>Connect. </li></ul>
    13. 14. Who are you trying to reach?
    14. 15. Individual Interpersonal Community Policy
    15. 16. + African American MSM
    16. 17. <ul><li>Increased real feedback and discussion </li></ul>FACEBOOK
    17. 19. <ul><li>Drive traffic to your site or share information. </li></ul>FACEBOOK
    18. 21. <ul><li>Build email list.* </li></ul><ul><li>* Worth it if your audiences use email </li></ul>FACEBOOK
    19. 23. <ul><li>Promote events. </li></ul>FACEBOOK
    20. 25. <ul><li>Encourage people to take action </li></ul><ul><ul><li>Volunteer </li></ul></ul><ul><ul><li>Advocate </li></ul></ul><ul><ul><li>Get tested </li></ul></ul><ul><ul><li>What else? </li></ul></ul>FACEBOOK
    21. 26. + you?
    22. 27. TWITTER <ul><li>Provide real-time updates </li></ul>
    23. 29. TWITTER <ul><li>Connect with the media </li></ul>
    24. 31. TWITTER <ul><li>Drive people to your site </li></ul>
    25. 34. TWITTER <ul><li>Connect with like-minded organizations and people </li></ul>
    26. 38. + you
    27. 39. BLOG <ul><li>Tell your story </li></ul>
    28. 41. BLOG <ul><li>Promote your cause or educate </li></ul>
    29. 42. <ul><li>?? </li></ul>
    30. 43. BLOG <ul><li>Tell stories about your work* </li></ul><ul><li>* Connect supporters to your cause </li></ul>
    31. 45. BLOG <ul><li>Provide information and resources </li></ul>
    32. 48. + you?
    33. 49. VIDEO SHARING SITES <ul><li>Encouraging conversation around video </li></ul>
    34. 51. VIDEO SHARING SITES <ul><li>Spreading the word </li></ul>
    35. 53. VIDEO SHARING SITES <ul><li>Ask people to provide videos </li></ul>
    36. 55. VIDEO SHARING SITES <ul><li>Host a video channel </li></ul>
    37. 57. + you
    38. 58. <ul><li>In a typical month </li></ul><ul><li>25% of gay men </li></ul><ul><li>15% of heterosexual men </li></ul><ul><li>Say they send a text message at least one a day* </li></ul>*
    39. 60. Making it happen
    40. 61. Who are you trying to reach? ? PEOPLE:
    41. 62. What do you want to accomplish? (Decide on your objective before you decide on technology. Then figure out how to measure it.) OBJECTIVES:
    42. 63. How will you meet your objectives? (Consider your overall communications plan, organizational culture, and capacity) STRATEGY:
    43. 64. What’s an appropriate technology? (A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide.) TECHNOLOGY:
    44. 65. <ul><ul><li>Let the strategizing continue… Plan a National Black HIV/AIDS Awareness Day </li></ul></ul>
    45. 67. <ul><ul><li>Evaluating new media </li></ul></ul>
    46. 68. Making It Real <ul><li>Goal: Increased number emails on list for fundraising and marketing purposes. </li></ul><ul><li>Measurable? </li></ul><ul><ul><li>% increase in the email list </li></ul></ul><ul><ul><li># of people who say they joined email list because of something they saw on a social media channel </li></ul></ul><ul><ul><li>% increase in the email list </li></ul></ul><ul><li>Success? </li></ul><ul><ul><li>10% increase of people on your email list during a list-buildingpromotion through socialmedia </li></ul></ul>
    47. 69. <ul><li>What would success look like to YOU? </li></ul>
    48. 71. 200 of Alabama A& M Students in this Mosaic. We are all Facing AIDS Together. 
    49. 72. Facebook Insights
    50. 73.
    51. 75. Weekly Updates <ul><li>As of today </li></ul><ul><li>This week we tweeted.. </li></ul><ul><li>Interesting new follower(s) </li></ul><ul><li>Most interesting tweets about </li></ul><ul><li>Possible tweets for next week </li></ul>
    52. 76. Take the next step… <ul><li>In the next month: </li></ul><ul><li>For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools </li></ul><ul><li>For YOU: Try one new media tool (pinterest? Tumblr? Other ideas?) </li></ul><ul><li>For all of us – as a NETWORK: Find and listen to your peers on-line </li></ul>
    53. 77.
    54. 79.
    55. 80. Meico [email_address] Michelle [email_address]