Joining the Convo: Using Twitter to Build and Sustain Awareness, Debunk Myths and #talkHIV!

Background:  Research suggests that inaccurate knowledge related to HIV transmission and stigma continue to hinder prevention efforts among African Americans, and that informal, interpersonal communication about HIV/AIDS can reduce myths and misconceptions, increase preventive behaviors, reduce stigma and normalize conversations about HIV. CDC will use lessons learned from its recently released i know phase of the Act Against AIDS Campaign to demonstrate how health communicators and marketers can leverage Twitter to engage young African Americans.

Program background:  On March 4, 2010, CDC launched i know which seeks to create and sustain HIV/AIDS related dialogue among African Americans, 18-24.  A review of the media consumption habits of young African Americans indicated that social networking sites are a popular destination for African Americans, with 11 million African Americans regularly visiting sites such as Twitter.  Research also indicated that young African Americans were more likely than other racial/ethnics groups to seek health related information online, and were the fastest growing users of mobile technologies.  Additionally, the use of advanced mobile technologies often grants access to popular social networks via mobile phone. To reach these consumers, CDC created a campaign presence on Twitter to engage audiences in discussions, and draw upon the CDC partners to drive awareness and foster campaign support.

Evaluation Methods and Results:  CDC uses Twitter Analyzer and related platforms to gauge the reach of i know’s presence. To aid evaluation efforts, CDC and partners use a consistent hashtag to identify related tweets and retweets, and track the reach of campaign messages.  In the first six weeks of the initiative, i know initiated tweets resulted in nearly 200 retweets from young African Americans. Additional support from CDC celebrity partners resulted in an additional 400 retweets, which led to nearly 600 Twitter followers.

Conclusions:  Twitter presents health communicators and marketers with opportunities to engage consumers in dialogue about HIV/AIDS and other health concerns, and bolster online and offline campaign efforts.  Twitter also provides opportunities to build awareness, monitor conversations and address myths and misconceptions.  Additionally, the ability to leverage partnerships can extend the reach of campaign messages, and drive participation in campaign activities. 

Implications for research and/or practice:  Twitter is an excellent tool for health communicators and marketers interested in widely disseminating campaign messages, promoting and sustaining dialogue, and increasing awareness and sexual health education.  Marketers should monitor the platform closely for unforeseen opportunities to extend the reach of campaign messages and remember that continuous engagement and flexibility are key.