Leveraging Social Media Platforms to Increase Dialogue Related to HIV Prevention

Theoretical Background and research questions/hypothesis: To be addressed by Stryker

Methods:  According to Yankelovich’s 2008 Black America Today study, approximately 68% of African Americans are online. Data also indicate that African American youth are among the fastest growing users of social networks (Pew 2009).  This coupled with the fact that African Americans under the age of 25 are using mobile devices more than any other ethnic or age group, provided the impetus for exploring the use of social and digital media platforms as components of a partnership-driven approach to disseminating HIV/AIDS prevention messages among African American young adults. On March 4, 2010, CDC launched i know as a phase of the Act Against AIDS campaign to spark and sustain HIV/AIDS-related dialogue between African Americans, 18-24 and their friends, peers, and families. The effort leverages multiple CDC and partner channels (i.e., social media, digital media, mobilization activities, and traditional media) to disseminate i know messaging and promote HIV/AIDS discussions. CDC developed and maintains campaign pages on Facebook and Twitter to initiate real-time HIV/AIDS conversations, respond to myths and misperceptions, and promote campaign and partner events. CDC also employs texting to alert subscribers to available HIV testing and prevention information, and i know updates.  Influential partners and groups have been recruited and engaged to promote and support i know and HIV/AIDS prevention messages among the target audience via their social networks and mobilization events. Celebrity partners and every day young adults use their Facebook, Twitter, and Websites to build campaign awareness, drive traffic to the i know Web site, and to encourage participation in the social media platforms, upcoming promotions, and events. Although African Americans are growing users of online and mobile technologies, i know also uses traditional media, such as op-ed articles and broadcast radio PSAs, to increase awareness and conversation among African Americans that may not have access to social or digital media, as well as to support continued awareness among those who can access the online platforms. Social Media has the potential to build awareness and sustain dialogue among young African Americans, especially as a part of a multi-pronged partnership approach to HIV prevention.

1. 1.      Yankelovich-Radio One. (June 2008). Black Onliners. Black America Today. Retrieved April 26, 2010 from http://blackamericastudy.com/segments/Black%20Onliners.pdf
2. 2.      Pew Internet and American Life Internet Project “Usage Over Time”, 2009.

Results: To be addressed by Fraze

Conclusions: Will be available by the time of conference presentation

Implications for research and/or practice: Will be available by the time of conference presentation