Utilizing All Types of Organized Twitter Communications From TwitterViews to Twitter Town-Halls: Community Engagement Tools for Every Level of Twiphistication

Background:  CDC’s National Prevention Information Network (NPIN) utilizes various formats of conversation on Twitter to be appropriate for specific situations, promotions, and conversations. While hosting a Twitter Chat may be a good way to engage in conversations around a particular topic, an event of this size may not be appropriate for all projects and organizations. Luckily, NPIN will show that there are simpler as well as more complex options for public health organizations to engage with their partners and followers on Twitter.

Program background:  For promotion of events and developing strong partnerships with influential twitter leaders, a TwitterView (an interview on Twitter) might be a fitting alternative to a Twitter Chat. NPIN uses this quick one-on-one conversation to draw attention to conference events, social media outreach, national observances, and insight from influential HIV/AIDS leadership. Often, NPIN’s Twitter followers are encouraged to contribute their own questions to the TwitterViewee to increase engagement. Thus far, NPIN had interviewed key government and organizational leaders, health advocates, and social media innovators.  If a significantly larger event is deemed necessary to increase awareness of the topic, a Twitter Town Hall is an option to incorporate the interactivity of a basic Twitter Chat with the authority of a plenary and question and answer session. For the 2010 National HIV Testing Day (NHTD), CDC NPIN held a Twitter Town Hall event which brought CDC leaders and staff, federal and national partners, state and local health departments, CBOs, individuals, and media together.  CDC NPIN named several prevention partners active on Twitter to participate to have a base group of participants who would engage during the Town Hall; prepared tweets in advance; organized the Town Hall into key segments to keep focused on purpose and messages; combined prepared tweets and time-markers; offered advance tutorials and staff assistance during the event; and evaluated the planning process and outcomes.

Evaluation Methods and Results:  Analysis of participant Twitter accounts revealed that the NHTD Twitter Town Hall involved 99 state/local health departments, CBOs, and activists/influencers who regularly use Twitter; and CDC leadership and staff. Important discussion topics included HIV testing, vaccine trial participation, HIV education, addressing stigma, and strategies for expanding HIV testing. Approximately 1,005 tweets were tracked by the use of the #NHTD hashtag from 145 separate Twitter accounts during this 90 minute forum. In the end, NPIN’s Twitter followership increased more than 10% in the week surrounding the Town Hall, and Twitter connections formed during the event continue to develop into productive relationships.

Conclusions:  Through all types of Twitter Chats, NPIN has increased partner engagement on Twitter, partnership opportunities, and event and product promotion.

Implications for research and/or practice:  There are many implications for the use of social media platforms for organizations of all sizes. A myriad of Twitter Chat styles offer a free, simple, and innovative avenue to bring people together for community building, information sharing, strategy development, and collaboration. Virtual gatherings using this popular microblog are invaluable in a time of limited staff and financial resources.