Stdprevention in the Twittersphere: Foundational Elements and Practical Applications

Background:  Since its launch in 2006, Twitter has become a dynamic public health communication tool used to disseminate messages and engage audiences with measurable results. Approximately 87% of state health departments and 13% of local health departments have a Twitter account. However, best practices for use of Twitter in public health have yet to be established. 

Methods:  A framework for STD and HIV prevention-focused Twitter usage will be presented. This framework provides new and intermediate Twitter users with an explanation of the foundational elements necessary for a successful Twitter presence, including audience, message, perspective, strategy, engagement, and evaluation. Specific applications of this framework from the Division of STD Prevention (DSTDP) at the Centers for Disease Control and Prevention will be discussed in detail.

Results:  This session will showcase how two DSTDP initiatives- an STD treatment mobile application and STD-focused syndicated web content- were promoted utilizing the aforementioned strategic framework. After attending this session, attendees will be able to: 1) define the individual components of a framework for structuring STD and HIV prevention efforts on Twitter; and 2) describe a practical application of the strategic framework.

Conclusions:  Using a strategic framework to shape STD prevention initiatives on Twitter can be beneficial for a broad array of public health entities. This session will present an adaptable framework for using Twitter for STD and HIV primary prevention.