USING SOCIAL MEDIA FOR COMMUNITY ENGAGEMENT

Harold Thomas

Austin, TX

August 3, 2015

NATIONAL COMMUNITY HEALTH PARTNERS (NCHP)

Through funding from the Centers for Disease Control and Prevention (CDC), we work nation-wide and in the U.S. territories to provide capacity building assistance to community-based organizations

Our mission is to educate and assist in identification and correction of social and health issues associated with health disparities that affect vulnerable groups, communities and populations

COMMUNITY HIGH-IMPACT PREVENTION

An initiative to extend High-Impact Prevention (HIP) to CDC-funded community organizations

HIP has emphasized sustainable, high-impact HIV testing and screening programs, linkage to and engagement in care & services, scalable and effective interventions and public health strategies for high-risk populations and Persons Living with HIV/AIDS (PLWHA)

TRAINING OBJECTIVES

Define social media for the purpose of community engagement

Understand why we should use social media to reach target populations

Understand how to use social media to meet the needs of the community

Demonstrate social media strategies

TRAINING AGENDA

Module I: Using Social Media for Community Engagement

Module II: Benefits and Challenges of Using Social Media for Community Engagement

Module III: Assessing Readiness & Planning

MODULE I: USING SOCIAL MEDIA FOR

COMMUNITY ENGAGEMENT

WHY USE SOCIAL MEDIA?

Effective tools to prevent new HIV infections Wider net for outreach, recruitment and retention Additional adherence and peer support Safe way for participants to discuss topics related

to stigma, advocacy and testing

USES OF SOCIAL MEDIA

Outreach

Recruitment into programs/services

Retention in prevention and care activities/programs

Support Medication Adherence

Community Building

USING SOCIAL MEDIA FOR OUTREACH

Create targeted messages

Promote HIV testing services

Specific event promotion

Program awareness

Recruitment of volunteers

Others?

Project U LAhttp://social.projectula.org/www/projectula/de

fault.aspxSTI/HIV, reproductive health, LGBTQ

information and resources weekly (text messages, chat forums)

Request condoms to be delivered at home (phone, website)

Anonymous home testing kits (phone, website)

Teen blog written by local teens

OUTREACH: DEMONSTRATION

OUTREACH: DEMONSTRATION

Outcomes 21% increase in students reporting feeling

compassion towards PLWHA 38% increase in students who knew where to

get an HIV test Daily website activity between 800-2,600

visits per day linking youth to critical health information

OUTREACH: DEMONSTRATION

USING SOCIAL MEDIA FOR RECRUITMENT

Testing

EBI Program participants

New volunteers

Community partners

Donors

QBoyz http://www.qboyz.org/Home/Blog Testing Mpowerment EBI HIV positive support groups EBIs/volunteer are face-to-face (F2F),

recruitment online, in-person, via phone Grindr is the recruitment vehicle for testing Blog is the recruitment vehicle for EBIs and

support groups

RECRUITMENT: DEMONSTRATION

RECRUITMENT: DEMONSTRATION

RECRUITMENT: DEMONSTRATION

RECRUITMENT: DEMONSTRATION

Outcomes 26.8% decrease in anal intercourse without a

condom 45% decrease in anal intercourse with non-

primary partners without a condom 24% decrease in anal intercourse with

boyfriend/s without a condom

RECRUITMENT: DEMONSTRATION

USING SOCIAL MEDIA FOR RETENTION

Support groups

Medical support

Behavioral Interventions

Other care & prevention services

Others?

TWEET Care Project HIV positive transgender women of color Newly diagnosed or out of care Peer Leaders Holistic health needs (hormones, etc) Twitter is the vehicle

RETENTION: DEMONSTRATION

RETENTION: DEMONSTRATION

Outcomes HRSA funded demonstration project 413 followers Increased attendance? (hard data not yet

available)

RETENTION: DEMONSTRATION

USING SOCIAL MEDIA TO SUPPORT ADHERENCE

Overall health Medical appointments Complete laboratory work Pick-up of medication(s) refills Reminders to take medication -

encouragement Anonymity – (i.e., Yahoo

Groups®)

“PrEP Facts: Rethinking HIV Prevention and Sex Individuals on or thinking about starting PrEP Private group Moderated Facebook is the vehicle

ADHERENCE: DEMONSTRATION

ADHERENCE: DEMONSTRATION

Outcomes Close to 6,500 members Routinely receive information about

HIV/AIDS, etc on their FB feed… To be determined…

ADHERENCE: DEMONSTRATION

USING SOCIAL MEDIA FOR COMMUNITY BUILDING

Clearinghouse for accurate and up-to-date information

Referrals

Campaigns/Issues

Mobilization

Module III:Assessing Your Agency’s Readiness

WHY IS ASSESSING YOUR AGENCY’S READINESS IMPORTANT?

Creates an opportunity for growth Helps identify which additional resources

are needed Allows agency to establish a realistic

timeline Helps describe how does Social Media fit

into agency’s Strategic Plan Help the agency to establish attainable

goals

WHERE DO YOU START?

How does your agency intend to use Social Media?

Does your agency have the technology? Does your agency have the person-power? Who in the agency is going to receive the

message(s)? How are you going to evaluate your

efforts?

HOW DOES THE AGENCY INTEND TO USE SOCIAL MEDIA?

To communicate to funders what the agency is planning.

To clarify what it wants to accomplish To strengthen community engagement and

response To comply with changes in the landscape

of HIV/AIDS

DOES THE AGENCY HAVE THE TECHNOLOGY?

Does it have the technology and infrastructure? Online marketing tools (email, social

media, event marketing, online surveys, digital storefronts)

Which avenue use to get message(s) across? Who will read & respond quickly and

accurately?

WHO IN THE AGENCY IS GOING TO RECEIVE THE MESSAGE(S)?

Incoming messages and/or feedback What are their qualifications

to properly respond?

How soon will questions and/or comments be answered?

Audience driven: funders, consumers, community at-large

HOW IS THE AGENCY GOING TO EVALUATE ITS EFFORTS?

What is the agency’s return on their investment? When? Who? Where? What? How much? Paid staff vs. volunteers vs. other duties as

assigned? In-house vs. outsourcing

What tools will be used for measurement? SMART goals?

QUESTIONS?

Do you have any questions about today’s topic?

Grant WritingBoard

Development

Strategic Planning

Outreach, Recruitment & Retention

Group FacilitationMotivationa

l Interviewin

g

Medication AdherenceFaith Based LeadershipStigma In

The Community

EXAMPLES OF TRAININGS WE OFFER

Organizational

Infrastructure

Public Health

Strategies

Prevention with

Positives

Grant WritingBoard

DevelopmentStrategic Planning

Outreach, Recruitment &

RetentionGroup

FacilitationMotivational Interviewing

Medication Adherence

Faith Based Leadership

Stigma In The Community

E-LEARNING CENTER

National Community Health Partners is building e-learning courses to help community based organizations implement High-Impact Prevention practices while working with both the HIV+ and at-risk populations

SOCIAL MEDIA

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YOUR TO DO LIST

Dr. Keith Bletzer, Evaluator3 month surveyPlease respond!

THANK YOU!

Harold Thomas

Project Director

National Community Health Partners

3365 N. Campbell Avenue, Suite 141

Tucson, AZ 85719

hthomas@nchponline.org

(520) 795-9756

(877) 749-3727