social media and linkages final - advocates for youth · following new media tools: • facebook...
TRANSCRIPT
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Social Media 101: Connecting Youth to Health and Social
Services with Facebook, Twitter, and Text Messaging
This presentation was supported by the Cooperative Agreement CDC‐RFA‐DP11‐1101 from the Centers for Disease Control and Prevention. Its contents are solely the responsibility of the authors and do notresponsibility of the authors and do not necessarily represent the official views of the Centers for Disease Control and Prevention.
Objectives
• Discuss why an organization/agency should leverage social media tools to establish linkages to care.
• Identify strategies for establishing linkages to health and social services using Facebook, Twitter, and text messaging.
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Overview
• Social media is a communication and connection tool.
h l l i l di l• In the last several years, social media tools such as Facebook, Twitter, and YouTube have increasingly been used to disseminate health messages and information.
Overview
Social media and youth….
• 93% of teens ages 12‐17 are online.1
• 80% of online teens are users of social media sites.2
Why use social media to create linkages to care?
• Engage young people to take charge of their psychological, physical, and sexual health.
• Access credible medically accurate information• Access credible, medically accurate information when, where, and how they want it.
• Personalize and tailormessages to target specific youth populations within a community.3
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Developing a social media strategy to link young people to
care and services
Developing a social media strategy
Guidance provided on the following new media tools:
• Text messaging
Developing a social media strategy
• Successful social media campaigns that leverage new media to link youth to health and social care are part of a larger strategy to improve young people’s knowledge of and access to sexual and reprod cti e health ser icesreproductive health services.
• An organization’s overall strategy should have a clear understanding of the priorities and diversity of the youth population within the target community.
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For example…
• Advocates for Youth in partnership with Oklahoma Health Equity Initiative (OKHEI) implemented a reproductive and sexual health information, education and service referral system using social networking and other new media technology in Tulsa, Oklahoma.4
For example…
• The program provided medically accurate and easily accessible information, encouraged contraceptive use, and increased access to youth‐friendly sexual health services by:5
– Engaging young people in the education and advocacy processprocess
– Identifying and engaging key service providers and youth development stakeholders
– Improving knowledge of local professionals working with young people
– Increasing young people's knowledge of comprehensive sexual health information and services through a text message line
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• Facebook serves as a space for people to connect with friends, family, colleagues, as well as those who share similar interests.
• Organizations can use Facebook to provide information and share resources.6
Ways to use Facebook to establish linkages:
1. Pages
2. Applications. Applications
3. Groups
1. Pages
• Facebook pages are for organizations to share information and connect with people.
• Pages are customizable.
• When creating a page:
– Tailor the content to fit the needs of the target youth population.
– Ensure information is relevant and updated regularly.6
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2. Applications
• Applications can be created and housed on an organization’s Facebook page.6
• AIDS.gov Testing and Services Locator:7
• Features HIV testing housing assistance health• Features HIV testing, housing assistance, health centers, Ryan White HIV care facilities, mental health clinics, substance abuse services, and family planning locations.
• Services are shown on the map after a zip code or city/state is inputted into the search box.
AIDS.gov HIV Testing and Services Locator
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While Facebook is a public social media tool, a certain level of confidentiality can be ensured when using a Facebook application.7
3. Groups
• Groups are a space for Facebook users to come together for a common cause or interest.
• Health agencies can create either public or g pprivate Facebook groups.
• Postings and wall discussions in private Facebookgroups are limited to only group members.6
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• Twitter is an information sharing network.
• Users of Twitter can follow one another by subscribing to receive tweets by a g yparticular user.
• Twitter is also a real time communication tool.8
• Active promotion of Twitter account.
• Engagement of young people through
Few things to consider for effective Twitter campaigns…
tweets.
• Content tweeted should be kept short and simple.3
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Ways to use Twitter to establish linkages
1. Post information about location of services.
2. Engage in real time conversations with health and medical experts.
1. Tweeting location of services
• Food trucks use Twitter to routinely provide location information.– Members can track their favorite mobile food t k b t t t b th f d t ktrucks by tweets sent by the food truck on when and where the mobile truck will be on a
particular day.9
Apply concept to blast information about testing mobile van sites around the community.9
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2. Engaging in real time conversation
• CDC has used Twitter to engage young people in Town Hall discussions or live chats with health and medical experts.
–2010 Twitter Town Hall on National HIV Testing Day.10
Live Twitter chat hosted by Dr. Tom Frieden, CDC director during STD ASTD Awareness Month.9
Text Messagingg g
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Text Messaging
• In the digital era, cell‐phone texting is the preferred avenue of communication between teens and their friends.
• About 75% of 12‐17 year‐olds own cell phones.
• 1 in 3 teens send more than 100 text messages a day or 3000 texts a month.11
Texting Messaging
• Mobile health is the practice of using mobile technologies to support public health and medicine.
• Many youth rely on text messaging as their primary means of communication –
organizations can leverage this trend to deliver immediate, medically accurate health information and resources.3
Effective Text Message Campaigns
• Determine which type of text messaging system best fits the need of your organization:
– One‐way system: Young people must opt‐in to receive regularly scheduled texts with health information, news, events, and/or resources
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Effective Text Message Campaigns
– Two‐way system:
• Text questions and receive automated responses on key topics.
• Text questions and receive personalized from a live person on the other end.
• Text your zip code for locations of youth‐friendly health centers.
Examples of Text Messaging Campaigns
1. Text SEXT to 74574 – The South Carolina Contraceptive Access CampaignCampaign
2. CDC’s Text Message Alerts and Health Tips
The SEXT text message line is automated system
that provides
“SEXT” – The South Carolina Contraceptive Access Campaign
that provides information about birth control, STDs including HIV, rape crisis centers, and resources in South
Carolina.12,13
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CDC’s Text Message Alerts and Health Tips14
Considerations when using new media tools…
• Potential challenges:
– Time commitment to routinely update resources;
– Lack of access to new media tools; and/or
– Start‐up and maintenance costs.
Summary• As more young people are connected through social media, health organizations should meet young people where they are to link them with various health resources and information.
L i di l h F b k T i• Leveraging new media tools such as Facebook, Twitter, and text messaging to provide personalized and tailored messages to reach young people should be one component of a larger campaign to improve the overall physical, mental, and sexual health of target youth populations.
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References
1. Pew Internet & American Life Project. Updated: Change in internet access by age group, 2000‐2010. Pew Research Center, 2010.
2. Lenhart, A, M Madden, A Smith, K Purcell, K Zickuhr, and L Rainie. “Teens, Kindness and Cruelty on Social Network Sites: How American teens navigate the new world of ‘digital citizenship.’” Pew Research Center, 2011.
3. Office of the Associate Director for Communication. “The Health Communicator’s Social Media Toolkit.” Centers for Disease Control and Prevention, 2011.
4. Home. Oklahoma Health Equity Initiative, 2010.5. Advocates for Youth. Oklahoma Health Equity Initiative.
unpublished, 2010.6. Help Center. Facebook, 2012.
7. Aids.gov. Facebook, 2012.8. Help Center. Twitter, 2012.9. Tweets. Twitter, 201210. Vito, N. National HIV Testing Day Twitter News.
blog.AIDS.gov, 2011.11. Lenhart, A. “Teens, Cell Phones and Texting: Text
Messaging Becomes Centerpiece Communication.” Pew Research Center, 2010.
12. SEXT Ed Text Line. Facebook, 2012. 13. Home. The South Carolina Contraceptive Access
Campaign, 2012. 14. CDC Mobile Activities. Text Messages & Health
Tips. Centers for Disease Control and Prevention, 2012.
Additional Resources
1. Advocates for Youth
2. Amplifyyourvoice.org
3 Sex::Tech3. Sex::Tech
4. The Twitter Guidebook
5. “Twitter in Plain English” video
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Thank you!
For questions and additional information, contact:
Sulava Gautam‐Adhikary
Program Coordinator
School Health Equity
P: 202‐419‐3420 ext. 65