This document provides an overview of new media and how it can be used to respond to public health issues like Hepatitis. It defines new media as tools like blogs, social media, and mobile applications that allow users to connect, create, collaborate and engage online. The document outlines learning objectives around defining new media, assessing its benefits and limitations, and describing the steps to create a new media strategy. It then provides examples of how various new media tools have been used to address HIV and discusses best practices for planning, implementing, and evaluating a new media campaign.
Tata AIG General Insurance Company - Insurer Innovation Award 2024
New Media Strategies for Hepatitis Outreach
1. New Media: What It Is and
How to Get the Most Out of It
Miguel Gomez, Director, AIDS.gov
Michelle Samplin-Salgado, New Media Strategist, AIDS.gov/John Snow, Inc
2. Today’s Agenda
• What is new media & how is it used
• Using new media in response to Hepatitis
• The pros and cons of new media
• Making a plan
• Is it working?
• Resources and next steps
3.
4. Define how to use
new media in
response to
Hepatitis.
LEARNING OBJECTIVE 1:
13. Some of the many (and ever-changing) tools…
RSS Podcasts Blogs
Twitter Facebook MySpace YouTube
Widgets Mobile
Foursquare
14. What new
media tools do
you use?
o Twitter
o Facebook/MySpace
o Blog
o Podcasts
o Online video/YouTube
o Widgets
o Wikis
o Webinars/Webcasts
o Mobile
ReadyTalk Poll
16. “Demographics of Internet Users.” Pew Internet & American Life Project,
April 2009. Available at: http://www.pewinternet.org/Static-Pages/Trend-
Data/Whos-Online.aspx. Accessed 8/21/09.
8in 10
adults in the U.S.
use the Internet.
92%of 18-29 year olds
42%Adults 65+ years
56%
Latinos
67%
African Americans
17. 48%African Americans
and
47%English-speaking
Hispanics
go online using
a mobile
device
28% Horrigan, John. “Wireless Internet Use.” Pew Internet and American Life
Project, 2009. Available at: http://www.pewinternet.org/Reports/2009/12-
Wireless-Internet-Use.aspx. Accessed 8/21/09
18. In a typical month
25%
of gay men
15%
of heterosexual
men
Say they send a
text message at
least one a day*
19. Which of the following
is NOT one of the top
5 things people do
online?
• Send or read an email
• Use search to find information
• Find map or direction
• Look for health/medical information
• Look for info about a hobby or interest
ReadyTalk Poll:
20. What Americans are Doing Online
90% Send or read an email
88% Use search to find information
86% Find map or direction
83% Look for health/medical information
81% Look for info about a hobby or interest
Pew Internet and American Life Project, 2009.
Available at: http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activites-
Daily.aspx. Accessed 8/24/09.
21. 60% of e-patients access user-
generated content related to health.
53% of e-patients consult
Wikipedia.
20% of e-patients
post or share content.
Fox, Susannah. “The Social Life of Health Information.” Pew Internet and American Life
Project, 2009. Available at: http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-
Health-Information.aspx?r=1. Accessed 8/21/09
22.
23.
24.
25.
26.
27.
28.
29.
30.
31. Let’s look at an example of
how these tools can be used in
the response to HIV. . .
32.
33.
34.
35. 200 of Alabama A& M Students in this Mosaic.
We are all Facing AIDS Together.
36. What are the benefits
and limitations of new
media?
49. What do you
want to accomplish?
Decide on your objective before you decide on technology.
Then figure out how to measure it.
OBJECTIVES
:
50. How will your objectives be met?
Consider your overall communications plan,
organizational culture, and capacity
STRATEGY:
51. What’s the most
appropriate technology?
A wiki. A blog. A widget. Once you’ve defined your
audience, objectives, and strategy, you can decide.
TECHNOLOGY
:
53. Listen. Learn. Adapt.
Before After
What did you
plan to do?
What did you
think would be
the result?
What actually happened?
How could your results
have been improved?
What did your audience
think?
What will you do
differently in the next
iteration?
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN.
Project funded by the Surdna Foundation
59. As of today (4/22) -
• Twitter: 17,964 followers (up 995 from 16,969 last week)
This week we tweeted the following:
• Dorothy Height, civil rights activist, stressed the need to
talk about HIV with other issues. Statement on her
passing: http://bit.ly/bszhJQ (Rt'd 17 times)
Our most interesting new follower(s) this week:
• Harm Reduction Coalition:
http://twitter.com/HarmReduction
Possible tweets for next week:
• New report from the Latino Commission on AIDS,
http://bit.ly/c6LPCC
Social Network Weekly Update
http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
http://www.blogtrepreneur.com/2008/05/27/the-limitations-of-social-media/
“When thinking about what social media is going to do for your business, please be wary of setting it up to be the salvation, the be-all, the life raft. It’s a set of tools, a strategy, and a handful of tactics. It’s not always appropriate. It’s not always the best thing in the world. But it’s not a guaranteed everything. “
Are there more important organizational issues to address?
Are there more efficient ways to reach same outcomes?
Are you getting seduced by Shiny Object Syndrome?
Not sure about this section…the shots of the plan are super busy, but maybe we can just highlight a few things? Or do a case study?
Examples, fb stats & conversation, YouTube, twitter,