To Post or Not To Post? Factors in Creating Your New Media Strategy Amy Ragsdale, MA Behavioral Science, Communications, SDMC Manager HANC Vince Blaser New Media Specialist International AIDS Vaccine Initiative (IAVI) XIX International AIDS Conference (AIDS 2012) Washington D.C. July 23, 2012
To Post or Not To Post? Factors in Creating Your New Media Strategy Our organizations HANC: The Office of HIV/AIDS Network Coordination (HANC) works with the six HIV/AIDS clinical trials networks funded by the NIAID’s Division of AIDS with the intent of creating a more integrated, collaborative, and flexible research structure. IAVI: IAVI is a global, non-profit, public-private partnership with a mission to ensure the development of safe, effective, accessible, preventive HIV vaccines for use worldwide. IAVI designs and develops HIV vaccine candidates, conducts policy analyses, advocates for the HIV vaccine field and engages communities in the trial process and AIDS vaccine education.
To Post or Not To Post? Factors in Creating Your New Media Strategy Factors to consider before you start What is your overall communications strategy and how could new media o enhance that strategy? Does your strategy need adjustment? o Who are your audiences? One size does not fit all. o What conversations are your audiences already having on social media and what are they looking for? o Staff/advocate/network understanding : How comfortable is your staff/network at using social media and understanding different approaches for organizational/personal use?
To Post or Not To Post? Factors in Creating Your New Media Strategy Ethical factors in engaging in HIV prevention research communication on social media o Stigma exists! • Outing • Perception of risky behavior • Perception of status • Corporate ad reviewers and IRBs may object to content o Everyone is concerned about their privacy • Obligation to protect research participants • Review partner privacy policies o What happens on the internet, stays on the internet • Especially critical to consider when engaging adolescents • We are all in this together – accuracy matters!
To Post or Not To Post? Factors in Creating Your New Media Strategy When to Engage/Not to Engage Strategy will differ depending on organization/movement, but in general: o Do Engage : • With your followers looking for news, inspiration, collaboration or looking to help spread the word @OnlyInterject: Computational Biology @ work! via @AIDSvaccine Determining shape of viral protein could spur #HIVvaccine dev http://bit.ly/bmSgZK #AIDSvax10 o You can engage: • With your followers who seem genuinely misinformed @JoziStylista: RT @BeigeTheColour: One would imagine that a small dose of HIV blood is one of the ingredients in the AIDS vaccine... o Do Not Engage : • With conspiracy theorists, and sarcastic and derogatory users. Your followers might correct the misinformation on your organization’s behalf @marshallbock: @naporeon Vaccines cause autism! And AIDS! AIDSTISM!
To Post or Not To Post? Factors in Creating Your New Media Strategy Is the medium the message or is the message the medium? Cascade Factor (how to make the most of limited time) Content Rule of 1/3rds Select media most tailored to your message/audience o Engage key your community and key stakeholders in the o development process Online recruitment and engagement take time and multiple o encounters
To Post or Not To Post? Factors in Creating Your New Media Strategy Prioritize and Focus: IAVI as case study High emphasis, most time spent and most posts Second highest emphasis and time spent – most posts and multimedia content related directly to IAVI Time varies by project and goal of videos Discussion board and group maintained for purposes of recruiting and informing field of major breakthroughs Focus on placement in major scientific, AIDS/global health, and major Blogs: media blogs – not own blog Other: Little time spent on other tools. Wait-and-see on new media like Google+
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