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.

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

4. Define how to use
new media in
response to
Hepatitis.
LEARNING OBJECTIVE 1:

5. Assess benefits
and limitations of
new media.
LEARNING OBJECTIVE 2:

6. Describe the steps
involved in
developing a new
media strategy.
LEARNING OBJECTIVE 3:

7. Who are we?

8. ReadyTalk Poll
Who are you?
o Advocate
o Health Department
o CBO
o Patient
o Industry representative
o Other

9. New Media in Response to HIV

10. What is new media?

11. Connect. Create.
Collaborate. Engage.
Listen.

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

15. Connect. Create.
Collaborate. Engage.
Listen.

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

31. Let’s look at an example of
how these tools can be used in
the response to HIV. . .

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?

37. It’s about the
message.

38. Repurpose, Repurpose!
Blog Podcast
Tweet YouTube Channel

39. Delivering Content
Thanks CDC!

40. • I’m bored.
• I’m microtasking.
• I’m local.
• I’m social.

41. Helping in the Workplace

42. http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project
funded by the Surdna Foundation.

43. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN.
Project funded by the Surdna Foundation

44. Questions?

45. New media strategy

46. It’s about the planning.

47. Approach to New Media Strategy
People
Objectives
Strategy
Technology
* ©2007 Forrester Research, Inc. All rights reserved.

48. Who are you trying
to reach?
PEOPLE:

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
:

52. What would success look like?
MONITORING &
EVALUATION:

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

54. What would success
look like to YOU?

55. A Facebook Conversation

56. Blog Comments

57. Facebook Insights

58. YouTube Insights

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

61. Get your
feet wet

62. Help is Available

63. Questions?

64. Stay connected!
www.AIDS.gov
Blog.AIDS.gov
Twitter.com/aidsgov
Facebook.com/aidsgov
Myspace.com/aidsgov
Flickr.com/aidsgov
YouTube.com/aidsgov
Email
Miguel: mgomez@hhs.gov
Michelle: msamplin@jsi.com