This document discusses how social media can benefit public health agencies (PHAs) and AIDS service organizations (ASOs). It defines social media and examines its global reach. It outlines the main benefits of social media for PHAs and ASOs, including driving awareness, fundraising, creating online communities, and sharing timely information. The document also discusses different types of social media tools for content creation, content sharing, and networking. It provides examples of how to measure social media return on investment.

1. Social Media for PHAs and ASOs
By Anamaria Tivadar, CATIE

2. Topics Covered
 Defining social media and examining the global reach
 The importance of social media to PHAs, ASOs and
frontline service providers
 Overview of the 3 types of social media tools
 CATIE‟s social media presence for ASOs and PHAs
 The benefits to using these tools
 ROI and social media analytics
 Social technology and HIV
 Case Studies by Nine Circles Community Health
Centre

3. The evolution of information and media
In the last 25 years, the way we store, share and exchange
information has drastically changed:
1980: Traditional Media 2012: Web 2.0
Encyclopedia Wikipedia
Resume or journal Blogs
Address Book Facebook, LinkedIn
Tape or CD MySpace, Itunes
Mail Email, meetup.com
Videotapes, DVDs, movie store YouTube, Vimeo, Netflix
Hard-copies written on Twitter, Slideshare, Google Docs,
typewriters, passed around from Scribd – online collaboration on a
person to person global level among hundreds to
thousands of people
* Fraser, Rob. Nurses‟ social media advantage

4. Social Media Reach
• 800 million ~ Facebook users worldwide
• 3.5 billion posts / contents are shared each week on
Facebook
• 25 million Canadians have a Facebook account
• 200 million Twitter accounts worldwide
• 1.6 billion search queries every day on Twitter
• 182 million public blogs worldwide
• 240 Canadian HIV and hep C organizations are on
Twitter
• 261 + Canadian hospitals have either a Facebook
page, Twitter account, blog or YouTube channel

5. What is Social Media?
Web- and mobile-based technologies
that allow users to have the same
kind of ‘real-time’ conversations with
individuals, organizations,
communities around the globe
• Social networking + new media
• Instantaneous, casual, global and public
• A set of online tools that never stops evolving
• “Social media is the use of technology combined with social interaction
to collaborate, create and share” – Colleen Young

6. It’s about connecting to the RIGHT people

7. What can social media do for frontline
service providers and ASOs?
Social Media is a tool that can advance your organization’s
work.
How?
 Drive the conversation and create awareness
 Fundraise for your organization
 Create an online community
 Assume leadership role in HIV knowledge by sharing timely and accurate
information, instantaneously
 Foster more prevention-focused HIV and/or hep C health dialogue
 Share information as you do at conferences, on an on-going basis, with
your peers and community
 Connect with peers across Canada and the world
 Highlight relevant information for PHAs who search online
 Connect with PHAs and individuals in a different way
 Reach out to PHAs and individuals living in remote areas

8. CATIEInfo’s Twitter Community

9. Do individuals search online for health
info?
Based on a study conducted by the Journal of Medical
Internet Research:
 68% of adults search the internet for health information;
 75% of individuals who found health information online said
it affected their decisions about their treatment;
 69% of individuals decided to seek a healthcare
professional based on what they found on the internet;
 57% of individuals changed the way they manage their
chronic disease.

10. Social Media Tools

11. Social Media Tools: Content Creation
Blog • regular entries on a topic
• relevant information, resources, and images.
• Interactive- readers can provide feedback and
comments to the author
YouTube • social network site where users can upload videos for
public viewing
• Users can watch and comment on videos uploaded by
others
Podcasts, • audio or video digital files, such as radio or television
webcasts, broadcasts, shared over the Internet.
RSS • files are downloaded or streamed on a computer or a
mobile device.

12. HIV and health-related blogs
You can access information
through the many HIV-related
health blogs available via ASO
and frontline organizations

13. HIV-related YouTube Channels
You can watch HIV-related videos on CATIE‟s YouTube channel.

14. Social Media Tools: Content Sharing
Scribd • Scribd is the world‟s largest social reading
and publishing company
• You can publish any document on this site
for free
Slideshare • Slideshare is the world's largest community
for sharing presentations.
• Supports documents, PDFs, videos and
webinars
• Upload and view presentations online

15. Slideshare
You can download this presentation off of CATIE‟s Slideshare account:
www.slideshare.net/CATIEInfo

16. Social Media Tools: Networking
Facebook • social networking site where users have a profile
• share personal and/or professional information,
photos and commentary
• users create lists of other users, or „friends‟, with
whom they connect and interact
Google Plus • a social network launched by Google, which
includes circles, streams, posts and hangouts
• enhances search engine rankings
• allows the sharing and spreading of information to
either everyone (public postings), or just a few
select individuals, divided into categories called
„circles‟
Twitter • a social network site where users connect and
interact with each other through the use of very
short messages („tweets‟).
• Content includes opinions, updates on recent
activities, and may be personal and/or professional
in nature.

17. Facebook – Fan Page
You can connect with other organizations via
their Facebook Fan Pages. CATIE is connected
with over 560 Facebook users, and posts regular
updates on new HIV and hep C information,
resources, events, etc.

18. Twitter: Basic Principles
There are two basic principles to Twitter to keep in mind:
1. Chances are if you find something interesting, others will find it
interesting too.
2. You can follow anyone and everyone can share and see each
other‟s posts.

19. Twitter Dos
Dos:
• 140-character limit
• Use abbreviations in tweets in order to save characters
• Shorten URLs using websites like tinyurl.com or ow.ly
• Include #hashtags in your tweets
• Give credit by retweeting (RT) or mentioning (MT) others.
• Include a „call to action‟ and insert a weblink.
• Be inspirational - motivate and influence followers by
using some of your favorite quotes.
• Add value to your audience today - health tips, treatment
tips, health facts, etc.
• Be human – people trust other people.

20. CATIE’s Communication Toolkit
For more information on effective tweeting or popular hashtags, you can download
these guides from CATIE‟s website in the Media & Communications section

21. How can you measure your social media
ROI?
1. Direct clicks to your website and/or blog
2. Followers & Engagement
3. Retweets, Mentions & Reach
4. Your network’s reach
5. Your geographic reach
6. Increase in volunteers, clients,
fundraising revenue

22. 1. Direct clicks to CATIE’s website
In the last six months, there have been
2,154 pertinent direct visits to CATIE‟s
website from CATIE‟s Twitter account

23. 2. Followers & Engagement
Followers:
 734 Twitter followers
 579 Facebook followers
Engagement:
 1869 engaged users with CATIE‟s Facebook page in the last year:
• number of people who have clicked anywhere on your
post
 984 users were actively talking about CATIE‟s Facebook posts in the last
year:
• liking your Page, posting to your Page's Wall
• liking, commenting on or sharing one of your Page posts
answering a Question you posted
• RSVPing to one of your events
• mentioning your Page, phototagging your Page

24. 3. Retweets, Mentions & Reach
Twitter
Retweets 275
Mentions 757
Facebook (in last yr)
Total Reach 36,216
Viral Reach 21,833

25. 4. Your Network’s Reach
Facebook Twitter

26. 5. Your Geographic Reach
Twitter‟s global geographic reach Facebook‟s national geographic reach
MB NS PEI
SK 2%
AB 2% 1%
2%
7%
BC
5%
QC
11%
ON
70%

27. Technology Applications: CATIE’s Mobile
App
YourDocTalk
YourDocTalk is an app
developed by CATIE to
guide PHAs in a
discussion with their
doctor about HIV
treatment.
PHAs answer a series of
questions to create a list
of points to discuss with
his/her doctor.
Available November
Together they will work 18th
to ensure the patient‟s
treatment plan is right yourdoctalk.catie.ca
for him/her.

28. Questions?
Thank You!
ativadar@catie.ca