1. Social Media Strategy
NMAC Assessment
National HIV/AIDS Strategy for the United States
Terrance O. Gilbert
Submitted: February 10th, 2012
Terrance.o.gilbert@gmail.com
(979) 575-2203
Irving, TX

2. Topic:
National HIV/AIDS Strategy for the United States
• For my assessment topic I choose to develop a social media strategy to engage the National
Minority AIDS Council (NMAC) constituents and partners using digital and new media. While
the strategy has been out for over a year, many still have questions about where exactly they
fit into the strategy or indeed how to effectively implement it into their respected lives,
organizations, agencies, or communities. While many make active attempts to be well
informed about what’s going on in relation to the Strategy, they might often feel a disconnect
in getting information, and understanding it, along with sharing it with the masses.

3. Education
Key Messages and Objective: (Example)
- Reducing New HIV Infections in your community….
• Intensify HIV prevention efforts in communities where HIV is most heavily
concentrated.
• Expand targeted efforts to prevent HIV infection using a combination of
effective, evidence-based approaches.
• Educate all Americans about the threat of HIV and how to prevent it.
Conduct research on culturally sensitive and politically correct wording, and
compile creative messages for NMAC social media strategy.

4. Using Facebook As The Foundation
A large and growing portion of some of the most valuable
demographics are spending more of their time and attention on
Facebook and less on other channels and media. Not only are
college students and teenagers fully engaged in Facebook, but
adults, professionals, and people from around the world now
constitute a substantial portion of the Facebook user base as
well.
With Facebook we now have the option of getting important
information out to the masses in a short amount of time.
“Facebook is Viral!” With using FB as ground zero to distribute
and receive external information it’s a great tool, and asset.
With Facebook we might also consider the option that most
other networking sites have applications designed for Facebook,
which also makes sharing information easier.

5. Tools within Facebook
• Video Applications- Creating and sharing videos made and posted to sites such as Youtube. Sharing
videos both created by NMAC, and videos that might even locally impact or have major
announcements about the implementation of the Strategy could be shared with the masses via
Facebook, and appear in timelines.
• Groups are oldest and simplest way to build community around NMAC’s National HIV/AIDS Strategy
information on Facebook. By starting a group, we create a central place for constituents partners,
and friends to participate in conversations around the Strategy, and happenings. Facebook groups
come with boards for posting discussion topics, photos, videos, and links right out of the box.
NMAC can also easily send news and updates to our group members as often as you like –
messages arrive in their Facebook Inbox.
• Facebook Events is a free application developed by Facebook that anyone can use to promote
marketing events, sponsored parties, transactions, or orgizational milestones. When you create an
event, it gets a fully-featured page, much like a group, that includes a wall, discussion, photos,
videos, and links. You can invite all of your friends to the event; friends you invite will receive a
special notification requesting their RSVP. You can also add admins to the event, who can also invite
all of their friends. Facebook Events makes it easy to get the word out to hundreds of people,
manage your guest list, and build community around your upcoming event that might give more
insight into the strategy, and happenings around it!

6. • Facebook Pages are more customizable than groups. NMAC can add HTML, Flash, or even Facebook
applications to your pages to extend their functionality and the depth of experience users can have
with the National HIV/Strategy via NMAC. Pages get more prominent “Bumper Stickers” real estate
than groups on the profile pages of fans. There is no limitation to the number of fans in a group
that we can message. “Fans” who join your group are NOT able to invite their friends to be fans of
your Page. Fans must either “Share” your page with their friends, or their friends must observe that
they “are a fan” of your Page either via their profile page or News Feed.
• Facebook Notes and Photos- Notes and Photos are two Facebook applications that allow NMAC to
share blog posts and pictures with the community. NMAC cam use these features to post specific
content about the Strategy. One feature that often goes overlooked within Facebook Notes and
Photos is “tagging.” When you publish a note or post a photo, Facebook allows “tagging” that note
or photo with the names of friends who are “included” in it. When NMAC “tags” a friend in our
photo or note, he/she gets a special notification. However, you don’t have to use “tagging” only to
tag people that are actually “included” in the note or photo–you can also use it to selectively
choose certain people whose attention NMAC wants to bring to the content we’ve created. When
they view your note or photo, they’ll see the other people you tagged in it and that’d encourage
both conversation, and sharing.
• Polls offer an easy way for NMAC to quickly conduct research within our targeted audience. Results
are streamed in real time to a dashboard that allows the organization to break down results by
gender, age geographic location and various other things. Based on targeting preferences, NMAC
can get hundreds of responses within an hour.

7. Sample UsesMessage
• NMAC will be in Atlanta with The Evolution Project from AID Atlanta sponsoring a Town Hall with local
elected officials, and CDC Personnel discussing local plans for implementation for the National HIV/AIDS
Strategy. For more information visit our page (link to Strategy Community Implementation Toolkit FB Page
by NMAC)
• With this particular event, NMCA could use an attractive digital media campaign to enhance users to visit
the site to rsvp, sign up for a listserv, and other ways to communicate with us leading up to the event and
follow up after the event. During the event we could gather contact and social media information with
community stakeholders, then invite them to the Facebook Group, and Page. Also photos and videos could
be taken, as well as using local talent to help mobilize and get the proper publicity.
• For resources the FB page would have links to sites surrounding the Strategy, and understanding it.
• http://www.whitehouse.gov/administration/eop/onap
• http://blog.aids.gov/
• http://nmac.org
• http://cdc.gov (sites containing information regarding the strategy, and upcoming events)

8. Mobilizing
• With Social Media there are some many sources and sites that might be used to tie into
the NMAC Strategy page. With using the NMAC Website, and the FB page we could
then encourage sharing of information, and build a social networking database with
information for and from our community. As long as we encourage individuals, and
organizations not just to “like” but also “share” everything, that forms ways of
evaluation.

9. Mobilizing
• It would also be beneficial to link important stake holders, elected officials, and key players in
the implementation of the strategy. I think by providing constituents with direct links for
access it would make them both more comfortable and familiar.

10. SolicitingRetaining Feedback
• For soliciting feed back on our endeavors, I believe one of the best tools would be online
surveys. Sitting down as a team to compile a list of information, followed by sending it out. I
understand the importance of detail, but at the same time it should not be time consuming
or too much of an inconvenience for one to fill out in a timely fashion (under 5 minutes). I
would use a site such as Survey Money (shown below).