1. #YOUTH ENGAGEMENT REACHING VULNERABLE POPULATIONS THROUGH INNOVATIVE NEW MEDIA RECRUITMENT AND PROMOTION Steffani Bangel Tulane University Department of Epidemiology @YE_Workshop

3. #2 for Gonorrhea #3 for Syphilis #4 for Chlamydia #5 for Teen Pregnancy

4. NEW ORLEANS, LOUISIANA #2 for HIV case rates among all large metro areas

5. HIV AND BLACK AMERICANS  44% of new HIV infections, 12.6% of overall population  49% of new AIDS diagnoses (2011)  86% of new HIV infections in women in Louisiana (2012)

6. Source: Henry J. Kaiser Family Foundation report, “Black Americans and HIV/AIDS” (2010) Multiple Races, Pacific Islander, American Indian Asian Latino Black White New HIV Infections & U.S. Population by Race/Ethnicity, 2010

7. 1 in 4 new HIV cases in the US are among youth 13-24 years old

8. OLD SCHOOL RECRUITMENT  Active vs. Passive recruitment  Limitations of “old school” recruitment in youth programming  Challenge heightened when working with vulnerable groups

9. NARROWING IN ON RECRUITMENT The Whole Internet Social Networking Communities Location Demographics Age (Youth)

10. RECRUITMENT AND SOCIAL MEDIA

11.  255 million monthly active users  500 million Tweets are sent per day  78% of Twitter active users are on mobile  77% of accounts are outside the U.S.  Twitter supports 35+ languages Source: https://about.twitter.com/company

12. THE INFLUENCE OF TWITTER  Twitter as a personal news-wire  Microblogging and split-second access  Human rights implications and transparency

13. TWITTER AND YOUTH 20112012 Facebook93%94% Twitter1226 Instagramn/a11 Myspace247 Tumblr25 Don’t know/Don’t have own profile21 Where teens have social media profiles/accounts: Data Source: Pew Research Center. “Internet and American Life Teen-Parent Survey,” (2012)

14. TWITTER AND YOUTH  Teens share a lot of information about themselves  Teens view Twitter as public, and Facebook as private  Only 24% of teens use Twitter privacy settings

15. Source: www.pewinternet.org/2014/01/06/african-americans-and-technology-use Young Black Americans Have High Levels of Twitter Use % of internet users in each age group who use Twitter

16. FROM STREET INTERCEPT TO “TWEET INTERCEPT”

17. TWITTER 101  @YourCleverUsername  RT=Retweet  140-character microblogging  #YourBrilliantProgram = hashtag

18. http://teksocial.com/socialblog/2013/6/17/the-anatomy-of-a-tweet-cheatsheet.html

19. FROM STREET INTERCEPT TO TWEET INTERCEPT Establish “Tweet Cred” Identify hashtags and searches Intercept approach!

20. TWEET INTERCEPT MODEL Establish “Tweet Cred”

21. TWEET INTERCEPT MODEL  Community Advisory Panels  Use your interns/younger staff!  “Borrow” from partner agencies

22. TWEET INTERCEPT MODEL Identify hashtags and searches

23. TWEET INTERCEPT MODEL

24. Intercept approach!

25. SAMPLE TWEET INTERCEPT IDEAS @localteen School’s out for the summer, but #YourBrilliantProgram is still here! DM for details! Hey @localteen : Did you know that 1in4 new HIV infections are 13-24 y/o? #YourBrilliantProgram can help you stay healthy! @localteen Thought #YourBrilliantProgram was over? We’re still here! Read more about us & join on our website! @localteen Got a friend in #YourBrilliantProgram and want in? Sign up on our website! @localteen Claim your spot now! #YourBrilliantProgram is a community of local women earning and learning about health!

26. TWITTER BEST PRACTICES Source: http://www.linchpinseo.com/infographic-twitter-tweet-cheat-sheet

27. MEMES! Created on: memegenerator.net and imgur.com/memegen

28. TWITTER BEST PRACTICES Source: http://www.linchpinseo.com/infographic-twitter-tweet-cheat-sheet

29. TWITTER BEST PRACTICES

30. TWEET INTERCEPT DON’TS  Never request personal identifying information!!  Never share individuals’ information without consent  Remember professionalism  Work within your institutional/office policies

31. MORE ON SOCIAL MEDIA & RESEARCH INSTITUTIONS  Find out if your IRB has social media guidelines  Clearly state your intentions for use  Ensure that your research team and IRB are on the same page  Give your IRB samples of Tweets, posts, memes, and images you may want to use  ALWAYS ensure the confidentiality of study participants and potential recruits

32. WHAT IS YOUR TWEET INTERCEPT PITCH?