AIDSImpact.com:: - Santa Fe, USA 2011

Abstract #76 - Just/US: the efficacy of using social media for HIV prevention
Authors: Presenting Author: Dr. Sheana Bull - Colorado School of Public Health
Additional Authors: Ms. Deb Levine, Dr. John Santelli,
Aim: The aim of this study was to explore the efficacy of using Facebook, a popular social media site, to recruit and engage youth at elevated risk for HIV and other STI to engage in discussions, blogs, and receive tailored information on healthy sexuality.
Method / Issue: While there is evidence that the Internet can be used effectively to reduce risk for HIV and other STI, there is no research yet published on using social media sites online in particular for HIV prevention, despite the fact that youth in the U.S. use social media almost universally. We established a page on Facebook called Just/Us and recruited networks of 1588 youth to be randomly assigned to engage with the page or a control page covering popular media content.
Results / Comments: We successfully recruited 1588 individuals to participate in the study; 652 were recruited as "seeds," who then recruited an additional 936 of their friends to participate; there was differential recruitment to the intervention arm (950) compared to the control arm (638). Participants in the program were exposed to either the Just/Us content or control content for 8 weeks and then returned for a follow up at two and six months post enrollment. A total of 74% of the participants returned for at least one follow-up; no differential in follow-up was observed between intervention and control. Results will show the relationship between network membership and HIV risk; between exposure of networks to Just/Us content and subsequent reductions in HIV risk behaviors compared to controls.
Discussion: This is the first study exploring the efficacy of using a popular social media site for HIV prevention. Furthermore, the study explores how we might utilize social networks to facilitate healthy sexual behaviors. Lessons can extend to future work in tapping into networks to facilitate other healthy behaviors including adherence to medication.
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