Amsterdam 2015
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| Abstract #2353 - Generation 2.0 - using the internet in the fight against HIV | ||||
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Session: 37.6: Generation 2.0 - using the internet in the fight against HIV (Symposium) on Thursday @ 14.30-16.00 in C002 Chaired by Tawanda Makusha, Alastair van Heerden Authors: Presenting Author: Dr Rebecca O'Connell - BartsHealth, United Kingdom |
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| Additional Authors: | ||||
| Aim: In the UK approximately 20% of those with HIV are unaware of their status. This means late diagnosis, increased health care costs and avoidable onward transmission. UK guidelines advise screening when the local prevalence is greater than 2/1000. Despite this, barriers to testing exist amongst health care staff and the public. Twitter has been used for public health messages, and also for health behaviour interventions eg weight loss promotion and condom use. Twitter can offer sexual health providers links with social and sexual networking sites, and the user privacy and autonomy. In October 2014 we conducted a national HIV, and hepatitis B and C testing campaign in 10 emergency departments (ED). This was supported by a high profile media campaign including Twitter, using the hashtag #GoingViral3in1, to label and publicise the campaign. We viewed active engagement as demonstrated by primary tweet or re-tweet. Aim: assess audience reach and end user impact of Twitter, and campaign dynamics by analysing #GoingViral3in1 | ||||
| Method / Issue: #GoingViral3in1 accompanied all tweets about the campaign. We engaged two social market research companies (SMRC) to conduct analysis of the campaign (one free-A one reduced charitable cost-B). We also used Twitter’s own freely available analytic tool. We defined tweets as primary when created by the user, and re-tweet when shared by a follower. ‘Reach’ was defined as number of unique users who received the hashtag ‘impressions’ as potential exposure of Twitter users (including duplicates) (after Union Metrics). Sentiment was defined by the SMRC whereby the tone of the tweet is determined by word use. | ||||
| Results / Comments: Campaign results: 69 infections were diagnosed, of which 17 were HIV+ (6 new),with 37 HCV+ (14 new),and 15 HBV+(11 new). Testing uptake in EDs ranged from 17.4%- 60.5%. SMRC A: (1/9/14-11/11/14) 1500 mentions, 1200/1500 were re-tweets. These generated 5.8 million impressions. Tweeters were 70% female, tweets 98% in English, with 75% from the UK, 11% USA, 11% South Africa. The sentiment was moderately positive, 82% neutral. SMRC B: (11/10/14-21/10/14) 353 tweets with 973 re-tweets high tweet activity at the start of campaign with tapering over time highest visibility tweets from celebrities a small group of lead campaign tweeters provoked most re-tweeting. Highest response activity was generated in early morning/ late night London had highest activity, with international reach to Brazil and USA Free Twitter analytic tools: (1/9/14- 31/10/14): 64 primary tweeters creating 296 primary tweets. 291 additional re-tweeters total impressions: 2757188 | ||||
| Discussion: Our Twitter analytics from all three sources have shown extensive impressions, number of users and geographical spread. Reported dynamics and indicators on timing, tone and type of Twitter user are useful to influence future campaign design to maximise Twitter reach and response. However, current heterogeneity in analysis methodology means more sophisticated and nuanced tools are needed to understand the impact of the campaign on the user , and metrics on engaging the public interactively to impact on testing behaviour. | ||||
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