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
 Case Study: AIDS New Brunswick

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

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 stop evolving

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, to 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. 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;

9. Social Media Tools

10. 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.

11. HIV and health-related blogs
Access information through the
many HIV-related health blogs
available via ASO and frontline
organizations

12. 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

13. Slideshare

14. 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.

15. Facebook – Fan Page
Connect with other organizations via
their Facebook Fan Pages. CATIE is
connected with over 400 Facebook
users, of which 90 are fellow HIV and
hep C organizations.

16. 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.

17. Twitter Dos
Dos:
• 140 characters 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.

18. 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

19. Did you know CATIE is on Facebook and
Twitter?
CATIE tweets, informs and engages with followers through its online
Twitter account @CATIEInfo and Facebook Page CATIEInfo.
We post information on:
• New resources
• Workshops and conferences
• Pictures from our events
• Make recommendations on partner resources
• Reply to your questions
• Share interesting facts about HIV and hepatitis C treatment
and prevention

20. How can you measure your social media
ROI?
1. Direct clicks to your website and/or blog
2. Followers, mentions, engagement,
retweets
3. Your network’s reach
4. Your geographic reach
5. Increase in volunteers, clients,
fundraising revenue

21. Twitter Analytics – @CATIEInfo
1. Direct clicks to CATIE’s website from CATIE’s twitter account

22. Facebook Insights - CATIEInfo
Facebook Followers - National Reach
MB NS PEI
AB SK
2% 2% 1%
2%
Facebook followers, Network reach BC
5%
7%
QC
11%
ON
70%

23. @CATIEInfo’s Mentions and Following

24. Twitter Analytics – @CATIEInfo
Geographic Reach

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