1. AIDS.gov
Beyond the Myth:
New Media Use &
Communities of Color
INTRODUCTIONS
Jennie Anderson
Communications Director, AIDS.gov
John Snow, Inc.
PRESENTER
Miguel Gomez
Director, AIDS.gov
Office of HIV/AIDS Policy, HHS
Special thanks: Josie Halpern-Finnerty & Denean Standing
1

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AIDS.gov
Stand up if…
http://flickr.com/photos/tompagenet/423921086

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Why we care.
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LEARNING OBJECTIVE 1.
To understand how
communities of
color use the internet
and new media for
health information.

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LEARNING OBJECTIVE 2.
Learn about a variety
of new media tools
to help us connect,
create, collaborate
and listen.

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LEARNING OBJECTIVE 3.
Identify the steps
to starting a new
media strategy.

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“ Consumers want their media
when they want it,
how they want it and
in whatever quantities they
want it.”
- Price-Waterhouse, 2006

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• U.S. adults online: 74%1
• U.S. 18-29 year olds online: 87%2
• U.S. Adults who have ever gone
online to look for health
information:150 million (2008)3
(Represents 66% of all adults and 81% of those online)
1,2. Pew Internet & American Life Project: “Demographics of
Internet Users” (December 2008), Available at:
http://www.pewinternet.org/trends/User_Demo_Jan_2009.htm.
Accessed on 1/27/09.
3. Harris Interactive Inc., “Adults Who Have Ever Gone Online
for Health Information” (July 2008), Available at:
http://www.harrisinteractive.com/harris_poll/index.asp?PID=937.
Accessed on 1/27/09.

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% of young adults 18-25 who use
internet for health information
11% of Latinos
•
12% of African Americans
•
13% of Native Americans
•
22% of Whites
•
23% Asian Americans
•
MEASURING DIGITALOPPORTUNITYFOR AMERICAíS CHILDREN: Where We Stand and Where We Go From
Here Including the Digital Opportunity Measuring Stick A Publication of The Children’sPartnership June 2005

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>$75K Income (95%)
73%* of the population reports using the College
18-29 Years Old (90%)
Graduates
internet or email. Here is a breakdown 30-49 Years Old (85%)
(91%)
of use among different online groups. English-Speaking Hispanics (80%)
(shown as a percentage of population online) All Whites (75%) Suburban (77%)
Urban (74%)
50-64 Years Old (70%) Men (73%)
Women (73%)
High School Graduates (63%)
Rural (63%)
All Blacks (59%)
<$30K Income (53%)
No High School Degree (44%)
65+ Years Old
(35%)
Spanish-Dominant Hispanics (32%)**
*Source: Pew Internet & American Life Survey, May 2008.
http://www.pewinternet.org
** This statistic comes from the Pew Internet Project’s
Latinos Online data, collected June-October, 2006.

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55%* of the population reports using a
high-speed connection (e.g., DSL, cable,
wireless) when accessing the internet
from home. Here is a breakdown of use
among different online groups. >$75K Income (82%)
(shown as a percentage of population using a high-speed
College Graduates
connection from home)
(78%)
18-29 Years Old (69%)
30-49 Years Old (68%)
Suburban (59%)
Whites (56%)
Men (57%)
English-Speaking Hispanics (55%)
Urban (56%)
50-64 Years Old (49%) Women (52%)
Blacks (41%)
High School Graduates (39%)
Rural (38%)
<$30K Income (31%)
No High School Degree (29%)
65+ Years Old
(19%)
*Source: Pew Internet & American Life Survey, May 2008.
http://www.pewinternet.org

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• “In New Mexico, a state where 10
percent of the land is tribal, home
computer ownership for Native families
is estimated at 14% and home Internet
access at 8%.quot;
quot;Toward Equality of Access: The Role of Public Libraries in Addressing the Digital Divide.quot;
The Gates Foundation, 2004.
• 24% of American Indian/Alaska Native
students use the Internet at home.
quot;Status and Trends in the Education of Racial and Ethnic Minorities,quot; the National Center for
Educational Statistics, September 2007. Available at:
http://nces.ed.gov/pubs2007/minoritytrends/ind_5_19.asp

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“ Let us be the generation that
reshapes our economy to compete in
the digital age…and let's invest in
scientific research, and let's lay down
broadband lines through the heart of
inner cities and rural towns all across
America.”
- BARACK OBAMA,
Presidential Announcement Speech
Springfield, IL, February 10 ,2007

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What is new media?

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Wordle Exercise
What words come to mind when you hear
“new media”?
What is Wordle?
• Wordle is a tool for generating a visual
image from text that you provide.
• Wordle gives greater prominence to words
that appear more frequently.
http://www.wordle.net

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It’s a conversation
http://maps.google.com/maps/ms?ie=UTF8&hl=en&msa=0&msid=116925014949105791191.00045c9dd6cebd5e130f5&ll=24.5271

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AIDS.gov
Levels the playing field
http://www.flickr.com/photos/susieq3c/1425893128/

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New/Social Media
Web 2.0
•
User-generated
•
Trusted
•
Accessible
•
Affordable
•
Often a place to meet/social
•

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Transparent
Inclusive
Authentic
Vibrant

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Blogs
Podcasts
RSS Feeds
Social Network Sites
Text Messaging
Video Games

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New media helps us
connect,
create,
collaborate, and
listen.

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Blogs
What are they?
• Blog is short for a “web log”, often a
personal journal written in chronological
order. Most blogs enable visitors to
comment.
Who is using them?
• There are more than 133 million blogs1
• There are approximately 13.6 million health
bloggers2
1. Technorati, “State of the Blogosphere” (2008), Available at: http://technorati.com/blogging/state-of-the-blogosphere. Accessed
1/27/09.
2. Envision Solutions Insight Report, “The Evolving Health Blogosphere,” Available at: http://
www.envisionsolutionsnow.com/healthblogosphere.html. Accessed 1/27/09

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Connect

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National Asian Women’s
Health Organization Blog
http://nawho.typepad.com/nawho_blog/2008/05/welcome-to-nawh.html

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Hispanic Health Blog
http://hispanichealth.wordpress.com

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Peanut Recall & AIDS.gov Blogs
http://pbrecallblog.hhs.gov http://blog.aids.gov

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1.5 million new blog
posts are created
every day.
http://technoratimedia.com

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What is it?
• Social networking and micro-blogging service
• What are you doing now?
• Send quot;updatesquot; (or quot;tweets” up to 140 characters long)
from their cell phone to the twitter site
Who is using it?
• Total Users: 1+ million
• Total Active Users: 200,000 per week
• Total Twitter Messages: 3 million per day1
1. Tech Crunch, “End of Speculation: The Real Twitter Usage Numbers” (April 2008), Available at:
http://www.techcrunch.com/2008/04/29/end-of-speculation-the-real-twitter-usage-numbers//. Accessed 1/27/09.

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http://twitter.com

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AIDS.gov’s Twitter Feed
http://twitter.com/AIDSgov

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Black Women’s Health Twitter Feed
http://twitter.com/AIDSgov

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Social Networking Sites (SNS)
What are they?
• Sites where people connect, share music, blogs,
photos, etc.
• Facebook, MySpace, PatientsLikeMe, Daily
Strength, Eons, Sermo
Who is using them?
• MySpace: Over 76 million monthly active users
• Facebook: More than 54.5 million monthly active
users1
1. TechCrunch, “Social Networking: Will Facebook Overtake MySpace in the U.S. in 2009?” (January 2009), Available at:
http://www.techcrunch.com/2009/01/13/social-networking-will-facebook-overtake-myspace-in-the-us-in-2009/. Accessed
1/27/09.

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Demographics of SNS Users
http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf

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Demographics of SNS Users
MySpace (median age = 27)
•more likely to be women, Hispanic or black, to have a
high school education or some experience with college
Facebook (median age = 26)
•more likely to be men and to have a college degree
LinkedIn (median age = 40)
•more likely to be men, to be white and to have a college
degree
http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf

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Planned Parenthood on MySpace

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AIDS.gov & CDC on MySpace

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Wikis
What is a wiki?
David Weekly
pbWiki
Who is using wikis?
• 36% of American adult Internet users
have used a wiki
• 8th top referring site to AIDS.gov

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Wikipedia
• 2.7 million
articles in
English
• 75,000 active
contributors
• 10 million
articles
• 260 languages1
1. Wikipedia “Wikipedia: About,” Available at: http://en.wikipedia.org/wiki/Wikipedia:About. Accessed on 1/27/09.

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Widgets
What are they?
A widget is a small application that can be posted to a
website or blog and displays information that invites
the user to act in a number of ways.

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Podcasts
What is a podcast?
• An audio file or video available on the Internet. You
may listen or view these files on your desktop, or
download onto a mobile device like an iPod or other
portable player
• Often series, subscription-based
Who is podcasting?
• 18% of Americans having ever listened to an audio
podcast
• 16% having ever watched a video podcast1
1. Edison Media Research — The Podcast Consumer Revealed (April 2008), Available at:
http://www.edisonresearch.com/home/archives/2008/04/the_podcast_con_1.php Accessed on 1/27/09.

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In 2008, 216 million people downloaded a
video podcast and 215 million
downloaded an audio podcast.
http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3

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http://www.newblackculturaldiet.com/PodcastShows.htm

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Text Messaging
What is text messaging?
• Short messages to a cell phone, pager,
PDA, or other handheld device. No more
than a 160 characters in length
Who is using text messaging?
• In June 2008, 75 billion text messages
were sent in the U.S., an increase from
7.2 billion in June 20051
1. CTIA — the Wireless Association (June 2008), Available at: http://www.ctia.org/advocacy/research/index.cfm/AID/10323.
Accessed on 1/27/09.

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Blacks and Hispanics use their cell phones for
non-calls more than Whites
http://www.pewinternet.org/pdfs/PIP_Mobile.Data.Access.pdf

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Text Messaging:
KNOWIT Campaign

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Photo & Video Sharing

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Every minute, ten hours of video
is uploaded to YouTube.
http://www.youtube.com/t/fact_sheet

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Video Games/Virtual Worlds
What are video games/virtual worlds?
• Video games are interactive games on game devices
and computers
• A virtual world is a computer-based, simulated reality
where people can socialize, connect, and create
Who is using them?
• Almost all teens play games and at least half play
games on a given day. More than half (53%) of all
American adults play video games of some kind1
• By 2011, an estimated 80% of Internet users will take
part in virtual worlds2
1. Pew Internet & American Life Project (December 2008), Available at: http://www.pewinternet.org/PPF/r/269/report_display.asp.
Accessed on 1/27/09.
2. Gartner Group (April 2007), Available at: http://www.gartner.com/it/page.jsp?id=503861. Accessed on 1/27/09.

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Second Life – World AIDS Day

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Online Gaming

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Accessibility
It’s the right thing to do:
• 28,000,000 (10% of population) are deaf or
hearing impaired
• 11,400,000 people have visual conditions
not correctable by glasses
• 6,400,000 new cases of eye disease occur
each year
• 2,800,000 people are visually handicapped
from color blindness
• 1,100,000 people are legally blind

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AIDS.gov
RU Ready?

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AIDS.gov
Post

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www.edelman.com

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Strategy Map (Page 15 in your packet)

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People
• Who are you trying to reach?
• What do you know about how/if they use
new media?
• How can you find out more?

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Objectives
• What do you want to accomplish with new
media?
• How does new media support your
organization’s mission or communications
plan?

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Strategy
• How does new media support your online
strategy plan?
• How will you get your organization to embrace
your new media strategy?
• Is there an “offline” component that you need to
support/connect?

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Technology
• What tools best support your objectives
and match your targeted audience?
• What do you have the capacity to
implement?

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Listen. Learn. Adapt.
Before After
 What did you  What actually happened?
 How could your results
plan to do?
 What did you have been improved?
 What did your audience
think would be
the result? think?
 What will you do differently
in the next iteration?

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When I get back to my organization,
my first new media step will be…

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Stay connected!
Miguel Gomez:
Miguel.Gomez@HHS.gov
AIDS.gov:
http://blog.AIDS.gov
http://twitter.com/AIDSgov
http://myspace.com/AIDSgov
http://www.facebook.com/pages/AIDSgov/8039057811
CDC eHealth Data Briefs:
www.CDC.gov/healthmarketing/ehm/databriefs
HHS Center for Social Media:
http://newmedia.HHS.gov

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Government and New Media
http://www.recovery.gov/ http://www.healthreform.gov/