At AIDS.gov, we’ve learned that new media is exciting and many of us want to incorporate these tools into our programs before we have a plan. To prevent this from happening, our AIDS.gov New Media Strategist has urged us and others to use Forrester Research’s POST strategy to stay on track.
POST Strategy–The order is important!
- P = People. Who is your target audience? What tools are they using?
- O = Objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them?
- S = Strategy. What do you want to accomplish? Do you want increase testing rates? Increase awareness?
- T = Technology. This might be a podcast, wiki, social networking site, or a blog . Once you’ve defined your people/audiences, your objectives, and strategy, then you can choose the most appropriate technology.
New Media Planning and AIDS Service Organizations
To get a better idea of how we can all use the POST strategy to promote HIV information and services, we talked again with Erik Ireland from the San Francisco AIDS Foundation (SFAF) , and Mark Clark, of New Mexico AIDS Services (NMAS) , about how the strategy guides their new media work.
Along with SFAF clients and people at-risk for HIV, Erik says that Foundation staff have identified their colleagues and peers as one of their target audiences. At NMAS, Mark and his colleagues have identified two main audiences for their new media work: 1) People living with HIV/AIDS (PLWHA), many of whom have dual diagnoses (i.e., HIV with substance abuse or mental health issues); and 2) People at risk for HIV (late-testers).
Mark says "We know folks are going online. Many of them are in rural areas and they rely on the Internet to communicate with other people and find services. Our clients see the Internet as a safe and private way to get information."
Because SFAF has identified professional peers and colleagues as one of their target audiences, Erik says one of their objectives is to "stay in touch with [them] and keep them abreast of important HIV information."
Mark says that NMAS’ objectives include linking PLWHA with services (e.g., health education classes) and encouraging people to get an HIV test. "We also want to encourage clients to talk with their providers about who and what they are all about," he says.
"Our strategy is to provide people with the most timely and easily-digestible information," Erik says. "We want to give them a short synopsis so they can dig deeper if they are interested."
Mark says that NMAS has a similar strategy. "We try to bring the information to our target audience, and give them the newest information in the timeliest way possible. We want to offer information that grabs their attention." To do that, Mark says, "We involve folks where they are (the Internet), 24-7."
Erik says that SFAF uses podcasts because "they are a ‘short and sweet’ way to bring HIV information to our audience. People can listen to them when and where they want to."
During SFAF’s planning process, everyone agreed podcasts would be the most appropriate new media tool. "We’ve gotten great feedback from our listeners…And now people are coming to us with content ideas!" Erik tells us.
Mark and NMAS use the NMAS MySpace page as a way to reach their target audience where they are: "It’s an immediate way to get the word out, and it’s convenient."
It is important to note that the best technology choice may be the simplest. For example, e-mail or text messaging may be the best way to reach a specific audience. Avoid the temptation to choose the technology first and be lured by the "cool" factor.
Avoid the temptation to choose the technology first and be lured by the "cool" factor.
Bottom-line: There are many new media-planning strategies out there, including POST. No matter what strategy you use, it should always be about your target audience–what they need and want.
Please let us know what you think of today’s post!