This year's National HIV Testing Day is now behind us, but what a whirlwind of events and activities! This year, we saw an unprecedented use of social media to get out the NHTD message, Take the Test. Take Control. One in particular was highlighted in the May 25th Blog: The NHTD Twitter Town Hall. It was a great success, thanks to key partners such as the National Association of People with AIDS (NAPWA), AIDS.gov, and the technical acumen of folks at CDC's National Prevention Information Network (NPIN), who hosted the event. Being at "tweet central" for the town hall at the NPIN Atlanta office was enlightening!
Without further ado, here's what we learned:
1. Great partners are key to a successful Twitter Town Hall, because it is their network of followers that extend the reach of the event.
Here's some data on Twitter Activity during the Town Hall:
- There were approximately 1,005 tweets from 145 separate accounts using the #NHTD hashtag
- A number of influential followers — those with many followers on their networks —took part. Here's a few of the most influential (numbers as of 6/29/10):
- @womenshealth : 55,201 followers
- @CDC_eHealth : 45,290 followers
- @healthfinder : 39,685 followers
- @AIDSgov : 26,499 followers
- @SIENewark : 5,864 followers
- @cressycat : 5,132 followers
- @amednews : 4,814 followers
- @SocialBttrfly : 3,798 followers
- @northernchick : 3,585 followers
- @AIDSCouncilNENY : 2,315 followers
- @NMACCommunity : 2,214 followers
- @Hydeiabroadbent : 2,182 followers
- @drpetra : 2,128 followers
- @quick13 : 2,107 followers
- @thefabgiver : 2,020 followers
- We observed that people kept using the hash tag and continued tweeting as we neared the actual National HIV Testing Day. The potential reach of the Town Hall is estimated at approximately 243,479, which is the total number of followers for the 145 Town Hall participants.
2. When you promote a shared concern using social media, you reach an incredibly diverse set of groups and individuals who care. We're still sorting out all the different types of tweeters who participated, but for example, during our town hall, here's some of the prevention partners who were on the line:
- Individuals active in HIV/AIDS, public health, social media: 49
- Community-based organizations (CBOs): 35
- Consumers: 25*
- National groups/businesses: 16
- Federal agencies & health departments: 15
- Media: 5
*NOTE: "Consumers" is the category for participants who did not identify themselves as belonging to one of the partner categories.
3. Lots of different kinds of conversations occur in a Twitter Town Hall. Here's some of the themes we observed:
- People talked about NHTD plans and promotions
- Others shared facts and figures
- Partners were able to connect, support, and build relationships. This is a tweet that was retweeted 10 times, resulting in a stream of good ideas and connections:
4. And finally, when your Twitter Town Hall is over, it isn't over … We observed that people kept using the hash tag, #NHTD, and continued tweeting as we neared the actual National HIV Testing Day (June 27)!
In closing, I have to say that doing a Twitter Town Hall is a blast! And as a community activity, it has all the elements that have long been touted as tenets of good social marketing: it is FUN, it is EASY, and for now, a POPULAR thing to do!
Thanks again to the team who produced the event and all who made it a success. It is our privilege to do this work.