Skills Building

Using Social Marketing to Engage with MSM

You are now going to be exploring the use of social marketing such as digital and social media, ‘influencers’ and print and broadcast media in work aimed at MSM.

It is important to remember that in the ‘world’ of Social Media things can change fast and platforms can gain and lose popularity. All the information here is useful across a range of platforms although it is specific to the one being examined. It’s recommended that you check the current situation regarding the use and popularity of the social media platform you are thinking of using to make sure you are using your resources to gain the most impact.

Please read through the following sets of information about social marketing about YouTube, Facebook, Twitter, Online Outreach and Social Influencers gathering information and making notes. Each ‘set’ explains the basic information around and steps related to working in these settings.

You have a form to help you gather this information that asks a series of basic who, where, what types of questions. You are encouraged to also think along these lines but asking your own questions of the information, such as:

What:

Platform has the most ‘members’?

Who:

Are social influencers?

Where:

Would you best do online outreach – Facebook, Twitter, GayRomeo etc.?

When:

Would you use YouTube rather than Twitter?

Social Marketing Data Collection Form

WHO: Does this platform attract?

Three pieces of demographic info, from the information here and your own knowledge

HOW: Could you engage with your audience?

Three points you need to know to use this platform

WHY: Would you use this platform instead of another?

Three advantages this platform gives you, from the information here and own knowledge

WHAT: Intervention/s could you develop for use on this platform?

Three types of intervention

Any additional thoughts or notes?

When you have read the information about all the settings you are to choose one of the areas, and your task to plan an intervention. 

You are encouraged  to consider:

  • Who are you targeting?
  • What intervention? What does it need for it to take place?
  • Why that intervention in that setting?
  • How will it work?

Use the notes you made to help with the task and also make notes plans. You have around 60 mins for this task. If you would find it useful you could try and do a similar campaign using a different setting, or develop and ‘enhanced’ campaign using more than one setting.

Next module: Facebook

Terms & Conditions

The ESTICOM training material (Face-to-face trainings and E-Learning) can be accessed and downloaded for educational use free of charge.

It was developed in the scope of the ESTICOM project (www.esticom.eu) under the service contract 2015 71 01 with The Consumers, Health, Agriculture and Food Executive Agency (Chafea), acting under powers delegated by the Commission of the European Union.

The training material is owned by the European Commission (copyright/ownership).

The authorship lies with Terrence Higgins Trust (THT), London, England and Deutsche Aidshilfe (DAH), Berlin, Germany jointly.

Any enquiries or questions regarding the use of the ESTICOM training material or other topics in this context should be sent to: [email protected]

For evaluation and quality assurance reasons the authors of the ESTICOM training material would welcome feedback of the use and adaptions/amendments or suggestions for future development (including adapted training material). Please send this feedback and/or adapted material to: [email protected].

By downloading this material or accessing the E-Learning modules you are indicating that you agree to and accept the Download Agreement which forms the basis for any and every use of this Training Material:

  1. The Recipient may not use the data in any way that undermines the European Union’s fundamental values — respect for human dignity and human rights, freedom, democracy, equality and the rule of law — nor in opposition to the Lisboa Treaty (2009, article 19), which seeks to combat discrimination based on sex, racial or ethnic origin, religion or belief, disability, age or sexual orientation.
  2. This training course belongs to the European Commission (© European Union, 2019) and therefore reuse is subject to the Commission’s re-using policy (2011/833/EU; http://bit.ly/309g99N ). In short, this means that the training course can be reused provided the source is acknowledged. The relevant copyright notice is already included in the slides and trainers should take care to ensure that this is always included in case of adaptation of the material or the slides. The suggested citation for the use of the training material is: “Terrence Higgins Trust / Deutsche Aidshilfe: ESTICOM Trainings for CHW in Europe © European Union, 2019
  3. The Recipient agrees that the training material will only be used for educational use. It is public asset, open licence, free of charge and might be used according to this download agreement and the use determined in the material, namely to train Community Health Worker working with MSM without further permission.
  4. The aim of the ESTICOM training material is to be used in different contexts and settings, nationally and internationally and amends existing training programmes. Therefore, the training material or parts of it can be integrated in or amended by existing training programmes and materials. The reference to the source (see point 3) must always be guaranteed.
  5. The Recipient can adapt the training material according to the target audience and to the training objectives by selecting and combining certain segments of the different modules. It is recommended to consider the guidance provided in the document when selecting the appropriate segments. All adaptions have to follow the approach of the ESTICOM training material and may not contradict its basics, content and aim.
  6. For the access and/or download no personal data will be collected or stored. The microsite uses Tracking Tool to track the access. The following data will be collected according to GDPR rules: TRACKED ACTIONS TO BE FILLED IN ONCE ANALYTICS IS INSTALLED
  7. The European Commission, nor THT or DAH can be held responsible for the use of the ESTICOM training material.