Implementing Social Media Strategies in Community-Partnered HIV Research: Practical Considerations From 3 Ongoing...

Area of Science:

• Implementation Science
• Public Health
• Digital Health

Background:

• Social media is a key tool in implementation science for addressing the HIV epidemic.
• Engaging community partners is crucial for equitable and successful social media strategy implementation.
• Scholarship on operational considerations for social media in community-partnered HIV research is lacking.

Purpose of the Study:

• To inform the design, planning, and implementation of effective community-partnered social media strategies in HIV research.
• To enhance HIV practice and improve outcomes across the HIV prevention and care continua.
• To address the gap in understanding operational considerations for social media in HIV research.

Main Methods:

• Convened a working group of three NIH-supported Ending the HIV Epidemic projects.
• Utilized the Consolidated Framework for Implementation Research to identify barriers and facilitators.
• Thematically synthesized findings into five practical considerations.

Main Results:

• Identified five key considerations: platform power/pitfalls, messenger/message importance, sociopolitical environment impact, academic-community partnership investment, and institutional environment alignment.
• These considerations address opportunities and challenges in using social media for HIV research.
• Findings highlight the need to assess and mitigate factors impacting social media strategy implementation.

Conclusions:

• The presented practical considerations can help research teams anticipate and mitigate challenges in implementing community-partnered social media strategies.
• Understanding social media's unique aspects in HIV research can accelerate progress toward ending the epidemic.
• Leveraging social media effectively is vital for future HIV prevention and care efforts.