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Use of Social Media among Sex Workers and Men who have Sex with Men in Jamaica Presented by Anya Cushnie. Full report available at: www.cchangeproject.com. 4. Conclusions and Recommendations. 2. Methodology. Contents. 3. Key Findings . 1. Rationale and Objectives.
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Use of Social Media among Sex Workers and Men who have Sex with Men in Jamaica
Presented by Anya Cushnie
Social media is defined as the use of web-based and mobile technologies to turn communication into interactive dialog.
Locally, internet usage is currently estimated at 55%, having grown exponentially from only 2.3 % in little over a decade (Internet World Stats 2012). 6+6
According to the Office of Utility Regulations in Jamaica, at the end of December 2010, there was a 117 % penetration of cell phones (2011).
Almost 630,000 Jamaicans are registered Facebook users, the third highest in the Caribbean (Internet World Stats 2012).
To explore the use of technology for information-seeking and communication among SW and MSM in Jamaica, specifically via social media sites.
To inform the development of communication materials/media aimed at reaching these two distinct audiences as part of broader HIV prevention interventions.
Software & Analysis
Data collectors recruited from the MSM/SW pop.
Asked to interview within their networks – social or professional.
Asked to administer up to 80 surveys.
Data collection via smart phones.
Completed surveys were uploaded to an online database using GATHERDATA Software.
Collected surveys were downloaded into Excel.
Analysis was completed in SPSS.
Want information via in-person (65.8 %) and text (61.5%) channels.
Communication strategies for reaching MARPs need to take into account their intended audience’s level of technology access and preferences for using these technologies.
Ensure that communication approaches using social and mobile-phone based media are multi-directional and do not rely too heavily on one-way communication.
Involve individuals trusted by MARP audiences in different ways. Health professionals were among the most trusted sources of health information for the groups studied and may lend credibility to your message or program.
Consider the appropriateness and limitations of using social media as a communication channel when developing communication and new program strategies.
Always ensure the privacy and confidentiality of your audience and take precautions to ensure that their personal information is not compromised.
Innovative and creative means need to be employed to disseminate HIV and health information and engage populations that are hard to reach (such as MSM and SW) in dialog and strategies towards their own protection.