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To Tweet or Not to Tweet? Studying the Use of Twitter to Recruit Young Black Men Who Have Sex With Men Into a HIV Testing Intervention in Los Angeles—A Case Study

By: & Published: 2017 | Product: SAGE Research Methods Cases Part 2
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The case study details the methods used in advertising a National Institutes of Health-funded online Testing Intervention Model Project HIV testing intervention to young Black men who have sex with men in Los Angeles and surrounding areas via the social-networking website, Twitter. The Testing Intervention Model Project team opened and maintained a Twitter account from October 2013 to September 2014 in efforts to help increase the reach of an online HIV testing intervention designed to motivate HIV testing uptake among at-risk young Black men who have sex with men. In this article, I discuss the methods used to build a profile page, build a Twitter audience, and strategies used to increase the reach of our advertising. No studies to date have described using Twitter in order to increase the reach of advertising efforts for an online HIV intervention among Black men who have sex with men, a population disproportionately affected by HIV/AIDS in the United States.

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