A new peer reviewed study shows that combining behavioral science with social media and online communities can reduce the risk of HIV among men.
Experts believe the success of the combined approach bodes well for future use of the technique for a variety of health promotion agendas.
The UCLA research project discovered the method led to increased HIV testing and encouraged significant behavioral change among high-risk groups.
The study, published in the journal Annals of Internal Medicine, finds that the approach is one of the best HIV-prevention and testing approaches on the Internet.
Sean D. Young, an assistant professor of family medicine believes the approach can be used for many health promotion initiatives.
“We found similar effects for general health and well-being,” said Young, who is also a member of the UCLA AIDS Institute.
“Because our approach combines behavioral psychology with social technologies, these methods might be used to change health behaviors across a variety of diseases.”
In an earlier study, published in February and also led by Young, researchers found that social media could be useful in HIV- and STD-prevention efforts by increasing conversations about HIV prevention.
For the current study, the researchers recruited 112 men who have sex with men through banner ads placed on social networking sites like Facebook, through a Facebook fan page with study information, through banner ads and posts on Craigslist, and from venues such as bars, schools, gyms and community organizations in Los Angeles.
Of the participants, 60 percent were African-American, 28 percent were Latino, 11 percent were white and 2 percent were Asian-American.
The men were randomly assigned to one of two Facebook discussion groups — an HIV intervention group or a general health group (with the latter serving as a control in the study).
Each participant was then randomly assigned to two “peer leaders” within their group. The peer leaders communicated with participants by sending messages, chats and wall posts.
In addition to general conversation, peer leaders for the HIV group discussed HIV prevention and testing, while those in the control group communicated about the importance of exercising, eating right and maintaining a low-stress lifestyle.
While the men were under no obligation to engage with the peer leaders or other participants or to even remain members of their respective Facebook groups, the authors found that the participants were highly engaged and maintained active participation during the 12-week study.
Throughout the study, the men were able to request and receive home-based HIV self-testing kits. At baseline and again after 12 weeks, participants completed a 92-item survey that included questions about their Internet and social media use (including whether they discussed health and sexual risk behaviors), their general health behaviors (including exercise and nutrition), and their sex and sexual health behaviors (including HIV testing and treatment).
Among other things, the researchers looked for evidence of behavioral change — such as reductions in the number of sexual partners — and requests for home-based HIV test kits, along with follow-ups to obtain test results.
Among the study’s additional findings:
In addition, the authors found that retention at follow-up was more than 93 percent, in contrast to the high dropout rates from other Internet-based HIV-prevention interventions.
“Internet HIV-prevention interventions and mobile health applications have had very high dropout rates and problems getting people engaged, and this effect is even more pronounced among high-risk groups such as minority populations and men who have sex with men,” Young said.
“However, our approach appeared to overcome these issues and led to changed behavior.”
The researchers noted some limitations to the study, among them the fact that they used only two Facebook communities per condition; these methods should be tested with more people before implementing them, they said.
In addition, no best practices regarding the use of social networking for HIV communication have been established.
The next step will be to assess how this method might generalize to other populations, diseases, and prevention efforts, Young said.
“We have created a potential paradigm for health behavior change using new social technologies,” he said. “We are beginning to explore this approach in other areas.”