Archive for the ‘Social Marketing’ Category

6 keys to succeed in the digital world from the expert and guru of influencers Lina Cceres – Entrepreneur

10 years ago, most of us had only been using Facebook for a couple of years, we were beginning to understand Twitter , and we had barely heard that there was a photo app called Instagram . However, at that time some saw the potential of social networks , began to analyze them from their roots and found the best ways to take advantage of them.

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One of them was Lina Cceres , who is now an expert in the digital world and a true guru in developing online strategies for brands and influencers. As part of her participation in the Youth Economic Forum Restartness digital event, the specialist shared some tips to succeed in this field.

Today's world teaches us that it is not enough to study a degree, that we constantly have to receive new knowledge and understand the dynamics of how everything is changing. That is why this forum was created as a platform for dialogue between young people to talk about economic, cultural, political, emotional and social issues, says the speaker and spokesperson for the event.

It is an initiative of the World Economic Forum and Restartness , the platform of the Mexican Regina Carrot , one of the most prominent content creators in the digital world.

"After the pandemic, the world changed and it was good to create a space to offer young people new tools and bring them success stories that they can apply in their lives to have a better future," explains Lina about the forum, which will feature more than 30 speakers between businessmen, Olympic medalists, celebrities, entrepreneurs, experts and digital marketing and other personalities.

"The objective is to connect with experiences, provide valuable information, talk about how the digital world has been disruptive and how today requires being more comprehensive as a human being, from emotions to labor, political and social and economic matters" , added. The conferences of the Youth Economic Forum Restartness , which will take place this November 30 and December 1, will be completely free, you just have to register on its official website .

Lina is Founder and Vice President of Latin World Digital , Latin World Entertainment 's digital artist development, commercial and new business department. Created by actress Sofia Vergara and media executive Luis Balaguer, Latin WE is today the leading Hispanic talent management and entertainment marketing firm in the United States.

A journalist by profession and with more than 17 years in the entertainment industry, Cceres has also been a television producer on various networks. However, he found his passion in digital media about a decade ago.

"I fell in love with the digital world because I found a lot of young people who achieved an impressive phenomenon: connecting and forming communities with millions of people globally," Lina said in an exclusive interview.

Lina Cceres has 17 years of experience in the entertainment world and the last decade has specialized in digital management for Latin WE, Sofa Vergara's marketing and talent management firm.

The Latin World Digital leadership was among the first, if not the pioneer, in developing digital marketing strategies for companies, celebrities and a nascent group of influencers .

As a television producer, I said: 'I need to have 196 offices, one in each country, to be able to have the reach that these children have from their homes.' So, I had the opportunity to form the first digital management department at Latin WE, where we help these guys develop their careers. We started working with brands that made sense, looking for long-term relationships and taking them to other channels, such as television, explained the executive.

Cceres has managed to remove his clients from social networks and take them to television channels such as Disney Channel or NatGeo, and even to star in magazine covers. Their victories are the result of their focus on making them multiplatform and not just depend on one social network .

As a pioneer, Lina had the important task of "evangelizing brands about how they work", and explaining that "it is not just buying posts". The expert points out that before, companies "were very used to only selling products, and today people buy the social impact that the brand has." For this reason, Cceres says that she was "a bridge between the new group of creators that were being born and this new form of marketing that was developing in the digital world."

This question is so recurrent and the answers so diverse that Lina Cceres chose it as the title for her book ' How To Triumph in The Digital World'. Launched in 2020 and available in 7 countries, the book became a bestseller for being "the abc of the digital world, it is like a manual that seeks to bring people closer to all these tools to publicize their talents, ideas or products" said the author.

The guru is convinced that "people can find in the digital world a tool to show the world their talent, their entrepreneurship or their services" and that "they can use it as these great digital celebrities that today we know as youtubers or instagramers have done. .

As a taste of her presentation at the Youth Economic Forum Restartness , Lina shared her six basic tips to consolidate your presence on social networks, either as a company or as a personal brand.

1. Be clear about 'why' and 'what for'.

The writer explains that it is important "to understand what they want to use social networks for, that they have a goal." One of the main fears of those who start in social networks for business is to depend on the algorithms of the platforms. We forget that we create the algorithm and we have to define it ourselves. You have to be very clear about where we want to go and what we want to achieve by opening our social networks .

2. Build a community.

"It is not about going and buying followers, but about building a meaningful community of real users who are interested in our content or brand," he details. According to Lina "only 1,000 people are enough to be able to live off the digital community that you have created", therefore, that should be the first objective in sight.

3. Bet on omnichannel.

We are not in an individual world, but in a multi-channel world. We are creating connection channels at all points of contact with our customers, both online and offline , explains Cceres.

We have to understand this and be prepared to create omnichannel brands or startups. That the user experience in social networks is replicated offline in all the channels and points of physical contact that you have with users, to create loyalty , added the expert.

4. Be a voice, not an echo.

For the bestselling author, the key to creating valuable content that engages users is identifying what you can contribute to your audience.

I always tell them that it is about being a voice of the platforms and not an echo. The personal brand has to be built with a very clear objective that seeks to impact. It's not about the number of likes, or about getting famous. You must ask yourself: what do I have to communicate? What is the one thing that only I have to allow to build a community? , Clarified the spokesperson and speaker of the Youth Economic Forum Restartness.

5. You have to be multitasking and self-taught.

One of the aspects that most fascinated Lina was how those who are now great youtubers were able to do everything themselves from the beginning: create the idea, manage the camera and lighting, edit and manage their social networks.

It was one of the biggest shocks I had, because I'm a television producer and I need a whole production team. But they came, they did everything by themselves and I said: 'I think the time has come to reinvent ourselves', because we need to be up to date, "he said.

6. Run your networks like a business from the start.

If you are already clear that you are going to use digital channels to enhance your brand or become an influencer, you should treat them with professionalism. It is vital to put together budgets and know how to manage your resources. be able to know. Be clear that at the end of the day this is a business and you must be aware of the needs you are going to have .

As an example, Cceres says that there are novices who, in order to stand out faster or facilitate the processes, choose to hire production teams, "but they spend all the money in three months and can no longer continue, they run out of gasoline."

To learn more, connect to the Youth Economic Forum Restartness this November 30 and December 1. The conferences are totally free and you can see them just by registering on their official site.

The pandemic has just happened, I think the world has changed a lot and sometimes we feel lost. This forum is that reactivation that we need to start 2022 with the batteries in place. If we do not start making strategic plans from now on, another year will go by without progress and we want to be prepared for everything to come, concluded Lina Cceres.

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6 keys to succeed in the digital world from the expert and guru of influencers Lina Cceres - Entrepreneur

Annex A: Background document to support the action plan towards ending HIV transmission, AIDS and HIV-related deaths in England – GOV.UK

1. Introduction to background document1.1 HIV in England

We provide an overview of the epidemiology of HIV infection in England to December 2019. We have used this year as a baseline for the Action Plan and because 2020 data are affected by changes in health service access and delivery due to the COVID-19 pandemic.

If untreated, the time from HIV infection to AIDS and death is a decade on average (15 in references). While preventing morbidity and mortality through accessing HIV testing and care is the primary goal, reducing the number of people unaware of their HIV infection is also important to prevent onward transmission. Unless people with an undiagnosed HIV infection are in sexual partnerships that involve condoms (16 to 19) or PrEP (20) the virus may be passed on.

Estimates of undiagnosed HIV infection are produced using a multi-parameter evidence synthesis (MPES) (4) that combines surveillance data with survey information of population group size. Among gay and bisexual men, a CD4 back calculation model can be used to estimate undiagnosed HIV infection and HIV incidence (3).

In England, an estimated 96,200 (95% credible interval (CrI) 94,400 to 99,000) people were estimated to be living with HIV including 5,900 (95% CrI 4,400 to 8,700) with an undiagnosed HIV infection, equivalent to 6% (95% CrI 5% to 9%) of the total(2). The number of people estimated to be living with an undiagnosed HIV infection fell from 6,700 in 2018. Nearly twice as many people with undiagnosed HIV infection in England lived outside of London (3,800 (95% CrI 2,600 to 6,200) compared to 2,100 (95% CrI 1,500 to 3,100) in London)(2).

The estimated number of gay and bisexual men living with undiagnosed HIV infection seemed to fall from 3,600 (CrI 2,000 to 6,700) in 2018 to 2,900 (CrI1,600 to 5,300) in 2019, while 95% credible intervals substantially overlap. These figures are consistent with a modelled estimate using the CD4 back calculation for gay and bisexual men of 2,860 (Crl 1,460 to 6,040) in 2019. The estimated number of heterosexuals living with undiagnosed infection in the UK remained similar with 3,200 (Crl 2,400 to 5,200) in 2018 to 3,100 (CrI 2,400 to 4,800) in 2019.

Since people can live with HIV for many years without being aware of the virus, it is difficult to measure transmission of HIV. New HIV diagnoses can give an indication of underlying HIV transmission. However, trends in HIV diagnoses are affected by HIV testing patterns, reporting delay, reporting ease in addition to HIV incidence. In addition, some countries, including the UK, many people may be diagnosed with HIV before arriving in the country, which means HIV was likely acquired abroad. While we can estimate HIV incidence through models(3), in England this is only available for gay and bisexual men because the large majority of gay and bisexual men acquire HIV within the UK, whereas place of acquisition of HIV among other routes of transmission are more difficult to understand.

Given these caveats, we use new HIV diagnoses made in the UK for the first time, in a context of high and increasing numbers of HIV testing, as a proxy for HIV transmission in England. These are interpreted alongside modelled incidence estimates.

The number of people newly diagnosed with HIV decreased to 3,770 (2,720 males and 1,050 females) in 2019, a 9% fall from 4,130 in 2018 (Figure A) and a 35% fall from 5800 in 2014. Of the 3,770 new HIV diagnoses in England in 2019, 910 (24%) were previously diagnosed abroad(2).

Figure A is a line graph showing new HIV diagnoses among people living in England (persons first diagnosed in the UK) by probable exposure route, 2015 to 2019. The graph shows a decreasing trend in new HIV diagnoses over time for sex between men, and to a lesser extent among heterosexual adults. Other and Injecting drug use both show low levels of new HIV diagnoses.

The recent decline in new HIV diagnoses has largely been driven by gay and bisexual men who constituted approximately 41% of all diagnoses first diagnosed in England in 2019. In this group, new HIV diagnoses fell from a peak of 2,770 in 2014 and 1,400 in 2018 to 1,160 diagnosed in 2019 (a 58% and 17% drop respectively). This is the lowest number of new HIV diagnoses in gay and bisexual men since the year 2000 (1,390).

The steepest declines (for diagnoses first diagnosed in England) were observed among white gay and bisexual men (2,170 in 2014, 1,010 in 2018 and 780 in 2019), born in the UK (1,640 in 2014, 790 in 2018 and 610 in 2019), aged 15 to 24 (390 in 2014, 210 in 2018 and 160 in 2019) and resident in London (1,450 in 2014, 550 in 2018 and 470 in 2019).

For gay and bisexual men, incidence trends estimated using a CD4 back-calculation model(3) suggest a sustained decline since 2011, preceding the steep fall in new HIV diagnoses. During this period, the estimated number of incident infections in gay and bisexual men in England declined by 80%, from an estimated peak of 2,700 (95% Crl 2,520 to 2,850) in 2011, to an estimated 540 (95% Crl 180 to 1,810) in 2019.

Figure B comprises 4 line graphs showing new HIV diagnoses among gay and bisexual men first diagnosed in England by region of residence, age group, ethnicity and country of birth, 2015 to 2019. Graph a shows that new HIV diagnoses are decreasing both within London and outside London, but to a greater extent in London. Graph b shows that new HIV diagnoses are decreasing most steeply in those aged under 50 years. Graph c shows that new HIV diagnoses have decreased at the fastest rate among white gay and bisexual men with much shallower reductions also seen across those of Asian/other, black African and black Caribbean ethnicity. Graph d shows HIV diagnoses have decreased over time for those born in the UK.

Among heterosexual men and women who were first diagnosed in England, the number of new diagnoses fell from 1620 in 2015 to 1,160 in 2019 (760 to 570 among men and 860 to 600 among women)(2).

Probable country of infection can be estimated by applying CD4 counts at diagnosis to modelled slopes of CD4 decline (within a separate seroconverter dataset) to estimate time of infection for an individual. The estimated time of infection is combined with information on country of birth and year of arrival to estimate country of residence at the time of infection(21). Among heterosexuals born abroad, it was estimated that 460 (uncertainty range 380-550) diagnoses made in 2015 related to infections acquired in the UK falling to 310 (240 to 340) in 2019. The model also estimated a decline of infection acquired before UK arrival from 300 (uncertainty range: 230 to 400) to 220 (uncertainty range: 180 to 280).

Among heterosexual men and women born in the UK, diagnoses from infections acquired abroad remained low and stable, with a modest decline from 380 in 2015 to 310 in 2019 for UK-acquired infections.

Among heterosexuals first diagnosed in England decreases were observed among black other groups (from 40 in 2018 to 30 in 2019), black African groups (from 450 to 350), other/mixed groups (from 80 to 70) and white ethnic group (440 to 420). However, there was a slight rise among black Caribbean (40 to 50) and Asian ethnic groups (55 to 60) (Figure C).

Figure C is a line graph showing new HIV diagnoses among heterosexual adults first diagnosed in England by ethnicity 2015 to 2019. The graph shows that a slight decreasing trend in new HIV diagnoses over time that is steepest for black African and white people compared to people of other/mixed, Asian, and black Caribbean ethnicity.

Among people who probably acquired HIV through injecting drug use, new HIV diagnoses remain stable and low at around 100 per year. Other transmission routes remain rare in the UK. Of the 60 people diagnosed in 2019 who acquired HIV through vertical transmission, 5 aged under 15 years were born in the UK(2).

Late diagnosis (diagnosis with a CD4 count under 350 within 3 months) is the most important predictor of morbidity and premature mortality among people with HIV infection. The number of diagnoses made in England at a late stage of infection reduced from 1,700 in 2015 to 1,160 in 2019. In 2019, 41% of HIV diagnoses were made at a late stage of infection. Older people (63% in those over 65 years vs 32% in those aged 15 to 24), black Africans (60% vs 45% in white) were more likely to be diagnosed late(2).

The total number of people with AIDS at HIV diagnosis[footnote 1] decreased in England from 290 in 2015 to 220 in 2019 (160 males and 60 females).

Among people with diagnosed HIV infection in England, 560 died in 2019. This rise, from previous years (520 in 2018 and 470 in 2017) was due to a change in methodology. Of those, 340 died within 12 months of an AIDS-defining illness and/or CD4 cell count under 350 and 30 within 12 months of a late diagnosis. People diagnosed late in 2018 had a one year mortality rate of 23/1,000 (95% confidence interval (CI) 16/1,000 to 33/1,000) compared to 2/1,000 (95% CI 1/1000 to 6/1,000) among those diagnosed promptly, a tenfold increased risk of death(2) (Figure D). It is estimated that around 40-50% of all deaths among people with HIV are HIV-related(7).

Figure D is a bar chart showing death within a year of HIV diagnosis among people first diagnosed in England by timeliness of diagnosis, persons diagnosed in 2018. The chart shows that one year mortality rate for those with a late HIV diagnosis (CD4<350) is 8-fold greater than those with a prompt diagnosis (CD4 350).

Increasing the number of people living with HIV infection with undetectable viral load is not only of clinical benefit but essential to reduce ongoing HIV transmission. It is now well established that people who receive treatment and have an undetectable viral load cannot pass on HIV infection to others during sex (including without condoms and PrEP) (22), (23), (^24). However, people cannot benefit from having undetectable levels of virus until we can diagnose those living unaware of HIV infection, and ensure those diagnosed are referred, retained in care with access to rapid ART and support to attain viral load.

The Joint United Nations Programme on HIV/AIDS (UNAIDS) 90-90-90 targets have been met with an estimated 94% of people living with HIV diagnosed, 98% of those diagnosed being on treatment and 97% of those on treatment having an undetectable viral load. This is equivalent to an estimated 89% of all those living with HIV being virally undetectable, above the international target of 73%.

However, the UNAIDS approach does not consider people who have not been referred to care, retained in care and people for whom viral load information is missing. In England, using this approach, 11% (10,580) of people had transmissible levels of virus, the converse of the substantive 89% UNAIDS 90-90-90 targets for 2019. In 2019, UKHSA undertook further analyses to incorporate people with diagnosed HIV who were not in care and/or with missing information; these showed that up to 18,160 people were living with transmissible levels of virus, still above the substantive UNAIDS 90-90-90 target of 73%.

Of these 18,160 people living with transmissible levels of virus, an estimated 5,930 (CrI 4,430 to 8,710) (33%) were undiagnosed, 3,890 (21%) were diagnosed but not referred to specialist HIV care or retained in care, 1,630 (9%) attended for care but were not receiving treatment, and 2,110 people (12%) were on treatment but not virally supressed. The remaining 4,600 (25%) had attended for care but were missing evidence of viral suppression.

Public knowledge of HIV infection can be improved. HIV prevention programmes delivered through social marketing campaigns have proved to be a cost-effective, scalable and impactful tool for normalising and providing information on HIV to at risk communities

Condoms are an effective way of preventing not only HIV but other STIs and pregnancy. Barriers include negotiation, loss of pleasure and embarrassment; evidence suggests postal condoms may be more easily accessible than face to face access

PrEP is extremely effective at preventing HIV transmission and to date almost 33 million has been invested in the provision of PrEP. However, over 95% of those using PrEP are gay and bisexual men; other groups who may benefit from it do not have equal access

HIV prevention programmes have been key in ensuring people are aware of how HIV is transmitted, how to protect yourself, how to have an HIV test and the developments in HIV treatment. While condoms prevent HIV, other STIs and unwanted pregnancies, PrEP extremely effective at preventing HIV transmission and is routinely commissioned in specialist sexual health services and postal services.

Nonetheless the evidence suggests that awareness, accessibility, availability and uptake of primary prevention initiatives is variable in different demographics and addressing this disparity is key to HIV prevention.

The 2021 report HIV: Public Knowledge and Attitudes from the National Aids Trust (9) found almost two thirds (63%) of the public could not recall seeing or hearing about HIV in the last 6 months. While high majorities of the public could correctly identify the 3 main ways that HIV could be transmitted, many believed that HIV could be passed on through no risk modes.

The report found that the opportunity to increase knowledge of a range of HIV prevention interventions, for example those with lower knowledge of transmission are less likely to think they can get an HIV test at a sexual health or general practice clinic than those with higher levels of knowledge. Additionally, only a quarter of participants believed there is medicine available that will stop someone acquiring HIV.

The report found scepticism towards U=U and the efficacy of PrEP, with many reverting to a belief that there is no such thing as zero risk.

Several opportunities to share information and empower through knowledge exist throughout the life course and include (but are not limited to):

HIV prevention programmes delivered through social marketing campaigns have proved to be a cost-effective, scalable and impactful tool for normalising and providing information on HIV to at risk communities (27). Evaluations of the National HIV Prevention Programme, as well as the recent findings of the Health Protection Report Unit report Promoting the sexual health and wellbeing of gay, bisexual and other men who have sex with men (18) suggest that social marketing and engagement through social media, apps, digital and print media is considered feasible and acceptable to a variety of audiences.

Evidence shows campaigns can be most effective when delivered intensively HIV prevention strategies have been shown to have larger effects at extended periods (1 to 3 years) compared with briefer interventions (28). The most effective campaigns should consider cultures, social norms, messaging, multiple communication channels and digital exclusion in their design (29) and include people from the target population in the design and evaluation.

Successful examples are often commission by multiple sectors (voluntary, national, local, government, commercial) and include Public Health Englands It Starts with me (30), London councils Do it London (31), voluntary sector Cant pass it on (32) and Me.Him.Us (33).

Condoms physically stop sperm, vaginal fluids, viruses and bacteria getting from one person to another during sex. When used correctly, they are effective at preventing HIV transmission. Unlike other prevention tools they are also effective at preventing pregnancies and other sexually transmitted infections.

Over the last 40 years, condoms were a central part of strategies to prevent HIV transmission, but they now sit alongside a bigger toolbox of options forming HIV combination prevention. They remain cheap, easy to find, only used during sex (unlike biomedical interventions), free of side effects (latex free options are available), easy to use without support from a health worker. Condoms are an effective method of preventing the onward transmission of HIV with a real world effectiveness (as opposed that of a Laboratory which is 99.5% effective) of between 70% to 80% for heterosexual couples (18), (16) and 70% (17) to 92% (19) for gay couples, where in both instances the couples use condoms every time they have sex when compared with couples that state they do not have sex at all.

Free condom distribution schemes are widely commissioned by local authorities. Evidence has shown condom distribution schemes successfully reach communities and groups at greater risk such as young people including those aged 16 to 19 years, individuals of ethnic minority backgrounds and those living in deprived areas.

However, condoms are not always used correctly and can break, and they are often not used consistently. For some people, they represent a barrier to pleasure, keeping an erection and intimacy.

A YouGov survey conducted in 2017 found that almost half of sexually active young people said they have had sex with someone new for the first time without using a condom and 1 in 10 sexually active young people said that they had never used a condom (34).

Condom usage among gay and bisexual men has declined. Data from the London Gay Mens Sexual Health Survey (35) shows an increase in reported condomless anal sex from 43% in 2000 to 60% in 2016 in the 3 months prior to being interviewed. Use is likely to have decreased further due to the increasing availability of PrEP.

The Mayisha 2016 study into HIV testing and sexual health among black African men and women in London found that a fifth of women (20.7%) and a quarter (25.0%) of men reported condomless last sex with a partner of different or unknown HIV status in the previous year (36).

Partners are not always confident or able to negotiate use of condoms, particularly in unequal relationships. The Scottish Government commissioned a co-developed, mixed-methods Conundrum study with 16 to 24 year olds in 2019. Negotiating condom use with new sexual partners was often described as difficult (37).

The Conundrum study reported almost half of survey respondents did not know where to access free condoms. Access to services was further impeded by embarrassment about face-to-face interactions, concerns about anonymity, a perceived lack of understanding about condom sizes and fit, and perceived lower quality of free products. A YouGov study in 2019 found many young people indicated a preference for free condom services that require minimal face-to-face contact, with online ordering of condoms posted home by far the favoured option across all genders (34).

Free Condom Distribution Programmes have been proven to increase condom use, prevent HIV/STIs, and save money (11). Condom schemes successfully reach key vulnerable groups of young people including those aged 16 to 19 years, of black Asian and minority ethnic backgrounds and living in deprived areas (38), though it should be noted that this same access and availability of condoms does not extend to all populations.

There are several established and emerging biomedical interventions for HIV prevention. Current options include the use of antiretroviral medication among people living with HIV to prevent transmission (treatment as prevention or treatment as prevention, also described as U=U) as well as the use by people without HIV before or after exposure to the virus (pre- and post-exposure prophylaxis, respectively). There are ongoing studies investigating the use of vaccines for HIV prevention and treatment.

Pre-exposure prophylaxis (PrEP) is the use of ART medication by HIV-negative people to reduce their risk of acquiring HIV. PrEP is taken before and after any potential exposure to the virus. PrEP can be administered through a variety of routes although in England, since October 2020, only oral PrEP using a fixed dose combination of emtricitabine and tenofovir (F/TDF) is commissioned by NHSEI. Oral F/TDF as PrEP has been shown to be highly effective at reducing the risk of acquiring HIV among all key population groups including men who have sex with men, transgender men and women, heterosexual men and women and injecting drug users(39). PrEP, as part of combination HIV prevention, has been shown to be cost-effective, and cost-saving in some scenarios, within England-specific health economic models (40).

Oral PrEP has been commissioned in specialist sexual health services in England since October 2020. NHSEI is responsible for purchasing the generic F/TDF. Local authorities cover the associated PrEP-related care for which additional funding was provided from central government (11 million in financial year 2020 to 2021 and 23.4 million in 2021 to 2022). This PrEP-related care includes HIV testing, STI testing and treatment and renal monitoring necessary to safely provide PrEP in line with national clinical guidelines. Delivery routes for parenteral (not by mouth) PrEP include long acting injectable ART and vaginal rings. Long-acting injectable Cabotegravir (CAB LA) is delivered by injection every 8 weeks and shown to be superior to oral F/TDF for preventing HIV in the HPTN083 study. The dapivirine vaginal ring (DAP VR) has been recommended as a new choice for HIV prevention for women at risk of HIV by the World Health Organization following findings from the ASPIRE and The Ring Studies. Neither option is currently available in the UK although increasing the choices for how PrEP is used could help to increase uptake, as seen with contraception.

Data from the Impact Trial show some evidence that PrEP use is disproportionately distributed across key populations that could benefit from PrEP in England (41). Of the 24,55 individuals recruited to the PrEP Impact trial, 95.7% were gay or bisexual men. Of these, over half were between the ages of 25 and 50 years and 76% were white. Among the 1,040 individuals in the women and other groups, approximately equal numbers of trans and women were recruited (around 340 each) and trans and men (around 150 each).

Evidence from qualitative work with black African women suggests that PrEP prevention messages were targeting white men who have sex with men. To engage black African or black Caribbean women who might benefit from PrEP, campaigns will need to use multiple levels of influence that shape their safer sex perceptions. Helping women understand how PrEP fits into their personal relationships will be critical (42).

Post-exposure prophylaxis (PEP) is the use of ART medication by HIV-negative people to reduce their risk of acquiring HIV after a potential exposure to the virus. PEP must be started within 72 hours of any potential exposure and taken daily for 28 days (43). PEP can be given following an occupational exposure (for example, following a needle stick injury in a healthcare professional) or following a sexual exposure (following sexual exposure or nonoccupational). Currently, PEP is available through hospital accident and emergency departments and specialist sexual health services in England.

The most recent UK PEP guidelines have taken account of U=U and do not advise the use of PEPSE following condomless sex with someone who has an undetectable viral load. Likewise, PEP would not be needed for someone who is taking PrEP correctly. Once someone finishes PEP they can be started immediately on PrEP if appropriate.

While there have been many HIV vaccine trials; none have yet demonstrated sufficient efficacy to support implementation of a vaccine for prevention. The HIV Vaccine Trials Network (HVTN) continues to fund and deliver HIV vaccine research with the goal of developing a safe, effective vaccine as rapidly as possible for HIV prevention globally. Should an efficacious vaccine be developed, work to understand how best to implement it within the UK context would be required.

HIV diagnosis is the access point that enable prompt, effective treatment which both benefits individuals clinically and prevents the onward spread of infection, while a negative test result enables counselling and PrEP where appropriate. HIV testing is free and confidential for everyone, regardless of migration or residency status. The UK now offers testing in a wide range of settings that include sexual health services, primary care, secondary care, prisons, community, online and home.

Social marketing campaigns such as National HIV Testing Week play a crucial role in bringing to peoples attention the need and ease of testing, and in the promotion of testing options including the national self-sampling service.

However, due to the steady fall in the numbers of undiagnosed HIV infections, the number of tests that are now needed to diagnose one new HIV infection has increased and the proportion of tests that are positive has fallen.

The 2020 British HIV Association (BHIVA)/British Association for Sexual Health and HIV (BASHH)/British Infection Association (BIA) Adult HIV Testing Guidelines (44) and 2016 National Institute for Health and Care Excellence (NICE) guidelines (45) recommend universal HIV testing in sexual health services and promote the normalisation of routine HIV testing in particular they support:

Despite national guidelines and recommendations, the implementation remains patchy resulting in many missed opportunities for testing (46). Unfortunately, there is no perfect system to measure HIV testing in settings outside of sexual health services.

In England the number of new HIV diagnoses, late diagnoses and estimated incidence have been decreasing over the last 10 years. While this is good news, it makes it increasingly difficult to implement HIV testing in a cost-effective manner. Positivity, defined as proportion HIV diagnoses made among those tested, will continue to decrease and require more resources and targeting of HIV testing in groups and communities with high HIV positivity rates. Figure E outlines what is known of positivity in different settings. HIV positivity is highest through partner notification, but lowest in community/home testing settings in low prevalence areas.

Figure E shows a HIV testing positivity pyramid, England 2019. Figure E is a pyramid with 5 layers. Each layer represents a different rate of HIV testing positivity in England. Areas with a positivity of <0.3% occur in settings such as testing via GP in low prevalence areas, targeted home/community testing and for other clinical indicator conditions. Areas with a positivity of 0.3-<0.6% include testing via A&E/hospitals in areas of high and low prevalence, via GP in high and extremely high prevalence areas, for black African heterosexual women at sexual health services and for other clinical indicator conditions. Areas with a positivity of 0.6-<1% include testing via A&E/hospitals in areas of extremely high prevalence, prisons and for other clinical indicator conditions. Areas with a positivity of 1-<4% include examples such as testing for clinical indicators conditions, for example hepatitis B&C, TB. Areas with a positivity of >4% relate to HIV partner notification and for testing for gay, bisexual and men who have sex with men with a previous STI at a sexual health service.

In 2019, 1,310,730 eligible attendees were tested for HIV in sexual health services. However, with a test coverage of 65%, 549,850 eligible attendees were not tested for HIV (2). The national positivity rate was 0.2% in 2019. While there has been a continued increase in HIV testing in sexual health services, this has been driven by increased testing of gay and bisexual men. Testing regularly remains a challenge among heterosexuals most at risk of HIV.

Most (77%) were tested in specialist sexual health services. Internet services have expanded rapidly and tested 232,740 people for HIV in 2019, a 63% rise since 2018, constituting 18% of those tested at all sexual health services. The demographic profile of those using internet services compared to specialist sexual health services was similar in terms of ethnicity and sexual orientation. However, 81% of those using internet services were aged under 35 compared to 73% at specialist sexual health services (2). This compares to universal testing implemented in antenatal and blood donation services which reach of over 99% coverage.

The following targeted interventions are based on higher positivity rates within these populations/settings (38), (39):

Partner notification (PN) is a voluntary process where trained health workers ask people diagnosed with HIV about their sexual partners or drug injecting partners, and with their consent offer these partners HIV testing (47). Since HIV test positivity in contacts of recently diagnosed people living with HIV is much higher than that of people attending sexual health clinics, PN is extremely cost effective. It allows a linked chain of persons unaware they are living with HIV and linking them to care. PN is also important in identifying HIV negative partners who may be at higher risk of HIV and would benefit from effective HIV prevention (for example PrEP).

The overall HIV test positivity was 4.6%, this is substantially higher than the HIV test positivity in sexual health services overall (0.1%). A recent BASHH audit of 1,399 contacts tested through PN found 293 (21%) were newly diagnosed with HIV and regular partners were most likely to test positive (48).

PN can be done either by the person diagnosed with HIV through a direct conversation with their partner(s) or by the health service who confidentially trace and notify the partner(s) directly. It is a complex activity requiring considerable skills and resources at the clinic level, in particular support from specialist sexual health advisers, and might need modification of current service models.

There is a need to explore acceptability and costs of PN methods especially for key populations and for key partner types (for example, one off or anonymous partners). Ongoing work as part of National Institute for Health Research (49) will lead to the development of theoretically informed PN intervention for gay and bisexual men who have sex with men with one-off partners for STIs and HIV.

The quality of care of care from diagnosis is excellent in England.

Over two thirds of people living with HIV infection who have transmittable levels of virus are diagnosed and aware of their infection. They are either not linked to care, not retained in care, not yet on treatment or not yet virally suppressed.

While most people are linked to care within one month, people diagnosed in settings outside of sexual health services have more of a delay. There is variation between services in how quickly people start treatment

Peer support is established as useful tool to ensure retention in care and adherence to treatment

Early initiation of HIV treatment and resulting prompt viral suppression limit the damage to the immune system and reduce the risk of developing complications and of death. In addition to the clinical benefits of treatment, achieving and maintaining viral suppression prevents onward transmission of the virus. It is well established that people who are virally suppressed cannot pass on HIV to partners, even if having sex without condoms and PrEP (22), (23).

In England, as elsewhere in the UK, the quality of care received by people living with HIV following diagnosis is excellent. In England people living with HIV are generally very satisfied with their HIV services (6). In 2019, it was estimated that 94% of people living with HIV were diagnosed, 98% were treated and 97% were virally undetectable (2), meeting the international UNAIDS targets for the third consecutive year (50). However, this metric overestimates the number of people with detectable virus as it does not account for people who are diagnosed but not yet accessing care and those not retained in care year on year.

While viral suppression varies between groups, in 2019 there was little geographical or demographic variation. Viral suppression was lowest among people aged 15 to 24 years (91%), people who probably acquired HIV through injecting drug use, (94%) and among people who probably acquired HIV through mother to child transmission (89%).

We need to ensure everyone who is diagnosed is referred to treatment rapidly and ensure that inequalities in access to and retention in treatment are tackled.

In 2019, UKHSA analyses (that also take into account people diagnosed but not linked/retained in care and/or with missing viral load information) showed that up to 18,160 people living with HIV in England had transmissible levels of virus, equivalent to 19% of people living with HIV in England. Of these, an estimated 5,930 (CrI 4,400 to 8,700) were undiagnosed, 3,890 (21%) were diagnosed but not referred to specialist HIV care or retained in care, 1,630 (9%) attended for care but were not receiving treatment, and 2,110 people (12%) were on treatment but not virally supressed. The remaining 4,600 (25%) had attended for care but were missing evidence of viral suppression.

Figure F shows the estimated number of people living with HIV who have transmittable levels of virus, UNAIDS definitions: England, 2019. This shows that 5900 people are estimated to be undiagnosed, and 320 are estimated not to be linked to care. 3,600 are estimated not to be retained in care, and 1,600 are estimated not to be on treatment. An estimated 4,600 people are on treatment with no reported viral load, and an estimated 2,100 people are on treatment with a viral load in excess of 200 copies per ml.

An estimated 91% of people living with transmittable levels of virus were 15 to 59 years old. Gay and bisexual men constituted 41% of people living with transmittable levels of virus, 20% were heterosexual men and 30% heterosexual women (51).

In 2019, among those living in England, 84% (3,080 out of 3,650) of adults who were newly diagnosed in 2019 were linked to specialist HIV care within 3 months, and 78% within one month. The number of individuals linked to specialist HIV care varied by first setting of diagnosis. For those linked within one month of diagnosis, by first setting, linkage was highest in those diagnosed in infectious disease units (98%) and lowest in those diagnosed in settings (75%) that included blood transfusion services, prisons, home testing, drug misuse services, self-sampling services, pharmacies, and setting/service not reported.

Figure G is a bar chart showing the percentage of people linked to HIV care within 3 months among people diagnosed with HIV and living in England, 2019. This shows that 100% of patients in infectious disease units are linked to HIV care. 92% of people are linked to care in other outpatient settings, and 87% in inpatient settings, and 87% are linked to care in antenatal clinics and general practice. 86% are linked to care in community settings, and 85% within A&E. 85% are linked to care in other settings and 883% are linked to care in HIV or STI clinics.

Overall, 96% of people living with HIV in England who were seen for specialist HIV care in 2018 were seen again in 2019. The number of people not retained in care in 2019 was 3,600; 45% (1,600) had acquired HIV through sex between men, 18% (630) were black African women who acquired HIV through heterosexual contact, 46% (1,660) were living in London, 34% (1,219) were aged 45 to 69 years, 30% (1,072) 35 to 44 years and 26% (931) 15 to 34 years.

In England, almost all people (98%) engaged in HIV care in 2019 were receiving ART. In 2019, 80% of people diagnosed with HIV and living in England received treatment within 91 days of HIV diagnosis. There was considerable variation in time to treatment between services (range 0 to 576 days).

In 2019, of people receiving ART where a viral load result was reported, 97% were virally suppressed (defined as under 200 copies per ml). There was little geographical or demographic variation, however viral suppression was lowest among people aged 15 to 24 years (91%), people who probably acquired HIV through injecting drug use, (94%) and among people who probably acquired HIV through vertical transmission (89%).

Peer support aids and encouragement by an individual considered equal, in taking an active role in self-management of their chronic health condition. The WHO guidelines state that peer support can help people prepare to start therapy (52), (53).

A 2021 systematic review and meta-analysis has demonstrated that peer-support with routine medical care is superior to routine clinic follow-up in improving outcomes for people living with HIV. It is a feasible and effective approach for linking and retaining people living with HIV to HIV care, which can help shoulder existing services (54). The study demonstrated long term effects particularly in relation to retention in care.

People living with HIV have complex clinical needs, particularly as they age, and this impacts on quality of life. Knowledge of HIV in health services outside the field requires improvement.

People living with HIV have experience stigma and discrimination in the health service which has acted as a barrier to access

People are entitled to emotional wellbeing - without this it is very difficult to prioritise HIV care

All people living with HIV should be entitled to emotional wellbeing, quality of life and freedom from stigma.

It is also important from an HIV prevention standpoint. It is not easy for anybody to prioritise HIV testing, HIV care and adherence to treatment if we are experiencing personal social, financial, or emotional difficulties.

Good quality of life and absence from stigma is key to ending transmission since it puts people in the best position to access services and maintain treatment and viral suppression in the long term.

HIV clinical outcomes are excellent for people living with HIV in England since provision of care and treatment is free and open access. However, as people with HIV age, they are faced with new challenges such as increased risk of cardiovascular disease, diabetes and cancer.

Currently, 60% of people living with HIV manage a chronic condition in addition to their HIV, requiring the use of several, often non-integrated health care services (6). Lack of HIV knowledge outside of specialise care settings and HIV associated stigma creates inequalities in the provision of services and act as barriers to access the support needed. This is a particular problem for groups such as transgender people for whom trans specific culturally informed health services and organisations are lacking.

People living with HIV often experience many burdens associated with being HIV positive in addition to managing the condition itself. Many people living with HIV report psychological and social concerns affecting their wellbeing in addition to clinical symptoms and pain.

People living with HIV reported a high degree of unmet need. Overall, 31% of people living with HIV needed a psychologist or counsellor in the previous year; of those, 38% did not see one. Similarly, 21% needed help dealing with loneliness and isolation in the past year, but in 75% of cases this need was unmet.

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Annex A: Background document to support the action plan towards ending HIV transmission, AIDS and HIV-related deaths in England - GOV.UK

Social Media Marketing Tips For Every Platform | Sprout Social

Both new and well-established brands are using social media to grow their following, generate leads and increase sales. Building a brand using social media might feel like a massive undertaking with all of the platforms available to you. But its easier than ever to use social media to connect with people and grow your brand organically.

Whether youre just getting started or have been active on social media platforms for years, theres always room for improvement. Each platform has different uses.

In this article, well cover social media tips and tricks you can apply that will optimize your marketing strategy. Then well break down the top social media platforms you should be using and give suggestions for making the most out of each one.

The same way you prepare other aspects of your marketing plan, you need to have a specific and intentional plan for each platform you use. Each platform has nuances and best practices for generating engagement. Your brand may not need to have a presence on every platform, but for your posts to be targeted, you need to have a strategy that is specific to the platform youre using.

Make sure you can answer questions like:

If you have a hard time answering these questions, it might be time to dig deeper into why youre investing time there. Answering these questions will also help you develop your strategy for that platform.

If youre just getting started, prioritize the quality of your content over the number of your posts and sites that you use. For most businesses, particularly small businesses, trying to tackle a new strategy on five different social media networks often results in doing a mediocre job with little to no results.

How consistently you post should be specific to each social media site youre utilizing. Some platforms like Twitter and Instagram Stories require you to be active multiple times per day to get the maximum potential from your audience. Other post types, like regular Instagram Posts and Facebook updates, dont have as much urgency and can be used less sparingly. When determining your post strategy, look at factors such as how the algorithm works for each platform and whether content posts chronologically or is curated based on other factors.

This ties back in with your social media marketing plan. You should outline:

Remember, your followers are likely following hundreds or even thousands of other people. If youre not publishing new content as often as the other accounts out there, its easy to get lost and forgotten.

Each platform you use will have its own unique demographic. There will be overlap of the people youre targeting on each platform, but its still essential to understand your demographics so you can tailor your message to have the most impact.

Having a focused message will help you create higher quality content that is on brand and resonates with your audience. When you have a solid message that you dont stray from, you can count on your social media posts to always be relevant to your audience.

Sprout Social has a greatsocial media targetingfeature that gives you flexibility on who sees your social media posts. Depending on the network, you can target your posts by location, language, demographics and other criteria.

Lets say you want to share a post on LinkedIn targeting the finance industry. Your followers who are in IT or the health industry might not find it relevant. Instead of filling their stream with irrelevant content, you can choose to only show that post to people within your network in the finance industry.

You can try out Sprouts audience targeting featurewith a free trial.

Once you have your key messaging determined, keep an eye on popular trends emerging on each platform. If you notice a pattern or strategy rising in popularity and it aligns with your messaging, then its a great idea to capitalize on it to drive engagement.

Be wary of jumping on board every new internet trend you see. Creating posts that dont align with your overall messaging to appear relevant is a quick way to alienate your target audience. You never need to create a particular type of content just because you see other brands doing it.

This is why its so essential to create a focused message that you can use as a baseline against which to measure all of your future social media posts.

One way to have a steady supply of popular content is to create a list of sites in your industry that publish high quality, current content. Add them to an RSS reader like Feedly. Then youll have a dashboard full of the latest posts from sites you trust. Youll also know that you have relevant content you can confidently share with your followers. You can even integrate Feedly within the Sprout Social dashboard!

Use that content as inspiration for original posts you create for your brand that features a unique twist that the other brands in your niche arent doing.

To make sure youre getting the best results from your social media marketing, you need to be accurately tracking and measuring your efforts. Over 40% of businesses dont accurately track their social media ROI at all, which means theres no easy way of knowing whether or not your strategy is working.

To simplify your tracking process, identify key metrics that are important to your brand.

Some of the metrics that you want to look for include:

You should track these metrics on a weekly, monthly and quarterly basis so you know when and if you need to make changes to your social media strategy.

The fact is that video content is booming right now. With the birth of IGTV and the rapid growth of YouTube, Facebook Live and more, social media users are consuming more video content than ever before.

In the past three years, video views have increased by over 99% on YouTube and 258% on Facebook. A Tweet containing a video is 6x more likely to be retweeted than a Tweet with a photo or just text.

Heres an example of how Warby Parker used a fun and engaging video Tweet to announce to followers that they were hiring

Not only is engagement higher on video content, but networks like Facebook and LinkedIn are giving higher priority in their algorithm to people posting video content. This means that the brands utilizing video are getting more exposure and reach than the brands creating text and image posts.

One social media marketing tip that a lot of professionals take advantage of is A/B testing. A/B testing, or split testing, involves using multiple headlines for the same piece of content to see which generates a better response.

Marketers use A/B testing for landing pages and sales pages, but you can incorporate split testing into your social media posts as well. Instead of publishing a Tweet or Facebook post once and then forgetting about it, schedule the link to be shared multiple times and change the headline out with each post.

A/B testing is important because people will react differently to a post depending on the copy and CTA phrases used.

The reason why a piece of content is unsuccessful on social media could be because its low-quality content. It could also be that your headline in the Tweet, Pin or Facebook post didnt capture your followers attention. But you cant know for sure the reason that a post isnt doing well if youre not testing it against other factors.

Use Sprout Socials post planning feature to schedule your posts to be shared throughout the week and test different headlines. Then see which one has the best engagement.

Within large social networks, smaller communities are increasingly important. Whether its Facebook Groups, Twitter Chats or LinkedIn Groups, there are plenty of opportunities for you to connect with like-minded people and companies within your niche.

As we found in the Sprout Social Index: Empower & Elevate, 40% of social marketers believe private community groups will become more important.Participating in these communities will help you establish yourself or your company as an authority and let you connect with your most passionate audiences.

Look for communities related to your industry on the social media platforms youre active on, then start joining and actively participating. You can also start your own groups around your brand to cultivate an audience with shared interests who are motivated to become your brand advocates.

Social media users crave authentic interaction with the brands they follow. So on top of posting high-quality and relevant content, make sure youre keeping an eye on each platform you use and engaging with your audience. Answer questions that come up on your posts, handles or hashtags.

If you notice other users having a conversation about your brand or product, dont be afraid to chime in and add additional value. Users want to know that there is a real person on the other side of the computer and not just a robot that sends out links all day.

Make sure your social media strategy includes answering questions posted on each platform. You should promptly respond to people who mention you, thank people who share your content and add value where you see people mentioning your brand.

You can also start conversations with your audience by asking them questions and then responding or adding to that conversation. Most platforms make it easy to ask people questions and respond to them in the comments of that post.

You want your social media presence to represent a two-way line of communication. Engage WITH people rather than just talking at them.

Social media sites are notorious for randomly changing their algorithms without notice, leaving a lot of users frustrated at their lack of exposure. It can be tempting to fall into the trap of trying to beat the algorithm with various content hacks. Instead of looking for a quick fix, aim to understand whats changed in the algorithm and adjust your content strategy in many cases, maintaining high quality content will help you avoid significant consequences from algorithm changes.

When algorithms change, it becomes crucial to be omnipresent and to follow your users where they find the most value. A great example is on Instagram. Instagram regularly changes its newsfeed algorithm and many users have noticed a significant drop in engagement in their posts. But Instagram Stories have remained consistent and still post chronologically. Instagram Stories also have over 500 million daily active users.

So if your posts arent getting as much interaction as youd like, shift your focus to reaching people via Instagram Stories. You can post a Story when you have a new post on your feed to encourage people to click through to your profile and like your photo. This will let the algorithm know that people want to see your posts and do a better job of showing your posts to people who engage with them.

One of the toughest things about maintaining a social media presence is gaining the trust of your audience on platforms that are so saturated with content. A great way to target your audience on a more personal level is to partner with influencers in your niche to help you promote your products more organically.

When you partner up with an established influencer that has an active following in your niche, you expose your brand to a new audience that might not be aware of your company.

Many brands are also turning to nanoinfluencers, who cultivate a small but passionate and personal niche of followers. As influencer marketing becomes increasingly common, a micro- or nanoinfluencer can convey an extra level of authenticity. With an audience of loyal followers that know, like and trust them, getting a shout out will let their followers know they recommend you as a brand to trust as well.

Your social media team doesnt have to be the only people contributing to your social media posts.

Encourage employees from your companys other departments to help your social media marketing efforts. Whether its contributing content to the blog, sharing their photos, or taking followers behind the scenes, the more involved your team is the better.

Showing your followers that there is a team of people behind the brand they follow will build transparency and grow their trust in you as a brand.

One example of a brand that regularly does this is Into The Gloss. They frequently involve members of their team and let them take over their Instagram Stories to show followers a day in their lives, or take them behind the scenes.

Now that you know the most up to date best practices for social media lets go over some social media tips that will help you make the most of each site.

While the Facebook algorithm continues to significantly change organic visibility on posts, paid advertising is always a reliable strategy for higher visibility.

If you want to accelerate your Facebook marketing efforts and have a budget for it, its worth exploring paid advertising. The benefits of Facebooks ads platform go far beyond increasing your reach among your audience. Facebook Ad Accounts have robust targeting capabilities that let you target people who share your audiences interests, exposing your brand to people who are most likely to be interested in what you offer.

You can also create very focused messaging that target specific demographics from age and location down to what kind of device they are using when they see the ad.

Facebook Live video still generates some of the highest reach among every post type of Facebook. The average Facebook Live session gets up to 10x more comments than a regular video in your newsfeed. People tune in to Live videos for up to three times longer than they would stick around watching a prerecorded video.

You might notice that you get notifications on Facebook when people you follow go live. Facebook Live streams also show up at the top of your newsfeed when you log in. Facebook is actively prioritizing promoting live videos and shows no signs of deprioritizing this kind of content.

Using Facebook Live to give product demonstrations, tutorials or holding Q&A sessions is a great way to generate engagement and stay in front of people in a way that you know they will see.

Its never been a better time to start a private community with a Facebook Group. If you have a Facebook Page, connect with your followers even more and reach them more directly with a Facebook Group your die-hard fans can join. Your Facebook Page can offer more general information, while your group can create a stream of communication between you and your audience and among your audience themselves. Groups give you a great opportunity to facilitate the conversation around your brand and create a space for people to connect over shared interests.

The group can be very niche, about your brand or product, or it can be about a broader topic that affects your industry as a whole. Before you start the group, get very clear about the purpose behind it and what you hope you achieve in creating and moderating it.

Groups arent the place for hard sells. Try to avoid being overly salesy in your Facebook Groups, although it is a great place to offer exclusive discounts and promotions to people within the group.

Facebook Messenger lets you interact with family and friends, and its quickly gaining popularity as a marketing tool for brands to connect with their users more efficiently.

With the rise of chatbots, brands can automate their Messenger use and create useful flows to answer frequently asked questions and nurture their fans in a more direct way than targeting them on their Newsfeed. See how people in your industry use Facebook Messenger to gauge if theres an opportunity for you to create a strategy of your own.

Chatbots can replace a lot of community management time by tackling questions and problems that come up frequently for your brand.

Sprout makes it easy to set up a chatbot with an intuitive workflow. You can even create sales and nurture conversation flows so your chatbot covers all your customers needs.

Once you interact with your audience through your chatbot, you can create custom Messenger subscriber lists that are warmer than your overall email list and send them personalized offers and updates.

Using Twitter is still one of the easiest ways to engage with people in your industry regardless of whether or not they follow you. It allows you to join in on trending conversations and get your message in front of people who are interested in your niche but arent yet aware of your brand. Twitter also allows you to establish yourself as a thought leader in your industry by contributing valuable insight into topics that people are already talking about.

We just talked about how critical it is to join the conversation on Twitter, but its just as important to make sure the conversation is relevant to you.

Many brands try to stay top of mind by joining in on every trending topic, despite if its relevant to their brand or not. This is not a great strategy to follow and will lead to a reduced focus on your core brand message. Maintaining the focus of your message and dont dilute your brand and message by jumping on every topic you see. Instead, focus on your own branded hashtags and participating in trends that matter to your audience and that you can add actual value to discussion in.

If you know your audience is active on Twitter, paid advertising can be an effective way to get your message in front of the right people. Twitter has three ways to advertise your content: Promoted Tweets, Promoted Accounts and Promoted Trends.

No matter which strategy you choose, Twitter advertising can be especially effective since its not disruptive and looks very similar to the organic content your audience is already scrolling through.

Content creators have a huge opportunity to find an audience on LinkedIn and capitalizing on the fact that Linkedin, like Facebook, is rewarding users who post videos directly to the platform. There are a few things to keep in mind before publishing videos to LinkedIn. About 85% of social media users play video without sound. So its important to account for that in your video by including descriptive images and closed captions on your video. Closed captioning makes your video more accessible to all viewers. LinkedIn even has its own closed captioning feature built into its platform.

LinkedIn also has some recommendations on optimizing the length of your videos for maximum reach. They recommend keeping brand awareness and promotional videos under 30 seconds. Videos intended to sell services or products perform best at the 30-90 second range. Finally, one LinkedIn study concluded that long-form video videos could drive just as many clicks as short-form video if the video emphasizes a more complex story.

Building your content on the platform means that rather than posting links to YouTube videos or blog posts, you host your content directly on LinkedIn using their native tools. Uploading a video file directly onto LinkedIn guarantees much higher reach than posting a link to a video on another platform. The same rings true for blog posts. LinkedIn prioritizes distributing content thats hosted directly on its site over content that links out to another website. For blog posts, you can state in the post that it was originally posted on your website with a link or include a short snippet of the article that links to the full version on your site.

Since Instagram regularly changes the way posts interact with its algorithm, it can be difficult to predict if your posts will generate significant engagement. One way to make sure that you stay in front of your followers on Instagram is to post Stories consistently.

Instagram Stories are chronological. Every time you post a story, your followers see your account at the top of their feed and know that you have a new story up. You can use Stories to bring attention to what youre posting on your newsfeed to make sure people see it. If you have more than 10,000 followers, then youll also be able to include links within your stories. You can use these links to drive traffic to blog posts, your website, or any other web page you want to share.

While you might not have time to create original content on yet another platform, IGTV is a great way to reuse your existing videos and redistribute them on a new platform. If you find yourself creating lengthy IG Stories for your brand then you might benefit from creating longer-form versions of your Stories for IGTV. Content types that work well on IGTV include tutorials, listicles and behind the scenes videos.

Buzzfeed is a great example of a company who has capitalized on IGTV. They regularly create engaging content that complements their Instagram posts as well as the content they post on their website.

Conclusion

Social media is constantly changing. Were seeing new updates and trends emerging every year, causing marketers to have to shift their strategies to keep up. Whether you have a huge social media following or are just getting started, use these tips to craft your social media marketing strategy. They can help put you ahead of your competitors and grow your audience in a way that adds value to them and your industry as a whole.

What are some social media tips and tricks that you use to grow your brand? Try out our 30-day social media plan template to boost your strategy immediately.

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Social Media Marketing Tips For Every Platform | Sprout Social

Social media marketing by tobacco and bidi companies, a growing public health concern – United News of India

Patna, Nov 26 ( UNI) Tobacco industries were using social media platforms and were selling their products online which has emerged as a major public health concern.

School of percentage oncology chairman Dr Dhirendra Narayan referring to a recent study Selling Death on Social Media: How Bidis Are Reaching Consumers Online conducted by global public health organisation Vital Strategies said that out of 344 instances of bidi marketing on social media between December 2020 and August 2021, in 79% of instances, bidi products were being directly marketed with clear images of the product.

Dr Sinha said that nearly a quarter (24%) of bidi marketing on social media used messaging depicting bidis as part of an aspirational, fun or luxurious lifestyle.

One-fifth (20%) of bidi marketing on social media used messages related to a community celebration, such as birthdays of famous figures and religious festivals including Holi and Eidlikely as an attempt to normalise the use of tobacco during holidays and connect it with family and community.

The products were often marketed indirectly through more clandestine ways to circumvent current advertising regulations, he quipped.

MORE UNI RS RN

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Social media marketing by tobacco and bidi companies, a growing public health concern - United News of India

Ryan Garson Disrupts Traditional Real Estate Selling $300 Million and Shares Out of the Box Marketing Strategies in New Book The Very Social Broker -…

NEW YORK, Nov. 23, 2021 /PRNewswire/ --Ryan Garson, entrepreneur, real estate agent, & social media expert, shares social media secrets and strategies to help any real estate business explode in his new book The Very Social Broker, available for download on Amazon. Ryan's book intertwines his social media expertise and real estate knowledge to provide the best techniques to leverage social media to grow a real estate business, encouraging readers to toss out traditional marketing tools for extraordinary results.

"If you're a real estate broker not using social media to market yourself, you're leaving money on the table," says Ryan Garson. "72% of Americans are active on social media, and we need to take advantage of that. Mass media isn't working anymore, and social media users will hire you to buy and sell propertyif you get yourself in front of them."

As the CEO of social media agency Very Social and the leader of a highly successful real estate team for Compass Inc., Ryan's entrepreneurial spirit has driven him to perfect the art of engaging with his target audience and realizing the best ways to reach consumers. While Ryan employs social media as a real estate broker, he emphasizes that social media marketing should be applied to any business plan to grow a brand and reach the target market. Ryan guides readers through his unique marketing strategies to get explosive results in his new book, The Very Social Broker.

Some helpful tips readers will learn:

"One of the best things about the social media marketing landscape is that success is no longer based on how deep your pockets areit's about how well you use your social media presence to build credibility and relationships with potential customers. Social media marketing worksI'm living proofand I want others to share in my success," says Garson.

About Ryan Garson

Ryan is an entrepreneur and one of New York's top real estate brokers. Having learned the power of social media marketing early in his career, Ryan is known for his out-of-the-box approach to marketing. With the enthusiasm and innovative techniques, he brings to real estate, Ryan is a sought-after broker in the industry. Ryan is also the Co-Founder and CEO of social media marketing company Very Social NYC that helps entrepreneurs amplify their bands nationwide, serves on the Board of NYC's Garment District, is one of the founding members of the Anti-Defamation League's NY Next Generation Real Estate Group, and is on the Executive Board of the 14th Street YMCA.

For more information visit http://www.garsonteam.com, Amazon, IG and Linkedin.

Media Contact:Jacqueline Peake[emailprotected]646-964-4446

SOURCE Ryan Garson

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Ryan Garson Disrupts Traditional Real Estate Selling $300 Million and Shares Out of the Box Marketing Strategies in New Book The Very Social Broker -...