Social media for research impact

1knowledgeexchangeIncreasing impact through

2Social MediaFor Research Impact

What is social media?“A group of internet-based applications that buildon the ideological and technological foundationsof Web 2.0, which allows the creation andexchange of user-generated content”Kaplan AM, Haenlein M (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53: 59–68

What is social media?Put simply:Developing conversationsthrough digital media

Research impact“The demonstrable contribution thatexcellent research makes to societyand the economy”(HEFCE)

For your research to have impact, people haveto engage with, and act upon itPeople learn best from other people like them,who they trust

dialogue > engage > learn > apply

SocialLearning

changein understanding

beyond the individual

by socialinteraction

SLWhat is sociallearning (SL)?Reed MS, Evely AC, Cundill G, Fazey I, Glass J, Laing A, Newig J, Parrish B, Prell C, Raymond C,Stringer LC (2010) What is social learning? Ecology & Society 15 (4): r1. [online]A change in understandingThat goes beyond theindividual to become situated in social groupsVia social interaction

The promise of social media...Transformative ideas, attitudes andbehaviours that diffuse rapidly throughpeer-to-peer networks to affect sociallearning & change across spatial scalesHype...or reality?

Arab Spring

Through social media new knowledge can“go viral” in seconds...

> 1 hour before Obama’snews conference, KeithUrbahn (Chief of Staff toDonald Rumsfeld, justover 1000 followers)tweeted the newsRe-posted 80 times infirst minute, over 300times within twominutes

Then picked up by NYTimes reporter, Brian Stelter (>50K followers)

• By the time Obama addressed the nation at 23.30 EST,the news was being mentioned on Twitter 30,000times per minute• A number of others guessed the news earlier and wereignored – impact is about credibility of source as muchas it about connectednesshttp://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single

Fake…Wiped >$120B off stockmarket before correctedWrong…

21But weuse itmore and more…

A 2004 study showed that up to77% of conservation managementactions are based solely onanecdotal evidence rather thanscientific data22Sutherland, W.J., Pullin, A.S., Dolman, P.M. & Knight, T.M. (2004) The need for evidence-based conservation. Trends in Ecology and Evolution, 19, 305–308.

75% of Internet surfers use„„Social Media‟‟ as an informationsource23Forrester Research (2008)

Decision-makers have access tosocial mediaWe have access tothe latest research25

 Tweets I sent from a recent conferencereached an audience of 21,000 Another tweet we sent reached >40,000 My last open access article reached anaudience of 7,000 via Twitter & was blogged This presentation has been tweeted 72times and viewed 3,904 times since 1stversion went online in 2011 Handout viewed >12,000 times onScribd

3 wayssocial mediacan enhance your research impact27

128Build stronger, widerprofessional networks

229Extend the reach of your workMore peopleDifferent peopleMedia

330Do better, more relevant researchLatest research findingsLatest funding opportunitiesFeedback from potential research usersBetter Pathways to Impact statements

Case Study31

building your strategy...

People learn best from other people – usually thosewho are like them and they can trust

MavenConnectorSalesperson

ACTIONABLEENGAGEMENTOUTPUT REQUIRESVIRALITYREWARDRECOGNITIONINFLUENCEDo Share GainResultsElements of a “Classic” Social Media Campaign

What output are you trying to increase?What action would support (increase) that?What would be a creative activity involving thataction?What is a way to take that activity and make it viral?What do they gain?

“PUVV”the basic design principles that grab people’s attentionPersonalUnexpectedVisualVisceral

Share + Do:Greenpeace: ‘Dove Onslaught(er)’

Share + Do + Gain:‘Sustainable Learning’39

Gain…42

Developing a social media plan:CentralActivityVideos, Words, PicturesSpread the worddailyHome portalSocial NetworksBlogsMessaged boardsForumsSocial bookmarkersContent sharing sites: YouTube, FlickretcEmails1. Organize your content arounda central activity, like an eventand/or contest2. Spread the word about yourcentral activity every dayusing selected social mediaplatforms: start conversations, makecomments, send messages, sharelinks, photos, videos, ask your community to invitetheir friends3. Weave your platformstogether

building your strategy...

Mark ReedMark.Reed@bcu.ac.ukTwitter: @lecmsr, @reluuplands, @sustainlearningThanks to Anna Evely @AnnaEvely annaevely.comhttp://www.scribd.com/doc/60642119/Top-Twitter-Tips-for-Academics

http://adventuresincareerdevelopment.posterous.com	528
http://www.markreed.webeden.co.uk	336
http://sustainable-learning.org	230
http://www.scoop.it	103
https://twitter.com	18
http://adventuresincareerdevelopment.wordpress.com	9
http://paper.li	9
http://markreed.webeden.co.uk	5
http://twitter.com	3
http://a0.twimg.com	2
http://posterous.com	1
https://twimg0-a.akamaihd.net	1
http://adventuresincareerdevelopment.p	1
https://si0.twimg.com	1

Social media for research impact

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