Social Media workshop for Telethon Institute for Child Health Research, Perth, Australia, November 9, 2013

1. Social Media for Research
David Phipps, PhD, MBA, Executive Director
Research & Innovation Services
York University
@researchimpact

2. Knowledge Mobilization Translation
community
community
HOW
Knowledge Mobilization
collaboration
Social Innovation
WHAT
campus
campus
Knowledge mobilization helps
make research useful to society
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3. Why Use Social Media?
• Disseminate knowledge and
research in an iterative and
interactive way
• Build communities for
partnerships, collaboration and
sharing
• Get academic research into the
hands of people who can use it
Image adapted from http://webbiquity.com/social-media-marketing/the-four-cs-of-social-media-marketing/
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4. Everyone is on social media (aren’t they?)
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5. Because something happens
2500
2000
1500
1000
500
"Today's ResarchSnapshot"
0
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6. Agenda
• What is Social Media?
• Overview of Select Tools
• Developing a Social Media Strategy
• Social Media and Grant Proposals
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7. What is social media?
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8. Social Media- Some Definitions
•
“A group of Internet based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and exchange
of user-generated content”
•
“Includes web-based and mobile technologies used to turn communication into
interactive dialogue”
•
“Online communications in which individuals shift fluidly and flexibly between
the role of audience and author. To do this, they use social software that
enables anyone without knowledge of coding, to post, comment on, share or
mash up content and to form communities around shared interests.”
Kaplan, A. M., & Haenlein, M. (2010).Users of the world, unite! The challenges and opportunities of social media. Business
Horizons,53(1), 59-68
Social media. (n.d.). In Wikipedia. Retrieved January 10, 2012, from http://en.wikipedia.org/wiki/Social_media
Thornley, J. (2008, April 8). What is “social media?”. Retrieved January 10, 2012 from ProPR blog http://propr.ca/2008/what-issocial-media/
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9. Social Media: Web 1.0 vs. Web 2.0
http://www.sizlopedia.com/2007/08/18/web-10-vs-web-20-the-visualdifference/
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10. Social Media is like learning to swim
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11. Overview of *select* tools
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12. Blogging
• Allows you to share stories and information with
wider audience
• Way to promote research results, services, events
and activities
• Information you would put into a newsletter can go
into a blog
• Often a good way to get started using social media
• You don’t often get a lot of conversation with blogsit is more of a push type of communication
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13. Blogging– Mobilize This!
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14. Blogging- ASD Mental Health CIHR Chair
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15. Blogging– Homeless Hub
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16. Twitter
• Send out short (140 character) messages called tweets
• Allows you to share updates, opinions, resources and
information with followers
• Good way to connect with other people with shared interests
and build communities of practice
• Aim for at least one tweet a day
• Be sure to retweet other people’s tweets- it’s all about
sharing!
• Try to include a link to something in your tweets
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17. Twitter is like a cocktail party
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18. Twitter- PREVNet
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19. Twitter- Homeless Hub
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20. Twitter- Roger Keil
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21. Facebook
• A fan page allows you to share updates, links, resources and
have discussions
• People can follow your updates and activities and post
questions or comments on your wall
• Includes facebook Insights which gives you some analytics
so you can see who is visiting your page
• Set up a vanity URL www.facebook.com/projectnamehere
• Set up a fan page and post updates there to keep it separate
from your personal facebook page
• If you decide to set up a facebook page, you need to post
daily and monitor for any comments
• If you are concerned about inappropriate comments, it is fine
to develop a policy that states that you will remove such
comments- post this on your About page
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22. 22

23. Facebook- PREVNet
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24. Facebook- Mobilizing Minds
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25. LinkedIn
• Acts as an online resume or CV
• Allows you to connect with colleagues and
others in your field
• You can add your publications or projects to
your profile
• Good way to stay connected to people you
meet at conferences
• LinkedIn Groups are another way to
connect to others with similar interests
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26. LinkedIn- Laurier Research Services
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27. YouTube
• Videos are a great way to tell a research story
• Viewers are able to put a face to research
• You can create a channel for all of your
videos, as well as other favourited videos
• You can embed videos from YouTube onto
your blog or website easily
• Videos should not be longer than 3 minutes
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28. YouTube
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29. Pinterest- University of Virginia
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30. SlideShare- KMb Unit at York
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31. Developing a social media strategy
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32. Why Develop a Social Media Strategy?
Helps you:
• Avoid “shiny object” syndrome
• Plan in a thoughtful and strategic way
• Carefully consider what you will do before investing
time and resources
• Plan content and a schedule for releasing content
• Identify who will work on what when working in a
group setting
• Manage expectations
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33. Social Media Landscape
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34. Social Media Strategy Building
Need to consider:
• Team
• Primary Goals
• Audiences
• Current Conversation
• Selecting Tools
• Content
• Measuring Success
• Name and Design
• Evaluation
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35. Team – who is going to do this?
• If you are working in a group setting, put together a
team of people to work on social media
• Identify the person or persons who will have primary
responsibility for populating, maintaining and
monitoring your site
• Ensure they have the time and enthusiasm to devote
to this project. List the team members
• Is this you?
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36. Primary Goals
• What are you hoping to accomplish?
• Define your goal(s) for your social media presence
• Are you trying to communicate research results, find
partners to collaborate with, generally promote your
work?
• Keep in mind that you may want to do all of these
and may need to select a collection of tools
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37. Selecting Social Media Tools
Storytelling
Resource
Sharing
Disseminating Networking
Research
Blogging
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Twitter
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Facebook
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Pinterest
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LinkedIn
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YouTube
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Flickr
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SlideShare
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38. Audiences
• Who do you hope to reach?
• Identifying your audiences will help you tailor your
content and also choose the right tool
• List your primary audiences
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39. Hands On Exercise
Thinking of your work or project, work in pairs
and complete Sections 1-3 of the Developing a
Social Media Strategy Worksheet.
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40. 40

41. Current Conversation
• This is when the listening begins. Survey the social
media landscape for the “thought leaders” in your
field
• What are people already saying? Who is saying it?
What tools are they using?
• List the topics, people and sites that are leading the
conversations that are relevant to you
• This will help decide which tools to use and the type
of content to present
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42. Remember - Twitter is like a cocktail party
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43. • Now that you know your goals, audience and where
the current conversation is happening, you can start
thinking about which tools to use
Selecting Specific Tools
• At the beginning, it may be best to just pick a few
tools and concentrate on doing them well but you can
plan to add new ones in the future – pick the tools
your audience is already using
• Map out which tools you will use now and which you
will work towards using
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44. Content
• What content will you share?
• Identify the content you already have to share, as
well as the content you plan to develop
• Is it primarily news updates, research developments,
or networking information? Photographs? Video?
• List the content you will be sharing via social media
• Also think about how often you will post content
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45. Hands on Exercise
Working in pairs again, complete Sections
4 and 5 and 6
Storytelling
Resource
Sharing
Disseminating Networking
Research
Blogging

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
Twitter
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Facebook




Pinterest
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LinkedIn
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YouTube
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Flickr
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SlideShare
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46. 46

47. Measuring Success
• Determine how you will measure the success, or lack
of success, of your various social media tools
• Possible ways to measure include:
– Increased traffic to your website
– Better communication with prospective partners
– A new network of colleagues
– You can also count but remember that
engagement is more than just numbers
• List how you plan to measure each tool’s success,
and what you’ll use to track that success
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48. Measuring Success
Tools you can use for tracking:
• Wordpress has built in analytics
• If you use twitter, you can use:
– TweetCounter, TweetStats or Klout to track
followers
– HootSuite also provides analytics
• Facebook has its Insights analytics
• If you pay for a professional account, you usually get
access to improved analytics and many tools offer a
discount to educational institutions like universities,
for example SlideShare
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49. Name and Design
• Identify a simple and descriptive name for your profile
that clearly identifies your affiliation with your
university, research project or organization
• Do you already have a logo you can use? If not, do
you have a photo you can use as your logo?
• Try to use the same logo, photos and colour scheme
across all of your tools
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50. Evaluation
• How will you know you are being successful?
• Set a timeline for when you will conduct an evaluation of your
tool’s success with your social media team members
• Consider:
– What’s working?
– What’s not working?
– Do we need to change anything?
– Are there any new tools we could be using?
• Ongoing evaluation should also be part of your strategy.
Define your timeline
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51. Hands On Exercise - homework
Complete
Sections 7-9 of the worksheet.
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52. Grant proposals
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53. Grant proposals
Things to keep in mind:
• Reserve research project naming rights on social media
• Develop a social media strategy before you start the research
project
– Stakeholders
– Social media channels stakeholders already use
– Blog instead of a newsletter
• Allocate money for developing videos, purchasing pro
accounts
• Make it someone’s job
• Social media strategy should support the knowledge
mobilization plan which should support the outcomes
statement and benefit to Canada (Australia?)
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54. Resources
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55. Resources
General Social Media
Bit.ly http://bit.ly
• URL shortener that lets you track who clicked on your links and creates a
QR code for your shortened link that you can add to print materials
Cambridge Community Television www.slideshare.net/cctvcambridge
• Good presentations on how to develop a social media strategy
The Conversation Prism www.theconversationprism.com
• Visual of many social media tools for various purposes
NameChk http://namechk.com/
• Let’s you see if your username is available on social networking sites
Nonprofit Social Network Benchmark Report 2012
http://nonprofitsocialnetworksurvey.com/index.php
• Report that summarizes how nonprofit organizations are using social
media and the top factors for success
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56. Resources
General Social Media
Online Database of Social Media Policies
http://socialmediagovernance.com/policies.php
• Links to over 175 social media policies and guidelines in use by various
organizations, including many universities
SlideShare www.slideshare.net
• Post your presentations online and allows you to embed them on your
website
Vanderbilt University Social Media Handbook
http://web.vanderbilt.edu/resources/social-media-handbook/
• Very good resources on how to create a social media strategy and how to
start using various tools
York University Social Media Guidelines
http://www.yorku.ca/yorkweb/standards/documents/yu-social-mediastandards_may2012_r3.pdf
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57. Resources
Facebook
HOW TO: Set up a facebook Page http://mashable.com/2011/05/22/how-tofacebook-page/
• Includes step by step instructions to set up a fan page
Twitter
10 Ways Researchers Can Use Twitter
http://www.networkedresearcher.co.uk/2011/08/03/10-ways-researcherscan-use-twitter/
Introduction to Social Media Measurement with HootSuite
http://www.slideshare.net/hootsuite/introduction-to-social-mediameasurement-with-hootsuite-7919595
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58. Resources
Twitter
LSE Guide to Using twitter in University Research, Teaching and Impact
Activites http://blogs.lse.ac.uk/impactofsocialsciences/2011/09/29/twitterguide
TweetBackup http://tweetbackup.com
• Twitter doesn’t archive tweets but you can backup your tweets and export
them to Excel with this tool
TweetChat http://tweetchat.com/
• Allows you to have a tweetup, a kind of twitter “conference call”, using
hashtags. This tool with show only conversations with your chosen
hashtag
TweetStats http://tweetstats.com
• Show some statistics and analytics on your tweets. Also can create a word
cloud of all the words you tweet
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59. Resources
Twitter
Twuffer http://twuffer.com/
• Allows to you schedule in tweets for a later time. Good to use if you are
going to be away or plan to tweet daily about a resource, eg.
ResearchSnapshots
Twitter Help Center http://support.twitter.com/
• Articles to get you started, as well as information about solving common
problems and how to report a violation
Using Twitter for Research https://www.martineve.com/2011/05/23/usingtwitter-for-research/
• A Prezi presentation outlining ways to use twitter aimed at researchers
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60. David Phipps, Executive Director
Research & Innovation Services
dphipps@yorku.ca @researchimpact
Website
www.researchimpact.ca
SlideShare
www.slideshare.net/KMbYork
Twitter
twitter.com/KMbYork
twitter.com/researchimpact
YouTube
www.slideshare.net/KMbYork
Mobilize This! Blog
researchimpact.wordpress.com
O3 Space
researchimpact.othree.ca
Delicious
delicious.com/researchimpact