TICHR Social Media Workshop, Nov 9, 2013


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

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TICHR Social Media Workshop, Nov 9, 2013

  1. 1. Social Media for Research David Phipps, PhD, MBA, Executive Director Research & Innovation Services York University @researchimpact
  2. 2. Knowledge Mobilization Translation community community HOW Knowledge Mobilization collaboration Social Innovation WHAT campus campus Knowledge mobilization helps make research useful to society 2
  3. 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/ 3
  4. 4. Everyone is on social media (aren’t they?) 4
  5. 5. Because something happens 2500 2000 1500 1000 500 "Today's ResarchSnapshot" 0 5
  6. 6. Agenda • What is Social Media? • Overview of Select Tools • Developing a Social Media Strategy • Social Media and Grant Proposals 6
  7. 7. What is social media? 7
  8. 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/ 8
  9. 9. Social Media: Web 1.0 vs. Web 2.0 http://www.sizlopedia.com/2007/08/18/web-10-vs-web-20-the-visualdifference/ 9
  10. 10. Social Media is like learning to swim 10
  11. 11. Overview of *select* tools 11
  12. 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 12
  13. 13. Blogging– Mobilize This! 13
  14. 14. Blogging- ASD Mental Health CIHR Chair 14
  15. 15. Blogging– Homeless Hub 15
  16. 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 16
  17. 17. Twitter is like a cocktail party 17
  18. 18. Twitter- PREVNet 18
  19. 19. Twitter- Homeless Hub 19
  20. 20. Twitter- Roger Keil 20
  21. 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 21
  22. 22. 22
  23. 23. Facebook- PREVNet 23
  24. 24. Facebook- Mobilizing Minds 24
  25. 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 25
  26. 26. LinkedIn- Laurier Research Services 26
  27. 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 27
  28. 28. YouTube 28
  29. 29. Pinterest- University of Virginia 29
  30. 30. SlideShare- KMb Unit at York 30
  31. 31. Developing a social media strategy 31
  32. 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 32
  33. 33. Social Media Landscape 33
  34. 34. Social Media Strategy Building Need to consider: • Team • Primary Goals • Audiences • Current Conversation • Selecting Tools • Content • Measuring Success • Name and Design • Evaluation 34
  35. 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? 35
  36. 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 36
  37. 37. Selecting Social Media Tools Storytelling Resource Sharing Disseminating Networking Research Blogging    Twitter     Facebook     Pinterest    LinkedIn  YouTube  Flickr  SlideShare   37
  38. 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 38
  39. 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. 39
  40. 40. 40
  41. 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 41
  42. 42. Remember - Twitter is like a cocktail party 42
  43. 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 43
  44. 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 44
  45. 45. Hands on Exercise Working in pairs again, complete Sections 4 and 5 and 6 Storytelling Resource Sharing Disseminating Networking Research Blogging    Twitter     Facebook     Pinterest    LinkedIn  YouTube  Flickr  SlideShare   45
  46. 46. 46
  47. 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 47
  48. 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 48
  49. 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 49
  50. 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 50
  51. 51. Hands On Exercise - homework Complete Sections 7-9 of the worksheet. 51
  52. 52. Grant proposals 52
  53. 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?) 53
  54. 54. Resources 54
  55. 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 55
  56. 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 56
  57. 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 57
  58. 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 58
  59. 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 59
  60. 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