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Maximizing the Use of Social Media and Technology at AIRI Institutes

Maximizing the Use of Social Media and Technology at AIRI Institutes



Presentation about the use of social technology for scientific research institutions. ...

Presentation about the use of social technology for scientific research institutions.

Delivered October 2011 at the Annual Meeting of the Association of Independent Research Institutes (AIRI).



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    Maximizing the Use of Social Media and Technology at AIRI Institutes Maximizing the Use of Social Media and Technology at AIRI Institutes Presentation Transcript

    • Maximizing the Use of Social Media and Technology at AIRI Institutes
      Wednesday, October 5, 2011
    • A few questions…
    • Which do you recognize?
    • Does your organization…
      Encourage web visitors to share site content via social networks?
      Push consistent messaging out via social media channels?
      Monitor conversations in social media about your organization/mission?
      Encourage web visitors to “like” you on Facebook?
      Maintain an organization campaign presence on major social media sites?
    • Does your organization…
      -- Edge Research & Convio, 2011
    • Do you know…
      What percentage of adult internet users use social networking sites like Facebook & LinkedIn?
      A: 25%
      B: 45%
      C: 65%
       Correct Answer
      “Fully 65% of adult internet users now say they use a social networking site like MySpace, Facebook or LinkedIn, up from 61% one year ago. The frequency of social networking site usage among young adult internet users under age 30 was stable over the last year – 61% of online Americans in that age cohort now use social networking sites on a typical day, compared with 60% one year ago. However, among the Boomer-aged segment of internet users ages 50-64, social networking site usage on a typical day grew a significant 60% (from 20% to 32%).”
      -- Pew Internet, August 2011
    • Which is bigger…
      The number of Facebook users…
      Or the population of the U.S.?
      U.S. Population: 312 Million
      Facebook active users: 750 Million
    • Does your organization…
      Use hashtags?
      Do you know what a hashtag is?
    • Facebook
    • How does Facebook work?
      Profiles, Groups, Pages, oh my!
      Wall, Posting
      Photos & Video
      Likes & Comments
      Custom URLs
      Profile Picture
      Apps & plug-ins
      750 million active users
    • For example:
    • Five Key Tips:
      Be a constant presence – 15 minutes every morning?
      Be “real.” Set your goal to create community. Program expansion and/or fundraising may follow.
      Allow community members to comment… and then respond to them!
      Invite people to “like” you. Invite them to “share” content.
      Use Facebook’s tools.
    • twitter
    • How does Twitter work?
      Microblogging – 140 characters
      Retweets, Favorites
      Short URLs
      Private messages
      Klout score
      1 billion tweets each week
    • For example:
    • For example:
    • Five Key Tips:
      Be a constant presence.
      Use and track bit.ly’s.
      Research hashtag trends, and use them.
      Deliver content people will want to tweet & retweet.
      Follow other users – especially users with high Klout scores (www.klout.com) – and retweet them. They may return the favor.
    • linkedin
    • How does LinkedIn work?
      Professional network
      Job posting, searching, networking
      Profile views
      Account levels
      100 million professionals
    • For example:
    • For example:
    • For example:
    • For example:
    • Five Key Tips:
      Encourage all current & past staff/alumni to use your official “Company” in their profile.
      Openly invite people to “follow” the “Company.”
      Create a “Group” for staff, students, alumni, etc. Enable open discussions.
      Research qualified staff candidates… and find volunteers, speakers, donors, etc.
      Be selective in what you share.
    • Other tools to consider
    • YouTube – youtube.com
      SlideShare – slideshare.net
      Google+ – plus.google.com
      Quora – quora.com
      Other tools to consider:
    • Internal tools
    • Intranet
      Protected, staff-only internal website
      Single (or limited) publisher/s of information
      Easily accessible (not tech-heavy)
      Branded to organization
      Fully customizable to your needs
      Share confidential information
      Requires time and money for tech & content development
      Not interactive
    • Intranet
    • Intranet
    • Wikis
      Collaborative workspace that promotes sharing
      Quick, convenient exchange of ideas
      Trackable changes
      Transparency among users
      Historic record of resources and protocol
      Can be less intuitive for non-tech-savvy users
      Navigation can become cumbersome
      If not heavily used, may not be worthwhile
    • Wikis
    • Wikis
    • Forums
      Community allowing people to post and discuss
      Easily moderated
      Allows you to trade opinions and expertise
      Encourages interaction & discussion
      Limited navigation ability
      Relies on community for content
      Requires large user base
    • Forums
    • Document management/editing
      Groupware platforms
      Instant Messengers
      Other tools to consider:
    • Fears and concerns
    • Science-specific Concerns
      Scientists may fear talking publicly about proprietary data and “getting scooped.”
      What to do?
      • “Open notebook science”
      • Social media before vs. after publishing data
      • This is not unlike scientific publication... Peer review and citations are very similar to interactions on Twitter, Blogs, Digg’ed, etc.
      -- Neurobiology postdoctoral student, Retrospectra Blog, 2011
    • What could go wrong?
      …but anything can be made positive!
      “Upon owning up to their mistake, the Red Cross got several donations from people who thought the mixed-up tweet was understandable, and they even got some PR from the brewery mentioned in the offending tweet.
      So, take a lesson from the Red Cross: if you make a mistake on Twitter, own up to it. It’s fine if you want to delete an inappropriate tweet, but if you acknowledge that you deleted it, you’ll show your community that you’re trustworthy, and, most importantly, that you’re just human.”
      -- Media Bistro
    • It’s a wild world out there…
      But it’s not going away anytime soon… So you might as well get on board.
    • Final thoughts
    • Simple rules can be the hardest
      KISS Principle – “Keep it simple, stupid.”
      Be open and honest… be “real”
      Be a constant presence
      Create community
      Release control
    • Thank you!
      Julie Ziff Sint
      Senior Account Executive
      Paul Habig
      Executive Vice President