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Online Presence: Developing your online presence

Online Presence: Developing your online presence



'Strategies for online presence' presentation given for the 'Developing your online presence' workshop provided by ITLP, IT Services, University of Oxford.

'Strategies for online presence' presentation given for the 'Developing your online presence' workshop provided by ITLP, IT Services, University of Oxford.



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  • IN OP 1 we introduced a set of questions to help you think about how you want to present yourself online and what you want to achieve from your online presence. We also introduced a set of tools that you could develop your OP with – and you may have started a Twitter account, or blog….etc. Today I ’m going to present you with a strategy for reviewing the presence you have and developing it further, looking at not online your online presence but your social online presence.
  • Amist this sea of data how do you find that twitter conversation that may lead to three new student applicants or that new research paper, that LinkedIn group that inspires a new conference, or that blog post that could damage your reputation? social listening. Before jumping into posting your content on social media. Monitor the community you seek to engage with- what are they like, what are they saying, where do they spend their time. If people are saying something about your work, your organisation you want to be in that conversation. Find key influences and advokates who can amplify what you are saying – why spend time on a blog when the most passionate advokates are on Twitter or Discussion Forums. lead to a deeper understanding of the audience for your own messages/ When it comes to choosing what social media you should use, you have too many choices. Choose one as your basic platform and grow from this.
  • Ask your community directly. Ask your faculty. Consult your keywords in web analytics, monitor your community Plan for content creation
  • An approach called altmetrics (alternative metrics) aims to measure web driven scholary interactions – e.g. how often research is tweeted, blogged about or bookmarked. Do more tweets mean high citations? You can set goals in analytics and you can measure which social media channel shelp you deliver your goals If you are looking for impact you are ooking to meaure whether something you are doing is becoming an influencer – in academic circles this means citations, How do you measure the effectiveness of social conversations and relationships? Your potential reach includes everyone who is sharing your content, plus everyone in their networks. For example, If you have 10,000 fans and followers, and together they have 200,000 followers, then you have a potential reach of 210,000.
  • If timely communication, engagement, relationships and conversation are considered of value to academic activities then, if used effectively, platforms such as Twitter can have a marked impact. With so many benefits and possibilities of social media listening and engagement, it ’s easy to get overwhelmed or lose focus. Don’t worry about having a presence on every social channel or trying to tackle every content type at once. Only take on what you and your team can manage, and allow for expansions as you become more efficient.
  • Scientists should be able to see which recent papers their peers think are interesting Authors should be able to quantify the attention their articles are receiving Publishers should be able to show authors and readers the conversations happening around their content Editors should be able to quickly identify commentary where a response is required

Online Presence: Developing your online presence Online Presence: Developing your online presence Presentation Transcript

  • Strategies for Online PresenceMoving forwardsOnline Presence: Developing your presenceITLP: http://courses.it.ox.ac.uk/detail/TWODKate Lindsay | @ktdigital
  • What do you want to do? I want to raise the profile of my research I want to know more about what’s going on in my field I want to get feedback on my ideas I want to be part of a community I want to build a community I want to get a job / funding
  • What do you want to do? Know your objectives and make them measurable Increase web traffic by… Increase citations by… Increase downloads by… Increase connections by… Increase invitations by…
  • Who do you want to engage with?Choose your audience, discover your community Monitor your community Look for keywords, advocates, and influencers Craft your content to your audience and make it shareable.
  • What do I want to share? Content is king Choose themes and topics Select media types Re-post and comment on others content Make it shareable. Create a content calendar Map content to existing publicity
  • Is my online presence supporting my objectives?Review your tools, critique your presence
  • What challenges am I facing? Takes up too much time Difficult to keep track of different profiles Negative responses Not enough buy in from Department Difficult to tell if it’s working….
  • Top Tips for Time Management Build traction by targeting your chosen audiences and commenting on their content Keep one profile and keep it up-to-date. Post regularly (but do not overload) or post for impact (e.g. guest blog post, join a Twitter chat, a LinkedIn group)
  • Top Tips for Time ManagementSpread your time evenlyConsider ‘opening hours’Post at key times (e.g. between 10-3pm).If you have multiple platforms use an aggregator e.g.Hootsuite, TweetDeck
  • Responding to negativecomments
  • Where next? Expand content types Expand platforms Cross link
  • How am I doing?Measure your impact Revisit your objectives Keep an impact file Collect analytics and social media metrics  Google Analytics  Google URL Builder  Social Media Channel Trackers  Hootsuite  Crowdbooster  Seesmic  Twentyfeet
  • Culture24: Measure your impactonlinehttp://weareculture24.org.uk/projects/action-research/how-to-evaluate-success-online/
  • Altmetric: http://www.altmetric.com/
  • Benefit Value Impact Model by Simon Tannerhttp://www.kdcs.kcl.ac.uk/innovation/impact.html