Using Social Media to Promote 'Good News'


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Slides for a talk on "Using Social Media to Promote 'Good News'" given by Brian Kelly, UKOLN at a media conference for the Arts and Humanities Research Council (AHRC) held at Queen Mary, University of London, London on 17 April 2012.


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Using Social Media to Promote 'Good News'

  1. 1. Twitter: #ahrcmedia Using Social Media to Promote ‘Good News’ About your research activities, your organisation, your events, … Brian Kelly Acceptable Use Policy Innovation Support Centre Recording this talk, taking photos, UKOLN having discussions using Twitter, etc. University of Bath is encouraged - but try to keep distractions to others minimised. Bath, UK Web: Blog: Twitter: @briankelly Personal/professional @ukwebfocus Automated announcements of new posts UKOLN is supported by: This work is licensed under a Creative Commons Attribution 2.0 licence (but note caveat)
  2. 2. Idea from Cameron NeylonYou are free to: copy, share, adapt, or re-mix; photograph, film, or broadcast; blog, live-blog, or post video ofthis presentation provided that: You attribute the work to its author and respect the rights and licences associated with its components. Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero. Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at:2
  3. 3. Introduction About Me Brian Kelly: • UK Web Focus: national advisory post to UK HEIs • Long-standing Web evangelist • Based at UKOLN at the University of Bath • Prolific blogger (1,000+ posts since Nov 2006) • User of various devices to support professional (and social) activities • Prolific speaker (~380 talks from 1996-2011) • Part of UKOLN’s Innovation Support Centre UKOLN: • Supporting innovation across higher & further education3 • Funded by JISC
  4. 4. Introduction About You How many : • Have a blog? • Publish a work-related videos on, say YouTube? • Have a work-related Twitter account? How many: • Publish information on a web site? • Use email for work purposes? • Publish information in print format? Aim of talk: • To show why social media should form an essential part of an outreach strategy • To illustrate ways in which social media is used • To provide example of tools for evaluating success4
  5. 5. Search Engine Optimisation (SEO) Web sites Google (Bing, …) Real Databases world Summary of key approaches: • Apply various techniques to Web resources to make resources easier to find in Google, … Directories • Resources may include organisational Web suites, third party Web sites, databases, … • Resources may also include real world objects and ideas (i.e. your research ideas, your The invisible conferences, your organisation, …) researcher • Based on understanding of importance of Google to end users5
  6. 6. Beyond SEO The engaged researcher Web sites Social Web (Blogs, Facebook, Real Databases Slideshare, world Twitter, …) Directories Summary of key approaches: • Use of social networking services which people use of discuss your services • Services may include WordPress, Twitter, Facebook, Slideshare, … • No need to touch your Web sites (so useful if6 you can’t!)
  7. 7. It’s About The Individual! Focus of the Social Web has been the individual. Challenges: • ‘It’s my space’ • ‘Sustainability • Privacy • Editorial control • Branding • …7
  8. 8. I also write peer- reviewed papers and deposit them in Opus 63 items 60 full text8
  9. 9. Are They Popular? Most downloaded items in Opus since launch9
  10. 10. Reasons For Paper’s Popularity Possible reasons • Quality of paper • Quality of metadata • Provision of full-text, rather than just metadata • Importance of co-authors • Formats used (HTML as well as PDFs) • Role of social media • Other suggestions?10
  11. 11. Evidence How do we find out more? • Peak statistics for repository only available for 1 year But: • Blog post about availability in Opus published on 11 August 2009Conclusion: Blog post responsible for initial popularity11
  12. 12. Evidence How do we find out more? • Peak statistics for repository only available for 1 year But: • Blog post about availability in Opus published on 11 August 2009 Further investigation (of all my paper downloads) confirms large peak in August 2009Conclusion: Blog post responsible for initial popularity12
  13. 13. Beyond the Individual Paper Most downloaded papers from UKOLN staff 16 out of top 20 mine! Evidence of value of13 particular techniques?
  14. 14. SEO or SMO SEO: Helping Google find your papers through: • Writing style, document structure, … • In-bound links SMO: Helping other people find your papers through: • Viral marketing • Sharing on social media services SMO: Good for new papers, but not relevant for popular papers written from 2004-8 SEO: Document structure consistent. Difference appears to be significant nos. of in-bound links14
  15. 15. Third Party Services Significant use of third party services to link to Opus: • LinkedIn • Researchgate • • Mendeley15
  16. 16. Popular Elsewhere? Survey of Russell Group university use of services published on UK Web Focus blog on 5 March 2012 Conclusions • Popularity of LinkedIn & Academia established • Let’s encourage our researchers to include links to papers in IR16
  17. 17. Using the tools17
  18. 18. Also note link to this week’s featured paper Twitter helps develop writing skills 140 characters! 7. Use the W3C’s Mobile Web checking service. Compare the findings for your service with your peers as illustrated at expertise can help you to get your message across succinctly18
  19. 19. Tangential Aside “Heatmap: An F-shaped principle of how web-pages are read: two horizontal strips and one vertical. Using this principle weve suggested where your visitors eyes will first be directed to on the main page. This will help you to increase the sites traffic and raise profitability.” Do you draw people’s attention to: • New content • Terms and conditions • About the resources • Links to resources elsewhere (including social media presence) • Things you want to ’market’ • …19
  20. 20. Chris Sexton IT Services director at Sheffield University Social Web services, such as blog posts, tend20 to be embeddable in other web sites
  21. 21. 21 Tweets are also increasingly embedded
  22. 22. W4A Conference Web Site Tweets embedded in conference Web sites22
  23. 23. Twitter as Success Story What happens when you tweet an open access paper? Nov 2011 • Blog post on Melissa Terras’ blog on “Adventures in digital humanities & digital cultural heritage” • 500+ downloads in one week Is blogging and tweeting about research papers worth it? Mar 2012 “What next? From now on, I will definitely post anything I publish straight into our institutional repository, and blog and tweet it straight away”23
  24. 24. Twitter as Infrastructure Twitter seems to be becoming part of the dissemination & engagement infrastructure: • SpringerLink Mobile App lets you share ‘frictionlessly’ to Twitter & Facebook network (or on email) • CrowdoMeter is a “crowdsourcing project that tries to classify tweets about scholarly articles using the Citation Typing Ontology” Crowdometer is an example of an alt.metrics tool: “measuring impact in [a]24 diverse scholarly ecosystem”
  25. 25. Mobile as Infrastructure Importance of tools which are mobile-friendly • People (86% of non-random sample!) use mobile devices in bed for work purposes! • Growing importance of graphics in posts to provide distinctive personalised newspaper • Importance of having a distinctive Twitter avatar and not the egg (default avatar often used by porn stars & spammers)25
  26. 26. Text, Multimedia or Links? Which should be prioritised: • Well-written text? • Well-produced images / video? • Hypertext links & embeddable content? Image may be worth a thousand words, but embeddable content can be viewed by many eyeballs (even if content is flawed – e.g. timely posts). Reflections: • Editorial processes for content are well- understoodI can find embeddable • Picture / video production processescontent in many ways.The content can lead to are well-understoodnew discoveries • Need to prioritise use of links!26
  27. 27. Blogs and Two-Way Links A pingback can provide a form of a two-way link27
  28. 28. Importance of Wikipedia Wikipedia is very popular!This talk is partly about “frictionless sharing”, a term described in Wikipedia28
  29. 29. The article is easy-to-find (though beware of implications of personalised search – it won’t be no. 1 for everyone)29
  30. 30. My Greatest Impact This Year? Did someone influential cite the page? I created the Wikipedia entry for “frictionless sharing” on 14 Jan 2012. There have been 3,665 views since it was created.30
  31. 31. Links From Wikipedia There are two links from Wikipedia to University of Bath’s repository. Should we try and get more? Is this ethical?31 (Content should come from a NPOV)
  32. 32. Links to Bath Repository Should we analyse incoming links & be proactive in maximising number & quality of links?32
  33. 33. Best Practices There’s a need to understand (a) best practices and (b) your practices Social Bros used to analyse my Twitter account No URL (e.g. to blog) in No URL Twitter profile means: 3 2 • No way of finding out more • Difficult to decide 1 whether to follow • See “You Have 5 Seconds to Make an Impression!” how this bio led to award winning paper!33
  34. 34. Evidence of international reach Should time zones be considered when tweeting?34
  35. 35. My Twitter community: • Normally tweets daily • Normally tweets up to five times per day Regular tweeting helps to build and sustain your community35
  36. 36. Majority of my Twitter community follow: • 100-500 Me: 2,852 • 500-1,000 • 1,000-5,000 People who try our Twitter but admit they @LadyGaga: 22.7M “don’t get it” may: • Not have reached critical mass • Have not used clients which Me: 988 provide means of filtering36
  37. 37. Further Evidence Many social media analytics services are available •Are you familiar with URLs & use of + •Sign in to to view your stats37
  38. 38. Case Study 90 second video clip with 178 words Paper on “A Challenge to Web Accessibility Metrics and Guidelines: Putting People and Processes First” delivered at W4A 2012 conference on 16 April Co-authors agreed on: • Importance of raising visibility of our work • Need to disseminate across our networks • Value of tools such as blogs, Twitter and YouTube38
  39. 39. Beyond Text and Links Might embeddable cartoons have a role to play? Note this gives a summary of this talk 35 words 46 words39
  40. 40. Beyond Text and Links 37 words 44 words Cartoons created (in ~30 minutes) using Pixton40
  41. 41. Context is King! Social Web: • Initial focus on use of popular services by individuals • Of relevance to organisations – but need to beware of risks e.g. lack of authenticity; failed approaches to marketing; etc. What percentage of respondents agreed that “The NHS should allow gipsies to jump the queue?”41
  42. 42. Conclusions • We know about traditional approaches to marketing research (although not always implemented) • Many new opportunities provided by social web • Key aspects to successful use:  Having an authentic voice  Getting your content to places where it can be seen, used and re-used  Embracing culture of openness  Being willing to take risks42
  43. 43. Questions Any questions or comments?43
  44. 44. Acknowledgements Images copyright Shuttlestock and used under licence: shutterstock_8441726.jpg shutterstock_84417262.jpg shutterstock_52232947.jpg shutterstock_81144367.jpg shutterstock_11740660.jpg shutterstock_52853291.jpg shutterstock_82699909.jpg shutterstock_73799686.jpg shutterstock_46679812.jpg shutterstock_52733221.jpg shutterstock_12741562.jpg44