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Social media for research impact


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Presentation by Mark Reed

Published in: Education, Technology, Business

Social media for research impact

  1. 1. 1knowledgeexchangeIncreasing impact through
  2. 2. 2Social MediaFor Research Impact
  3. 3. What is social media?“A group of internet-based applications that buildon the ideological and technological foundationsof Web 2.0, which allows the creation andexchange of user-generated content”Kaplan AM, Haenlein M (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53: 59–68
  4. 4. What is social media?Put simply:Developing conversationsthrough digital media
  5. 5. Research impact“The demonstrable contribution thatexcellent research makes to societyand the economy”(HEFCE)
  6. 6. For your research to have impact, people haveto engage with, and act upon itPeople learn best from other people like them,who they trust
  7. 7. dialogue > engage > learn > apply
  8. 8. SocialLearning
  9. 9. changein understanding
  10. 10. beyond the individual
  11. 11. by socialinteraction
  12. 12. SLWhat is sociallearning (SL)?Reed MS, Evely AC, Cundill G, Fazey I, Glass J, Laing A, Newig J, Parrish B, Prell C, Raymond C,Stringer LC (2010) What is social learning? Ecology & Society 15 (4): r1. [online]A change in understandingThat goes beyond theindividual to become situated in social groupsVia social interaction
  13. 13. The promise of social media...Transformative ideas, attitudes andbehaviours that diffuse rapidly throughpeer-to-peer networks to affect sociallearning & change across spatial scalesHype...or reality?
  14. 14. Arab Spring
  15. 15. Through social media new knowledge can“go viral” in seconds...
  16. 16. > 1 hour before Obama’snews conference, KeithUrbahn (Chief of Staff toDonald Rumsfeld, justover 1000 followers)tweeted the newsRe-posted 80 times infirst minute, over 300times within twominutes
  17. 17. Then picked up by NYTimes reporter, Brian Stelter (>50K followers)
  18. 18. • By the time Obama addressed the nation at 23.30 EST,the news was being mentioned on Twitter 30,000times per minute• A number of others guessed the news earlier and wereignored – impact is about credibility of source as muchas it about connectedness
  19. 19. Fake…Wiped >$120B off stockmarket before correctedWrong…
  20. 20. 21But weuse itmore and more…
  21. 21. A 2004 study showed that up to77% of conservation managementactions are based solely onanecdotal evidence rather thanscientific data22Sutherland, W.J., Pullin, A.S., Dolman, P.M. & Knight, T.M. (2004) The need for evidence-based conservation. Trends in Ecology and Evolution, 19, 305–308.
  22. 22. 75% of Internet surfers use„„Social Media‟‟ as an informationsource23Forrester Research (2008)
  23. 23. 24
  24. 24. Decision-makers have access tosocial mediaWe have access tothe latest research25
  25. 25.  Tweets I sent from a recent conferencereached an audience of 21,000 Another tweet we sent reached >40,000 My last open access article reached anaudience of 7,000 via Twitter & was blogged This presentation has been tweeted 72times and viewed 3,904 times since 1stversion went online in 2011 Handout viewed >12,000 times onScribd
  26. 26. 3 wayssocial mediacan enhance your research impact27
  27. 27. 128Build stronger, widerprofessional networks
  28. 28. 229Extend the reach of your workMore peopleDifferent peopleMedia
  29. 29. 330Do better, more relevant researchLatest research findingsLatest funding opportunitiesFeedback from potential research usersBetter Pathways to Impact statements
  30. 30. Case Study31
  31. 31. building your strategy...
  32. 32. People learn best from other people – usually thosewho are like them and they can trust
  33. 33. MavenConnectorSalesperson
  35. 35. What output are you trying to increase?What action would support (increase) that?What would be a creative activity involving thataction?What is a way to take that activity and make it viral?What do they gain?
  36. 36. “PUVV”the basic design principles that grab people’s attentionPersonalUnexpectedVisualVisceral
  37. 37. Share + Do:Greenpeace: ‘Dove Onslaught(er)’
  38. 38. Share + Do + Gain:‘Sustainable Learning’39
  39. 39. Share
  40. 40. Do
  41. 41. Gain…42
  42. 42. Developing a social media plan:CentralActivityVideos, Words, PicturesSpread the worddailyHome portalSocial NetworksBlogsMessaged boardsForumsSocial bookmarkersContent sharing sites: YouTube, FlickretcEmails1. Organize your content arounda central activity, like an eventand/or contest2. Spread the word about yourcentral activity every dayusing selected social mediaplatforms: start conversations, makecomments, send messages, sharelinks, photos, videos, ask your community to invitetheir friends3. Weave your platformstogether
  43. 43. building your strategy...
  44. 44. Mark @lecmsr, @reluuplands, @sustainlearningThanks to Anna Evely @AnnaEvely annaevely.com