With the increasing importance that algorithms play in determining the visibility of digital content, ensuring that your research can compete in the attention economy is essential to increasing its impact. In this workshop, we will examine the factors that contribute to relevance weighting in search engines and compare known differences between major algorithms. We will also look at several strategies for influencing these rankings by optimizing your PDFs and websites for the bots that map the web. Lastly, you'll be introduced to a toolkit of web applications that will help increase the visibility of their academic web footprint.

1. www.uOttawa.ca
Social Media for Citation Driving
Adrian J. Ebsary

2. What is SEO?

3. What is SEO?

4. What is SEO?

5. What is SEO?

6. What is SEO?

7. Tools for SEO Research

8. Tools for SEO Research

9. Why SEO?

10. Why SEO? And How?
• What term is your target audience most likely to
search?
– Chemist vs. Chemistry

11. Why SEO? And How?
• What term is your target audience most likely to
search?
– Chemist vs. Chemistry
• Can keywords with less volume provide higher
probability of generating interest from your target
audience?

12. Why SEO? And How?
• What term is your target audience most likely to
search?
– Chemist vs. Chemistry
• Can keywords with less volume provide higher
probability of generating interest from your target
audience?

13. Why blog?

14. Why blog?

15. Why blog?
• “The results show that for some, but not all journals,
articles blogged in RB tend to subsequently receive
more citations than other articles from the same
journal.”

16. Why blog?

17. What shall we call this blog?
• “With regard to the generic status of blogs, it would
seem that the blog is more like a genre cluster than one
genre in itself. The different purposes and contexts
blogs are used in do not warrant a single generic
category.”

18. What shall we call this blog?

19. What shall we call this blog?
• Important question: who does your audience care about?
– The institute you work with
– Your research department
– The personal brand of you

20. What shall we call this blog?
• Important question: who does your audience care about?
– The institute you work with
– Your research department
– The personal brand of you
• Personal brand is the fundamental unit of social media
– Transportable (don’t lose following in case of career move)
– Recognizable (same name you use on publications!)
– Personable (why put a barrier between self and audience?)

21. Tumblr: Memes, GIFs and Imagery

22. Tumblr: Memes, GIFs and Imagery

23. Tumblr: Memes, GIFs and Imagery
• Mesoblogging
• Very short posts
• Images, GIFs, memes
• Communities based around hashtags

24. Medium: The Writer’s Reader

25. Medium: The Writer’s Reader

26. Medium: The Writer’s Reader

27. Other options: Wordpress, Blogger,
Ghost, Svbtle and more

28. The Future? TheGrid.Io

29. The Easy Aggregator: About.Me

30. Why use Social Media?

31. Why use Twitter?

32. Networking on Twitter

33. Twitter Primer

34. Twitter Primer

35. Twitter Primer

36. Twitter Primer

37. Twitter Primer

38. Twitter Primer

39. Twitter Primer

40. Twitter Primer

41. Twitter Primer

42. Twitter Primer

43. Twitter Primer

44. Twitter Primer

45. Networking on Twitter

46. Networking on Twitter

47. Networking on Twitter

48. Networking on Twitter

49. Networking on Twitter

50. Networking on Twitter

51. Networking on Twitter

52. Networking on Twitter

53. Networking on Facebook

54. Networking on Facebook
• Many users perceive as personal network
– Can serve both purposes, with proper privacy
settings
• Personal life: friends only, specific group of
friends
• Professional life: public, or specific group of
friends

55. Networking on Facebook

56. Networking on Facebook
• Increase Facebook’s SEO value
– Allow search engines to link to your timeline

57. Networking on LinkedIn

58. Networking on LinkedIn
• Use as additional SEO value by filling out all profile
sections with keywords

59. Networking on LinkedIn
• Use as additional SEO value by filling out all profile
sections with keywords
• Hit the magic 500+ number of connections

60. Networking on LinkedIn
• Add your work as portfolio items to your profile

61. Networking on LinkedIn
• Add the publications (& patents!) section to your profile

62. Networking on LinkedIn
• Join groups relevant to your expertise and share your
work
– Some groups discourage self-promotion

63. Networking on Google+

64. Networking on Google+
• Highlight your work for
increased SEO value
– Just sharing on Google+ may
be more valuable than on
other networks, despite
lesser popularity

65. Networking on Google+
• Join relevant groups and build a network
– Consider sharing research

66. Networking on Google+
• Can find reciprocity in circles/those who circle you with
Circloscope
– Google+ version of JustUnfollow

67. Contributing to Wikipedia

68. Contributing to Wikipedia

69. Contributing to Wikipedia

70. Measuring Impact with Altmetrics
• “Altmetrics give a fuller picture of how research
products have influenced conversation, thought and
behaviour.”

71. Measuring Impact with Altmetrics
• “The results provide strong evidence that six of the
eleven altmetrics (tweets, Facebook wall posts, research
highlights, blog mentions, mainstream media mentions
and forum posts) associate with citation counts…”

72. AltMetrics Tracking Tools
• AltMetrics.org/Tools

73. In summary
• Increasing visibility across multiple platforms and
search engines can increase citations to your work
• Social media, blogging both help increase:
– Visibility
– SEO (links returning to your work in other places)
– Growing a network
– Demonstrating outreach efforts and impact