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Social media engagement

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Presentation for: Masterclass 19: Using social media in public engagement for the Public Engagement & Impact Team at The University of Sheffield, 26 November 2014.

Published in: Social Media

Social media engagement

  1. 1. Social Media engagement and impact CASE STUDY: #VISSOCMEDCONF FARIDA VIS | @flygirltwo
  2. 2. Using social media engagement for an event #VisSocMedConf (500+ tweets on the day)
  3. 3. Social media in academia
  4. 4. Some positive and negatives (Lupton, 2014) • Connecting, establishing networks • External to academia • Promoting openness • Sharing information • Publicising research • Development of research • Receiving support • Lack of privacy • Blurring of boundaries • Personal/professional use • Risk of jeopardising career prospects • Lack of credibility • Quality of content • Time pressures • Social media becoming an obiligation • Target of attacks • Too much self-promotion • Possible plagiarism • Commercialisation of content • Copyright issues
  5. 5. 711 academic respondents. Most useful: • Twitter (83%) • Academia.edu (23%) • Personal blog (16%) • Facebook (14%) • LinkedIn (14%) • Online referencing tools (11%) • YouTube (10%) • Multi-authored blog (7%) • Google+ (5%) • SlidesShare (5%) • Curation tools (4%)
  6. 6. My social media accounts + related • Twitter The ones I use the most for • Facebook work • YouTube • Flickr • Twitter • SlideShare • Tumblr • SlideShare • Storify • Facebook • Pinterest • • Dropbox Mobypicture • Soundcloud • Skype • Ello • • Bit.ly Blogs (Blogger and Wordpress) • Eventbrite • Slack • Dropbox • Google (various: docs etc.) • Bit.ly • Skype
  7. 7. Twitter: joined early 2010 (12k+ tweets) Tweet about ‘everything’ Only one public account No separate work Twitter Flygirl2/two since 1997
  8. 8. SlideShare: joined early 2011 (28 uploads)
  9. 9. • Academic – working on social media and Big Data (methods) • Have been studying social media for nearly a decade • Sometime data journalist for The Guardian • Co-author of the Data Journalism Handbook • Led social media analysis of ‘Reading the Riots on Twitter’ (2.5M) • Fellow recipient of inaugural Data Journalism Award (for Twitter rumour visualization as part of Reading the Riots) • Now: verification – spread on (mis)information online • Key concern for the World Economic Forum (top ten trend for 2014) • World Economic Forum Global Agenda Council for Social Media • Border runner – talk/work across academia | government | industry • Advising various research councils on funding social media research • New projects: Picturing the Social and Visual Social Media Lab • MA module (semester 2): Researching Social Media (40 students 2012/2013; 65 students 2013/2014; 75 students 2014/2015)
  10. 10. Picturing the Social: transforming our understanding of images in social media and Big Data research ESRC Transformative Research grant (18-months, started in September 2014) Main aim: trying to understand new social worlds
  11. 11. 750 MILLION - 1.8 BILLION IMAGES SHARED DAILY
  12. 12. The project topic screams out for interdisciplinarity! Farida Vis (PI) – Media and Communication Simon Faulkner – Art History/Visual Culture James Aulich - Art History/Visual Culture Olga Gorgiunova – Software Studies/Sociology Mike Thelwall – Information Science/software Francesco D’Orazio – Industry/Media/software + Anne Burns – Visual Culture / Media Studies
  13. 13. Diverse, all stages of career + cross sector!
  14. 14. Creating social media content for the project • News of funding confirmed: April • Start of the project: September • What needs to happen before September? • Recruit an RA • Start promoting the project • Start developing an engagement strategy • We want to share our work as widely as possible! • Build a website • Set up various social media accounts (+ Gmail) • First conference in early November! Yikes!!!
  15. 15. In June: press release (general info)
  16. 16. In June: proposal online (specific info)
  17. 17. In June: Twitter account (building a network)
  18. 18. In June: basic Blogger (still working on it!) • Lab set up specifically for engagement purposes • Different stakeholders • Picturing the Social is the Lab’s first project • Lab will outlive project • Interdisciplinary team • International profile
  19. 19. Launch of Lab at US industry conference
  20. 20. Quick recap: what have we done so far? • In run-up to project launch, we have: • Set up some social media profiles • Created some content and extra info • Have launched the Visual Social Media Lab • Have started engaging with key stakeholders • Have started building community • Have started engaging as early as possible!!! • Part of engagement strategy: tracking content
  21. 21. Using bit.ly to customise and track your links Link Date # of shares bit.ly/PtS_pressrelease 18 June 447 bit.ly/PicturingtheSocial_proposal 18 June 225 bit.ly/PtS_RApost 9 June 639 bit.ly/VisSocMedConf 6 October 362 bit.ly/VisSocMedConf_guide 31 October 194 bit.ly/VisSocMedConf_images 15 November 93
  22. 22. Press release: when was it shared?
  23. 23. Where was it shared? Mainly ‘unknown’
  24. 24. RA post: peaks in July and August
  25. 25. Mainly shared on Twitter: good to know?
  26. 26. Turning attention to the conference
  27. 27. Turning attention to the conference • Used EventBrite • Included links to press release and proposal for info • Easy to communicate with participants • Made a bit.ly link • Event fully booked within day of release
  28. 28. Turning attention to the conference • Hired a graphic designer to design: • Conference poster • Logo for the Lab • Postcards for the Lab • Conference booklet • Shared all of this via social media in run up to conference
  29. 29. Creating ‘buzz’ through regular updates
  30. 30. Another press release (piggy backing)
  31. 31. Set up further social media accounts • Pinterest: to share images • SoundCloud: to share audio files • Storify: to share curated social media stories • Slideshare: to share presentation slides • NB – specifically linked to conference activities! • For all: VisSocMedLab • All through same Gmail account • All same profile image and bio
  32. 32. Key conference engagement strategy • Use social media to engage wide community • Use social media to increase visibility • Make active use of social media throughout • Get as much help as possible (@SheffSocScience) Some additional strategies • Hire a photographer to take high quality images • Invite bursary recipients to write blog posts • Invite a conference ‘reviewer’ (high profile) • Make a plan for wrangling all this content!
  33. 33. Key conference engagement strategy • Aim 1: Share conference audio, slides and images within 2 weeks of conference. • How did we do? Uploaded audio and images! • Due to huge popularity: will transcribe all talks. • Aim 2: Get all content curated with 4 weeks of conference. Write overall report and blog posts. • How are we doing? Ok-ish. Should be doable! * NB! Ask yourself if you have time to do all this! *
  34. 34. Crucial: start promoting your hashtag early! #socmed = anything to do with social media #Shefsocmed = Sheffield research community #wefsocmed = World Economic Forum council #vissocmed = Visual social media research #VisSocMedConf
  35. 35. #VisSocMedConf • Use in all conference related bit.ly links: • Eventbrite link: bit.ly/VisSocMedConf • Made a list of all speakers’ Twitter handles • Used Eventbrite to send final message to participants: highlighted the hashtag, Twitter list and promote the conference guide. • Promoted the hashtag: - Across social media accounts - On the poster and in conference booklet - On the day itself – first slide of conference!
  36. 36.  
  37. 37. #VisSocMedConf
  38. 38. Lead by example!
  39. 39. Tracking your impact: collect data immediately!
  40. 40. If searched now, 2.5 weeks later: data gone!
  41. 41. Important to know upfront Useful rule: Twitter data disappears after 7 days! Collect your data straight away! You can then process it when you have time But… don’t wait too long to do this!
  42. 42. Twitonomy: different types of reports available
  43. 43. 
  44. 44.  How to define engagement? Same as the tool? Activity a useful starting point, but more possible.
  45. 45. 
  46. 46. Did your hashtag ‘work’? Was it accepted?
  47. 47. Twitonomy: access to all the 522 tweets
  48. 48. Also access to some metadata (incl. URL!)
  49. 49. Beyond basic report: further analysis Going beyond the basic engagement metrics What are the key themes that were tweeted? What did specific (important?) individuals tweet? Any tweets/comments from people not at event? How was event received? Any positive feedback?
  50. 50. Post event engagement: straight away Publicly thank your speakers, audience and fellow organisers, University, funders etc! Seems obvious, but important not to forget! Positive feedback: thank! Negative: address issues! Manage expectations: when will content go online? Anyone who missed out might be keen to know this!
  51. 51. Post event engagement: Audio up on SoundCloud within 7 days
  52. 52. Post event engagement: 150 images pinned within 14 days (took 6 hours though!)
  53. 53. Try to document/recapture experience
  54. 54. Networking in action
  55. 55. Engaged audience
  56. 56. Engagement and visibility ‘at home’
  57. 57. Making even more of your collected data! This data’s useful for analysis, but also for…
  58. 58. Putting archived content together in Storify For a long-term online record of the event
  59. 59. Lots of options for searching content
  60. 60. Search for the conference hashtag (again 2.5 weeks after the event)
  61. 61. Why only 4 results? How can that be?
  62. 62. What if I search on Twitter? More results still visible. How to get these in to Storify?
  63. 63. Data tool or via individual still visible tweets
  64. 64. So why can’t I see this in Storify?
  65. 65. There’s hope! If you know the tweet’s URL
  66. 66.
  67. 67. Don’t search under Twitter! No results!
  68. 68. Enter the URL as an ‘Embed URL’
  69. 69. You can do the same with the pinned image
  70. 70. Put tweet and image together in your draft
  71. 71. Do the same with event feedback!
  72. 72. This is stuff you don’t want to lose!
  73. 73. Valuable additional data around your event
  74. 74. Key things to think about What can you do in the run up to your event? Are you comfortable using social media? If not, who might be able to help you? Is your audience on social media?
  75. 75. Key things to think about What do you need to do on the day of your event? What are your engagement aims? What is your time-frame for delivering these? What do you need to do immediately/week/month later?
  76. 76. Some of our outstanding jobs: with a month Finish curating data on Storify (key archive) Finish collecting all slides Get all audio transcribed Compile and share conference report
  77. 77. Some of our outstanding jobs: end of year Finish our website!!! Build database of key stakeholders Send out first newsletter (MailChimp) Write up report of engagement around first event
  78. 78. *** Save the date! 19 January 2015 *** All day social media workshop Social Media for engagement Blogging for beginners Measuring engagement Altmetrics Optional: Social media analytics for research
  79. 79. visualsocialmedialab.org @VisSocMedLab f.vis@sheffield.ac.uk @flygirltwo
  80. 80. #GetEngaged #Shefsocmed!

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