Social Media for Research CAURA 2013


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Workshop presented at CAURA 2013 on May 4, 2012 in Montreal, Canada

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Social Media for Research CAURA 2013

  1. 1. Social Media for ResearchMay 5, 2013Krista JensenKnowledge Mobilization UnitYork University
  2. 2. 2Agenda• External Research Context• What is Social Media?• Services Offered at York• Overview of Select Tools• Developing a Social Media Strategy• Social Media and Grant Proposals• Case study
  3. 3. 3External research context
  4. 4. 4External Research ContextCIHR Legislation• The objective of the CIHR is to excel, according to internationally acceptedstandards of scientific excellence, in the creation of new knowledge and itstranslation into improved health for Canadians, more effective health servicesand products and a strengthened Canadian health care systemNCE KTEE• the goal of KTEE in an NCE is "to generate social and economic benefitsby ensuring the rapid flow of ideas and innovations from researchers toCanadian receptors"SSHRC Connection’s Theme• The goal of the Connection program is to realize the potential of socialsciences and humanities research for intellectual, cultural, social andeconomic influence, benefit and impact on and beyond the campus bysupporting specific activities and tools that facilitate the flow and exchangeof research knowledge.
  5. 5. 5Services offered at York
  6. 6. 6Services at York• Provide Knowledge Mobilization support to all York faculty, staff and graduatestudents engaged in policy and practice relevant research– Knowledge Brokering– Knowledge Mobilization events for networking and collaboration– Clear Language research summaries– Knowledge Mobilization Learning Sessions providing capacity building inKMb and Social Media– Knowledge Mobilization Strategy development for grant proposals– Social Media Strategy development for research projects, online partnershipbuilding and research dissemination
  7. 7. 7What is social media?
  8. 8. 8Social Media- Some Definitions• “A group of Internet based applications that build on the ideological andtechnological foundations of Web 2.0, and that allow the creation and exchangeof user-generated content”• “Includes web-based and mobile technologies used to turn communication intointeractive dialogue”• “Online communications in which individuals shift fluidly and flexibly betweenthe role of audience and author. To do this, they use social software thatenables anyone without knowledge of coding, to post, comment on, share ormash up content and to form communities around shared interests.”Kaplan, A. M., & Haenlein, M. (2010).Users of the world, unite! The challenges and opportunities of social media. BusinessHorizons,53(1), 59-68Social media. (n.d.). In Wikipedia. Retrieved January 10, 2012, from, J. (2008, April 8). What is “social media?”. Retrieved January 10, 2012 from ProPR blog
  9. 9. 9Social Media: Web 1.0 vs. Web 2.0
  10. 10. 10Why Use Social Media?• Disseminate knowledge andresearch in an iterative andinteractive way• Build communities forpartnerships, collaboration andsharing• Get academic research into thehands of people who can use itImage adapted from
  11. 11. 11Overview of select tools
  12. 12. 12Blogging• Allows you to share stories and information withwider audience• Way to promote research results, services, eventsand activities• Information you would put into a newsletter can gointo a blog• Often a good way to get started using social media• You don’t often get a lot of conversation with blogs-it is more of a push type of communication
  13. 13. 13Blogging– Mobilize This!
  14. 14. 14Blogging- ASD Mental Health CIHR Chair
  15. 15. 15Blogging– Homeless Hub
  16. 16. 16Twitter• Send out short (140 character) messages called tweets• Allows you to share updates, opinions, resources andinformation with followers• Good way to connect with other people with shared interestsand build communities of practice• Aim for at least one tweet a day• Be sure to retweet other people’s tweets- it’s all aboutsharing!• Try to include a link to something in your tweets
  17. 17. 17Twitter- PREVNet
  18. 18. 18Twitter- Homeless Hub
  19. 19. 19Twitter- Roger Keil
  20. 20. 20Facebook• A fan page allows you to share updates, links, resources andhave discussions• People can follow your updates and activities and postquestions or comments on your wall• Includes facebook Insights which gives you some analyticsso you can see who is visiting your page• Set up a vanity URL• Set up a fan page and post updates there to keep it separatefrom your personal facebook page• If you decide to set up a facebook page, you need to postdaily and monitor for any comments• If you are concerned about inappropriate comments, it is fineto develop a policy that states that you will remove suchcomments- post this on your About page
  21. 21. 21Facebook- PREVNet
  22. 22. 22Facebook- Mobilizing Minds
  23. 23. 23Facebook- Don’t Fall
  24. 24. 24Pinterest• Allows you to save or “pin” images to a “board” to create avirtual pin board• A combination of social bookmarking and social networking• Others can follow your boards and repin your pins• Creates great visual impact that is great for arts basedprojects• Create various boards based on themes• Share other people’s pins you think are relevant• Even if you aren’t using Pinterest yourself, make it easy forothers to pin by adding visuals to your social media content
  25. 25. 25Pinterest- Poverty Eradication
  26. 26. 26Pinterest- Texas Water Research Institute
  27. 27. 27Pinterest- University of Virginia
  28. 28. 28Collaborative Online Platform othree.caHighlights• Suite of social media tools including:• Free for researchers and their partners• Software developed by Canadian company (IGLOO), so datais stored in Canada• Other options include- BaseCamp, Open Atrium (Drupal),Blackboard Collaborate, Yammer, Wikispaces, Sharepoint,Huddle•Document sharing•Wikis•Blogs•Member profiles•Forums•Events Calendar
  29. 29. ResearchImpact
  30. 30. Envisioning Global LBGT Rights5 year, $1M CURA project housedat the Centre for Feminist Research atYork University, with partnerships inAfrica, the Caribbean, India, theNetherlands, the USA and Canada.They are using an online collaborative platform to share legaland qualitative research, as well as participatory videography.The online space is enabling the 22 member research team and32 partner organizations to share research, knowledge andeffect change at the local level in each community.
  31. 31. 31LinkedIn• Acts as an online resume or CV• Allows you to connect with colleagues andothers in your field• You can add your publications or projects toyour profile• Good way to stay connected to people youmeet at conferences• LinkedIn Groups are another way to connectto others with similar interests
  32. 32. 32LinkedIn- Laurier Research Services
  33. 33. 33YouTube• Videos are a great way to tell a research story• Viewers are able to put a face to research• You can create a channel for all of yourvideos, as well as other favourited videos• You can embed videos from YouTube ontoyour blog or website easily• Videos should not be longer than 3 minutes• Vimeo is another option if you aren’tcomfortable using YouTube
  34. 34. 34YouTube
  35. 35. 35YouTube
  36. 36. 36SlideShare• Easy way to store and share your presentations• Makes them accessible from any computer with aninternet connection• Instead of emailing your presentation to people,upload it onto SlideShare and email the link to thepresentation online• Share your presentations with others on yourwebsite or blog by embedding• People can get notified when you upload a newpresentation by following you• University faculty and staff qualify for an educationaldiscount on Pro Accounts
  37. 37. 37SlideShare- KMb Unit at York
  38. 38. 38
  39. 39. 39Developing a social media strategy
  40. 40. 40Why Develop a Social Media Strategy?Helps you:• Avoid “shiny object” syndrome• Plan in a thoughtful and strategic way• Carefully consider what you will do before investingtime and resources• Plan content and a schedule for releasing content• Identify who will work on what when working in agroup setting• Manage expectations
  41. 41. 41Social Media Landscape
  42. 42. 42Social Media Tools for Collaboration
  43. 43. 43Social Media Strategy BuildingNeed to consider:• Team• Primary Goals• Audiences• Current Conversation• Selecting Tools• Content• Measuring Success• Name and Design• Evaluation
  44. 44. 44Team• If you are working in a group setting, put together ateam of people to work on social media• Identify the person or persons who will have primaryresponsibility for populating, maintaining andmonitoring your site• Ensure they have the time and enthusiasm to devoteto this project. List the team members
  45. 45. 45Primary Goals• What are you hoping to accomplish?• Define your goal(s) for your social media presence• Are you trying to communicate research results, findpartners to collaborate with, generally promote yourwork?• Keep in mind that you may want to do all of theseand may need to select a collection of tools
  46. 46. 46Audiences• Who do you hope to reach?• Identifying your audiences will help you tailor yourcontent and also choose the right tool• List your primary audiences
  47. 47. 47Hands On ExerciseThinking of your work or project, work in pairsand complete Sections 1-3 of the Developing aSocial Media Strategy Worksheet.
  48. 48. 48Current Conversation• This is when the listening begins. Survey the socialmedia landscape for the “thought leaders” in yourfield• What are people already saying? Who is saying it?What tools are they using?• List the topics, people and sites that are leading theconversations that are relevant to you• This will help decide which tools to use and the typeof content to present
  49. 49. 49Selecting Specific Tools• Now that you know your goals, audience and wherethe current conversation is happening, you can startthinking about which tools to use• At the beginning, it may be best to just pick a fewtools and concentrate on doing them well but you canplan to add new ones in the future• Map out which tools you will use now and which youwill work towards using
  50. 50. 50Selecting Social Media ToolsStorytelling ResourceSharingDisseminatingResearchNetworkingBlogging   Twitter    Facebook    Pinterest   LinkedIn YouTube Flickr SlideShare  
  51. 51. 51Content• What content will you share?• Identify the content you already have to share, aswell as the content you plan to develop• Is it primarily news updates, research developments,or networking information? Photographs? Video?• List the content you will be sharing via social media• Also think about how often you will post content
  52. 52. 52Hands on ExerciseStorytelling ResourceSharingDisseminatingResearchNetworkingBlogging   Twitter    Facebook    Pinterest   LinkedIn YouTube Flickr SlideShare  Working in pairs again, complete Sections5 and 6
  53. 53. 53Measuring Success• Determine how you will measure the success, or lackof success, of your various social media tools• Possible ways to measure include:– Increased traffic to your website– Better communication with prospective partners– A new network of colleagues– You can also count but remember thatengagement is more than just numbers• List how you plan to measure each tool’s success,and what you’ll use to track that success
  54. 54. 54Measuring SuccessTools you can use for tracking:• Wordpress has built in analytics• If you use twitter, you can use:– TweetCounter, TweetStats or Klout to trackfollowers– HootSuite also provides analytics• Facebook has its Insights analytics• If you pay for a professional account, you usually getaccess to improved analytics and many tools offer adiscount to educational institutions like universities,for example SlideShare
  55. 55. 55Name and Design• Identify a simple and descriptive name for your profilethat clearly identifies your affiliation with youruniversity, research project or organization• Do you already have a logo you can use? If not, doyou have a photo you can use as your logo?• Try to use the same logo, photos and colour schemeacross all of your tools
  56. 56. 56Evaluation• How will you know you are being successful?• Set a timeline for when you will conduct an evaluation of yourtool’s success with your social media team members• Consider:– What’s working?– What’s not working?– Do we need to change anything?– Are there any new tools we could be using?• Ongoing evaluation should also be part of your strategy.Define your timeline
  57. 57. 57Hands On ExerciseWork in pairs again, completeSections 7-9 of the worksheet.
  58. 58. 58Analytics- Pinterest and Wordpress
  59. 59. 59Analytics- HootSuite$9.99/month
  60. 60. 60Analytics- SocialBroFree version available on Chrome or $6.95/month
  61. 61. 61Grant proposals
  62. 62. 62Grant proposalsThings to keep in mind:• Reserve research project naming rights on social media• Develop a social media strategy before you start the researchproject– Stakeholders– Social media channels stakeholders already use– Blog instead of a newsletter• Allocate money for developing videos, purchasing proaccounts• Make it someone’s job• Social media strategy should support the knowledgemobilization plan which should support the outcomesstatement and benefit to Canada
  63. 63. 63Case Study- CIHR Chair in AutismSpectrum Disorders (ASD) Treatment andCare Research Program
  64. 64. 64CIHR Chair in ASD Mental Health5 year $1M chair in Autism Spectrum Disorders (ASD) Treatmentand Care Research Program awarded to Dr Jonathan Weiss, inpartnership with Autism Speaks Canada, the Canadian AutismSpectrum Disorders Alliance, NeuroDevNet, and the SinneaveFamily FoundationChair objectives:• Work with people with ASD, their families, services providers, andgovernmental bodies (our stakeholders)– Translate research to inform stakeholders about mental health andASD– Study ways of addressing mental health problems in people with ASD– Train the next generation of Canadian ASD researchers and clinicians
  65. 65. 65CIHR Chair in ASD Mental Health• Embedded KMb language right in the grant proposal• Also embedded social media use into the proposal
  66. 66. 66CIHR Chair in ASD Mental Health- Website
  67. 67. 67CIHR Chair in ASD Mental Health- Blog
  68. 68. 68Questions?
  69. 69. 69ResourcesGeneral Social• URL shortener that lets you track who clicked on your links and creates aQR code for your shortened link that you can add to print materialsCambridge Community Television• Good presentations on how to develop a social media strategyThe Conversation Prism• Visual of many social media tools for various purposesNameChk• Let’s you see if your username is available on social networking sitesNonprofit Social Network Benchmark Report 2012• Report that summarizes how nonprofit organizations are using socialmedia and the top factors for success
  70. 70. 70ResourcesGeneral Social MediaOnline Database of Social Media Policies• Links to over 175 social media policies and guidelines in use by variousorganizations, including many universitiesSlideShare• Post your presentations online and allows you to embed them on yourwebsiteVanderbilt University Social Media Handbook• Very good resources on how to create a social media strategy and how tostart using various toolsYork University Social Media Guidelines
  71. 71. 71ResourcesFacebookHOW TO: Set up a facebook Page• Includes step by step instructions to set up a fan pageTwitter10 Ways Researchers Can Use Twitter to Social Media Measurement with HootSuite
  72. 72. 72ResourcesTwitterLSE Guide to Using twitter in University Research, Teaching and ImpactActivites• Twitter doesn’t archive tweets but you can backup your tweets and exportthem to Excel with this toolTweetChat• Allows you to have a tweetup, a kind of twitter “conference call”, usinghashtags. This tool with show only conversations with your chosenhashtagTweetStats• Show some statistics and analytics on your tweets. Also can create a wordcloud of all the words you tweet
  73. 73. 73ResourcesTwitterTwuffer• Allows to you schedule in tweets for a later time. Good to use if you aregoing to be away or plan to tweet daily about a resource, eg.ResearchSnapshotsTwitter Help Center• Articles to get you started, as well as information about solving commonproblems and how to report a violationUsing Twitter for Research• A Prezi presentation outlining ways to use twitter aimed at researchers
  74. 74. Krista JensenKnowledge Mobilization x 88847www.researchimpact.caWebsiteresearchimpact.othree.caO3 SpaceMobilize This!