Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The Digital Academic
 Influential
 Actively reaching out
 Focused and
(easily) findable
 Useful (brings
you benefits)
How would you charact...
 Are you happy with where you
stand?
 What could you do to move towards
a better position?
1. Passive, low risk and esse...
 Audit your profile
 Your University profile
 Your other online identities
 Prune/cultivate your online identities
 R...
 Actively manage your online identity
 Minimum: regularly update and review
profiles
 Optimum: have a clear online stra...
 Small, highly focused social media
networks
 Engagement with academic social
media platforms e.g. Piirus and
ResearchGa...
9
Passive footprint Active online engagement
Achieving impact
via
social media
 Have you ever eaten (or avoided eating)
at a restaurant, based on the
recommendation of a friend?
 Have you ever read a...
People have to learn about your research before they
can benefit or act on it and generate impact
We learn best from other...
Unique issues, unique advantage
If you want to get a message out as a
researcher, you have a one competitive
advantage ove...
• 1 hour before
Obama’s news
conference, Keith
Urbahn (Chief of
Staff to Donald
Rumsfeld, just over
1000 followers)
tweete...
Then picked up by NYTimes reporter, Brian Stelter (>50K followers)
•Just 24 minutes after Keith Urbahn’s tweet, long before
Obama addressed the nation, the news was being
mentioned on Twitt...
In one field, 77% of management
actions by practitioners were found to
be based solely on anecdotal
evidence rather than s...
Do you us social media?
Professionally?
What is social media?
“a group of internet-based applications
that build on the ideological and
technological foundations ...
What is social media?
Put simply:
What is social media?
public
conversations
through digital media
2 major
issues
for researchers using social media
Issue 1
No time
Try an experiment:
 How big is your news-shaped hole?
 Try replacing it with tailored news and
other content via Twitter...
Average week day news intake:Average week day news intake
90 minutes 35 minutes…
…including active
engagement & outreach v...
Issue 2
Social media will intrude on my personal
life, attract unwanted attention or harm my
reputation
Lower risk
More passive
Higher risk
More active
Watcher Sign-poster Content
generator
What is social media?
Summarise your research in a
Exercise:
Tweet
140 characters or less
Online
influence
Offline
impact
Social Media Strategy
1. What offline impacts do you want to achieve via
social media?
2. Who are you trying to reach, what are they
interested ...
Social media
strategy
www.fasttrackimpact.com/r
esources
The numbers game
1. Have a social media strategy
2. Set up a professional (project or thematic)
account(s) from which you ...
Online
influence
Offline
impact
Case study
• Research funding
• New collaborators e.g. Charles Cowap &
South West Water NERC project
• Twitter:
• Engagement with journalists
• Debate with stakeholders
• Communication with policy-makers
• Connecting with N...
• Driving traffic to online
media
Read and discuss
• Targeted engagement with Corporate
Sustainability Officers via LinkedIn
Influencing public opinion: social media
campaign with Project Maya and Seedball
“PUVV”
the basic design principles that grab people’s
attention
Personal
Unexpected
Visual
Visceral
Find out more
www.fasttrackimpact.com/resources
Fast Track Impact
Training by researchers for
researchers
www.fasttrackimpact.com
@fasttrackimpact
Social Media for Research Impact
Social Media for Research Impact
Social Media for Research Impact
Social Media for Research Impact
Social Media for Research Impact
Social Media for Research Impact
Social Media for Research Impact
Social Media for Research Impact
Upcoming SlideShare
Loading in …5
×

Social Media for Research Impact

8,131 views

Published on

Slides from Fast Track Impact social media training for researchers.

Find out more at www.fasttrackimpact.com

For your own personal website optimised for impact like Chris Raymond's, visit: www.fasttrackimpact.com/design-for-impact

Published in: Education
  • Be the first to comment

Social Media for Research Impact

  1. 1. The Digital Academic
  2. 2.  Influential  Actively reaching out  Focused and (easily) findable  Useful (brings you benefits) How would you characterise your digital footprint? Large Small
  3. 3.  Are you happy with where you stand?  What could you do to move towards a better position? 1. Passive, low risk and essential: curate your online profile (next) 2. Active, higher risk and up to you: online engagement (later)
  4. 4.  Audit your profile  Your University profile  Your other online identities  Prune/cultivate your online identities  Remove/make private non-professional ID  Withdraw from platforms that don’t give you a good return on time investment  Focus on platforms that give you most benefit for least time input – connect and promote them via your University or personal homepage Curate your digital footprint
  5. 5.  Actively manage your online identity  Minimum: regularly update and review profiles  Optimum: have a clear online strategy that you actively pursue  Being strategic online:  Research goals: networks, info, opportunities  Impact goals: online influence to offline impact Curate your online profileCurate your digital footprint
  6. 6.  Small, highly focused social media networks  Engagement with academic social media platforms e.g. Piirus and ResearchGate  Google Scholar Achieving research goals onlineAchieving research goals online
  7. 7. 9
  8. 8. Passive footprint Active online engagement
  9. 9. Achieving impact via social media
  10. 10.  Have you ever eaten (or avoided eating) at a restaurant, based on the recommendation of a friend?  Have you ever read a book a friend loved?  Have you been inspired by a friend to start a good habit or break a bad habit? Why social media for research impact?
  11. 11. People have to learn about your research before they can benefit or act on it and generate impact We learn best from other people we perceive are like us, who we trust We change behaviors and make decisions based on feedback from people we trust As researchers we are more likely to be viewed as trustworthy sources than the majority of (fairly anonymous) users Social media gives us opportunities to build trust and rapport with targeted groups who can use our research
  12. 12. Unique issues, unique advantage If you want to get a message out as a researcher, you have a one competitive advantage over most other social media users…
  13. 13. • 1 hour before Obama’s news conference, Keith Urbahn (Chief of Staff to Donald Rumsfeld, just over 1000 followers) tweeted the news • Re-posted 80 times in first minute, over 300 times within two minutes
  14. 14. Then picked up by NYTimes reporter, Brian Stelter (>50K followers)
  15. 15. •Just 24 minutes after Keith Urbahn’s tweet, long before Obama addressed the nation, the news was being mentioned on Twitter 30,000 times per minute •A number of others guessed the news earlier and were ignored – impact is about credibility of source as much as it about connectedness http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
  16. 16. In one field, 77% of management actions by practitioners were found to be based solely on anecdotal evidence rather than scientific data Where do most people turn first when they need information to support a decision? Can they find your evidence? Sutherland, 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.
  17. 17. Do you us social media? Professionally?
  18. 18. What is social media? “a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content” What is social media? Kaplan AM, Haenlein M (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53: 59
  19. 19. What is social media? Put simply: What is social media? public conversations through digital media
  20. 20. 2 major issues for researchers using social media
  21. 21. Issue 1 No time
  22. 22. Try an experiment:  How big is your news-shaped hole?  Try replacing it with tailored news and other content via Twitter  See if you become more efficient in your intake of news whilst adding value to your network Try an Experiment
  23. 23. Average week day news intake:Average week day news intake 90 minutes 35 minutes… …including active engagement & outreach via social media 0 10 20 30 40 50 60 70 Twitter Facebook LinkedIn
  24. 24. Issue 2 Social media will intrude on my personal life, attract unwanted attention or harm my reputation
  25. 25. Lower risk More passive Higher risk More active Watcher Sign-poster Content generator
  26. 26. What is social media? Summarise your research in a Exercise: Tweet 140 characters or less
  27. 27. Online influence Offline impact
  28. 28. Social Media Strategy
  29. 29. 1. What offline impacts do you want to achieve via social media? 2. Who are you trying to reach, what are they interested in & what platforms are they on? 3. How can you make your content actionable, shareable and rewarding for those who interact with you, so you can start building relationships and move the conversation from social media to real life? 4. Who can you work with to make your use of social media more efficient and effective? Social media strategy
  30. 30. Social media strategy www.fasttrackimpact.com/r esources
  31. 31. The numbers game 1. Have a social media strategy 2. Set up a professional (project or thematic) account(s) from which you can promote research to specific audiences 3. Curate your top 3 tweets; follow/unfollow strategy 4. Read and engage from your personal account The numbers game
  32. 32. Online influence Offline impact
  33. 33. Case study • Research funding • New collaborators e.g. Charles Cowap & South West Water NERC project
  34. 34. • Twitter: • Engagement with journalists • Debate with stakeholders • Communication with policy-makers • Connecting with NGOs (legacy account)
  35. 35. • Driving traffic to online media
  36. 36. Read and discuss • Targeted engagement with Corporate Sustainability Officers via LinkedIn
  37. 37. Influencing public opinion: social media campaign with Project Maya and Seedball
  38. 38. “PUVV” the basic design principles that grab people’s attention Personal Unexpected Visual Visceral
  39. 39. Find out more www.fasttrackimpact.com/resources
  40. 40. Fast Track Impact Training by researchers for researchers www.fasttrackimpact.com @fasttrackimpact

×