Dissemination 2.0 - the role of social media in research dissemination. My talk at The 6th Munin conference 2011 – Enhancing publications. Tromsø, Norway, 23.11.2011 http://www.ub.uit.no/baser/ocs/index.php/Munin/MC6

1. Dissemination 2.0 - the role of social
media in research dissemination
Petter Bae Brandtzæg, Tromsø, 23.11.2011
Twitter @PetterBB
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2. A website using Britney Spears to spice up semiconductor physics
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3. "I used Britney Spears to demonstrate
that physics can have a fun side to it
as well"
Carl Hepburn, a postgraduate at the University of Essex
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4. ”One of the stranger approaches to
teaching science that we've seen ”
(The journal Scientific American)
Source BBC 2001: http://news.bbc.co.uk/2/hi/technology/1306364.stm
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5. Dissimination?
"the act of diffusing knowledge"
Its about democratization of knowledge, that should fully incorporate
principles of accessibility
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6. why should we increase access?
• It’s greater competition than ever in science
• The society is dependent up on systematic
knowledge from research
• Citizens pays for most of it…..thus the science
needs to be disseminated back to citizens
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7. only 1%
of the Norwegian population are not
interested in research (which is similar to
other western countries)
Source http://www.forskningsradet.no/bibliotek/publikasjoner/strat_allmenforskformidl_norsk/almenf-3.html#E11E3
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8. 90%
thinks research is of great importance for the
society
Citizens do want to play a role in science – they want to know
what’s going on
Source: http://www.forskningsradet.no/bibliotek/publikasjoner/strat_allmenforskformidl_norsk/almenf-3.html#E11E3 8

9. And….new research shows that
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10. The problem is…"the ivory
tower of science"
Credits: http://sciencegeekgirl.com/files/2008/07/professor.png?w=300
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11. Only 6% of the Norwegian researchers
participate actively in popular dissemination
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12. Not communicated research has less
value
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13. So how can scientists
disseminate their science?
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14. Traditional dissemination is important, but not
very accessible, transparent or visible
Journal papers in traditional journals (low accessibility)
Conference participation (low accessibility)
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15. a coor dinated, branded media event?
http://www.youtube.com/watch?v=xLilqm6GxrA
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16. 16

17. 17

18. “Any pop band is doing the same thing.
Any athlete is doing the same thing. We
have to start thinking the same way in
science.”
Jørn H. Hurum to New York Times, May 18. 2009
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19. Yes…but, not everyone of us is
Hurum…
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20. but, we can use social media
However, the principles and possibilities of
disseminating research have changed with
the introduction of social media
– dissemination 2.0.
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21. Skeptical
- Why should we use social media?
Why should we use Internet? (15 years ago)
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22. isn't time consuming and distracting?
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23. but isn’t causing a lot of challenges?
privacy
copyright
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24. Reason #1:
Social media is the most popular activity on
the Web (ComScore, 2011).
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25. facebook 850 million active users
Source: Facebook statistics 25

26. twitter: 300 million users
Source: RJ Metrics
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27. Reason #2:
social media is going serious
Trends
Examples
People
Teenagers All ages
Policies/
Anonymous Real identity
norms
Education,
Purpose Entertainment business,
politics,
research
Technology Text based 3D, mobile,
communities rich media.
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Facebook: The fastest growing demographic is those 40 years old and older

28. Reason #3:
the scientists is controlling the message
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29. Reason #4:
sharing is easier than ever
Flickr
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30. 30

31. Reason #5:
the open access movement!
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32. Disseminating 2.0 = "yes, we can"
One way media Social media
Difficult
Yes, we can
Difficult Yes, we can
Photo: videocrab on Flickr
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33. I am communicating
I am blogging
I am sharing my presentations
and my research papers
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34. 34

35. one talk at a conference attracted 30
people
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36. 36

37. I also upload research papers
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38. Benefits using social media in research
• Visibility: More people can see and get access to my work
• Sharing: When you share your research other people will share
with you as well
• New contacts: You get in touch with a lot of researchers and other
persons and institutions interested in your field
• Discussion: You can discuss and get new insights in your field
• Feedback: It’s motivating – ”wow, nearly 400 people have seen my
paper, and over 3000 have seen my presentation. In addition
several people have favourited and downloaded it”
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39. It’s not only about one way
communication
Photo Flickr Creative commons djfoobarmatt 39

40. it’s about communication
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41. It’s about listening
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42. But are researchers using
social media?
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43. 43

44. Over I million scientists
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45. 45

46. 46

47. By scientists for scientist - find the
right people with the right
expertise at the right time
(Cambridge)
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48. science 2.0
Science 2.0 generally refers to new practices of scientists
that make their research or data transparent
for others to see, comment or analyze
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49. Mass Collaboration
Wisdom of Crowds
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50. Classify galaxies according to their shapes:
More than 250,000 people have taken part in Galaxy
Zoo so far, producing a wealth of valuable data
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51. Transparency
Accessibility
Blogs
Wikis
Sharing Dissimination Participation
Listening
2.0
Mashups
Co-creation
Communicating
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52. In sum:
social media can help scientist to gain more visibility and accessibility –
making research interactive - to get impact
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53. so…don’t only make use of Britney
…..use social media
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54. Thanks – any questions?
Contact: pbb@sintef.no or @PetterBB on Twitter
This presentation is shared on
http://www.slideshare.net/PetterB
…….of course
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