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Similar to EMSL Social Media
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EMSL Social Media
- 1. EMSL & Social Media Staci A. West EMSL Communications Manager NUFO Annual Meeting June 2011
- 2. Agenda The social media landscape Why engage? What has worked at EMSL 2
- 3. Social media landscape exploded, more platforms available 3
- 4. What’s the point? People now spend more time on social media sites than on email, according to Nielsen Social media sites have a higher visibility than an institution’s web site or email list Requires a shift in thinking, focus and resources “What starts online moves offline, and what starts offline goes online. Online and offline life are inherently connected. They’re not separate worlds.” Keith Hampton, Sociologist University of Pennsylvania 4
- 5. Rapidly changing landscape brings new opportunities & challenges Opportunities Integrate with and enhance overall marketing strategy Speak directly with audiences – authentically New way of reaching scientists, clients and employees Challenges Be realistic in ability to control message Managing additional workload Have & stay focused on a strategy Understand different expectations in social media realms for authenticity, transparency, and no ‘marketing speak’ 5
- 6. Benefits of social media outreach can far outweigh time & cost investment Generate relationships through dialogue Recruit employees (and users) Build brand reputation Engage your staff Connect with key organizations Gather intelligence – on competitors, clients, stakeholders, reporters It’s not going away – engage and experiment now. 6
- 7. Platforms commonly used by Dept. of Energy user facilities Facebook Two-way dialogue Users are 35-54 years old Majority have bachelors or graduate degree Twitter Immediacy Target an audience; most users follow a brand Intelligence gathering by following others LinkedIn Target audience via professional networks Raise visibility through groups YouTube Flickr 7
- 8. How scientists use social media Bioinformatics study, 2007: More visiting and viewing than active commenting More focused on using for research Strong desire to keep personal and professional lives separate Microscopy/Microscopy Education ©2007 BioInformatics, LLC and PJA survey, 7/2010: Half of the respondents don’t use social media at work 25 percent use social media to monitor news outlets Listserves, LinkedIn highest ranking The most useful social media tools. 8
- 9. EMSL’s social media presence: Grow deliberatively & part of overall strategy Goal: Build awareness Generate dialogue Not to bring in new users Developed social media strategy Best practices for tone, content, frequency Surveyed EMSL users to identify April 2010 EMSL User Survey most use platform(s) 9
- 10. EMSL implemented strategy one platform at a time Facebook Launched in spring 2009 More than 1,300 ‘fans’ in two years Enables two-way dialogue Highlight jobs, science, calls for proposals, and our people YouTube Solid channel for leveraging other activities Recycle internal communications videos Flickr Limited ROI but also limited investment What’s next: ResearchGate, LinkedIn 10
- 11. EMSL social media campaign: Science Art Contest builds engagement Goals Draw new Facebook fans Engage staff and users Build out content on nascent Flickr site Generate new images for marketing needs Facebook served as hub for images, activity People’s Choice Posted images on Flickr Results 90 entries Nearly 600 ‘likes’ to People’s Choice contest on FB More than 300 views to Flickr page 2010 Science Art Winner 11
- 12. ARM and JGI – Other robust social media efforts by DOE user facilities 12
- 13. How to dive into social media Gather data – what do your users want? Understand changing expectations of conversation & dialogue Identify a social media ‘guru’ Integrate with other activities to ensure maximum leveraging Don’t be afraid to abandon a plan or redirect it Stay flexible because the landscape continues to change 13
- 14. Questions? 14