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Twitter for Scientists Workshop: Why Bother and How To Get Started
- 1. TCGA 2015 Symposium Twitter Workshop for Scientists Emma J. Spaulding, MPH @TCGAupdates @emmajspaulding
- 2. Agenda • Twitter Basics • 5 Reasons You Should Use Twitter • Twitter Terminology • Hits and Misses – From @TCGAupdates and Others • Lessons Learned • Twitter Analytics
- 3. What is Twitter? • Microblogging platform • New technology, old concept
- 4. 5 Reasons You Should Care 1. Connect with people in a very public way 2. Patient’s perspectives 3. Follow conferences from afar 4. It’s fun! 5. Advance your career
- 5. 1. Connect with people publicly • Professionally
- 6. 1. Connect with people publicly • ….and personally.
- 10. 4. It’s fun! • #Overlyhonestmethods
- 11. 4. It’s fun! #Overlyhonestmethods
- 12. 4. It’s fun! • @SarcasticRover
- 13. 4. It’s fun! @SarcasticRover
- 14. 4. It’s fun! @SarcasticRover
- 15. 5. Advance Your Career • 94 % of employers are using social media as part of their recruiting strategies • Only 20 to 30 percent of jobs are filled by people applying for published vacancies. It’s who you know. • The easiest way to connect with potential employers is through social media. • You can form online relationships with people who could help you in the offline world. • LinkedIn is still the most widely-used career management web site, but Twitter enables you to engage in conversations with people
- 16. 5. Advance Your Career
- 17. 5. Advance Your Career
- 18. 5. Advance Your Career
- 19. 5. Advance Your Career An Introduction to Social Media for Scientists, April 23, 2013 c/o Mark Story, @mstory123
- 20. Your Searchable Public Profile • Facebook vs Twitter • Expect potential employers and collaborators to scan through your social media presence as part of the selection process • “…Scientists should use social media to make them "much more likely to be approached by someone looking for an expert in a particular field.” • @emmaspaulding and @emmajspaulding c/o Mark Story, @mstory123
- 21. @emmaspaulding
- 22. @emmajspaulding
- 23. 5. Advance Your Career Publishing • Using Twitter, you can: • Create additional links to your work: point people to other sites where you have published information, like ResearchGate, Google Scholar, Academia.edu or a prominent blog • Make your voice heard: share your opinion on scientific matters in a very visible fashion • Highly tweeted journal articles are 11 times more likely to be highly cited compared with those with minimal or no social media presence (source: Journal of Medical Internet Research) c/o Mark Story, @mstory123
- 24. The Illustrated History of Twitter • https://www.youtube.com/watch?v=NzRksza GBbY
- 26. Twitter Terminology – Tweet: 140 character post – Tweet: Noun and verb – Carolyn: Did you see that tweet saying what a great job Julia Zhang did organizing the conference? – JC: Yes, I tweeted that during the morning break. – Handle: your username (@TCGAupdates or @emmajspaulding) – Followers: Other people on twitter who want to follow what you post – Hashtag: Topic identifier (#TCGA or #TCGA15) – RT or MT: Tweeting another’s tweet with no or small changes – Favorite: Similar but more private
- 27. @reply
- 28. .@mention
- 29. Twitter Terminology – Feed: the constantly updated stream of tweets from people you follow – URL shortener: makes a shorter version of a link so that it uses up fewer characters • Often automatic, Bit.ly – Live-tweeting: Tweeting what’s happening from a conference
- 30. Best Practices • Twitter as a cocktail party • Getting Started – Brevity • Additional Content • Photos – NCI’s Visuals Online: https://visualsonline.cancer.gov – CDC's Public Health Image Library: http://phil.cdc.gov/phil/home.asp – Flickr's "The Commons": https://www.flickr.com/commons – Wikimedia Commons: http://commons.wikimedia.org/wiki/Main_Page c/o Mark Story, @mstory123
- 31. Best Practices • Don’t hashtag dump
- 32. Best Practices • Engage with your followers – Have you used @23andme? What did you think? – Ancestry.com’s genetic testing? Interesting? Worth it? – Personalized medicine or precision medicine? • Twitter or 3rd Party Apps – Tweetdeck and Hootsuite • If you’re unsure, don’t.
- 33. Hits and Misses • From @TCGAupdates and others • Twitter Analytics
- 39. Others’ Hits
- 40. Others’ Hits
- 41. Others’ Hits
- 43. Others’ Misses
- 44. Others’ Misses
- 45. Lessons Learned • Check your hashtags • Use specific hashtags • A twitter misstep is not the end of the world
- 46. Check your hashtag: #RhoA
- 48. Use specific hashtags: #cancer
- 49. Another type of #cancer
- 50. Another type of #cancer
- 51. Another type of #cancer
- 52. Another type of #cancer
- 53. Another type of #cancer
- 54. Another type of #cancer
- 56. Use specific hashtags: The Healthcare Hashtag Project
- 58. Use specific hashtags: The Healthcare Hashtag Project
- 60. Accidental Tweets • Not the end of the world • Private person, not official account • You monitor your account most closely • Can always delete
- 62. Terms and Definitions • Twitter’s analytics website – analytics.twitter.com • Impression – number of times a user saw our tweet • Engagements – number of times users interacted with our tweet • Engagement Rate - Engagements ÷ Impressions • Twitter’s Promoted Tweets – 3-5% Engagement Rate
- 63. Engagement
- 64. What’s a good engagement rate? • Twitter’s Promoted Tweets – 3-5% Engagement Rate • Tweets from #AACR15
- 65. Tour of Twitter Analytics
- 66. Tweet Details
- 67. Successful Tweet
- 68. IDing a Successful Tweet
- 69. ID a Failed Tweet
- 70. ID a Failed Tweet
- 71. Take Aways • Don’t delay! • Get on and start listening • Resources available
- 72. c/o Christie Wilcox, @NerdyChristie
- 73. Acknowledgements • Teagan Keating Kuruna (@TeaganMPH) • Mark Story (@mstory123)
- 74. Questions?
Editor's Notes
- Let’s see how representative our group is compared to the science study referenced in my workshop description: Who uses twitter regularly? Has it/ heard of it/ knows what it is, but doesn’t use regularly? Never heard of twitter?
- What even is twitter? It’s a microblogging platform to share that bite-size chuck of content with your audience. Believe it or not, twitter wasn’t the first to come up with the concept. “Snapple Real Facts” under bottle tops, cereal box trivia, baseball trading cards, even fortune cookies all deliver micro-content. Subject line of an email or news article headline are probably the most common types of micro-content we all work with on a daily basis. Doesn’t replace the long-form content (the email or the news story), but helps promote it and organize it in our minds.
- Why Bother? 1. Connecting with people in a very public way Professionally: Thanks for the grant money!
- … And Personally to tackle customer service issues. Like Kendal expressing her dissatisfaction with Comcast
- See patient’s perspectives If you don’t work direclt with patients, it can be hard remembering who you’re doing this for and what the ultimate end goal is. I know I have this problem. If you’re disconnected, it can be a great reminder of why you’re doing this. Faces of Lung Cancer is a great account, aggregates lots of patient’s experiences with lung cancer
- Follow conference proceedings from afar that you might not be able to attend because or time or money… Like #AACR15, to which over 4k people contributed to the twitter conversation Promoted so thoroughly by AACR that the pulls on the sippers of the laptop bags were branded with #AACR15
- Could have been following #TCGA15, which had nearly 50 participants and 300 tweets Don’t worry, there’s always #TCGA16
- The funny and sometimes scary justification for choice and applications of methods
- @SarcasticRover – the MarsRover stuck on a miserable rocky planet, never to return to Earth, and in a bad mood
- Autofill of a google query
- Take relationships from online to offline There are big shots on twitter
- A famous cardiologist and twitter all-star
- I only know Chris because I moved our relationship from online to offline I messaged her when she posted that she was in Bethesda, told her about myself, and boom – we met up for lunch!
- Institutional have job posting twitter handles or can help point you to the right person to be in touch with Go onto twitter
- Part of advancing your career is managing your public profile. From this PLOS biology paper, Googles searches now represent the standard approach for discovering information about a topic or person – whether is be search committees collecting information about faculty candidates, graduate students searching out prospective labs, or journalists on the hunt for an expert resource.
- Facebook = personal and locked down (not searchable) Twitter = searchable Expect potential employers and collaborators to scan through your social media presence as part of the screening process. Science highlighted the use of social media as a central part of the recruitment process “…Scientists should use social media to make them "much more likely to be approached by someone looking for an expert in a particular field.” My personal experience – Unfortunately, there is another emma spaulding on twitter. She beat me to it and got @emmaspaulding I’ve surmised that she’s in her 1st year of college and is tweeting all the things you expect a 19 year old to tweet
- If someone searches emma spaulding on twitter, I want to make sure she’s not the only emma spaulding that appears in the search results
- I have my own twitter account and hopefully, using context clues, someone would be able to distinguish between us.
- So twitter is one way to boost your public profile and put it in a favorable light
- Tweet: 140 character post Tweet: Noun and verb Carolyn: Did you see that tweet saying what a great job Julia Zhang did organizing the conference? JC: Yes, I tweeted that during the morning break. Handle: your Username (@TCGAupdates or @emmajspaulding) Followers: Other people on twitter who want to follow what you post, they want to hear what you’re saying Hashtag: Topic identifier (#TCGA or #TCGA15) RT or MT: Tweeting another’s tweet with no or small changes Sharing someone’s idea, similar to saying you agree with them Favorite: Another (less public) way to acknowledge a tweet
- 2 ways to interact with your followers @reply is only seen by you, the other person, and anyone who follows both of you
- .@mention is seen by the public
- Feed: the constantly updated stream of tweets from people you follow URL shortener: a tool makes a shorter version of a link so that it uses up fewer characters Often automatic (twitter does it) Bit.ly Live-tweeting: Tweeting what’s happening from a conference (me, the last two days) Any other features people want to go over before I move on to best practices?
- Twitter as a cocktail party Don’t want to stand on the table and start screaming Go in and find a group that’s talking about what you’re interested in and engage How to get started Brevity: Twitter reports that there’s no magical length for a Tweet, evidence suggests tweets between 100 – 120 characters seem to have the best engagement Additional content - % change in retweets: Links Videos get a 28% boost Quotes get a 19% boost in retweets Hashtags receive a 16% boost Photos average a 35% boost in retweets (copyright free images) NCI’s Visuals Online: https://visualsonline.cancer.gov CDC's Public Health Image Library: http://phil.cdc.gov/phil/home.asp Flickr's "The Commons": https://www.flickr.com/commons Wikimedia Commons: http://commons.wikimedia.org/wiki/Main_Page
- I said that hastags improve engagement with tweets At the same time, don’t hashtag dump Doesn’t look like you have real content
- Engage with your followers by tweeting questions Have you used @23andme? What did you think? Ancestry.com’s genetic testing? Interesting? Worth it? Personalized medicine or precision medicine? Use twitter or 3rd party apps Tweetdeck Hootsuite (allows scheduling) If you’re unsure about a tweet, don’t do it. Better to look a bit bland in your personal brand, than get too edgy.
- Any questions so far? Hits and misses – Later, I’ll review twitter analytics to demonstrate how we found our hits and misses. From @TCGAupdates and others
- Our followers love Bioinformatics tools
- Very cool automatically generated graphic Exists as a preview to what a person would see by clicking on the link
- 0.4% engagement rate – not clearly connected to genomics, which is what our audience is interested in
- 0.2% engagment rate Same day as state of the union with obama’s cryptic reference to what turned out to be the precision medicine initiative
- This was when #TCGA was added to the healthcare hashtag registry, which is a big deal in social media Literally, no one clicked on this for more information Too blatantly self congratulatory
- Neil DeGrasse Tyson Top scientist on twitter according to science astrophysicist, cosmologist, author, and science communicator. Director of the Hayden Planetarium
- Neil deGrasse Tyson’s interaction with George Takei, often known as Lt. Sulu in Star Trek You can see that these tweets have tons of RTs and even more favorites
- Catherine Anderson, PhD in Medical Genomics engaging in teaching and outreach opportunities
- One of the points the presenter made was tweeting about a trending topic, but not knowing why it’s trending Entenmanns saw this trending and jumped on the bandwagon 2011
- However, they did not check WHY it was trending. ”Sorry everyone, we weren’t trying to reference the trial in our tweet! We should have checked the trending hashtag first”
- Interesting paper, going to tweet about it from the @TCGAupdates twitter account, Referred the GTPase RhoA, make #RhoA a standardized term on twitter
- We all know what we mean when we say cancer, uncontrollable cell division
- But there are other “cancers” out there
- Other people might be using the same hashtag for less honorable purposes
- Instead of “cancer”, try “cancer research” or “cancer genomics”
- Accidentally tweeting something is not the end of the world In DC, when people think of an accidental tweet, this EPA error comes to mind A fellow accidentally triggered this automatically generated tweet, the fellow was advised on the sensitivities of social media
- You’re a private individual, not an official account. Unlikely that anyone is monitoring your account as closely as you are. Can delete a tweet or reply with correct information I’ve had to do it an never experienced any repercussions Twitterific (iphone app) even has a delete and edit function Great if you forgot a link or picture
- Any questions before we get into analytics? Here’s how we knew what were out hits and misses: Twitter analytics Twitter tracks engagements with your tweets Twitter only tracks interactions that happen on its platform While we have 2357 followers, if half of them consistently use a 3rd party client (like I do), then those interactions are lost. Remember that it’s not showing you the whole picture, but hopefully a representative slice
- What counts as an engagement? Detail expands, link clicks, favorites, shared via email, hashtag clicks, retweets, user profile clicks, follows, replies Again, this only tracks engagements via twitter.com
- Depends on what you’re looking for We aim for a smaller number of followers with a higher rate of engagement Niche audience We want a small but engaged audience Twitter says that with their promoted tweets, they can get your 3-5% Tweets from #AACR15 often didn’t have a way to further engage with the tweet Low engagement was fine
- Top bar graph is the number of impressions gained each day here you can see a steep increase around AACR Lower bar graph is number of tweets Again, you can see a high increase around AACR Underneath that, tweets, their impressions, engagment numbers, and engagement rates On the right side you can see your stats over the past 4 weeks Engagement rate, link clicks, retweets, favorites Can change the timeframe to look at a different chunk of time
- 753 impressions 107 engagements 14.2% engagement rate
- 451 users saw it, one link click
- Can see 332 users saw it, but no one clicked on any part of it
- Don’t delay! Get on and start listening. I’m available afterwards to help you create or develop your account. Or I can send you resources!
- Alan Alda, author, actor, screen writer, who has established the Alan Alda Center for Communication Science at Stony Brook University