SRP Web Communication and Utilizing Social Media


Published on

Given to fellow Superfund Research Centers at an annual meeting. Discussing ways to expand and improve web communications for our Centers.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Social Network the act of engaging with one another…Expanding contacts by making connections through individuals.
  • Social Media is important because… It takes us to people who talk about our research, have interest in our research, need our research, that we don’t know about…We have the ability to learn about related research, other people’s interests and needs, and all of the things we don’t know that we don’t know.World of possibilities – potential partners, listening the needs of various groups, being visible and easy to followFostering a culture of trust, because you care about being transparent and available to everyone.Social media includes web-based and mobile technologies used to turn communication into interactive dialogue – Tools for community building – bi-directional communication
  • Responses to “If you wanted to learn about scientific issues such as global warming or biotechnology, where would you get information?” Govt. Sources are included in the Other categoryInternet is where people get their information about science, generally what’s relevant to them..(in the news, tied to political issues, things that impact their health). We focus on complex science/risk communication issues: low dose, mixtures, windows of exposure, biomedical research ethics, routes of exposure, toxicity screening, etc.The Internet is the main source of information for learning about specific scientific and emerging hazards and issues.
  • It’s great that the public does trust the information coming from scientists.2009 Poll, Your Congress, Your Health. course, the public is suspicious if scientists are funded by industry in specific areas like GM foods, etc.
  • It would be nice if it was a simple equation. It’s complex. We know when it comes to social adaptation and technology, scientists are behind the curve. Although 72% of internet-using Americans are on Facebook, less than 2/3 of college faculty are. Similarly, in one survey, more than half of lab managers said they have never used Facebook.We want to support the scientific community to be more engaged. In 2009, Research!America polled the average American and asked them a very simple question: name a living scientist. A sobering 65%didn’t even try, and another 18% got it wrong. The challenge is that…. poll in 2007 shared that only 28% percent of Americans can pass a basic science literacy test. *Note: Science literacy is only a small factor in how people form their opinions, while the interplay between values, religious affiliation, and the opinions of others whom they trust is much more influential.Wewant people to make responsible decisions on complex scientific issues when only a small percentage of our population—including our policy-makers—has even a basic grasp on the science behind the debates?The public trusts scientists in general, but part on specific issues…..It is especially important that we engage in social networking because studies have shown science literacy is only a small factor in how people form their opinions, while the interplay between values, religious affiliation, and the opinions of others whom they trust is much more influential.While political parties and religious organizations jump head first into discussions of their beliefs with anyone who will listen, thus playing an active role in the decision-making process, scientists stand back, hand out facts, and expect that information alone is enough to sway attitudes. Instead of appearing as beacons of knowledge, our actions make us appear stuffy, elitist, and disengaged. By connecting scientists with the rest of the world, social media is the most powerful tool available for us to shift this paradigm.
  • The best scenario is that the Scientist are where the people are and explain science, which is their passion in their own words. Not just put out information.TedTalks are great examples! Work internally to help and guide scientists to think differently about how they share their research via the web.As scientists, we pride ourselves on doing meaningful, cutting-edge research and publishing it in the top-tier journals of our field. The problem is, these publications only communicate science to other scientists.Wise words of Alan Alda. In an essay for AAAS, he said "Every scientist reading this has a deep passion for science. I implore you: let your passion out. Share it with us. Warmly, with stories, imagination, even with humor . But most of all, in your own voice.”Think about branding yourself as a scientist
  • We want to support scientists in communicating their science to the public via social media, so they have the ability to connect, relate, have dialogue, build trust.Social media is a tool to communicate science to the public. “Don't do social media. Do big things using social media as the tools”.Chris Brogan ‏@chrisbrogan
  • OSU Social Media Package… Started with Facebook in August of 2011, adopted in clockwise order. Constant Contact: sharable eNewseltter on social networks, viewable on web, easy subscribe and unsubscribe, keeps track of analytics and database of stakeholders. We have an internal and external newsletter.Flikr: sharable photos, internal and external, promote researchOther Blogs. Google +, Linkdn. Do feel a blog is a good idea….modern way of doing a newsletter allowing people to comment and engage on what you are sharing, organized by date.
  •’s U.S. growth is predicted to be four times greater than Facebook’s over the next couple of years. 93% of US adult Internet users are on FacebookGo to Pinterest and search “Facebook 2012” or “Social Media 2012” to see infographicsTools on measuring the impact on social media will be growing.
  • The People: Integral part of the news system in the futureCDC's Chris Portier and EPA's Lisa P. Jackson both connect with the public via Twitter. 140 characters on Twitter: “Hook” title, phrase or quoteLink to visual, photo, and more information Reply to and support others by retweetingIt’s not just about your center or research – support and share about others search and promote key works and topics via #hashtags Twitter Events: Building community – leveraging.Lisa P. Jackson and Mom’s Clean Air Force. – Twitter event on air pollution and mercury. #momscafArchive #hashtag events, good notes of conversations and meetings to share or return to later. When time is limited, hashtags allow you to find information (I search #superfund, #NIEHS, etc.)
  • image shows the variety and number of people tweeting with very limited promotion.  Besides NIEHS and NIEHS-centers from OSU, UCincinnati, and UW, tweeters included non-profits, individuals, industry and related govt and universities such as NLM, NIH, EHP, and CROET at OHSU, and NPIC and CPPHS at OSU. Leveraged larger networks like NIEHS and EPA Summary1. This week brought together a community on air quality and human health.  2. The hashtag #healthyair now can be searched with worthwhile information and resources.  However, EPA and others may have used other hashtags, such as #airquality, and we may have missed the opportunity to be in a larger network.3.  My number of followers increased, and having a focused week of tweeting helped me gain some skills and practice.  (Others may have more to share here)4. I feel it’s worthwhile to have Tweetfests 3-4 times per year. It will build as other Centers begin to recognize the value.  Possible Future TweetfestsOctober - Healthy Literacy MonthMarch - World Water Day. Groundwater Awareness WeekApril - National Public Health Week,  World Health Day, Earth Day, Cancer Control MonthMay - Asthma and Air, May 6–12, 2012 isDrinking Water Week. Days to focus on SRP projects and have conversations via TwitterEncourage hashtag tweeting and sharing at conferences of interest to others in the network
  • Does Media Coverage Increase Citations?most of the non-content factors influencing citation rate relate to article discoverability. -New England Journal of Medicine 1991-In the first year after publication, publicized articles received 72.8% more citations. Tweets can predict highly cited articles within the first 3 days of article publication. Social media activity either increases citations or reflects the underlying qualities of the article that also predict citations, but the true use of these metrics is to measure the distinct concept of social impact. Social impact measures based on tweets are proposed to complement traditional citation metrics. The proposed twimpact factor may be a useful and timely metric to measure uptake of research findings and to filter research findings resonating with the public in real time..
  • Graphic source:
  • Educators are a huge audience. People appreciate visuals.Pinterest is an online pinboard that lets you put your favorite images on a single Web page. You can share your “pins” with others or browse pinboards created by others.Minimum will organize your information into categories using pictures…. I get people who regularly repin.Provides exposure, place to comment
  • Five things emphasized….WHAT I LEARNED IN THE PAST YEAR FROM MY EXPERIENCE ON FACEBOOKDifferent audience than Twitter. Fewer posts – great way to share video and photos (that’s what people are interested in).Grad students are on Facebook and like their success to be acknowledged and shared.Sometimes challenging to post consistent contentMOST ENGAGED POST WAS OUR ENEWSLETTERLurkers on Facebook and Blogs are about 80%
  • The 4 Stages of Social Media Marketingby Dave Larson on October 8, 2012To use social media in business, start by asking yourself four simple questions:What results do you want?Who are the people you want to connect with?How will those people find you?What measurements matter the most to you?SRP WEB COMMUNICATIONS AND THE WEB OF LIFE Plant the seed Look and listentablishworthy web site Create database of stakeholders Strategize and plan NURTUREBuild communityBe active and consistent with posts and updatesShare relevant information Increase what works, decrease what doesn’t  Find your spaceEngage and expandMake content interesting Partner on web projects, leverage partners THRIVE:Be interconnected Share impact Foster trust Be sustainable   
  • 1. Workgroup:Purpose: Inclusive group discussions and sharing to improve and expand communication efforts of the NIEHS centers while building capacity of staff, students, and faculty. Topics for Discussion What’s working well, areas to continue growth/invest timeAreas in need of improvement and changeCommunication and information needs of specific groupsPeriodic events, like Tweetups, to practice with social media and expand effortsInternal training Statistics and analyticsOpportunities to incorporate social media to enhance projects and research2. By training students, there is a positive ripple affect on all scientists in the Center….3. Tweeitng at meeting creates archived notes relevant to our stakeholders, connections, community building, conversations that continue after the meeting, transparency and trust
  • SRP Web Communication and Utilizing Social Media

    1. 1. Naomi Hirsch RTC Program CoordinatorOregon State University Superfund Research Program Twitter: @SRP_Oregonstate Facebook: OSUSuperfund Web Site:
    2. 2. Outcomes Expand knowledge on the importance & role of web communications Get ideas from current social media and web examples Get questions answered and have time for further discussion
    3. 3. Our Center’s Social Network: The Beginning NIEHS Other Community/ OSU Partners NIEHS Centers OSU SRP Related EPA/CDC/ Orgs/ ASTDR/ Regulatory Industry Agencies Students and Scientists
    4. 4. Our Center’s Social Network Utilizing Social Media People talking about our research and related research Potential partners People who have for research and interest in our Being accessible, NIEHS projects research fostering trust, Community Other and NIEHS Partners Centers having platforms OSU for engagement, SRP EPA/CDC/ dialogue and Related Orgs/ ASTDR/ sharing Regulatory Industry Agencies Journalists and Students andscience writers who Scientists People who need to want to write and know about our share about our research research Friends, family, and connections of those involved with our research
    5. 5. University of Chicago, National Opinion Research Center, General Social Survey (2008)Source:
    6. 6. How Much Do People Trust What Scientists Say?In Science We Trust: Poll Results on How You Feel about Science (Scientific American 9/22/10)
    7. 7. Most people learn about Trust scientists scientific issues on-line Most scientists are not Only 28% percent of on-line educating and Americans can pass a informing the public and basic science literacy test policy-makers “Trust is not about Science literacy is only a information; it’s about small factor in how people form their opinions. dialogue and transparency” The interplay between Borchelt, Friedmann, & Holland values, religious affiliation,Managing the Trust Portfolio: Science Public Relations and Social Responsibility and the opinions of others whom they trust is much more influential.
    8. 8. "Every scientist reading this has a deep passion for science. I implore you: let your passion out. Share it with us. Warmly, with stories, imagination, even with humor. But most of all, in your own voice.” - Alan Alda
    9. 9. Communicating Our ScienceGraphic Credit:Communicating the science of climate changeRichard C. J. Somerville and Susan Joy HassolPhysics Today, October 2011, page 48
    10. 10. “Be where the “Listen and people are” learn” Facebook eNewsletter Twitter OSU SRP@ Pinterest
    11. 11. Why Twitter Works @CDC_DrCPortierThe People: Journalists, scientists, bloggers,students, educators, industry, nonprofits, national,state and local govt, community leaders, mothers, @lisapjacksondoctors, nurses,… What people share Being accessible, fostering trust, 140 character limit and having platforms Efficiency of posting, replying, for engagement, dialogue and re-tweeting, supporting, dialogue sharing #Hashtags (#epa #niehs #srp) Analytics
    12. 12. #HealthyAir Tweetfest April 30 - May 4, 2012In support of World Asthma Day and EPAs Air Awareness Week Summary report
    13. 13. Articles publicized in the Times received 72.8% more citationsHighly Cited Low/No Tweets Highly Tweeted
    14. 14. Graphic source: http://blog.evidon.cPinterest has grown from roughly 1 million users in om/2012/09/07/evi don-gtr-pinterest/ July 2011 to more than 20 million today.
    15. 15.
    16. 16. 1. It’s a different audience than twitter 5. 80% of2. People appreciate photos, video and eNewsletters views are lurkers and will not like or3. Grad students are on Facebook comment 4. It may be challenging to post consistently
    17. 17. The Web of Life PLANT THE SEED NURTURE FIND YOUR THRIVE SPACE 1. Build community 1. Engage and1. Look and listen 1. Be interconnected 2. Be active and expand2. Establish worthy 2. Share impact web site consistent with 2. Make content posts and updates interesting 3. Foster trust3. Focus on stakeholders 3. Share relevant 4. Be sustainable information 3. Partner on web4. Strategize and projects, plan 4. Increase what leverage works, decrease what doesn’t Credit: Naomi Hirsch, Oregon State University Superfund Research Program,
    18. 18. Three Specific Ways to Improve and Expand1. Meet with inclusive internal workgroup that focuses on Center web communications2. Train students on communicating science to the public via elevator speech videos3. Plan NIEHS network-wide “tweetups” on Twitter to promote and increase exposure of our research, AND grow our network Examples: #srpchat #srp2012 (meeting) #healthyair (topic) Hashtag relevant science terms in your posts
    19. 19.