SlideShare a Scribd company logo
Engaging citizens in research and
           innovation
   Opportunities and challenges afforded
              by social media
         John Breslin, NUI Galway
Me
•    Lecturer in electronics
•    Researcher at DERI
•    Founder of boards.ie
•    Mad scientist engineer
research
        innovation media
            society European role science
   between new RRI responsible summit public
         societal communication key actors developed challenges all keys
 information Europe issues about policy process large area interaction six actions other order debates conference
 engaging concrete environment presidency dialogue better stakeholders Irish changing researchers outlined civil importance support both
industry important makers inclusive horizon citizens grand future union needs foster content institutions participatory being social engagement EISRI
 during strategy through develop outcomes jobs processes via years intersectoral shaping sectors play clear clearly access innovative approach traditional
participation increase within some solutions terms growth assess one technologies further competitiveness fully concept relationship more broadly focus fact
 relate exchange reflect make equally look level leading engaged central education question disciplines different knowledge development authoritative well
                                      designed providers spongebob squarepants can you really read this small writing?


                                                    Word cloud generated from http://eisri-
                                                       summit.eu/background-paper/
From word of mouth…
…to word of tweet
Citizens:
Can we please
have your
attention for this
important
scientific            No, I’m too busy reading my
announcement?        Facebook

                     Haha, I get it, he’s a banana, and he’s saying it’s “apeeling”
The paradox of the Web*

  You now have a megaphone

   (Just like everyone else)

        * Bernardo Huberman, HP Social Labs
No longer a race to be first, but a
battle to get the most attention
Be. Interesting.

Easier said than done, eh?
“A new solid-state propulsion system
 has been devised using the sigma…”




                                       “Get me out of here”
Rockets! Space! Action!
Don’t want to dumb down the
message, just make it relevant
Getting attention for the scientific
              message
•  Have you tried asking questions of the public,
   rather than regurgitating article titles?
  –  Without using a question that may bias the
     response
  –  Provoking but not being rhetorical
•  Pique the interest of @influencers
  –  Get them to tell their fans / followers / friends
•  Target #topics
“How well was science taught in your high school?”
#scienceweek @wiredscience @nytimesscience
Who can best spread your message to the public?

IDENTIFY HUBS AND INFLUENCERS
“Is it me or is he looking a little washed out?”
“Doctor Jim is so cool”
Anecdote: tweeting out slides from
   a talk I gave earlier this year
•  Put slides on SlideShare*
•  I had referenced various funding institutions,
   non-profit organisations, etc. in my slides:
  –  And made sure to tell them about it on Twitter!
•  500 views in a few hours
•  3000 views after a week



                   * http://slidesha.re/europreneurs
For events or topical stories

TARGET KEYWORDS, #HASHTAGS
#hashtags for big scientific events
And explain what the #hashtag is
         periodically…
      …for those not in the know…

    #sciencemedia is for EISRI BTW!
Sometimes, it’s good to be personal

BE A FACE, NOT A LOGO
But don’t go too far!




            “I actually came for
            the climate change
            discussion, but all I
            got was someone on
            about their lousy
            barbeque”
Automate your message for
 sending out at peak times
But make sure the right message
           goes out…
•  From: Quora Weekly Digest <digest-
   noreply@quora.com>
•  To: john.breslin@nuigalway.ie
•  Subject: What is it like to have your mother
   die? - Quora
•  Message-ID:
   <1361359522.0682987696506104@mf101>
•  Date: Wed, 20 Feb 2013 05:25:22 -0600 (CST)
USE EXAMPLES TO SHOW WHY
RESEARCH AND INNOVATION IS
MONEY WELL SPENT
@johnbreslin or john@bresl.in

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Engaging Citizens in Research and Innovation: Opportunities and Challenges Afforded by Social Media

  • 1. Engaging citizens in research and innovation Opportunities and challenges afforded by social media John Breslin, NUI Galway
  • 2. Me •  Lecturer in electronics •  Researcher at DERI •  Founder of boards.ie •  Mad scientist engineer
  • 3. research innovation media society European role science between new RRI responsible summit public societal communication key actors developed challenges all keys information Europe issues about policy process large area interaction six actions other order debates conference engaging concrete environment presidency dialogue better stakeholders Irish changing researchers outlined civil importance support both industry important makers inclusive horizon citizens grand future union needs foster content institutions participatory being social engagement EISRI during strategy through develop outcomes jobs processes via years intersectoral shaping sectors play clear clearly access innovative approach traditional participation increase within some solutions terms growth assess one technologies further competitiveness fully concept relationship more broadly focus fact relate exchange reflect make equally look level leading engaged central education question disciplines different knowledge development authoritative well designed providers spongebob squarepants can you really read this small writing? Word cloud generated from http://eisri- summit.eu/background-paper/
  • 4. From word of mouth…
  • 6. Citizens: Can we please have your attention for this important scientific No, I’m too busy reading my announcement? Facebook Haha, I get it, he’s a banana, and he’s saying it’s “apeeling”
  • 7. The paradox of the Web* You now have a megaphone (Just like everyone else) * Bernardo Huberman, HP Social Labs
  • 8. No longer a race to be first, but a battle to get the most attention
  • 10. “A new solid-state propulsion system has been devised using the sigma…” “Get me out of here”
  • 12. Don’t want to dumb down the message, just make it relevant
  • 13. Getting attention for the scientific message •  Have you tried asking questions of the public, rather than regurgitating article titles? –  Without using a question that may bias the response –  Provoking but not being rhetorical •  Pique the interest of @influencers –  Get them to tell their fans / followers / friends •  Target #topics
  • 14. “How well was science taught in your high school?” #scienceweek @wiredscience @nytimesscience
  • 15. Who can best spread your message to the public? IDENTIFY HUBS AND INFLUENCERS
  • 16. “Is it me or is he looking a little washed out?” “Doctor Jim is so cool”
  • 17. Anecdote: tweeting out slides from a talk I gave earlier this year •  Put slides on SlideShare* •  I had referenced various funding institutions, non-profit organisations, etc. in my slides: –  And made sure to tell them about it on Twitter! •  500 views in a few hours •  3000 views after a week * http://slidesha.re/europreneurs
  • 18. For events or topical stories TARGET KEYWORDS, #HASHTAGS
  • 19. #hashtags for big scientific events
  • 20. And explain what the #hashtag is periodically… …for those not in the know… #sciencemedia is for EISRI BTW!
  • 21. Sometimes, it’s good to be personal BE A FACE, NOT A LOGO
  • 22. But don’t go too far! “I actually came for the climate change discussion, but all I got was someone on about their lousy barbeque”
  • 23. Automate your message for sending out at peak times
  • 24. But make sure the right message goes out… •  From: Quora Weekly Digest <digest- noreply@quora.com> •  To: john.breslin@nuigalway.ie •  Subject: What is it like to have your mother die? - Quora •  Message-ID: <1361359522.0682987696506104@mf101> •  Date: Wed, 20 Feb 2013 05:25:22 -0600 (CST)
  • 25. USE EXAMPLES TO SHOW WHY RESEARCH AND INNOVATION IS MONEY WELL SPENT