This presentation covers the following topics: In our session I covered:  Pros & Cons of Social Media for Researchers  Best Platforms to Communicate Research  Tips for Communicating Research  Coping with Negative Responses on Social Media Who to Follow on Social Media  Why Engagement is Key and How to do it

1. Social Media
for HDR
Students
UNIVERSITY OF THE SUNSHINE COAST
DR KAREN SUTHERLAND
SCHOOLOF CREATIVE INDUSTRIES

2. TODAY'S
PRESENTATION
Introduction
Pros & Cons of Social Media
Best Platforms to Communicate Research
Tips for Communicating Research
Coping with Negative Responses on
Social Media
Who to Follow on Social Media
Why Engagement is Key and How to do it

3. INTRODUCTION

4. INTRODUCTION

5. SOCIAL MEDIA PROS
Provides the ability to reach people with niche interests
from all around the globe.
Sends information quickly.
Supports professional networking and relationship
building in between face-to-face meetings.
Perfect platform for storytelling.

6. SOCIAL MEDIA PROS
Supports a range of content types: text, video, images.
Allows you to keep up-to-date with research and
industry news and developments.
Can generate media coverage.
Can increase research profile and influence.
Ability to participate in global conversations on areas
of expertise.

7. SOCIAL MEDIA CONS
Time-consuming.
Addictive.
Takes knowledge, skill and consistency to use it
well.
Exposure to negativity.
Sends errors around the globe quickly.
Can be unreliable.
Can position people as influencers without
credibility.
Privacy data breaches

8. BEST PLATFORMS TO COMMUNICATE RESEARCH - TWITTER
Quick discussion on trending topics in your area of expertise
Great for conferences using relevant hashtag (only use 2-3 hashtags at most)
Used by many researchers and journalists
The most likely place to gain the attention of journalists
Facilitates text (280 characters, between 70-100 optimal length), images,
video and links.

9. BEST PLATFORMS TO COMMUNICATE RESEARCH - FACEBOOK
A good idea to create a public page ( business or public figure) to increase
reach further than your friend network
Participate in discussions in groups relevant to HDRs and to your research area
Facilitates text, video, images and links
1 minute vertical videos generate amazing reach
Only post text with something visual unless you are posting a comment

10. BEST PLATFORMS TO COMMUNICATE RESEARCH - LINKEDIN
Is now a content-driven platform not just somewhere to park your CV
It's a great time to be active on LinkedIn. The platform will reward you with
exposure
Facilitates text, video, images and links.
The are many industry/research groups and relevant academics to connect
with
Ensure your profile photo is professional and your title clearly explains your
area of expertise
If set up correctly, your profile will attract opportunities to you as long as you
are active on the platform

11. BEST PLATFORMS TO COMMUNICATE RESEARCH - INSTAGRAM
A good platform to reach younger audiences.
70% of Instagram users are under 35 years of age.
Visual based platform. Supports images, video and text captions.
Links can only be used in bio (or in a Story if you have 10k+ followers
Instagram Stories are currently booming. Great medium for showing
day-to-day, behind-the-scenes type content

12. BEST PLATFORMS TO COMMUNICATE RESEARCH - YOUTUBE
The best place for long-form videos
The second most popular search engine after Google
Tell the story of your research via video
Vlog your story as a research student
Provide tips and advice to others on similar journeys

13. BEST PLATFORMS TO COMMUNICATE RESEARCH -
RESEARCHGATE & ACADEMIA.EDU
Research-specific platforms
A great place to connect with other researchers and
follow their work
A place to share your own work and keep abreast of
employment opportunities
Important to keep your profile up-to-date
Can assist in the increase of citations

14. TIPS FOR COMMUNICATING RESEARCH ON SOCIAL MEDIA
Tell the story of your research.
Make it short but sweet. You want to create interest not
boredom.
Less words, more visuals.
Create graphics (using Canva) to highlight an important
statistic and grab attention.
Use Biteable to create animated infographics.
Always Include a link to your published paper.
Celebrate successes

15. TIPS FOR COMMUNICATING RESEARCH ON SOCIAL MEDIA
Facebook Video
Tweet
LinkedIn
YouTube

16. COPING WITH NEGATIVE RESPONSES ON SOCIAL MEDIA
Pause. Do not react.
If the post is personally abusive (racist, sexist,
homophobic) think twice about responding.
If the post is just a different viewpoint, remain calm
and state your side in a matter-of-fact and
respectful way with evidence to support you.

17. COPING WITH NEGATIVE RESPONSES ON SOCIAL MEDIA
Don't take anything personally. These people do not
know you.
Trolls seek pleasure from prompting a reaction.
Don't give them one.
If the negativity is ongoing and extreme, Facebook
allows comments to be hidden and all platforms
have a blocking feature.

18. WHO TO FOLLOW ON SOCIAL MEDIA
Fellow students particularly those in your field of research
Your supervisors
Academic staff at USC
Highly cited authors
Relevant journals
Funding bodies
Journalists and media outlets
People you meet at conferences and HDR events
Other researchers who are using social media well
Where work or hope to work in the future

19. WHY ENGAGEMENT IS KEY AND HOW TO DO IT
Social media is a two-way communication tool
Engagement build relationships.
The algorithms of the mainstream platforms reward
engagement with reach.The more you engage with
others, the most people will see your posts.
Engagement means commenting, sharing,
retweeting, liking (or reacting) and replying.

20. WHY ENGAGEMENT IS KEY AND HOW TO DO IT
TIPS
Like (if appropriate) and reply to all comments on
your posts.
Always tag the post's or comment's author in your
comment or reply.
Tag people, organisations and brands in your posts
where relevant.
Participate in Twitter chats and discussions in your
area of expertise.
Ensure that your engagement is genuine and offers
value. Don't just do it for reach.
Be consistent.

21. QUESTIONS

22. CONTACTS
EMAIL
ksutherl@usc.edu.au
TWITTER
kesutherland777
LINKEDIN
karenesutherland
FACEBOOK
drkarensutherland