Twitter for academics and research
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This document discusses using Twitter for research purposes. It begins by outlining some key aspects of Twitter like hashtags and trends. It then discusses how academics can use Twitter to share and connect their research, but that it remains underutilized. It provides examples of researchers seeing benefits like accessing large audiences easily. The document then gives tips for using Twitter well, such as scheduling posts, finding trending topics, including photos, and engaging with others. It emphasizes that the power is in searching Twitter not just posting and provides some power tips for optimizing use of Twitter.
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Twitter for academics and research
- 1. The use of Twitter for research
- 2. Let’s start from the beginning…
- 4. Lets dive in to some research stats and then case studies…
- 7. There is a big opportunity for academics to use Twitter for sharing and connecting but it is still an under utilised resource in academia and it’s value is apparent. Lupton, D. (2014). ‘Feeling Better Connected’: Academics Use of Social Media - https://www.canberra.edu.au/about-uc/faculties/arts- design/attachments2/pdf/n-and-mrc/Feeling-Better-Connected-report- final.pdf
- 8. “Most scientists saw the benefit in using Twitter - they said it was a good way to access a large and diverse audience. They also appreciate the ease of communicating in snippets, how little time it takes, and how accessible it is,” Collins, K; Shiffman, D; Rock, J. (2016). How Are Scientists Using Social Media in the Workplace? - http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0162680
- 9. “It's allowed me to open up new communities for discussions and increase the interdisciplinarity of my research.”
- 20. Source: http://melissaterras.blogspot.co.nz/2012/04/is- blogging-and-tweeting-about-research.html
- 29. TWITTER AT AUT WHO IS DOING IT WELL
- 31. Jarrod Harr
- 32. Pani Favid
- 33. Steven Neville
- 34. How to Twitter
- 36. Search
- 39. Snap
- 40. Pictures tell a story Research by Twitter shows that tweets that include a photo or video receive 3 to 4 times more engagement (retweets, replies, etc.) than those that don't
- 42. Schedule
- 43. Schedule Content
- 44. Trend
- 47. For example, at events…
- 48. 2015 2016
- 49. Repeat
- 50. Repeat and repeat again
- 51. Tweet the same content more than once
- 52. Optimise
- 53. Leave some space… •Leave some space for people to retweet and add a comment. •Shorter tweets with around 110 characters get 17% higher engagement •You do have 280 characters but you don’t have to use them all.
- 54. And USE hashtags… •Hashtags double your engagement rate •But only 24% of tweets contain hashtags!
- 55. And links too! •Tweets with links get more retweets!
- 58. Analyse
- 60. Moments
- 64. A word of warning
- 66. Power Tips
- 67. Power Tips • Tip #1 – the power is in searching not posting • Tip #2 – tell a story and think outside the box • Tip #3 – schedule posts to optimise your posting • Tip #4 – always use relevant hashtags • Tip #5 – don’t be afraid to repeat yourself • Tip #6 – provide VALUE before you PROMOTE • Tip #7 – engage with others, be part of relevant discussions • Tip #8 – use any visuals you can to help tell your story Think outside the box and be yourself
- 68. https://www.inc.com/gary-vaynerchuk-allison-fass/inc-live-incredible- power-of-twitter-search.html
- 69. Questions?
Editor's Notes
- Twitter is where people connect with their passions, share their opinions, share their research, and find out what is happening in the world pretty much real time. Today we are going to be going to give you insights on how twitter is effective for research, and how to get the more out of Twitter and share a couple of examples of people at AUT who are nailing Twitter. And this isn’t about making your research more impactful, but it is about giving you enough information to make some decisions about the use of Twitter. And it’s not just inserting yourself into discussions for the sake of it; you want to add value and share your advice in a genuine way.
- Twitter has, slightly unfairly, gained a reputation for being lightweight: divorce spats, daily life-too-much-detail etc. Yet some tweets (the noun that describes the messages) contain important information, and Twitter is used widely in most professions. For academics who engage with social media, it has become a valuable tool to help build both their network and their reputation, as well as to provide data. Veletsianos (2011) did a qualitative study on 45 scholars’ use of Twitter, and found that usage included sharing information and resources, asking for and receiving assistance, social commentary, highlighting an online presence elsewhere, digital identity and networking. This article will examine ways in which Twitter can be used as a research aid, to network and to promote oneself and one’s research beginning.
- We all know Twitter - It's an easy way to discover news, information, content and conversations.
- I have Twitter but… What should you tweet? Why should you care? People said to Guy Kawasaki, "You gotta try Twitter". So, I go to this homepage, and I see, Lonely Boy 15, "My cat rolled over". Like, Tiffany Southern California, "The line at Starbucks is long". And, I thought to myself, "Why do I care?" "Why do I care that your cat rolled over?" "Why do I care that the line at Starbucks is long?" I don't even know who you are, Tiffany, or Lonely Boy 15. So it took me about six weeks to figure out Twitter. The power of twitter is in it’s functions like searching, hashtags, connecting with people, and sharing with others in your industry. For example, Use Twitter's search function to find conversations where you can add value. https://www.inc.com/gary-vaynerchuk-allison-fass/inc-live-incredible-power-of-twitter-search.html Use hashtags. These # symbols are created to trend a topic. Use a hashtag to join a discussion. The hashtag creates uniformity about a topic.
- What should you tweet? Why should you care? The power of twitter is in it’s functions like searching, hashtags, connecting with people, and sharing with others in your industry. For example, Use Twitter's search function to find conversations where you can add value. https://www.inc.com/gary-vaynerchuk-allison-fass/inc-live-incredible-power-of-twitter-search.html Use hashtags. These # symbols are created to trend a topic. Use a hashtag to join a discussion. The hashtag creates uniformity about a topic.
- Not only is it fun but it adds value A 2014 paper by Deborah Luton from the University of Canbera called - ‘Feeling Better Connected’: Academics’ Use of Social Media shows us that there is a big opportunity for academics to use Twitter for sharing and connecting but also that it is still an under utilised resource in academia and that it’s value in apparent. For example research that we will cover shortly also shows it’s effectiveness in increased citations Conference analogy What else: You’re in the Driver’s Seat It’s About the Network Giving your passions a voice
- Cassidy R. Sugimoto - Associate Professor of Informatics at Indiana University Bloomington was sceptical at first but has used Twitter effective to create connections
- Science as a discipline is pretty good at sharing research
- So I found this study on the disciplinary differences in Twitter scholarly communication. This paper investigates disciplinary differences in how researchers use the microblogging site Twitter. Tweets from selected researchers in ten disciplines (astrophysics, biochemistry, digital humanities, economics, history of science, cheminformatics, cognitive science, drug discovery, social network analysis, and sociology) were collected and analyzed both statistically and qualitatively. The researchers tended to share more links and retweet more than the average Twitter users in earlier research and there were clear disciplinary differences in how they used Twitter. Biochemists retweeted substantially more than researchers in the other disciplines. Researchers in digital humanities and cognitive science used Twitter more for conversations, while researchers in economics shared the most links. Finally, whilst researchers in biochemistry, astrophysics, cheminformatics and digital humanities seemed to use Twitter for scholarly communication, scientific use of Twitter in economics, sociology and history of science appeared to be marginal.
- Types of tweets by discipline
- Relevance of tweets by discipline
- Percentages of scholarly communication tweets by type
- https://www.semanticscholar.org/paper/Tweeting-biomedicine%3A-an-analysis-of-tweets-and-in-Haustein-Peters/ceafcb16898eab265024b840c5d997ecce3e769b
- https://www.semanticscholar.org/paper/Tweeting-biomedicine%3A-an-analysis-of-tweets-and-in-Haustein-Peters/ceafcb16898eab265024b840c5d997ecce3e769b
- https://www.ncbi.nlm.nih.gov/pubmed/25542190
- Melissa Ternas – University College London Blog and told stories – When she nearly got sick giving a keynote, how she was consumed with her research Over the year she received one third of all the paper downloads in her dept. and her blog received 2000 visitors per month. She did caveat that this was only possible having built up her digital presence
- 140 Vs. 280: Users Engage With Longer Tweets Our latest data shows that people are retweeting and liking longer tweets (>140 characters) almost 2X more than shorter ones. Twitter rolled out their expansion to the general public in early November of this year. The company said that the decision for longer tweets came from the realization of the message limitations languages such as English, Spanish, or French may have compared to others such as Japanese, Korean, and Chinese whose language structure is able to convey more information per character. The announcement triggered many users who believed that Twitter’s claim to fame was the overall brevity of the messages. http://www.socialflow.com/users-engage-with-longer-tweets-data-shows/
- http://waves.wavgroup.com/2017/12/13/study-says-longer-tweets-are-better/ Average Clicks – This is interesting. If your Twitter strategy is to get people to click though to your website – the number of characters in your post does not really matter. Their article publishing the research tells us that they evaluated 30,000 publisher tweets. I have no clue what the 94.46 means – but that is certainly not the click though rate! Suffice it to say that the click through rate does not seem to vary in relation to the longer or shorter tweets. Retweets did show a significant increase in engagement. Looks like the publishers in the study were doubling the number of retweets. This is great news for the ability to extend your messaging beyond your group of followers and reach their followers. Think “new business.” Average Likes – Who does not like to see the love from the followers you have on Twitter? The good news is that the more you say, the more your followers like you. Although not quite as significant as the enhanced performance found with retweets, the number of followers that will like your posts jumps up dramatically. To be sure – Twitter made a good decision in extending the number of characters from 140 to 280. Now your opportunity is to learn how to tweet in the extended format to improve your online effectiveness. Twitter is not for everyone, but plenty of people are into it – mostly media, marketing, and technology folks. We find this to be a particularly effective way to develop relationships with local journalists.
- https://twitter.com/ethicsinbricks/status/997834970071748609
- This is usually a personal experience so here is a personal experience. You can connect with leaders in the field
- There are great leaders out there that you can follow and connect with. http://www.emeraldgrouppublishing.com/research/guides/management/twitter.htm?part=4 NETWORKING Networking The very mechanics of Twitter, with its reciprocal following, ensures that you will add to your network. It is also an excellent way of reaching new audiences: try to connect with people in relevant professional fields, as well as academics in other countries. Conferences One of the most common, and most interesting, uses of Twitter is for conferences. Reinhardt et al. (2009) describe how it is used before the start of the conference to announce events, workshops and keynotes; during for last minute changes; and afterwards for thanking attendees, reflections, and interesting statistics. But perhaps one of the most interesting uses, described by Ross et al. (2011) but also noted by Reinhardt et al. (2009), is the creation of a conversation stream between delegates and speakers at the conference, about conference topics. This process is known as ‘backchannel’ communication, and can turn a conference from a one-way event with a speaker and then questions into a conversation, with Twitter-enabled chat taking place during the presentations themselves. Reinhardt et al. (2009) actually mention one delegate whose presentation had its own hash tag and ‘Twitter breaks’. The Digital Humanities conferences which Ross et al. described made use of conference specific hashtags, and the authors concluded that ‘the use of a digital backchannel enhances the conference experience, creating a more participatory conference culture
- Twitter is more than a forum for trivia: it can contain serious academic content and increase visibility. As an example, I tweeted the Academic Commons at Columbia University. Hundreds of academic downloads are not trivia! http://www.emeraldgrouppublishing.com/research/guides/management/twitter.htm?part=5
- There is no magic pill when it comes to Twitter. Just self discovery and experimentation into how the channel can work for you. As Melissa Terras says – build your digital presences first. Share what interests you and think outside the box. Tell stories, paint a picture and be yourself.
- Some of the best tweets from the past fortnight have included a tweet with a video before the WZ Building opened, a video about the changes AUT cafes are implementing to cut down on single use plastics, a boomerang showing student life back on campus during S2 Re’O Week and a promotion for reduced price coffee in the new WZ cafes. The posts generally received between 1,500 and 2,500 (approx. 10-20% of our Twitter audience). They all received high levels of engagement – especially the launch video for WZ – which received 20 likes and 4 retweets. Launch video - WZ REACH: 2,570 LIKES: 20 RETWEETS: 4 REPLIES: 0 VIEWS: 324 #PlasticFreeJuly - Cafes REACH: 2,072 LIKES: 10 RETWEETS: 4 REPLIES: 2 VIEWS: 208 AUT Campus Life REACH: 2,165 LIKES: 14 RETWEETS: 0 REPLIES: 0 50% off coffee - WZ REACH: 1,574 LIKES: 11 RETWEETS: 1 REPLIES: 0
- This is Jarrod Haar, who has done that 4 day work week research and it’s just blown up around the world. This is the hugest story we’ve had in 3 years. This is obviously an extremely popular and successful but rare story that gets this much coverage.
- This is a look at a person, with a good personal brand.
- This is a look at a person, with a good personal brand.
- These are the areas that we’re going to cover today to enhance your presence on Twitter.
- Search not post! This is the most powerful tools on Twitter – the search bar. This can be as effective as Google. A recent example - Steven Joyce was at AUT on Wed evening to unveil a new NMR Spectrometer. A large magnet used to analyse compounds. I used Twitter to search for conversations on the topic and found what users were talking about. I found hashtags, articles and pictures of Lego models of NMR Spectrometers. It’s important to consider who your followers are. Rather than Tweeting a generic greeting or jumping in on a timely hashtag, try to craft the message in a way that will resonate with that target audience.
- Search not post! This is the most powerful tools on Twitter – the search bar. This can be as effective as Google. A recent example - Steven Joyce was at AUT on Wed evening to unveil a new NMR Spectrometer. A large magnet used to analyse compounds. I used Twitter to search for conversations on the topic and found what users were talking about. I found hashtags, articles and pictures of Lego models of NMR Spectrometers. It’s important to consider who your followers are. Rather than Tweeting a generic greeting or jumping in on a timely hashtag, try to craft the message in a way that will resonate with that target audience.
- I comes to pictures there is also a element of self discovery. Have a look at what your followers share? Then share that! Pictures give your words context. Think outside the box and exercise your creativity.
- GIFs are also on Twitter Build a library to refer to in the future.
- One of the common counters to using Twitter is: I don’t have enough time? You can be really effective on Twitter by experimenting with scheduling. The easiest and most popular tool is Tweetdeck but there are some others here you may like to try. It allows you to: Be consistent Be relevant to your audience Manage your time Speak to your audience when they’re online
- Trendsmap can show you what’s trending in New Zealand or Auckland and good tool for being current. We want you to not only speak about your area of interest but to also be current and part of the conversation.
- There will be a conversation that’s relevant to you
- The 2016 AUT Business Support Awards on October 5 resulted in a successful activation for the social media team There was a marked increase in the use of the #AUTBizAwards hashtag since 2015 which included a 19% increase in users reached by the hashtag
- Increase your reach
- Repeating your Tweets is perfectly acceptable. It’s a natural reaction to think that people who repeat themselves are annoying but this doesn't have to be the case. Guy Kawasaki says that if you’re not ruffling a few feathers on Twitter you’re not doing it right. Scale to the size of your audience Vary the copy in the Tweet to find the sweetspot for what works with your audience Make changes to the image attached to the Tweet until you find one that works Alter the hashtags associated with the Tweet to reach new audiences Mix up the time and day that you post so you are connecting with your global audience
- Twitter optimum amount of times to post is 14 times per day, from midnight to 10:00 p.m. Central Time, never more than once per hour; seven times per day on weekends, from 3:00 a.m. to 9:00 p.m., roughly every three hours On average, the second tweet gets 86% as much performance as the first tweet. The more one repeat the less the performance he gets, but even after 6 repetitions, we’re still at 67% of the first tweet. The takeaway: Share content more than once Wise metrics’s analysis of Facebook posts led showed that you can still get engagement on re-posting the same content on Facebook, although with greater drops at each successive update. For instance, the second repetition on Facebook drops 38 percent, compared to Twitter’s 14 percent.
- Keep Tweets Consise Twitter’s legendary character restriction seems short, but if you’re maxing out your character count, your tweets are too long. Shorter tweets with around 110 characters get 17% higher engagement, and there’s a reason for that. When you leave room in a tweet, it makes it easier for people to retweet you and add their own commentary.
- Use Hashtags Hashtags double your engagement rate—they are their own implicit call to action. Plus, they create higher visibility on Twitter. What surprises me is that only 24% of tweets contain hashtags. I would caution you to limit yourself to two hashtags per tweet.
- Use Hashtags Hashtags double your engagement rate—they are their own implicit call to action. Plus, they create higher visibility on Twitter. What surprises me is that only 24% of tweets contain hashtags. I would caution you to limit yourself to two hashtags per tweet.
- Post pictures that are natively uploaded to Twitter. You can link to Instagram but it’s not built for Twitter and you will get a lower engagement. Landscape photo works best Example in link
- And here’s an example of why using images that are optimised for the channel are important! Because the images get cropped.
- Here is a snippet of our twitter reporting –you don’t have to be this in depth but do look back to see what’s working and what’s not.
- INTRO: Twitter Moments enable users to stitch together multiple tweets into slideshow-like stories. When they originally launched, Moments were intended to help Twitter users keep up with what the world is talking about at any given time without having to follow loads of new people or watch trending topics closely. Currently, Moments can only be created on Twitter’s desktop site (though it should be coming to mobile soon). Click on the Moments tab to see customized Moments. You can select Moments categorized by News, Sports, Entertainment, Fun, and more. When you see a Moment you’d like to explore, click it to view the entire story. Scroll down through the Moment and click on any of the Tweets to view the Tweet detail. From there you can reply, Retweet, and like the Tweet. To create your own Moment, you’ll have to click into the new “Moments” tab on your profile. https://blog.bufferapp.com/twitter-moments
- Here are some of sites/tools you can use to monitor your online presence and brand.. Use these tools to help you continually optimise your online prescence and measure your online influence. Klout is a measure of your influence – take it with a grain of salt Sports performance example Google+ Ripples, Brandseye, Naymz, Trackur, Rankur, Twitter Flight School shows you how to use Twitter to make your personal brand shine in 10mins. QUEUE – Open Live Wire Media and Tweetdeck
- I googled the worst tweets of 2018 and all I found was examples of Trumps worst tweets. So no-one has topped him this year. However prior to trump there were a lot of other dumb people on Twitter. A woman who worked at a Houston hospital took to Facebook to share her deep thoughts in response to events in Ferguson, Missouri, after the police killing of Michael Brown Former major league pitcher turned radio personality Mike Bacsik had a Twitter meltdown after his beloved Dallas Mavericks were defeated by the San Antonio Spurs. His contribution to the conversation: "congrats to all the dirty mexicans in San Antonio." At first Sports Radio 1310 The Ticket in Dallas suspended him indefinitely for his racist comments. Then they fired him.
- Here’s a quick video to finish up with of Gary V talking about the power of twitter, and it’s a nice recap of what we have just gone over. Links to resources https://www.semanticscholar.org/paper/Disciplinary-differences-in-Twitter-scholarly-Holmberg-Thelwall/3c138bd9e85d484d4b4254d5b3b4f48afa7ed4de https://www.semanticscholar.org/paper/The-Anatomy-of-the-Facebook-Social-Graph-Ugander-Karrer/fd109bac25e8a43c3a0c0730927c5442eba991dd https://link.springer.com/article/10.1007%2Fs11192-014-1229-3 https://link.springer.com/content/pdf/10.1007%2Fs11192-014-1229-3.pdf https://www.semanticscholar.org/ and https://link.springer.com/ https://www.semanticscholar.org/search?year%5B0%5D=1985&year%5B1%5D=2018&q=Facebook&sort=relevance https://link.springer.com/search?query=social+media&date-facet-mode=between&facet-start-year=1838&previous-start-year=1838&facet-end-year=2021&previous-end-year=2021 http://www.emeraldgrouppublishing.com/research/guides/management/twitter.htm We prefer pages to only go live once all the approved artwork is ready to go and you have content to populate it once it’s up.