Social Media Strategy

Transcription

1 Social Media for Research Krista Jensen Knowledge Mobilization Officer Office of Research Services York University 1 Friday, March 13, 2015

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3 Agenda Why Use Social Media? Overview of Select Tools Developing a Social Media Strategy Social Media Strategy Activity 3

4 External Research Context CIHR Legislation The objective of the CIHR is to excel, according to internationally accepted standards of scientific excellence, in the creation of new knowledge and its translation into improved health for Canadians, more effective health services and products and a strengthened Canadian health care system 4

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6 Knowledge Mobilization Services Brokering research partnerships Supporting events Capacity building Grant support 6

7 Why Use Social Media? Disseminate knowledge and research in an iterative and interactive way Build communities for partnerships, collaboration and sharing Get academic research into the hands of people who can use it Cited in KMb strategies 7 Image adapted from

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9 Overview of Select Tools Blogs Twitter Facebook Videos LinkedIn Collaborative Online Platforms Pinterest SlideShare 9

10 Blogging Allows you to share stories and information with a wider audience Way to promote research results, services, events and activities Information you would put into a newsletter can go into a blog Often a good way to get started using social media You don t often get a lot of conversation with blogs- it is more of a push type of communication 10

11 11 Blogging

12 Twitter Send out short (140 character) messages called tweets Allows you to share updates, opinions, resources and information with followers Good way to connect with other people with shared interests and build communities of practice Aim for at least one tweet a day Be sure to retweet other people s tweets- it s all about sharing! Try to include a link to something in your tweets 12

13 13 Twitter

14 Facebook People can follow your updates and activities and post questions or comments on your wall Includes facebook Insights which gives you some analytics so you can see who is visiting your page Set up a vanity URL Set up a page and post updates there to keep it separate from your personal facebook activities If you decide to set up a facebook page, you need to post daily and monitor for any comments If you are concerned about inappropriate comments, it is fine to develop a policy that states that you will remove such commentspost this on your About page 14

15 15 Facebook

16 Videos Videos are a great way to tell a research story Viewers are able to put a face to research You can create a channel for all of your videos, as well as other favourited videos You can embed videos from YouTube onto your blog or website easily Videos should not be longer than 3 minutes Vimeo is another option if you aren t comfortable using YouTube 16

17 17 Videos

18 LinkedIn Acts as an online resume or CV Allows you to connect with colleagues and others in your field You can add your publications or projects to your profile Good way to stay connected to people you meet at conferences LinkedIn Groups are another way to connect to others with similar interests 18

19 19 LinkedIn

20 Collaborative Online Platforms- othree.ca Highlights Suite of social media tools including: Document sharing Wikis Blogs Member profiles Forums Events Calendar Free for researchers and their partners Software developed by Canadian company (IGLOO), so data is stored in Canada Other options include- BaseCamp, Open Atrium (Drupal), Blackboard Collaborate, Yammer, Wikispaces, Sharepoint, Huddle 20

21 othree.ca- Envisioning Global LBGT Rights 5 year, $1M CURA project housed at the Centre for Feminist Research at York University, with partnerships in Africa, the Caribbean, India, the Netherlands, the USA and Canada. They are using an online collaborative platform to share legal and qualitative research, as well as participatory videography. 21 The online space is enabling the 22 member research team and 32 partner organizations to share research, knowledge and effect change at the local level in each community.

22 Pinterest Allows you to save or pin images to a board to create a virtual pin board A combination of social bookmarking and social networking Others can follow your boards and repin your pins Creates great visual impact that is great for arts based projects Create various boards based on themes Share other people s pins you think are relevant Even if you aren t using Pinterest yourself, make it easy for others to pin by adding visuals to your social media content 22

23 Pinterest 23

24 SlideShare Easy way to store and share your presentations Makes them accessible from any computer with an internet connection Instead of ing your presentation to people, upload it onto SlideShare and the link to the presentation online Share your presentations with others on your website or blog by embedding People can get notified when you upload a new presentation by following you University faculty and staff qualify for an educational discount on Pro Accounts 24

25 SlideShare 25

26 26 Social Media Strategy

27 Developing a Social Media Strategy Helps you: Avoid shiny object syndrome Plan in a thoughtful and strategic way Carefully consider what you will do before investing time and resources Plan content and a schedule for releasing content Identify who will work on what when working in a group setting Manage expectations 27

28 Social Media Strategy Building Need to consider: Team Primary Goals Audience Current Conversation Selecting Tools Content Measuring Success Name and Design Evaluation 28

29 Social Media Strategy Activity Working in teams with the people at you table, brainstorm some ideas for the following questions: 1. List 2 or 3 audience groups for your work 2. List 2 or 3 items that one of your audience groups would be interested in reading about 3. List some ways that you can share the work that your partners/audience are doing 29

30 Select Social Media Tools Content Curation: Slide Share, You Tube, Pinterest Engagement: Twitter Discussion: Linked In Broadcast: blogs 30

31 31 Final Thought #1: where s the traffic?

32 32 Final Thought #2: protect your brand

33 33 Final Thought #3: social media strategy

34 Team If you are working in a group setting, put together a team of people to work on social media Identify the person or persons who will have primary responsibility for populating, maintaining and monitoring your site Ensure they have the time and enthusiasm to devote to this project. List the team members 34

35 Primary Goals What are you hoping to accomplish? Define your goal(s) for your social media presence Are you trying to communicate research results, find partners to collaborate with, generally promote your work? Keep in mind that you may want to do all of these and may need to select a collection of tools 35

36 Audiences Who do you hope to reach? Identifying your audiences will help you tailor your content and also choose the right tool List your primary audiences 36

37 Current Conversation This is when the listening begins. Survey the social media landscape for the thought leaders in your field What are people already saying? Who is saying it? What tools are they using? List the topics, people and sites that are leading the conversations that are relevant to you This will help decide which tools to use and the type of content to present 37

38 Selecting Specific Tools Now that you know your goals, audience and where the current conversation is happening, you can start thinking about which tools to use At the beginning, it may be best to just pick a few tools and concentrate on doing them well but you can plan to add new ones in the future Map out which tools you will use now and which you will work towards using 38

39 Content What content will you share? Identify the content you already have to share, as well as the content you plan to develop Is it primarily news updates, research developments, or networking information? Photographs? Video? List the content you will be sharing via social media Also think about how often you will post content 39

40 Measuring Success Determine how you will measure the success, or lack of success, of all your social media tools Possible ways to measure include: Increased traffic to your website Better communication with prospective partners A new network of colleagues You can also count but remember that engagement is more than just numbers List how you plan to measure each tool s success, and what you ll use to track that success 40

41 Measuring Success Tools you can use for tracking: Wordpress has built in analytics If you use twitter, you can use Facebook has its Insights analytics If you pay for a professional account, you usually get access to improved analytics and many tools offer a discount to educational institutions like universities, for example SlideShare 41

42 Name and Design Identify a simple and descriptive name for your profile that clearly identifies your affiliation with your university, research project or organization Do you already have a logo you can use? If not, do you have a photo you can use as your logo? Try to use the same logo, photos and colour scheme across all of your tools 42

43 Evaluation How will you know you are being successful? Set a timeline for when you will conduct an evaluation of your tool s success with your social media team members Consider: What s working? What s not working? Do we need to change anything? Are there any new tools we could be using? Ongoing evaluation should also be part of your strategy. Define your timeline 43

44 44 Analytics- Pinterest and Wordpress

45 Analytics- HootSuite $9.99/month 45

46 Analytics- SocialBro 46 Free lite version available on Chrome or $6.95/month

47 Grant Proposals Things to keep in mind: Reserve research project naming rights on social media Develop a social media strategy before you start the research project Allocate money for developing videos, purchasing pro accounts Make it someone s job Social media strategy should support the knowledge mobilization plan which should support the outcomes statement and benefit to Canada 47

48 CIHR Chair in ASD Mental Health Case Study- 5 year $1M chair in Autism Spectrum Disorders (ASD) Treatment and Care Research Program awarded to Dr Jonathan Weiss Chair objectives: Work with people with ASD, their families, services providers, and governmental bodies (our stakeholders) Translate research to inform stakeholders about mental health and ASD Study ways of addressing mental health problems in people with ASD Train the next generation of Canadian ASD researchers and clinicians 48

49 CIHR Chair in ASD Mental Health Embedded KMb language right in the grant proposal Also embedded social media use into the proposal 49

50 50 CIHR Chair in ASD Mental Health

51 51 CIHR Chair in ASD Mental Health

52 Resources- General Social Media Bit.ly URL shortener that lets you track who clicked on your links and creates a QR code for your shortened link that you can add to print materials Cambridge Community Television Good presentations on how to develop a social media strategy The Conversation Prism Visual of many social media tools for various purposes 52

53 Resources- General Social Media Toolkit: A Social Media Guide for Academics Good overview of social media tools NameChk Let s you see if your username is available on social networking sites Nonprofit Social Network Benchmark Report Report that summarizes how nonprofit organizations are using social media and the top factors for success

54 Resources- General Social Media Online Database of Social Media Policies Links to over 175 social media policies and guidelines in use by various organizations, including many universities Vanderbilt University Social Media Handbook Very good resources on how to create a social media strategy and how to start using various tools 54

55 Resources- Twitter 10 Ways Researchers Can Use Twitter ways-researchers-can-use-twitter/ Introduction to Social Media Measurement with HootSuite LSE Guide to Using twitter in University Research, Teaching and Impact Activites /twitter-guide 55

56 Resources- Twitter TweetChat Allows you to have a tweetup, a kind of twitter conference call, using hashtags. This tool with show only conversations with your chosen hashtag TweetStats Show some statistics and analytics on your tweets. Also can create a word cloud of all the words you tweet 56

57 Resources- Twitter Twitter Help Center Articles to get you started, as well as information about solving common problems and how to report a violation Using Twitter for Research A Prezi presentation outlining ways to use twitter aimed at researchers 57

58 David Phipps Executive Website Mobilize This! Blog researchimpact.wordpress.com YouTube ResearchImpact O3 Space researchimpact.othree.ca Twitter twitter.com/kmbyork twitter.com/researchimpact LinkedIn Group SlideShare Delicious delicious.com/researchimpact 58