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Social media 101

  1. 1. Social Media 101 November 6, 2012 Krista Jensen Knowledge Mobilization Officer York University
  2. 2. Agenda 1. What is Social Media or Web 2.0? 2. An Overview of Select Tools 3. Developing a Social Media Strategy 4. “Gone Phishing” and Other Dangers 5. Top tips for Using Social Media 6. Resources 7. Q and A 2
  3. 3. Social Media- Some Definitions • “A group of Internet based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” • “Includes web-based and mobile technologies used to turn communication into interactive dialogue” • “Online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.” Kaplan, A. M., & Haenlein, M. (2010).Users of the world, unite! The challenges and opportunities of social media. Business Horizons,53(1), 59-68 Social media. (n.d.). In Wikipedia. Retrieved January 10, 2012, from Thornley, J. (2008, April 8). What is “social media?”. Retrieved January 10, 2012 from ProPR blog social-media/ 3
  4. 4. Social Media: Web 1.0 vs. Web 2.0 difference/ 4
  5. 5. Social Media and Knowledge Mobilization Why use social media for KMb? Social media provides the tools to help support the process of KMb • 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 Image adapted from 5
  6. 6. Social Media Landscape 6
  7. 7. Social Media Tools for Collaboration 7
  8. 8. Blogging with Wordpress 8
  9. 9. Blogging with Wordpress Highlights • Allows you to share stories and information with wider audience • Way to promote your services, events and activities • is free, web accessible and easy to use Tips: • Information you would put into a newsletter can go into a blog • Aim for at least one post a week 9
  10. 10. Microblogging with twitter 10
  11. 11. Microblogging with twitter Highlights • 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 Tips: • Use a URL shorten like to save on characters in your tweets and track who clicks on your links • Back up your tweets regularly with TweetBackup • Aim for at least one tweet a day 11
  12. 12. Collaborative Online Platform 12
  13. 13. Collaborative Online Platform Highlights • Suite of social media tools including: •Document sharing •Member profiles •Wikis •Forums •Blogs •Events Calendar • Free for researchers and their partners • Software developed by Canadian company (IGLOO), so data is stored in Canada Tip: • A collaborative platform like this great for collaborative research projects 13
  14. 14. Connecting with facebook 14
  15. 15. Connecting with facebook Highlights • A fan page allows you to share updates, links, resources and have discussions • 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 Tips: • You can set up a vanity URL • Set up a fan page and post updates there to keep it separate from your personal facebook page 15
  16. 16. Presentation Sharing with SlideShare 16
  17. 17. Presentation Sharing with SlideShare Highlights • Easy way to store and share your presentations • Makes them accessible from any computer with an internet connection • 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 Tip: • Instead of emailing your presentation to people, upload it onto SlideShare and email the link to the presentation online 17
  18. 18. Social Bookmarking with delicious 18
  19. 19. Social Bookmarking with delicious Highlights • Allows you to save and tag your favourite websites • Makes your favourites accessible on any computer • Uses tagging to categorize and organize • Share your favourites with others, on your website or blog through RSS or by embedding • Can be used to create a library of online resources Tip: • Other similar sites are ; ; 19
  20. 20. Visual Curating with Pinterest 20
  21. 21. Visual Curating with Pinterest Highlights • 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 Tips: • Create various boards based on themes • Share other people’s pins you think are revelant • Even if you aren’t using Pinterest yourself, make it easy for others to pin by adding visuals to your social media content 21
  22. 22. Developing a Social Media Strategy • Develop a social media strategy to help guide you and avoid “shiny object” syndrome • Think about which tools you will use for various purposes, eg. Wordpress for blogging, delicious for sharing resources, eventbrite to manage events, linkedin to connect with professionals • Don’t feel that you have to use every tool, especially at the beginning. Start by picking a few tools that suit your goals and use them well 22
  23. 23. Social Media Strategy Worksheet • Team: 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. • Primary Goals: Are you trying to communicate research results, find partners to collaborate with, generally promote your work? Define your goal for your social media presence. • Measuring Success: Determine how you will measure the success, or lack of success, of your site. Increased traffic to your Web site? Better communication with prospective partners? A new network of colleagues? List how you plan to measure the site’s success, and the tools you’ll use to track that success. • Audiences: Identifying your audiences will help you tailor your content and also choose the right tool. List your primary audiences. • 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? What are people saying about you? Who is saying it? List the topics, people and sites that are leading the conversations that are relevant to you. 23
  24. 24. Social Media Strategy Worksheet • Content: Identify the content you have to share. Is it primarily news updates, research developments, or networking information? Photographs? Video? List the content you will be sharing via social media. • Name and Design: Identify a simple and descriptive name for your profile that clearly identifies your affiliation with your university or organization. • Evaluation: Set a timeline for when you will conduct an evaluation of your site’s success, using the goals and measures identified above. At that time, be prepared to realign your site’s content. Ongoing evaluation should also be part of your strategy. Define your timeline. Adapted from Social Media Strategy Worksheet. (n.d.). In Social Media Handbook. Retrieved January 10, 2012 from 24
  25. 25. “Gone Phishing” and Other Dangers • Choose a strong password • Be careful of scams and phishing- look for suspicious links and make sure you are on the correct webpage • Don’t give out your username and password • Keep your computer and browser up to date and use anti-virus software Safety: Keeping your account secure. (n.d.). In Twitter Help Centre. Retrieved January 10, 2012 from 25
  26. 26. Top tips for Using Social Media • Develop a social media strategy • Try to use the same username across various tools and sites and develop a common look and feel • Think about how you are going to measure and evaluate success before you start • Remember that this does take time and resources • Have fun with it! 26
  27. 27. Resources 10 Ways Researchers Can Use Twitter can-use-twitter/ • 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 HOW TO: Set up a facebook Page facebook-page/ • Includes step by step instructions to set up a fan page 27
  28. 28. Resources LSE Guide to Using twitter in University Research, Teaching and Impact Activites guide NameChk • Let’s you see if your username is available on social networking sites Nonprofit Social Network Benchmark Report 2012 • Report that summarizes how nonprofit organizations are using social media and the top factors for success Online Database of Social Media Policies • Links to over 175 social media policies and guidelines in use by various organizations, including many universities 28
  29. 29. Resources SlideShare • Post your presentations online and allows you to embed them on your website TweetBackup • Twitter doesn’t archive tweets but you can backup your tweets and export them to Excel with this tool 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 29
  30. 30. Resources Twuffer • Allows to you schedule in tweets for a later time. Good to use if you are going to be away or plan to tweet daily about a resource, eg. ResearchSnapshots 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 twitter-for-research/ • A Prezi presentation outlining ways to use twitter aimed at researchers Vanderbilt University Social Media Handbook • Very good resources on how to create a social media strategy and how to start using various tools 30
  31. 31. Questions? 31
  32. 32. Krista Jensen Knowledge Mobilization Officer x 88847 Website SlideShare Twitter YouTube Delicious Mobilize This! Blog O3 Space