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Using Social Media to Promote Your Research (Translate MedTech edition)

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Using Social Media to Promote Your Research is a workshop developed by Kirsten Thompson and Sally Dalton, University of Leeds. It was facilitated in June 2019 as part of the Translate MedTech programme for the Yorkshire and Humber region.

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Using Social Media to Promote Your Research (Translate MedTech edition)

  1. 1. Using social media to promote your research Kirsten Thompson | @iamKirstenT Sally Dalton | @SallyDalton18
  2. 2. By the end of today’s session you should be able to: • Explain the benefits of using social media as a researcher • Brand your social media presence • Understand how to use key platforms effectively, to promote you and your work • Identify, target and grow an audience • Identify approaches to engage the public • Understand how to measure and evaluate your social media activity. Learning outcomes
  3. 3. Part 1 1. Benefits of using social media 2. Developing a personal brand 3. Engaging the public: research ambassadors
  4. 4. Benefits of using social media
  5. 5. Which social media tools do you use?
  6. 6. Why you think researchers should use social media, what are the benefits? Go to:
  7. 7. Why use social media as a researcher? 1. Build up networks and engage with new audiences 2. Engage at conferences 3. Disseminate your research 4. Open record of your professional activities 5. Increase altmetric scores
  8. 8. @DavidCookeMD @ancientchildren @JPUHResearch #WhyResearchersTweet
  9. 9. What could happen when you tweet an Open Access Paper • Prior to blogging and tweeting about the paper: downloaded twice • The day (Friday) she tweeted & blogged about it: 140 downloads • On the Monday: retweeted and another 140 downloads • If you want people to read your papers, make them open access and let people know about them! Terras (2009)
  10. 10. Developing your personal brand
  11. 11. Dr Sian Halcrow
  12. 12. Professor Melissa Terras
  13. 13. Live demo: 1. LinkedIn 2. Twitter Making the most of your social media profiles
  14. 14. 1. What are your aims and objectives for each platform? 2. What are the keywords you want to be known and found for? 3. How can people verify your brand as being authentic? i.e. how do they know it’s really you? 4. How will you make the above clear in your profiles? What does (or will) your brand say about you?
  15. 15. Engaging the public: Research ambassadors
  16. 16. Simon Stones, PRA & researcher
  17. 17. Kirsten Thompson, PRA Examples of activities: • Campaign hashtag for everyone involved: #BePartOfResearch • Share lived experiences • Participate in research • Speak at events for researchers • Collaborate with researchers • Public engagement online and in person • PPIE steering groups
  18. 18. Part 2 1. Key platforms 2. Identify and grow your audience 3. Evaluate
  19. 19. Key platforms and trends
  20. 20. Digital Transformation 2019
  21. 21. How social media affects your brain
  22. 22. • The most powerful business search engine • Online CV + groups and discussion areas • Contacts = Connections • Job hunting, career development and connecting with professional peers. • Thought leadership platform LinkedIn 260 million monthly users
  23. 23. Twitter - 326 million monthly users • Micro-blogging application • Tweet = 280 characters + include links, photos, videos, gifs, broadcast live + share Moments • Contacts = Followers • Latest news, global networking, dissemination, having a conversation.
  24. 24. • Profile (bio): information about you/your account • Share an update: tweet • Likes: tweets you’ve liked • Home: feed of tweets from accounts you follow • Moments: curated stories (we can all create moments) • Notifications: e.g. when someone mentions you, likes or shares your tweet • Messages: private/direct messages (DM or PM) • Share someone else’s tweet: re-tweet (RT) • Replies: mention by username e.g. @UniversityLeeds • Hashtags: #keyword - discover content you are interested in and make your content more discoverable • Lists: to sort, filter and raise profile • Trending topics (by location): top conversations on Twitter Twitter 101
  25. 25. Good or bad tweet? [Useful for all platforms]
  26. 26. Use your own campaign hashtag Use visuals (video, GIFs + photos) Speak emoji ☺ CTA Storytelling = great Good tweet!
  27. 27. Participate in takeovers [not just on Twitter]
  28. 28. Participate in Twitter chats • Live one-hour chat • Pre-planned questions,usually 5-6 • Chat-specific hashtag • 1 or 2 facilitators • Everyone follows the hashtag • Questions begin Q1, Q2 plus hashtag • Answers begin A1, A2 plus hashtag
  29. 29. Facebook - 2.27 billion monthly users • Personal Timelines, Groups + Pages • Contacts = Friends • Personal Timelines best for private, personal use. • Timeline “subscribe” feature useful to share public posts but careful management required.
  30. 30. Facebook Groups: why use?
  31. 31. Facebook Pages – should you have one?
  32. 32. Instagram - 1 billion monthly users
  33. 33. “Steve Rubel in his blog The Revolution Won’t Be Televised; It Will Be Instagrammed, categorises the three reasons that he believes images are increasingly becoming the way in which people are sharing and consuming information online: 1. Images are global. They eschew all language and cultural boundaries. 2. Images are distributable. The bandwidth required to transmit photos is minimal, yet the opportunities for quick, creative expression are plentiful. 3. Images are digestible. You can glance at a picture for as short or as long as you want. Photos are a non-linear, shared consumption experience.” communication/
  34. 34. Grow your audience
  35. 35. Grow your following • Make relevant connections – keep focused on your aims / objectives + intended audience • Never buy followers • Don’t play the follow/unfollow game • Research #hashtags + use relevant ones (different depending upon platform) - • Mention other accounts when you share their content • Collaborate • Serve your community – social media is about the collective, not the individual
  36. 36. Grow your following cont. • Make people aware you exist: use lists, like, share + comment on relevant + appropriate content • Take care with duplicate content on Twitter • Participate in + facilitate Twitter chats and live streams/broadcasts • Promote your social accounts outside social media • Use apps to analyse • Be your own ambassador,promote institutional Twitter account content from own professional Twitter accounts,email etc.
  37. 37. Apps to monitor + grow • Native analytics e.g. Twitter Analytics • Google Analytics if you have a blog / website too • Third-party apps are being blocked from accessing follower data – only use apps aligned with the terms of use of each platform otherwise your account may be suspended
  38. 38. When to post? Different for every account + platform: • When are your followers online? • When are the people you want to attract online? Followerwonk– analyse your followers
  39. 39. What to post? • Align content + engagement with your aims, objectives, values + target audience • Re-purpose content for different platforms • Visuals (photos, graphics, infographics) + video • Quotes turned into images • Add value but don’t sell • Keep it legal, decent, honest + true
  40. 40. Remember: New digital accessibility regulations September 2019 How can we make media accessible? Consider: 1. Images – photos and graphics 2. GIFs 3. Videos Make social media accessible!
  41. 41. Evaluate
  42. 42. Who is talking about your work? - Altmetrics • Apply to a variety of scholarly outputs – articles, data, presentations, software etc. • Gives wider picture of how a piece of research is being discussed on social media, in the media, bookmarks on reference managers, citations in Wikipedia, policy documents etc • Good for early career researchers • Quicker to accumulate than citation-based metrics • Doesn’t indicate quality
  43. 43. How to find Altmetric data 51598 Install the free Altmetric bookmark to display metrics for any published research output with a DOI - products/free-tools/
  44. 44. Evaluate • Monitor your digital identity (not just social media) • Evaluate your social media activity (account, objectives, content, engagement, impact) • Keep updated with platform + mobile app developments • Monitor your privacy settings • Keep updated with legal developments