Digital Communication Tools for a Researchers

DIGITAL COMMUNICATION
TOOLS FOR A RESEARCHERS
WHY RESEARCHERS SHOULD USE SOCIAL MEDIA?"
Ph.D. Club Meeting – Institut of Entrepreneurship & Relationship Management in University of Southern Denmark
November 10th 2017 Mercè Bonjorn Dalmau @merbondal - Ph.D. Candidate CATCH

1. Background
2. Social Media World
3. Social Media in Denmark & SDU
4. What does literature say?
Social Media in Research
5. Advantages and Benefits
Disadvantages, Challenges
Dilemmas
6. Tips for promoting your research
7. Bonus track
8. Resources
Agenda
Ph.D. Club Meeting – IER in SDU Novembre 10th 2017
Mercè Bonjorn Dalmau @merbondal Ph.D. Candidate

1. Background
4. What does literature say? Social
Media in Research
Dilemmas
7. Bonus track
8. Resources

Academical
• 2017 – Beginning PhD in Business CATCH – SDU-Salumedia
• 2004 – Executive MBA – UB
• 1999 – Master in Business and Institutional Communication – UAB
• 1996 – Degree in Communication Science – UAB
Professional
• 2017 – PhD Candidate CATCH Programme in SDU through a Marie Curie Fellowship
• 2012 – Consultant in Digital Communication in Health Environtment
• KOL´s and Startups Digital Communication Strategy
• IT Health Event´s organization
• 1999 – Pharmaceutical Company Marketing & Sales Oncology Dept. (+10 years)
• 1989 – Working 9 years in a Spanish Newspaper
1. Background

About 10 years ago I began to discover digital communication tools and
social media (for professional interest).
Bit by bit, I´m cultivating my soft skills.
How?
✓ creating my own network of interest
✓ learning in a network
✓ sharing and interacting (to build trust and create areas of interest)
✓ knowing the networks that give me more
✓ And in last years ago, creating a strategy of my own interests
"In the past you were what you had,
now you are what you share"
Godfried Boogaard. Expert in social networks.
1. BackgroundPh.D. Club Meeting – IER in SDU Novembre 10th 2017

1. Background
My first google
page
(searching with
incognito page)

Resource: World Economic Forum’s Future of Jobs study 2016 http://reports.weforum.org/future-of-jobs-2016/
Are we ready for the
fourth industrial revolution?
1. BackgroundPh.D. Club Meeting – IER in SDU Novembre 10th 2017

1. Background
Dilemmas
7. Bonus track
8. Resources

A Brief History
Web 1.0
1994-2001
The Web
• Mostly READ web
• Limited number of autors
• Million of users
• Static info and home
pages
• Owning content
• Passive users & single us
• Unidirectional info
• To publish requires web
master
• Web forms
• Directories (taxonomy)
Web 2.0
2001-2010
Social Web
• Mostly READ-WRITE-
COMMUNICATIVE web
• Million of authors and
billion of users
• Great interactivity (blogs,
wikis, …)
• Sharing content
• Active users & single us
• Bidirectional (interaction)
• XML, RSS (really simple
sindication)
• Web applications
• Taggins (“folksonomy”)
Web 3.0
2005-2020
Semantic Web
• Mostly MOBILE-
PERSONAL web
• Real time
• Integrated on demand
• Dynamic content
• Semantic web and
connect knowledge
• Widgets and mashups,
metadata, dynamic web
services, ontology, cloud
computing, micro-networks
• User behavior - Immersion
• Active user engagement
Web 4.0
2015-2030
Intelligent or ubiquitous
Web
Ability to be present
everywhere
at the same time
• Mostly SELF-LEARNING,
SELF-ORGANIZING web
• Focus on individual user +
• Subject Domain + level
of Knowledge
• Internet as a Universal
World Computer
• Internet of Things
• Knowledge Base
Tim Berners Lee (father of the web) Tim O´Reilly (open source and web 2.0)

2. Social Media WorldPh.D. Club Meeting – IER in SDU Novembre 10th 2017

Graphic
drawing of
interactions

12
Evolution
Connectivity
Vs
Knowledge
Source: Nova Spivak. Radar Networks & Mills Davis. Project 10

Source: Simply Measured Follow. (2015, July 28).
[INFOGRAPHIC] A Quick History of Social Media.
Simply Measured. Retrieved July 02, 2017,
from https://www.slideshare.net/simplymeasured/infog
raphic-a-quick-history-of-social-media
Chronology
of social
media
networks
2. Social Media WorldPh.D. Club Meeting – IER in SDU Novembre 10th 2017

There is not a single classification of social
networks. We can differentiate it by:
HORIZONTAL OR GENERALIST NETWORKS
According the target audience
Without a well-defined theme
Directed to an undefined target
Focused on contacts
Free participation
VERTICAL OR SPECIALITZED NETWORKS
According the theme, activity or content
Directed to a specific target
Focused on contacts and content
• THEMATIC Professional
Research (we´ll see after)
…
• ACTIVITY To flirt:
Geolocation
…
• CONTENT Photography: Flickr, Instagram, ...
Video: YouTube, Vimeo, ...
Content: Quora, Slideshare, Issue
Recomendation – passive: Menéame, Digg, …
Books: LibraryThing, Between Readers, ...
Animals: Dogster, ...
Motorcycles: Moterus, ...
Travel: Top Rural, Tripadvisor, Minube,
Games & videogames: PlayBook, Wipley,…
…
Social Media Classification
Facebook, with 1,871 million is the social network with the
largest number of monthly active users worldwide.
More than half, 55% use the social network on a daily basis.

There are countless
social networks and the
rarest you can imagine
e.g.
• Dogster: something like the Facebook
of dogs (10 years)
• Ravelry: social network similar to
Pinterest, where people are fond of
knitting, sewing, crochet (4 millions of
users)
• Vampire Freaks: for allergic to garlic
and silver bullets!?!
Geek everywhere

Mercè Bonjorn Dalmau @merbondal Ph.D. Candidate 2. Social Media World

Source: https://wealth.barclays.com/global-stock-and-rewards/en_gb/home/research-centre/talking-about-my-generation.html
Mercè Bonjorn Dalmau @merbondal Ph.D. Candidate 2. Social Media World

1. Background
3. Social Media in Denmark and SDU
Dilemmas
7. Bonus track
8. Resources

Source: Statista 2017 https://www.statista.com/statistics/618023/companies-usage-of-social-media-in-denmark/

And SDU and Danish Companies use Social Media?
“We have so many
incredibly competent
researchers and teachers
who publish relevant and
exciting knowledge that
can be brought directly
into play”
Filip Wallberg SDU Lecturer
Source: Statistics Denmark. It-anvendelse i virksomheder 2016 http://www.dst.dk/da/Statistik/Publikationer/VisPub?cid=20741# (in Danish)
Source: SDU Newsletter October 2017
https://webforms.sam.sdu.dk/sam/dekannews/view.php?file=2
017-10-en#some

DO
Be recipient-oriented - the content should be relevant to the target group.
Involve the users - they must be able to respond to the content. The more people who respond, the
more people will receive the message because the more viral the message will be made.
Be direct - content should be direct, at eye level and easy to understand. An image says more than a
thousand words.
Invest the time - it's easy to create a profile, but it takes time and resources to maintain it.
DON‘TS
None. Nothing you would not do in offline life.
Creativity. On social media, there is a large scope for experimentation and for testing limits, as long as
it is done in a respectful manner.
In the article before, Filip Wallberg SDU Lecturer recommend:
Mercè Bonjorn Dalmau @merbondal Ph.D. Candidate 3. Social Media in Denmark and SDU

1. Background
3. Social Media in Denmark and
SDU
Dilemmas
6. Tips for promoting your
research
7. Bonus track
8. ResourcesPh.D. Club Meeting – IER in SDU Novembre 10th 2017

26
“Social media offer an unprecedented opportunity for researchers
• to analyze and decrypt new types of data,
• to communicate and interact with consumers, and
• to help organizations to be prepared for this new era of internet and
mobile applications”
Kaplan & Haenlein (2012)
Kaplan, A.M. & Haenlein, M. (2012) "Social media: back to the roots and back to the future", Journal of Systems and Information Technology, Vol. 14 Issue: 2, pp.101-104,
https://doi-org.proxy1-bib.sdu.dk/10.1108/13287261211232126

Two challenges for researchers:
1. Speed
2. Intensity
If the researchers being active:
1. Posting content
2. Participant in discussions
Can derive benefits and
enhance their personal
reputations
Source: Jaring, P., & Bäck, A. (2017). How Researchers Use Social Media to Promote their Research and Network with Industry. Technology
Innovation Management Review, 7(8): 32-39. http://timreview.ca/article/1098

4. Social Media in Research4. What does literature say?
Source: Jaring, P., & Bäck, A. (2017). How Researchers Use Social Media to Promote their Research and Network with Industry. Technology
Innovation Management Review, 7(8): 32-39. http://timreview.ca/article/1098

4. Social Media in Research4. What does literature say?
Source: Jaring, P., & Bäck, A. (2017). How Researchers Use Social Media to Promote their
Research and Network with Industry. Technology Innovation Management Review, 7(8):
32-39. http://timreview.ca/article/1098

The seven functional blocks of social media. Kietzmann et al. (2011)
Source: Kietzmann J.H. et al. (2001) Social media? Get serious! Understanding the functional building blocks of social
media. Business Horizon. Elsevier

Social Networks for researchers
In social networks for researchers, only people who carry out research projects participate.
What do these specialized networks
offer?
Sharing research: content publishing
Sharing resources: bibliographical
references, learning objects, links,
information or documents
Sharing results: disseminate research
results
Why to use them?
For global connectivity
To communicate directly with our
audience
To increase the visibility of our
production
To receive real feedback
To create and share content
4. Social Media in ResearchPh.D. Club Meeting – IER in SDU Novembre 10th 2017

4. Social Media in Research
Main social networks for researchers
The following open social networks for researchers have been selected for
their degree of diffusion,
their usefulness for the researcher and
their multidisciplinary character.
The three of the major networks are:
Academy.edu

It is a free academic social network that aims to connect scientists, offer them a platform to share their research and
facilitate the monitoring of articles that are relevant to their fields of study.
It already has more 36 million users around the world. Launched september 2008 (10 years ago) Berlin.
It allows:
• Providing access to full texts, specialized mailing lists and job offers.
• The researcher to be able to create a web page about their research, hang jobs, find colleagues and follow the
work of other researchers.
• You can activate news alerts about your subject or journals of interest.
• Creating and maintain our own scientific profile that shows our areas of interest, publications, contact data, profiles
of other social networks, followers, ...
• Interacting with other researchers through messages on the same platform
• Receiving automatic recommendations of articles and researchers, according to the research interests and people we
follow
• Obtaining statistical data to measure the impact of research
• Marking documents of interest to read them later
• Uploading and share documents in different formats
Academy.edu

It is a web and desktop application, proprietary and free.
Mendeley combines Mendeley Desktop, a bibliographic and document reference management application in PDF
format (available for Windows, Mac and Linux) with Mendeley web.
Its community is made up of 3 million users and has a database with more than 100 million references.
Since 2013, it belongs to the Elsevier publishing group.
It allows:
• Managing and share bibliographical references and research documents, find new references and documents and
collaborate online.
• Online social network of researchers.
• Funcionalities like to identify, capture, label, classify and reference scientific and academic articles.

It is an online research and collaboration platform, an academic social network aimed at students, professors, scientists
and researchers of all subjects.
It already has more than more than 11 million users around the world. Launched May 2009 (9 years ago) Berlin.
Its purpose
Make available to the researcher different applications to effectively promote the development of cooperation and the
exchange of knowledge and experiences, offering the possibility of finding other like-minded researchers working on
similar projects and allowing scientific collaboration among them.
It allows:
• Creating and managing an author profile
• Consulting your Database of scientific journals, with more than 35 million articles
• Participating in forums and discussion groups
• Keeping track of our topics of interest
• Interacting with other researchers in the same field and follow up on their scientific activity
• Searching and offer employment
• Sharing publications and gain visibility
• Access information about events in the world of science
• Getting statistics and metrics about our profile and publications

Mapped these against 7 phases of the research workflow
In December 2016, the STM association (is the leading global trade association for academic and
professional publishers) analyzed the functionalities and the use of three of the main network.
They identified 170 functionalities, of which 17 were shared by the three platforms.

What’s missing?
• Connect to ORCID (only in Mendeley), import from ORCID
• Show third party altmetrics
• Export your publication list (only in Mendeley)
• Automatically show and use clickable DOIs (only in Mendeley)
• Automatically link to research output/object versions at initial publication platforms (only in Mendeley)

What do researchers prefer? Survey on scholarly communication tool usage.
ResearchGate is the most popular.
This is despite the factor that overall Academia.edu report a much higher number of accounts (46M compared
to 11M for ResearchGate). One possible explanation for this discrepancy could be a high number of lapsed
or passive accounts on Academia.edu – possibly set up by students.

39
Impact of the Social Science

40
Source: Article Online Collaboration: Scientifics and the social network. Autor: Richard Van Noorden. Nature News. Publisher Nature Publising Group. Aug 13, 2014. Copyright 2014

41
Source: Article Online Collaboration: Scientifics and the social network. Autor: Richard Van Noorden. Nature News. Publisher Nature Publishing Group. Aug 13, 2014. Copyright 2014

42
Source: Article Online
Collaboration: Scientifics
and the social network.
Autor: Richard Van
Noorden. Nature News.
Publisher Nature Publising
Group. Aug 13, 2014.
Copyright 2014

43
4. Social Media in ResearchPh.D. Club Meeting – IER in SDU Novembre 10th
2017
Mercè Bonjorn Dalmau @merbondal Ph.D.
Candidate
Source: Article Online
Collaboration: Scientifics
and the social network.
Autor: Richard Van
Noorden. Nature News.
Publisher Nature Publising
Group. Aug 13, 2014.
Copyright 2014

1. Background
Media in Research
Dilemmas
7. Bonus track
8. Resources

Advantages and Benefits
• Gaining professional visibility and credibility. Reputation Building.
• Networking: it is easier to go to talk to people or call them when you are following them on social media.
• Participation of a project online from anywhere.
• Event information: finding out about interesting events and following events if participating was not possible.
• Finding information about project calls, projects, new trends, and ideas.
• Following professionally relevant news anywhere and anytime through mobile.
• Gaining an idea of someone’s personality by following their social media activities.
• It allows us to create our virtual personal identity, allowing users to share all kinds of information (hobbies,
beliefs, ideologies, etc.).
• Facilitate relationships between people avoiding all kinds of barriers, mainly physical ones.
• It facilitates the obtaining of information, since it is constantly updated in your topic.
• They facilitate the integral online learning, allowing to settle the acquired knowledge.
• Circulate working papers for comments by the scholarly community
• Search for collaborators
5. Advantages and BenefitsPh.D. Club Meeting – IER in SDU Novembre 10th 2017

Disadvantages:
• Socially isolated from the current world,
does not let us show ourselves as we are,
without any fear of saying what we
really think or what we try to make see
ourselves. Transforming our personality
• Allows anonymity (hence the
proliferation of trolls, bots, ...)
• Identity theft (when you are a SM
personality)
• Encourages procrastination (habit of
delaying activities or situations that
should be addressed)
• Impossible to follow all!
Source: Jaring, P., & Bäck, A. (2017). How Researchers Use Social Media to Promote their Research and Network with
Industry. Technology Innovation Management Review, 7(8): 32-39. http://timreview.ca/article/1098
5. Disadvantages, ChallengesPh.D. Club Meeting – IER in SDU Novembre 10th 2017

Source: Henderson, M., Johnson, N.F. & Auld, G. (2013) Silences of ethical practice: dilemmas for researchers using social media, Educational Research and Evaluation, 19:6, 546-560, DOI:
10.1080/13803611.2013.805656
5. Dilemmas

Ph.D. Club Meeting – IER in SDU October 27th 2017
1. Background
Media in Research
Dilemmas
7. Bonus track
8. Resources

Ways to get started:
• Share your work with your social networks -Facebook
and Twitter - adapting language in the post
• Update your professional profile - LinkedIn
• Utilize Research-sharing platforms - ResearchGate,
Mendeley, Academia.edu, …
• Create a Google Scholar profile – or review and
enhance your exiting one (allow you to track citations
to your publications, and have them appear in Google
Scholar search results for your name)
• Highlight key and topical points in a blog post. Your
homepage or blog is your house!
• Use Youtube - Video content is increasingly popular for
sharing info & ideas.
• Make your research outputs shareable and
discoverable
• Register for a unique ORCID author identifier
Prepare a Strategy
Focus in your Objective
If there is no direction and clearcut goal, there’s no success

Resource: YouTube video made by Editage Insights - Resources for authors and journals https://www.youtube.com/watch?v=TE5g7yk7z_E
7. Bonus Track

“Empty your mind, be formless,
shapeless like water.
Now you put water into a cup,
it becomes the cup,
you put water into a bottle,
it becomes the bottle,
you put it in a teapot,
it becomes the teapot.
Now water can flow or
it can crash.
Be water, my friend”
7. Bonus TrackPh.D. Club Meeting – IER in SDU Novembre 10th 2017

• Bik, H., & Goldstein, M. (2013). An introduction to social media for scientists. PLoS Biology, 11(4), e1001535. doi:10.1371/journal.pbio.1001535. Retrieved from
http://www.plosbiology. org/article/info%3Adoi%2F10.1371%2Fjournal.pbio.1001535
• Henderson, M., Johnson, N.F. & Auld, G. (2013) Silences of ethical practice: dilemmas for researchers using social media, Educational Research and Evaluation, 19:6, 546-560,
DOI: 10.1080/13803611.2013.805656
• Jaring, P., & Bäck, A. (2017). How Researchers Use Social Media to Promote their Research and Network with Industry. Technology Innovation Management Review, 7(8): 32-39.
http://timreview.ca/article/1098
• Kietzmann J.H. et al. (2001) Social media? Get serious! Understanding the functional building blocks of social media. Business Horizon. Elsevier
• Kaplan, A.M. & Haenlein, M. (2012) "Social media: back to the roots and back to the future", Journal of Systems and Information Technology, Vol. 14 Issue: 2, pp.101-104,
https://doi-org.proxy1-bib.sdu.dk/10.1108/13287261211232126
• Lardi, K. & Fuchs, R. (2013). Social Media Strategy: A Step-by-Step Guide to Building Your Social Business. School of Management and Law. Zürich.
• Liang, X., Yi-Fan Su, L., K. Yeo, S., A. Scheufele, D., Brossard, D., Xenos, M.,… A. Corley, E. (2014). Building buzz: (Scientists) Communicating science in new media environments:
Journalism & Mass Communication Quarterly, 91(4), 772–791. doi: 10.1177/1077699014550092
• Lupton, D. (2014). “Feeling better connected”: Academicsuse of social media. Canberra: News & Media Research Centre, University of Canberra. Retrieved from
http://www.canberra.edu.au/about-uc/faculties/arts-design/attachments2/pdf/n-and-mrc/Feeling-Better-Connectedreport-final.pdf
• Mas-Bleda, A., Thelwall, M., Kousha, K., & Aguillo, I (2014). Do highly cited researchers successfully use the social web? Scientometrics, 101, 337–356. doi:10.1007/s11192–
014–1345–0.
• Mollett, A., Moran D., & Dunleavy, P. (2011). Using Twitter in university research, teaching & impact activities. Impact of social sciences: maximizing impact of academic research.
• Mollett, A. & Brumley, C. (2016). Introduction to social media for researchers, London, United Kingdom, SAGE Publications Ltd. Podcast.
• Mollett, A., & Brumley, C. (2016). Social media for student researchers. London, United Kingdom: SAGE Publications Ltd. Podcast.
• NEW REVIEW OF ACADEMIC LIBRARIANSHIP 313 London, UK: LSE Public Policy Group, London School of Economics and Political Science.Retrieved from
http://eprints.lse.ac.uk/38489/
• Nentwich, M., & K€onig, R., (2012). Cyberscience 2.0: Research in the age of digital social networks. Frankfurt am Main [u.a.]: Campus.
• Nentwich, M., & K€onig, R., (2014). Academia goes Facebook? The potential of social networksites in the scholarly realm. In S. Bartling & S. Friesike (Eds.), Opening Science (pp.
107–124). Cham, Switzerland: Springer International Publishing. doi:10.1007/978-3-319-00026-8_7
• Nicholas, D., Herman, E., Jamali, H., Rodrıguez-Bravo, B., Boukacem-Zeghmouri, C., Dobrowolski, T., & Pouchot, S. (2015). New ways of building, showcasing, and measuring
scholarlyreputation. Learned Publishing, 28(3), 169–183. doi:10.1087/20150303
8. Resources

• Schaffer, N. (2013). Maximize your social: A one-stop Guide to Building a Social Media Strategy for Marketing and Business Success. Hoboken, NJ: Wiley. Scott, S. (2013). The
researcher of the future… makes the most of social media. The Lancet, 381(1), 5–6. doi: 10.1016/S0140–6736(13)60447-X.
• Tregoning, J. (2016). Build your academic brand, because being brilliant doesn’t cut it anymore. Retrieved from https://www.timeshighereducation.com/blog/build-your-
academic-brandbecause-being-brilliant-doesnt-cut-it-any-more
• Tyson, W. (2010, 2012). Pitch perfect: Communicating with traditional and social media for scholars, researchers, and academic leaders (1.th ed.). Sterling, Va: Stylus.
• Van Noorden, R. (2014). Online collaboration: Scientists and the social network. Nature, 512(7513), 126–129. doi: 10.1038/512126a. Retrieved from
http://www.nature.com/news/online-collaboration-scientists-and-the-social-network-1.15711
• Ward, J., Bejarano, W., & Dudas, A. (2015). Scholarly social media profiles and libraries: A review. Liber Quarterly, 24(4), 174–204. Retrieved from
http://liber.library.uu.nl/index.php/lq/article/view/9958/10504
• Wilkinson, C., & Weitkamp, E. (2013). A case study in serendipity: Environmental researchers use of traditional and social media dissemination. Plos one, 8(12), 1–9. Retrieved
from http://journals.plos.org/plosone/article?idD10.1371/journal.pone.0084339
• Woolman, J. (2014). Social media outcomes in academia: engage with your audience and they will engage with you. Retrieved from
http://blogs.lse.ac.uk/impactofsocialsciences/2014/09/24/social-media-outcomes-academia/
• Yeo, S. K., Cacciatore, M. A., Brossard, D., Scheufele, D. A., & Xenos, M. A. (2014). Science gone social. The Scientist, 28(10). Retrieved from http://www.the-
scientist.com/?articles.view/articleNo/40992/title/Science-Gone-Social/
• Yin, R. K. (2004). Case study methods. Revised draft, 10/1/04, 1–25. Retrieved from http://www.cosmoscorp.com/Docs/AERAdraft.pdf
8. Resources

Mange tak
Questions and Discussion
Mercè Bonjorn Dalmau
PhD Marie Curie Research (ESR) CATCH Project
Cancer: Activating Technology for Connected Health www.catchitn.eu
SDU University Of Southern Denmark – Salumedia
Twitter: @merbondal
Blog: www.mercebonjorn.com
LinkedIn: https://www.linkedin.com/in/mercebonjorn
About.me: https://about.me/merce.bonjorn
Skype: Merbondal

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