Digital Scholar webinar: Establishing social media presence
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Best Practices for Establishing an Effective Online Presence: A Panel Discussion for Academics Overview: Join this expert panel session to learn best practices for establishing and maintaining an effective and engaging social media presence as a researcher and/or academic. Learn strategies for promoting your research, publications, conference talks and other efforts. Learning Objectives At the conclusion of this webinar, you will be able to: Create a plan to establish a social media presence that is engaging and effective. Identify the benefits of using multiple platforms to reach various audiences. Plan an approach that allows you to use social media in a way that showcases your accomplishments and presents your work to the public, stakeholders, funders, and your peers.
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Digital Scholar webinar: Establishing social media presence
- 2. “Researchers are now actively encouraged to utilize social media in their research, with social media engagement being increasingly recognized by institutions as an important evaluation criterion for promotion and tenure” (Dol et al., 2019)
- 4. Promote research engagement Share findings Engage the public on scientific topics Identify collaborators Locate training resources Engage with the media
- 6. • What are the benefits of social media dissemination? • Increased reach • Increased collaboration • Increased impact
- 7. SOCIAL MEDIA FOR PUBLIC HEALTH MESSAGING Katrine Wallace, PhD University of Illinois at Chicago School of Public Health Division of Epidemiology & Biostatistics
- 8. OBJECTIVES Describe my experience using social media to communicate public health information during the pandemic Share lessons learned and advice for academics who may want to use social media for science communication
- 9. MY OWN SCIENCE COMMUNICATION JOURNEY Pre-2020 mostly classroom based 2020 Lots of urgency, changing policies Volume of data hard for public to sort through Debates that usually happened between scientists behind closed doors were happening in public Scientist vs Non-Scientists engaging Politics, Opinions, Misinformation, “Alternative Facts” My own journey started because of conspiracy theories “Covid is a hoax”
- 10. SOCIAL MEDIA FOR SCIENCE COMMUNICATION • PROs: • A way to communicate data and information to many people quickly & accurately • Make connections with like minded scientists • CONS: • Attention spans on social media are short • Algorithm-driven platforms • Harassment
- 11. UNEXPECTED CHALLENGES – SOCIAL MEDIA ALGORITHMS • Engagement drives how often you see specific content • Someone with anti-science engagement will be shown more anti-science content • Algorithm driven platforms are designed to keep people on the app • Favors sensational viral content • Misinformation almost always wins over evidence and data
- 12. UNEXPECTED CHALLENGES – SCIENCE LITERACY Science communication in 2020 with non- scientists had its own host of challenges Public was vulnerable for a co-epidemic of misinformation
- 13. MISINFORMATION DURING COVID-19 “Co-epidemic of misinformation” led to distrust of public health recommendations and vaccine hesitancy Misinformation about vaccines is causing people to question, delay vaccination, costs lives, and is slowing recovery from the pandemic Science communication builds trust with this group of people Refuse all vaccines Vaccine adopters Vaccine hesitancy
- 14. SCIENCE COMMUNICATORS Liaison between science literature and laypeople make data accessible Present a constantly changing data landscape Synthesize data thoughtfully Explain in bite size pieces Building trust with people is most important!
- 15. BUILD TRUST BY LETTING PEOPLE KNOW YOU! Trust is essential for combatting misinformation and vaccine hesitancy Important to show I’m a real person! Roller skating Mom homeowner Hobbies and down time
- 16. BUILDING TRUST WITH EVIDENCE • Social media doesn’t have to mean not scientific or not accurate • Linktree with articles • Provide evidence to back up what I say
- 17. INCORPORATING SOCIAL MEDIA INTO ACADEMIC COMMUNICATIONS You won’t always be right You will make public mistakes, and that is OK Develop a thick skin, be prepared for trolls ! Troll comments mean you are doing good work! Block and move on – blocking blatant misinformation is not censorship! Make sure you are prepared to present the latest evidence and data Interpreting the current evidence is valuable to laypeople. This is your “product” Understand you won’t always go “viral” the algorithms work against us What we may lack in virality we can make up for with volume !!
Notas del editor
- Social media is a tool that many of us use in our personal and professional lives. In the context of science and health, researchers report using social media to post content relating to their recent research, keep updated on advancements in their field, networking with existing colleagues, making connections to new colleagues, conduct research, disseminate information, interact with the public, and for academic promotion. A scoping review conducted in 2019 aimed to explore how social media is used by health researchers professionally, as reported in the literature. The researchers analyzed over 400 articles from 31 countries. Main themes included using social media for participant recruitment, providing health information, and practical ways to use social media. Source: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6881779/
- There are so many social media platforms in which researchers and academics can have a presence. You can communicate through images on platforms that are geared toward photosharing, such as Instagram, or you can engage in longform writing on blogs or websites like Medium.com. Youtube and podcasts also integrate the audiovisual elements that can be great for didactic purposes. In general, the recommendation for people who share information on social media is to keep things concise, layperson friendly, and specific. You want to establish yourself as a subject matter expert, which will keep people engaged and help them associate you with a specific body of work.
- In addition to all of the ways listed here that social media can be an asset, it matters because researchers can influence the public on a large and democratic scale, and they can share accurate information/combatting mis- and disinformation. In the consumer and e-commerce spaces, people’s trust in influencers grew 72% in the past year (2021). Although researchers are not selling a product in the traditional sense, we are promoting our personal brand and our program of research. We are stewards of our institutions. If we extrapolate this concept and apply it to researchers, we have the power to educate, empower and enrich the public trust in science, medicine, facts, and research. Source: https://www.forbes.com/sites/walterloeb/2022/02/03/influencer-impact-on-consumers-increasing--facebook-has-less-power/#:~:text=The%20impact%20influencers%20can%20have,is%20very%20relevant%20to%20retailers.