Published on February 28, 2014
Outreach Through Social Media Christie Wilcox University of Hawaii at Manoa Hawaii Institute of Marine Biology Discover Magazine
#OSMSocial #2014OSM @NerdyChristie
Internet = Information Where do you get information on specific scientific issues? The Internet is the main source of information for learning about specific scientific issues such as global climate change or biotechnology University of Chicago, National Opinion Research Center, General Social Survey (2008)
Barriers to Communication
Social Media: Tools To Break Down Barriers
Beyond Computers Just shy of 50% of Americans own a smartphone, and two thirds of them will use it to access the internet on a daily basis.
17% of all time spent online is spent on social networking sites
57% of Americans say they talk to people more online than they do in real life
In 2011, social media overtook looking at porn as the number one online activity.
Social Media = Internet on Steroids 700,00 1 hour pieces of content shared every minute on Facebook 15,358 of video is uploaded to YouTube every second tweets per second when Italy lost to Spain in the 2012 European Championship
Social Media = Internet on Steroids 700,00 1 hour pieces of content shared every minute on Facebook 15,358 of video is uploaded to YouTube every second 143,199 tweets per second when Japan aired Castle In The Sky
All The Kids Are Doing It Close to 90% of 18-30 year olds have at least one social media account… … and almost a third will check their networks before they even get out of bed.
All The Kids Are Doing It "Younger generations aren’t going to look for your company or society in print—they‟re going to go directly to your Web site and then maybe your Facebook page, and, if interested, they will follow you on Twitter. If you’re not there, neither will they be—and you’ve lost them at a critical point of contact." - Kea Giles Managing Editor at the Geological Society of America
“One of the things I hear most frequently about a new hire is how disturbing it is that he doesn‟t have a web presence. Something must be wrong, right?” danah boyd Assistant Professor, NYU; Visiting Researcher, Harvard Law
Social Media: Curate Your Online Presence
Social Media: Develop New Skills
The Largest Social Network
Don't think you need to be on Facebook? 72% 48% 2.5 of internet users are. of < 30 y.o. use it as their primary news source BILLION pieces of content are shared every day
Which? Depends on what you want to use Facebook for! • • • • • • For an individual Viewed by friends, subscribers Many privacy options No statistics Is you Single administrator • • • • • • For organizations, things, celebrities Viewed by fans/anyone Public Provides some analytics Can be separated from individuals Can have many administrators
Professional Networking Finding/Creating an Audience Keeping in Touch Separating Work from Home Sharing Personal Opinions Large Fan/Interest Base Smaller Network Lots of Contributors Privacy Exposure
The Privacy Issue The key? be not “Participants who accessed the Facebook website of a teacher high in self-disclosure reported higher levels of teacher credibility than participants who viewed a low selfdisclosure Facebook website”
Facebook Success Stories: Big Data
Facebook Success Stories: Collective Intelligence “We didn’t have really the time or resources to [identify the specimens] the way that we would traditionally do it” — Brian Sidlauskas, lead scientist “In less than 24 hours, this approach identified approximately 90 percent of the posted specimens to at least the level of genus, revealed the presence of at least two likely undescribed species, indicated two new records for Guyana and generated several loan requests.” — Smithsonian blog post
Don’t Think You Need To Be On Google +? “Facebook is about connecting to people through who you know; and Google Plus is about connecting to people through what you know.” — Kysimir, Soliloquy of Eloquence
Google+: Superior Sorting and Filtering
Google+: Easier to Find Interesting People
Google+: Video Integration
Google + Success Stories: Virtual Astronomy “We pull together live feeds from multiple telescopes around the world and broadcast them into a live Google+ hangout… The response has been overwhelming, as we’ve made it possible for people without telescopes or who have cloudy skies a chance to see the night sky from the comfort of their home.” — Fraser Cain, publisher of Universe Today
Microblogs A web service that allows users to broadcast short messages to other subscribers of the service
#1 Microblogging Platform: Twitter "The qualities that make Twitter seem inane and halfbaked are what make it so powerful." Jonathan Zittrain Harvard University Law professor and Faculty CoDirector, Berkman Center for Internet and Society
Don't think you need to be on Twitter? 1 200 100 billion new tweets every two days million active users per day 21% of online Americans use twitter, and the numbers keep rising
Speed and Virality: A Case Study
Speed and Virality: A Case Study 150,000 pageviews in 48 hours.
Speed and Virality: A Case Study
Speed and Virality: A Case Study
Speed and Virality: A Case Study
Why Statisticians Love Twitter “The rate at which people produce tweets about movies can accurately forecast the box office revenue of the film, but only after it is released. And the predictions from tweets are more accurate than any other method of forecasting.” — MIT Technology Review
Why Statisticians Love Twitter “Measuring how calm the Twitterverse is on a given day can foretell the direction of changes to the Dow Jones Industrial Average three days later with an accuracy of 86.7 percent.” — Lisa Grossman, Wired Magazine
Twitter Predicts Citations Highly tweeted papers were 11x more likely to be highly cited! (in bottom and top quartile of tweets within 1 week)
Twitter 101 A brief introduction to the Twitterverse
Filtering The Deluge You have to accept the fact that you cannot, and will not, see everything.
The Lingo Username or Handle: this is your identifier, your Twitter “Name”. It is how users will identify you. Following and Followers: your twitter stream consists of tweets from the people you choose to follow, much like an aggregation of subscriptions. Others who follow you, called your followers, have your tweets appear in their twitter stream. Username A running tally of a user‟s followers and who they follow The follow button: click to follow this user
The Lingo Tweet: tweets are your method of communication via twitter, and are limited to 140 characters. Twitter automatically shrinks links of any size to 20 characters to help them fit. Click on this symbol in the menu bar to compose a new tweet. A window will open that looks like this:
The Lingo Direct Message: a direct message or “DM” is a tweet that is only viewable by the user it is sent to, like the twitter version of a text or email. You can only send DMs to people who follow you. Favorites: Favorites allow you to like a tweet or save it for later without passing it along to your followers. Lists: Twitter allows you to create public and private lists which can be used to filter different groups of twitter users. You can look at the stream of tweets from a list rather than your whole feed. Clicking here will show you all of the tweets you have favorited The lock symbol indicates a list is “private”, or only visible to you
The Lingo Interactions: all of the ways other tweeters interact with you. Interactions include new follows, if you‟re added to a public list, mentions, retweets and favorites by others of your tweets. Mentions: placing @ symbol before a username links a tweet to their account. Such mentions can be used to reply to a tweet, or simply draw another user‟s attention. Retweets: A special category of mentions, retweets are one of the fundamental twitter interactions. By clicking the square arrow symbol, you pass along another‟s tweet in its entirety. You can also add commentary to another‟s tweet by adding your two cents then pasting their tweet after the letters “RT” (retweet) or “MT” (modified tweet, if you had to alter their tweet to fit.) Click to see your interactions How mentions appear in tweets:
The Lingo Hashtag: the # symbol, called a hashtag, is used to mark keywords or topics in a tweet. You can search twitter by hashtags, and thus follow the stream of tweets related to your interest without following every person that might tweet about it. For example, the conference hashtag #AAASmtg curates tweets related to the American Academy of Sciences annual meetings. When used correctly, hashtags are powerful ways of filtering through the deluge of tweets. Search for hashtags An example hashtag stream
Twitter Success Stories: The Power of Twitter “If you have, say, a thousand followers on Twitter, that’s like talking to a large auditorium every time you tweet something about your science: a powerful tool indeed. A direct line like that means the scientist can ensure that their science is accurately portrayed and that they have an opportunity to share with the public the personal passion that drives them to science in the first place.”
Twitter Success Stories: Live-Tweeting An Expedition “We had arranged a text to donation number, and I tweeted that every dive in PNG cost us about $5USD and that $5 donations to support the expedition could be made by texting the number. That single tweet raised a couple of hundred dollars.” Joshua Drew, lead scientist
Twitter Success Stories: Online Journal Club “I have read papers that I would never otherwise have come across and I have had the chance to discuss microbiology papers with other microbiologists which results in different discussions to the ones that happen at the more general journal club I attend at university.” — Zoonotica, PhD Student
Microblogging Success Stories: Changing Stereotypes “The project was definitely a huge success…. The site had over 100,000 unique visitors in the first month alone. The website was initially shared on Twitter in nearly 20 different languages, and visitors have come from all around the world.” — Allie Wilkinson, co-founder
What is a Blog? “Defining a science blog – heck, just defining a blog – is difficult. After all, a blog is just a piece of software that can be used in many different ways.” — Bora Zivkovic, Blogs Editor Scientific American
Blogs: The New Frontier “A new generation of young researchers has grown up with an ever-present Internet. Publishers have been quicker than academics to react to this new world, but scientists must catch up. Even if you choose not to blog, you can certainly expect that your papers and ideas will increasingly be blogged about. So there it is — blog or be blogged.” — Paul Knoepfler, Research Scientist & Blogger
A Brief History of Blogging First online diary 1994 Term “weblog” coined “Blog” usage spreads 1997 Blogging becomes „mainstream‟ 1999 First platforms emerge Bloggers become influential and trusted as news and information sources 2003 RSS is born 2006 Google acquires Blogger Science blog networks first emerge Today
The Emergence of Science Blogs
Major Blogging Platforms
Blogging Success Stories: Enhancing The Network “I view it as a fundamental part of my job as a scientist and an educator. I use social networking to follow the literature, to do outreach, to communicate with colleagues, etc.” - Jonathan Eisen
Blogging Success Stories: Research & Peer Review , “Their most striking claim was that arsenic had been incorporated into the backbone of DNA, and what we can say is that there is no arsenic in the DNA at all” — Rosie Redfield
What is a Wiki? “Wikis create a sense of shared knowledge, which may be carried across courses, curricula, or countries.” — Toby Coley, Wikis in Writing Education Research
Wikipedia “Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge. That's what we're doing.” — Jimmy Wales, Founder of Wikipedia
Free Wiki Platforms/Software
Innovative Uses: Open Notebooks
Innovative Uses: Evolving Resources http://socialnetworkingforscientists.wikispaces.com
Why Do Visuals Matter? • More than 1/3 — 36% — of tweets are images • Articles with images get 94% more total views • Including a photo and a video in a press release increases views by over 45% • Photo and video posts on Pinterest refer more traffic than Twitter, StumbleUpon, LinkedIn and Google +
Images A picture is worth a thousand words. Photograph from the mid-1870s of a pile of American bison skulls waiting to be ground for fertilizer Five United States Marines and a United States Navy corpsman raising the American flag atop Mount Suribachi; by Joe Rosenthal
We ALREADY Visualize Science! Graph of global temperatures over time An animated gif of MRI images of a human head
Visualizing Science: GIS
Visualizing Science © Dave Beck & Jennifer Jacquet
Video On Facebook, videos are shared 12x more than links & text posts combined
The Best Part: Integration Multimedia reaches out to a diverse set of learning styles and appeals to a broader audience Most social media platforms, from twitter to blogs, allow you to enhance text posts with images, video and more
“Facebook” For Scientists
Data And Other Products 86
Bringing It All Together Most likely, a combination of platforms and media types will be the best way to achieve your goals.
Return on Investment Social media is the definition of “Broader Impacts” Figure 1. Monthly audience by communication methodology shown on a linear scale. Filled bars indicate traditional methodologies and unfilled bars indicate online methodologies. Data sources are as follows: 1. estimate; 2. estimate; 3. Scientific American (http://bit.ly/Z0dkaF); 4. San Diego UnionTribune (http://bit.ly/WusyhV); 5. New York Times (http://bit.ly/14aktDi); 6. Twitter (http://tcrn.ch/146wWsy); 7. Wordpress (http://bit.ly/WVBwDa); 8. Facebook (http://bit.ly/10xUemL). Numbers reflect the potential monthly audience for each medium, and not necessarily the number of users who access a particular content item on that medium. All data accessed on January 22, 2013 and normalized to monthly views.
Setting Up An Action Plan Goals What are you trying to achieve? Actions What platforms? How often? Metrics How will you know if things are working? How will you judge performance? Personal Responsibility Who does what? Be EXPLICIT. Review and Revise Track impacts, change actions etc as necessary.
Start by asking yourself: “Why?” Goals Actions
Measuring Success • • • • Citations Pageviews Tweets, shares, likes Community involvement • Fundraising • Attendance at events • …
Measuring Success “Coming up with good metrics requires some critical thinking. Don’t rely solely on the easy analytics, like pageviews. Spend some time and mental energy to figure out what you really want… then spend some more time and mental energy to come up with meaningful ways to determine whether you’re getting it.” — Matt Shipman, PIO and Science Writer
Tragedy of the Commons Especially for groups or organizations… be explicit about who is responsible for what
If At First You Don‟t Succeed… No one expects you to get everything right the first time. • Use your metrics • Experiment with new techniques and ideas • See what works and what doesn‟t • Tweak the plan along the way
One more time… Goals What are you trying to achieve? Actions What platforms? How often? Metrics How will you know if things are working? How will you judge performance? Personal Responsibility Who does what? Be EXPLICIT. Review and Revise Track impacts, change actions etc as necessary.
The Internet is Yours!
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