Building Online Presence: Dos and Don’ts

Anita Lee-Post

Department of Marketing and Supply Chain

Gatton College of Business and Economics

Campus 0034

CAFE Graduate Student & Post-Doctoral Mentoring Seminars, 12/4/14

Agenda

! What is scholarship? ! What is knowledge creation? ! How is technology transforming knowledge

creation? ! What is an online presence? ! Why do you need an online presence? ! How to build an online presence? ! How to evaluate your online presence? ! What are the Do’s and Don’ts in building an

online presence?

What is Scholarship?

! Discovery !  Integration ! Application

Boyer, E. (1990) Scholarship Revisited: Priorities of the Professoriate, San Francisco: Jossey-Bass.

!  Research

!  Teaching !  Service

Levels of Scholarly Impact

! Individual ! Disciplinary

! Institutional ! Governmental/National

! Global

What is Knowledge Creation?

Holsapple, C.W. and Singh, M. (2001). The Knowledge Chain Model: Activities for Competitiveness, Expert Systems with Applications, vol.20, 77-98.

Primary Knowledge Activities

! Acquisition – identify external knowledge source

! Selection – build internal knowledge source ! Generation – create new knowledge

! Internalization – become tacit knowledge ! Externalization – become explicit

knowledge

Holsapple, C.W. and Singh, M. (2001). The Knowledge Chain Model: Activities for Competitiveness, Expert Systems with Applications, vol.20, 77-98.

Secondary Knowledge Activities

! Leadership – enabler/facilitator ! Coordination – activity management ! Control – resource quality and

availability ! Measurement - assessment

Holsapple, C.W. and Singh, M. (2001). The Knowledge Chain Model: Activities for Competitiveness, Expert Systems with Applications, vol.20, 77-98.

Scholarship 1.0 !  Acquisition – search journal/publisher websites !  Selection – download articles of interest !  Generation – read, discuss, write, revise !  Internalization – publish as working paper, present in

research seminar !  Externalization – disseminate as conference proceeding,

journal publication, grant proposal, invention !  Leadership – institutional research support !  Coordination – email, meetings !  Control – deadlines, copyright clearance,

ethical conduct, Institutional Review Board !  Measurement – journal reputation

Web 2.0 Tools ! Blogs

! Wikis

! Facebook

! Twitter

! LinkedIn

! Podcasts

! YouTube

Activities !  Search – content,

communities, people ! Links – connect ! Authoring – contribute ! Tags - categorize ! Extensions - comment !  Signals - follow

McAfee, A. (2009). Enterprise 2.0: New Collaborative Tools for Your Organization’s Toughest Challenges. Boston, MA: Harvard Business Press

Scholarship 2.0 !  Acquisition – search content, community, people !  Selection – follow, links, tags ! Generation – comment, share, collaborate,

crowdsourcing !  Internalization – work in progress, brainstorming !  Externalization – open access ! Leadership – individual/community ! Coordination – project management tool

(basecamp), scheduling tool (doodle) ! Control – alert, feed, versioning ! Measurement – citation counts, h-index

What is an Online Presence?

IDENTITY

PRESENCE GROUPS

CONVERSATION

RELATIONSHIPS

SHARING

REPUTATION

Kietzmann, J.H., Silvestre, B.S., McCarthy, I.P., and Pitt, L.F. (2012). Unpacking the Social Media Phenomenon: Towards a Research Agenda, Journal of Public Affairs, 12(2), 109-119.

Younger researchers are more concerned about online reputations

Reich, E. (2011) Best Face Forward, Nature, vol. 473, pp.138-139

Why Do You Need An Online Presence?

! Image/Reputation ! access & visibility

! Networking ! authoring & collaboration

! Community !  funding & impact

Reich, E. (2011) Best Face Forward, Nature, vol. 473, pp.138-139

How to Build an Online Presence?

! Strategize – what goals to pursue? ! Set up – which platform/website to use?

! Interact – what connections to make? ! Monitor – is it working or not?

Public Platform

! ORCID (Open Researcher and Contributor Identification)

!  Researcher ID (Thomson Reuters + Web of Science) ! Google Scholar (search + citations) !  ResearchGate (network + impact) !  Academia.edu (share and follow research) ! Mendeley (reference manager + academic social

network) !  Chronicle of Higher Education’s vitae (teaching

support + community of practice)

Private/Do It Yourself Platform

! Institution website ! Department of Horticulture

! Google sites ! LINKS Center at Gatton College of Business &

Economics

Public vs Private Platform

Public ! Plug and play

! No upfront cost

! Outsource non-core activities

Private ! Data privacy

! Security

! Control

! Ease of customization

How to Evaluate Your Online Presence?

! Systems quality ! Information quality

! Service quality

DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.

Evaluate Your Online Presence – Systems Quality !  Usability/ease of use !  Response time !  Dependability/reliability !  Adaptability/flexibility/customization !  Usefulness/functionality !  Security !  Scalability !  Interactivity !  Ease of navigation !  Privacy

DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.

Evaluate Your Online Presence – Information Quality

! Accuracy ! Relevance

! Understandability ! Completeness

! Currency ! Richness

DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.

Evaluate Your Online Presence – Service Quality

! Support ! Accessibility/Availability

! Responsiveness ! Assurance

DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.

Dos ! As a two-way medium

! Try & experiment

! Contribute

! Professional

! Use responsibly

! Update routinely

Don’ts ! As a one-way medium

! Wait & see

! Consume

! Personal

! Misrepresentation

! Leave unchecked

A Paradigm Shift

! Integral or “add-on”/supplement ! Sharing or owning

! Disruptive or sustaining