http://goo.gl/oZ71Nx

Centre for Digital Business

Providing research

and advice to

business leaders in

the constantly

changing digital

society

Your presenters for today

Dr Aleksej Heinze

Mrs Udeni Salmon

How to get in touch?

Twitter - @AleksejHeinze

LinkedIn - www.linkedin.com/in/aleksejheinze

Passport to Trade 2.0 project: #P2T2 www.businessculture.org

Telephone - 0161 29 55024

Email - A.Heinze@salford.ac.uk

Twitter - @ujsalmon

LinkedIn - uk.linkedin.com/in/udenisalmon

Telephone – 0161 295 4817

Email – u.salmon@edu.salford.ac.uk

Learning objectives

Understanding how to conduct search engine optimisation for academic

publishing

Conducting keyword research to inform paper title development

Sharing your publications online

Optimising social media profiles for academic visibility

Selecting the most relevant social media profiles for your needs

Maintaining and monitoring your social impact

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Why engage on social media as an academic?

Keep up to date with the latest developments in your subject area

Increase the number of citations for your academic publications

Help to recruit students

Share wider world stories from your teaching, research and

enterprise projects with colleagues

Engage in debate on a subject of interest

5

Keyword research

Some of the key questions

What is a keyword?

What is a strategic keyword for your online profile?

How to decide on: which keywords to target?

how many keywords?

Activity: your strategic keywords

Write down the three most important keyword phrases for your

research:

1._________________________________________________

2._________________________________________________

3._________________________________________________

The context of your keyword decision

1. What are the key areas of your future career?

2. What are your long term goals?

3. How many web pages/ social media profiles are you thinking of?

4. Is there an existing website/social presence or is it a new one?

Keyword research tools

adwords.google.com <<< this is the

main one for the UK

Keywords selection process – primary

(PK) and secondary keywords (SK)

3. Popularity: how

frequently are

searches made using

this term

2. Specificity: how

broad or narrow is

the chosen keyword

4. Competitiveness:

how many competitors

are targeting this term

(e.g. PPC costs)

11

1. Relevance: to

your profile

Relevance & Specificity CompetitivenessPopularity

AdWords Keyword Planner

Activity: your strategic keywords

Research the three most important strategic keyword phrases for your profile:

Relevance (high 3 / low 1)

Specificity(1 low – 3 high)

Competition (3 low - 1 high)

Popularity(1 low - 3 high)

Total sum

for each

keyword:

a.

b.

c.

Research paper / thesis title

1. Does your title contain the main

keywords?

2. Subject area?

3. Research method

Where does the keyword appear here?

Where does the keyword appear here?

Activity: your paper / Thesis title

A research paper title is the key “sales” message you have for your work

Think about your work and consider which keywords are integrated

Use of : or – to break it up from main topic to specific

E.g.:

Blended learning: an interpretive action research study

Family presence during invasive procedures and resuscitation: the experience of family members, nurses, and physicians

Critical understanding of

social media

Social Media Revolution

https://www.youtube.com/watch?v=zxpa4dNVd3c

“if an [individual] does not set out to manage and build their social media profile positively then someone else will build it anyway in whatever form they care to shape”

Hackett, C., Fletcher, G., & Heinze, A. (2013). Social Media Monitoring visualisation: What do we

have to look for? . Paper presented at the UKAIS 2013.

Why engage on Social Media?

Engage and shape your presence• It is one of the fastest growing areas of online activity!

Visibility: Creating brand awareness• Building trust in your brand by showing commitment

Market research • Engage: listen to other community members: latest trends

SEO • Each website media is another link to your site

• Opportunity to post prompts of latest web page developments and link to those pages

Reputation management

Develop or at the very least, think through a basic response plan

Respond to the message through the appropriate channels

Speed is sometimes more important than polish but – think it through, take

disputes offline

Don’t panic

Be open, honest and transparent

Treat everyone with respect

Follow up on your promises

10 potentially most relevant social networks for

an academic: developing your engagement plan

Blog

Flickr/Pinterest

Facebook

YouTube

Google +

Google Scholar

Citations

LinkedIn

Twitter

SlideShare

Academia.edu

Other?

Udeni Salmon, 2nd year PhD

u.salmon@edu.salford.ac.uk

Tel: 0161 295 4817

LinkedIn for Building your PhD Profile: 10 tips from a

PhD student

1. It is familiar for businesses. If you are a PhD researching business

and you need to research individuals and companies, the chances

are that you will find out useful information about these people and

organisations from LinkedIn

2. Businesses can check you out. LinkedIn will remind you of how

complete your profile is. The more complete your profile, including

your CV and research papers, the easier it is for individuals to

realise you’re a real person and respond to your contacts.

3. Groups are great way to find students with the same research

interests as you. If not, then set a group up and invite the other

people you know who are researching in this field.

4. Use it for finding research subjects, especially as the cheapest paid-

for option gives you the ability to contact people you don’t know. I

used InMails as a fundraiser to make initial contact with potential

donors. Then follow it up with a phone call.

Why Use LinkedIn?

Examples of great blogs

http://thesiswhisperer.com/

http://patthomson.wordpress.com/

What is LinkedIn?

http://www.youtube.com/watch?feature=player_embedded&v=ZVlUwwgOfK

w

Activity: Create a Vanity URL on LinkedIn:

1) Go to your personal profile on LinkedIn

2) Click “Edit” next to your profile URL:

1) Click “Customize your public profile URL”:

2) Enter your name and click “Set Custom URL”

3) Make sure your research keywords are in the headline of your profile

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Activity: Add your publications on

LinkedIn:

1) Go to your personal profile on LinkedIn

2) Edit your profile

3) If relevant for you:

1) Add publications

2) Add projects

3) Add SlideShare presentations

4) Ask for endorsement

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What is Google Scholar Citations ?

https://www.youtube.com/watch?v=EwBaw5HiKcM

Activity: Create your Google scholar citations

profile:First, sign to your Google account, or create one if you don't yet have one. We

recommend that you use a personal account, not an account at your employment, so that you can keep your profile for as long as you wish.

Once you've signed in to your Google account, the Citations sign up form will ask you to confirm the spelling of your name, and to enter your affiliation, interests, etc. We recommend that you also enter your university email address which would make your profile eligible for inclusion in Google Scholar search results.

On the next page, you'll see groups of articles written by people with names similar to yours. Click "Add all articles" next to each article group that is yours, or "See all articles" to add specific articles from that group. If you don't see your articles in these groups, click "Search articles" to do a regular Google Scholar search, and then add your articles one at a time. Feel free to do as many searches as you like.

Once you're done with adding articles, it will ask you what to do when the article data changes in Google Scholar. You can either have the updates applied to your profile automatically, or you can choose to review them beforehand. In either case, you can always go to your profile and make changes by hand.

Finally, you will see your profile. This is a good time to add a few finishing touches - upload your professional looking photo, visit your university email inbox and click on the verification link, double check the list of articles, and, once you're completely satisfied, make your profile public. Voila! - it's now eligible to appear in Google Scholar when someone searches for your name!

http://scholar.google.co.uk/intl/en/scholar/citations.html#setup

Activity: Maximize Google scholar use:

1) Follow your own profile – this will notify you when new papers are indexed with your name.

2) Follow profiles of your supervisor or collaborators – people who work in your area

GOOGLE+ INTRODUCTION

http://www.youtube.com/watch?v=hC_M6PzXS9g

Twitter

140-character long messages called Tweets

Your updates can be integrated in your

website

Tweeting - the process

Short messages of text can integrate media and

URLs via other sites for example – http://bit.ly or http://goo.gl - URL shorten services

– http://twitpic.com - image twitting service

#SSMMUoS – is a hash tag (#) for a topic/theme

@AleksejHeinze – user name or “twitter handler”

RT means Re-Tweet of a message

DM direct-message – private message

35

Who says what to whom on twitter?

Who does what on twitter?

• Roughly 50% of tweets consumed are generated by just

20K elite users

• The media produces the most information

• But celebrities are the most followed

– Followers trends

• celebrities following celebrities,

• media following media,

• and bloggers following bloggers.

http://labs.yahoo.com/publication/who-says-what-to-whom-on-twitter/

Twitter study cont.

• Media-originated URLs are disproportionately represented among short-lived URLs

• URLs originated by bloggers tend to be overrepresented among long-lived URL

• Longest-lived URLs are dominated by content such as videos and music, which are continually being rediscovered by Twitter users and appear to persist indefinitely

http://labs.yahoo.com/publication/who-says-what-to-whom-on-twitter/

Activity

Examine the following micro blogs by looking at:

Description

Tweets

Following

Followers

Listed

https://twitter.com/DMUVC

https://twitter.com/fromMartinHall

What can we learn from these two accounts?

Best practices for twitter

Listen – very important first step

Share - around twice a day

Ask – what do your followers think?

Respond - refer to @username

Reward – create contests

Demonstrate wider leadership and know-how

Champion your stakeholders

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TWITTER OPTIMISATION

Is it a personal or a business profile? Think about

keywords for your twitter handler i.e. @AleksejHeinze

Choose an appropriate image – real photos are better

for personal profiles – or your avatars consistently

Use keyword research to inform your bio description

text

Twitter Profile Link to your web page

Develop a routine to review your followers – for

example www.justunfollow.com

TWEET WITH CAUTION!

What do you think about this tweet:

@Pauljchambers: "Crap! Robin Hood airport is

closed. You've got a week and a bit to get your

shit together otherwise I'm blowing the airport

sky high!!”

http://goo.gl/2FkFt

Read Committee of Advertising Practice (CAP)

code: www.cap.org.uk

Twitter – Activity

Create an account:

If new to Twitter, start a profile, if not help someone who is and simply sign in www.twitter.com

Send a tweet with a hash tag: Send a couple of tweets using the #SSMMUoS hash tag to say a couple of words about the course or things we learned today

Search for a hash tag:

Search for a hash tag #SSMMUoS and see what others have already tweetedFind others on #SSMMUoS and “follow” them Find tweets of your peers and re-tweet

Flaming and Trolls

Flamers – deliberate incitement of emotional discussions

Trolls – harassment in the online world – less professional than flaming

• (http://www.bbc.co.uk/news/uk-29678989)

• Malicious communications act (http://www.legislation.gov.uk/ukpga/1988/27/pdfs/ukpga_19880027_en.pdf)

43

Concept of social capital

Social capital: a way to conceptualize the authority, trustworthiness, or ability to influence others that you have by way of the connections you develop in your social networks.

(SEMPO Institute)

For example tools:

See Heinze, A., Ferneley, E., & Child, P. (2013), 'Ideal

participants in online market research: Lessons from

closed communities', International Journal of Market

Research, 55(6), pp.769-789.

Also: Bourdieu, Loury, and Coleman

Concept of social capital

“Social capital is defined by its function. It is not a single entity but a variety of different entities, with two elements in common: they all consist of some aspect of social structures, and they facilitate certain actions of actors-whether persons or corporate actors-within the structure.

Like other forms of capital, social capital is productive, making possible the achievement of certain ends that in its absence would not be possible. Like physical capital and human capital, social capital is not completely fungible but may be specific to certain activities. activities.

A given form of social capital that is valuable in facilitating certain actions may be useless or even harmful for others ” (Coleman, 1988:98)

Coleman, J. S. (1988). Social Capital in the Creation of Human Capital. American Journal of Sociology, 94, S95-S120.

© Copyright

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What exactly is copyright?

Copyright (©) protects written

and recorded material such as

music, lyrics, engravings and

diagrams, knitting patterns,

photographs and software and

databases; it does not protect

ideas.

Copyright is automatic-

automatic means that it comes

into being immediately when the

work has been created without

you having to take any specific

actions.

You can recognise

copyrighted work as

it is marked with an

abbreviation of

copyright ©

Image by Jordanhill School D&T Dept

Source: http://www.slideshare.net/MNEMOS/intellectual-property-management-learning-module

Creative Commons (CC): some copyright uses

Creative Commons (CC) is a non-profit organization which was

set-up to fill the space between the two extremes of “All Rights

Reserved” and the “No Rights Reserved”.

Essentially, it provides an opportunity to share work with some

rights reserved. You can recognize it through the CC abbreviation.

Several image sharing websites have helped in driving the

adoption of Creative Commons by making it easy for their users to

share their images and assign the relevant CC to them.

See full details of CC licenses on their page

http://creativecommons.org/licenses/

CC is a good way to share

and be acknowledged for

your work. But there are

different types and again

care needs to be taken to

select which is suitable for

you…

Image by jorgeandresem

Source: http://www.slideshare.net/MNEMOS/intellectual-property-management-learning-module

WRITING YOUR blog COPY

Awareness – Attention to your service/ product

Use of bold text, question marks, images…

Interest – life enhancing benefits (not features)

Use of images, video, bullet points…

Desire – making the offer irresistible

Limited time, special offers online…

Action – call to action

Buy now, try here, phone, apply, download…

Elmo Lewis (1898)

Message Model - AIDA

Focus on “your” audience

Rephrase “we” and “us” and integrate more blog reader focused

terminology:

Integrate – “you” and “yours”

Check how it sounds:

Are you writing to the right audience?

Does your content solve a problem or help the reader make a

decision?

Is your content engaging and informative?

Blog post content principles

Thought leadership

Chatty

Interesting headline

Clear call to action

Don’t post inflammatory content

Blog post practical principles

Word count – ca. 600 to 1000+ words

Focus on your keyword phrase

Think online readability

Other media - video etc.

Use text modifiers to highlight important points

GOOD COPY USES

KEYWORDS strategically

Good copy uses Keywords

What are the strategic places for keywords positioning on a

page?

Effective copy should be compelling to both

the reader and

the search engines

Search Engine Results Page (SERP)

Title

First words are given more importance

Hence:

Make each title unique

Less is more – aim for 6 to 15 words, or up to 70 characters

Long titles can be left out from the SERP and confuse readers

Descriptions

Use as a “sales” feature – integrate a call to action when possible

Think in terms of benefits rather than features

“What’s in it for me?”

Should always be unique

Start ideally with your keyword

Keyword tags:

Has little influence on search engines

But, it is useful for yourself to keep track of keywords you want to focus on

TheConversation.com

Intensive writing on a topical issue with a professional journalist

Only accessible to authors with a PhD

But! You can write an article with your supervisor

www.theconversation.com/uk

Speak to your supervisor and the University Press team

Summary

Develop a critical understanding of Social Media

Identify ways of using SEO / social media for your

research/career

Understand general Do’s and Don’ts of social media

Understand the use of Creative Commons and how to

protect your work online

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Some further inspiration

Cristina Costa http://knowmansland.com

Alec Couros http://about.me/couros

Helen Keegan http://heloukee.wordpress.com/

Further reading

Clark, T., Osterwalder, A., & Pigneur, Y. (2012). Business model you: a one-page method for reinventing your career. John Wiley & Sons.

Dutta, S. (2010). Managing Yourself: What’s Your Personal Social Media Strategy? Harvard Business Review.

Faour, H and Heinze, A 2013, The use of social media to attract generation Y in organisations , in: 18th UKAIS Annual Conference: Social Information Systems, 19-20 March 2013, Worcester College, Oxford, UK.

Labrecquea, L. I., Markosb, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37 - 50.