Outreach Through Social Media | Ocean Sciences 2014
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Transcript of Outreach Through Social Media | Ocean Sciences 2014
Outreach Through Social Media
Christie WilcoxUniversity of Hawaii at Manoa
Hawaii Institute of Marine BiologyDiscover Magazine
#OSMSocial#2014OSM
@NerdyChristie
Internet = Information
University of Chicago, National Opinion Research Center, General Social Survey (2008)
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
PaywallJargon Wall
Barriers to Communication
Social Media: Tools To Break Down Barriers
Beyond ComputersJust shy of 50% of Americans own a smartphone, and two thirds of them will use it to access the internet on a daily basis.
mobile accounts for 10% of internet usage worldwide
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
15,358
tweets per second when Italy lost to Spain in the
2012 European Championship
700,00
pieces of content shared
every minuteon Facebook
of video is uploaded to YouTube every second
1 hour
15,358
Social Media = Internet on Steroids
143,199
tweets per second when Japan aired Castle In The Sky
700,00
pieces of content shared
every minuteon Facebook
of video is uploaded to YouTube every second
1 hour
All The Kids Are Doing ItClose 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.
danah boydAssistant Professor, NYU; Visiting Researcher, Harvard Law
Something must be wrong, right?”
Social Media: Curate Your Online Presence
Social Media: Develop New Skills
Online Communities
The Largest Social Network
of internet users are.
of < 30 y.o. use it as their primary news source
Don't think you need to be on Facebook?
BILLION pieces of content are
shared every day
72% 48% 2.5
• 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
Which? Depends on what you want to use Facebook for!
Professional Networking
Keeping in Touch
Sharing Personal Opinions
Smaller Network
Privacy
Finding/Creating an Audience
Separating Work from Home
Large Fan/Interest Base
Lots of Contributors
Exposure
The Privacy Issue
“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 self-disclosure Facebook website”
PERSONAL
PRIVATE
The key?be
not
Facebook Success Stories: Big Data
Facebook Success Stories: Collective Intelligence
“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
“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
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 half-
baked are what make it so powerful." Jonathan Zittrain
Harvard University Law professor and Faculty Co-Director, Berkman Center for Internet and Society
billion new tweets every
two days
million active users per day
of online Americans use twitter, and the numbers keep rising
Don't think you need to be on Twitter?
2001 100 21%
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
(in bottom and top quartile of tweets within 1 week)
Highly tweeted papers were
11x more likely to be
highly cited!
Twitter 101
A brief introduction to the Twitterverse
Filtering The DelugeThe key to success is filtering.
You have to accept the fact that you cannot, and will not, see everything.
The LingoUsername 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 LingoTweet: 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 LingoDirect 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.
The lock symbol indicates a list is “private”, or only visible to youClicking here will show you all
of the tweets you have favorited
The LingoInteractions: 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 LingoHashtag: 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
“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: The Power of Twitter
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
Term “weblog” coined “Blog”
usage spreads
First platforms emerge
Bloggers become influential and trusted as news and
information sources
Blogging becomes
‘mainstream’
1994 1997 1999 2003
Google acquires Blogger
2006
Science blog networks
first emerge
Today
RSS is
born
The Emergence of Science Blogs
Major Blogging Platforms
“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: Enhancing The Network
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
Be Creative
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 +
ImagesA 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!
An animated gif of MRI images of a human headGraph of global temperatures over time
Visualizing Science: GIS
Visualizing Science
© Dave Beck & Jennifer Jacquet
Image Platforms
Video
On Facebook, videos are shared 12x
more than links & text posts combined
Video Platforms
Audio
Podcasts
Podcasts
Creative Outlets
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
ResearchGate
Academia.edu
86
Data And Other Products
Reference Management
Crowdsourced Funding
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
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 Union-Tribune (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.
Social media is the definition of
“Broader Impacts”
Setting Up An Action Plan
Goals What are you trying to achieve?
ActionsWhat platforms? How often?
MetricsHow will you know if things are working? How will you judge performance?
Personal ResponsibilityWho does what? Be EXPLICIT.
Review and ReviseTrack 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
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?
ActionsWhat platforms? How often?
MetricsHow will you know if things are working? How will you judge performance?
Personal ResponsibilityWho does what? Be EXPLICIT.
Review and ReviseTrack impacts, change actions etc as necessary.
The Internet is Yours!