content sharing for researchers
TRANSCRIPT
Quick Tips:Content Sharing
Social Media for Researchers
vpr.colostate.edu
“If you have knowledge,let others light their candles in it.”
-MARGARET FULLER
Did you know?There are tried-and-true ways to share your
content successfully across all platforms.
While platforms have specific sharing modes,
the following are tips about what social media
users want to see in their feeds.
For an overview of platforms best for researchers, check out the
OVPR Social Media Guide for Researchers. Link in description.
Platform Help?
The Big Idea -Getting It Right-
Right Content
Right Time
Right Voice & Tone
Getting it Right...
Content
What are you sharing?
Are you curating or
creating content?
Best practices whether
it’s a link, text, photo,
video, or a combination.
Time
When are your followers
online?
How do you find out?
Voice & Tone
Are your messages on-
brand as a researcher?
Are you speaking to
your audience in a
consistent voice?
Getting it Right... CONTENT
Content is King
68% of SM users spend
time reading content
from a brand or person
they are interested in.
CONTENT RULES
VISUALS
This is the magnet of your
post. Photos and videos
increase likes and shares.
Taking a moment to make or
find relevant media is key.
LENGTH
You are not writing a book.
Even if a platform allows for
it, don’t take the bait. Keep it
short and simple.
LINKS
Get the right length and
format for quick viewing and
easy sharing.
MULTIPLY IT
Share your content more than
once. DIfferent people will
see it at different times.
MORE ON EACH>>>
VISUALS LENGTH
Articles with
images get 94%
more views.
-Create your own videos and images. Plan and execute
explanations of your research using models or visual props
in videos or an infographic for a photo.
-Tools: Piktochart, PicMonkey, Windows Movie
Maker, Adobe Premiere Pro
-Curate videos and images from the web that help explain
concepts or methods of your research.
-Share videos and images related to your research. Bonus
points if they are viral or trending.
-Keep videos short (2 minutes or less), and give them
organization with text if there are difficult details.
By 2017, video will
account for 69% of
all consumer
internet traffic
No matter the
site, length
matters and
conciseness is
key. Click the
picture for the
full infographic.
Outside of the
main sites? Keep
text under 100
characters as a
rule of thumb.
LINKS MULTIPLY IT
Always shorten
your URL links.
Add CSU branding
by using the CSU
link shortener
-Keep the link preview on Facebook, the
site’s algorithm prioritizes this format. Delete
the link in the text.
-The CSU link shortener will add a CSU vibe
to your link giving it an affiliation. Use on
Twitter, Tumblr, ResearchGate, etc.
-Sharing other content not related to CSU?
Use Bitly or Is.Gd link shorteners.
Share content more than once. Spacing
out time is key to not being “spammy.”
Click the pic for full article.
Outside of the
regular social
media sites?
Space out every
two weeks as a
rule of thumb.
Increase if you
receive negative
feedback about
reposting.
Getting it Right... TIME
SCHEDULING OPTIONS
Knowing when your audience is looking is key in sharing content that soars.
SM MANAGER SITES
Free social media site managers
act as a hub for all outgoing and
incoming communication. These
sites, like Buffer and Hootsuite,
will pick the best times for you.
ANALYTICS
Twitter and Facebook analytics
track the times your audiences
are online. You can then
regularly schedule from there.
SCOPING
Experimenting with different
times on sites like ResearchGate
will help you learn your best
times, or you can keep an eye
on popular researchers’ times.
GENERAL BEST TIMES: M o r n i n g
7 a.m. to 9 a.m.
GOOGLE+
9 a.m. to 11 a.m.
LINKEDIN12 a.m. to 1 a.m.
GENERAL BEST TIMES: A f t e r n o o n & E v e n in g
1 p.m. to 4 p.m.
5 p.m. to 6 p.m.
LINKEDIN1 p.m. to 3 p.m.
7 p.m. to 10 p.m.
TUMBLRMore Info...
GENERAL BEST: D a y s o f t h e W e e k
Facebook:Wednesday
Twitter: Monday, Tuesday, Wednesday & Thursday
LinkedIn: Tuesday, Wednesday & Thursday
Pinterest: Saturday
Tumblr: Monday, Tuesday, Friday & Sunday
Getting it Right...
VOICE & TONE
Before jumping in, know that certain attributes will become how your audience recognizes you. Among them are your voice and tone.
Let’s learn the difference.
Speaking to Your Audience
Voice and Tone
VOICE
Your research communication
personality described in an adjective.
For instance, your voice can be lively,
positive, cynical, or professional.
Most likely, you err to the side of
informational and professional.
TONE
A subset of your voice. Tone adds
specific flavor to your voice based on
factors like audience, situation,
platform, and channel.
To be less robotic, your tone can be
fun, excited, or even humorous.
Why They Matter
These elements humanize your research and let you take part in conversations
naturally, and people share more when they feel a human connection that is
consistent in its messaging.
Finding Your Voice: ‘Three Cs’Culture
What does your
research represent or
stand for?
How does it stand out?
Community
Who do you wish to
communicate with?
What language do
they use?
Conversation
What is your unique
personality as a
researcher? How does
your knowledge add
to the conversation?
Translating Voice to Tone
A straightforward way to identify your tone is to work from a template, specifically
one that has you thinking about the ways you should and shouldn’t write in order
to keep with your voice. Make one for each social media platform you use.
Content type: What are you writing?
Reader: Who are you talking to in this scenario?
Reader feelings: What’s the reader feeling when
they are in this tone scenario?
Tone should be: Use adjectives that describe
how you should sound in this scenario.
Write like this: Give a brief example of how the
writing should sound.
Content type: Tweets
Reader: Potential customers, marketing professionals
Reader feelings: Eager and engaged to find
interesting content and information
Your tone should be: Helpful, informative, clear,
approachable
Write like this: “Did You Know: The 8-hour workday
was invented to help people work less? We have the
story here.”
Template Example
T h a n k s f o r r e a d i n g !Stay tuned for more Social Media for Researchers tips and tricks brought to you
by the Vice President for Research at Colorado State University.
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