UKOLN is supported by:

Brian Kelly

Innovation Support Centre

UKOLN

University of Bath

Bath, UK

This work is licensed under a Creative Commons Attribution 2.0 licence (but note caveat)

Acceptable Use PolicyRecording this talk, taking photos, having discussions using Twitter, etc. is encouraged - but try to keep distractions to others minimised.

Acceptable Use PolicyRecording this talk, taking photos, having discussions using Twitter, etc. is encouraged - but try to keep distractions to others minimised.

Web: http://isc.ukoln.ac.uk/ Blog: http://ukwebfocus.wordpress.com/ Twitter: @briankelly Personal/professional @ukwebfocus Automated announcements of new posts

Twitter:#ahrcmedia@qm

#ahrcmedia

Using Social Media to Promote ‘Good News’About your research activities, your organisation, your events, …

http://www.ukoln.ac.uk/web-focus/events/conferences/ahrc-social-media-2012/http://www.ukoln.ac.uk/web-focus/events/conferences/ahrc-social-media-2012/

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You are free to:copy, share, adapt, or re-mix;

photograph, film, or broadcast;

blog, live-blog, or post video of

this presentation provided that:You attribute the work to its author and respect the rights and licences associated with its components.

Idea from Cameron Neylon

Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero.Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at:http://www.thisismyurl.com/free-downloads/15-free-speech-bubble-icons-for-popular-websites

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About Me

Brian Kelly:• UK Web Focus: national advisory post to UK HEIs• Long-standing Web evangelist • Based at UKOLN at the University of Bath• Prolific blogger (1,000+ posts since Nov 2006)• User of various devices to support professional (and

social) activities• Prolific speaker (~380 talks from 1996-2011)• Part of UKOLN’s Innovation Support Centre

UKOLN:• Supporting innovation across higher & further

education• Funded by JISC

Intr

od

uct

ion

About YouHow many :

• Have a blog?• Publish a work-related videos on, say YouTube?• Have a work-related Twitter account?

How many:• Publish information on a web site?• Use email for work purposes?• Publish information in print format?

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Intr

od

uct

ion

Aim of talk:• To show why social media should form an

essential part of an outreach strategy• To illustrate ways in which social media is used• To provide example of tools for evaluating success

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Search Engine Optimisation (SEO)

Summary of key approaches:• Apply various techniques to Web resources to

make resources easier to find in Google, …• Resources may include organisational Web

suites, third party Web sites, databases, …• Resources may also include real world objects

and ideas (i.e. your research ideas, your conferences, your organisation, …)

• Based on understanding of importance of Google to end users

Summary of key approaches:• Apply various techniques to Web resources to

make resources easier to find in Google, …• Resources may include organisational Web

suites, third party Web sites, databases, …• Resources may also include real world objects

and ideas (i.e. your research ideas, your conferences, your organisation, …)

• Based on understanding of importance of Google to end users

Databases

Web sites

Real world

Directories

Google(Bing, …)

The invisible researcher

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Beyond SEO

Summary of key approaches:• Use of social networking services which people

use of discuss your services• Services may include WordPress, Twitter,

Facebook, Slideshare, …• No need to touch your Web sites (so useful if

you can’t!)

Summary of key approaches:• Use of social networking services which people

use of discuss your services• Services may include WordPress, Twitter,

Facebook, Slideshare, …• No need to touch your Web sites (so useful if

you can’t!)

Social Web(Blogs,

Facebook, Slideshare, Twitter, …)

Databases

Web sites

Real world

Directories

The engaged researcher

It’s About The Individual!

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Focus of the Social Web has been the individual. Challenges:

• ‘It’s my space’• ‘Sustainability• Privacy• Editorial control• Branding• …

Focus of the Social Web has been the individual. Challenges:

• ‘It’s my space’• ‘Sustainability• Privacy• Editorial control• Branding• …

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I also write peer-reviewed papers and deposit them in Opus

63 items60 full text

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Most downloaded items in Opus since launch

Are They Popular?

Reasons For Paper’s Popularity

Possible reasons• Quality of paper• Quality of metadata• Provision of full-text,

rather than just metadata• Importance of co-authors• Formats used (HTML as well as PDFs)• Role of social media• Other suggestions?

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EvidenceHow do we find out more?

• Peak statistics for repository only available for 1 year

But:• Blog post about availability in Opus published on

11 August 2009

11Conclusion: Blog post responsible for initial popularity

EvidenceHow do we find out more?

• Peak statistics for repository only available for 1 year

But:• Blog post about availability in Opus published on

11 August 2009

12Conclusion: Blog post responsible for initial popularity

Further investigation (of all my paper downloads) confirms large peak in August 2009

Beyond the Individual Paper

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Most downloaded papers from UKOLN staff

16 out of top 20 mine!

Evidence of value of particular techniques?

SEO or SMOSEO:

Helping Google find your papers through:• Writing style, document structure, …• In-bound links

SMO:

Helping other people find your papers through:• Viral marketing• Sharing on social media services

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SMO: Good for new papers, but not relevant for popular papers written from 2004-8

SEO: Document structure consistent. Difference appears to be significant nos. of in-bound links

Third Party ServicesSignificant use of third party services to link to Opus:

• LinkedIn• Researchgate• Academia.edu• Mendeley

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Popular Elsewhere?Survey of Russell Group university use of services published on UK Web Focus blog on 5 March 2012

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Conclusions• Popularity of LinkedIn &

Academia established• Let’s encourage our

researchers to include links to papers in IR

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Using the tools

Twitter helps develop writing skills

18Twitter expertise can help you to get your message across succinctly

7.Use the W3C’s Mobile Web checking service. Compare the findings for your service with your peers as illustrated at http://bit.ly/eZ47Tv

140 characters!

Also note link to this week’s featured paper

Tangential Aside“Heatmap: An F-shaped principle of how web-pages are read: two horizontal strips and one vertical. Using this principle we've suggested where your visitors' eyes will first be directed to on the main page.

This will help you to increase the site's traffic and raise profitability.”

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Do you draw people’s attention to:• New content• Terms and conditions• About the resources• Links to resources elsewhere (including social

media presence)• Things you want to ’market’ • …

Social Web services, such as blog posts, tend to be embeddable in other web sites

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Chris Sexton IT Services director at Sheffield University

Tweets are also increasingly embedded21

Tweets embedded in conference Web sites

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W4A Conference Web Site

Twitter as Success StoryWhat happens when you tweet an open access paper? Nov 2011

• Blog post on Melissa Terras’ blog on “Adventures in digital humanities & digital cultural heritage”

• 500+ downloads in one week

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Is blogging and tweeting about research papers worth it? Mar 2012

“What next? From now on, I will definitely post anything I publish straight into our institutional repository, and blog and tweet it straight away”

Twitter as InfrastructureTwitter seems to be becoming part of the dissemination & engagement infrastructure:

• SpringerLink Mobile App lets you share ‘frictionlessly’ to Twitter & Facebook network (or on email)

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• CrowdoMeter is a “crowdsourcing project that tries to classify tweets about scholarly articles using the Citation Typing Ontology”

Crowdometer is an example of an alt.metrics tool:

“measuring impact in [a] diverse scholarly ecosystem”

Mobile as InfrastructureImportance of tools which are mobile-friendly

• People (86% of non-random sample!) use mobile devices in bed for work purposes!

• Growing importance of graphics in posts to provide distinctive personalised newspaper

• Importance of having a distinctive Twitter avatar and not the egg (default avatar often used by porn stars & spammers)

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Text, Multimedia or Links?Which should be prioritised:

• Well-written text?• Well-produced images / video?• Hypertext links & embeddable content?

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Image may be worth a thousand words, but embeddable content can be viewed by many eyeballs (even if content is flawed – e.g. timely posts).Reflections:

• Editorial processes for content are well-understood

• Picture / video production processes are well-understood

• Need to prioritise use of links!

I can find embeddable content in many ways. The content can lead to new discoveries

A pingback can provide a form of a two-way link

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Blogs and Two-Way Links

Importance of Wikipedia

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Wikipedia is very popular!

This talk is partly about “frictionless sharing”, a term described in Wikipedia

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The article is easy-to-find (though beware of implications of personalised search – it won’t be no. 1 for everyone)

My Greatest Impact This Year?

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I created the Wikipedia entry for “frictionless sharing” on 14 Jan 2012. There have been 3,665 views since it was created.

Did someone influential cite the page?

Links From Wikipedia

There are two links from Wikipedia to University of Bath’s repository. Should we try and get more? Is this ethical? (Content should come from a NPOV)31

Links to Bath Repository

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Should we analyse incoming links & be proactive in maximising number & quality of links?

Best PracticesThere’s a need to understand (a) best practices and (b) your practices

Social Bros used to analyse my Twitter account

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No URL

No URL (e.g. to blog) in Twitter profile means:

• No way of finding out more

• Difficult to decide whether to follow

• See “You Have 5 Seconds to Make an Impression!” how this bio led to award winning paper!

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1

3

Evidence of international reach

Should time zones be considered when tweeting?

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My Twitter community:• Normally tweets

daily• Normally tweets up

to five times per day

Regular tweeting helps to build and sustain your community

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Majority of my Twitter community follow:

• 100-500• 500-1,000• 1,000-5,000

People who try our Twitter but admit they “don’t get it” may:

• Not have reached critical mass

• Have not used clients which provide means of filtering

Me: 2,852

Me: 988

@LadyGaga: 22.7M

Further Evidence

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Many social media analytics services are available•Are you familiar with bit.ly URLs & use of +http://bitly.com/I3EFsIhttp://bitly.com/I3EFsI+

•Sign in to bit.ly to view your stats

Case Study

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Paper on “A Challenge to Web Accessibility Metrics and Guidelines: Putting People and Processes First” delivered at W4A 2012 conference on 16 April

Co-authors agreed on:• Importance of raising visibility

of our work• Need to disseminate across

our networks • Value of tools such as blogs,

Twitter and YouTube

90 second video clip with 178 words

Beyond Text and LinksMight embeddable cartoons have a role to play? Note this gives a summary of this talk

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35 words

46 words

Beyond Text and Links

Cartoons created (in ~30 minutes) using Pixton40

37 words

44 words

Context is King!Social Web:

• Initial focus on use of popular services by individuals

• Of relevance to organisations – but need to beware of risks e.g. lack of authenticity; failed approaches to marketing; etc.

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What percentage of respondents agreed that “The NHS should allow gipsies to jump the queue?”

Conclusions• We know about traditional approaches to marketing

research (although not always implemented)• Many new opportunities provided by social web• Key aspects to successful use:

Having an authentic voice Getting your content to places where it can be

seen, used and re-used Embracing culture of openness Being willing to take risks

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Questions

Any questions or comments?

AcknowledgementsImages copyright Shuttlestock and used under licence:

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