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Using Social Media to Amplify and Promote Your Content - UoE Web Publishers Clinic 30th November 2010

This talk accompanies an ERI Learning Lunch and two follow up Social Media Surgeries at the University of Edinburgh in 2010/11.

Nicola Osborne

on 30 November 2010

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Transcript of Using Social Media to Amplify and Promote Your Content - UoE Web Publishers Clinic 30th November 2010

Using Social Media to Amplify and Promote Your Content Planning and Managing Your Social Media Activity Brand all presences consistently and link them back to the main online presence for the project, research group or department.
Think about how you will pitch what you are communicating: are your audience professionals, community experts, interested hobbiests... what formats and formality levels will they fine appropriate and accessible?
How will you make the content fit the tone and length for the space you are using?
Consider writing practice posts or asking colleagues or audience members to read early content to build confidence.
Learn from your experiences as every experience will be different.
View this presentation online: http://prezi.com/_ovf43p4lw-t/

Contact me: Nicola.osborne@ed.ac.uk

@suchprettyeyes Questions? Tools should be handled with care: Image Credits

Nicola Osborne, EDINA Social Media Officer A quick introduction... Any Questions? - jamuraa/Michael Janssen (http://www.flickr.com/photos/jamuraa/813966437/in/photostream/)
Pyramid - Edward Betts (http://www.flickr.com/photos/edwardbetts/4645153376/)
megaphone monkey - view from 5'2"/Mandy Goldberg (http://www.flickr.com/photos/viewfrom52/803566241/)
Curtains for You - Looking Glass/Fernando de Sousa (http://www.flickr.com/photos/fernando/141222763/)
Surgical Tools -oskay/Windell Oskay (http://www.flickr.com/photos/oskay/4793150482/)
Cyclist Rorschach Test - jurvetson / Steve Jurvetson (http://www.flickr.com/photos/jurvetson/4685661036/)
Tool rack - L. Marie / Lenore Edman (http://www.flickr.com/photos/lenore-m/2515800654/)
What's Next? - seantoyer / Sean Hobson (http://www.flickr.com/photos/seanhobson/4380105315/)
Birmingham New Street Station from Navigation Street - Construction site entrance at the former entrance to the lower car park - Considerate Constructors - sign - ell brown / Elliott Brown (http://www.flickr.com/photos/ell-r-brown/4388676656/)
ruler - STUPID INCOMPETENT MANUFACTURERS - Biking Nikon PDX (http://www.flickr.com/photos/iliahi/408971482/)
Forward - Bruce Berrien (http://www.flickr.com/photos/bruceberrien/344846593/) There are a huge number and variety of Social Media channels and sites so...
Think about where your audiences hang out online.
Think about which of these social media spaces will work for your content and which you will be able to update regularly and feel comfortable using?
Allocate realistic (and perhaps costed) time to Social Media activities and make sure it connects to and compliments your other content online without duplicaing it.
Think about what you want to achieve and set some meaningful goals for your social media presences.
Ensure there is a specific person responsible for each/all of the spaces you use and that a back-up person has admin access. Finding Your Ambassadors... Identify a few individuals you'd like to have sharing and talking about your content
Look at where they are online and/or
Google them to find key spaces.
Keep an eye out for related social spaces that may be interested in your content: discussion boards, key blogs, active and well-followed Twitter accounts etc. Why Use these Tools? Many comparable and competing organisations and projects use them Our students, staff & alumni use them Content can become viral, high profile and/or be serendipidously found through them The media uses them to find new stories They are imbued with a sense of transparency and accountability They can help you measure the impact and interest in your content What we've been doing... Our Social Media presences have been part of building a community around the project from the outset At the outset of the project we identified:
Local historians and genealogists as our target communities to engage with
Social History and Scottish History researchers and Edinburgh Libraries as key stakeholders
A wide group of hobbiests interested in Scotland, Edinburgh, family history, etc. as potential user audience. The Blog is our hub of project activity... Facebook is a light way to connect to small community groups and hobbiests... Twitter has been a hugely useful for engaging with professional genealogists, active local history group organisers and initiatives... This is our new API Google Group - effectively a mailing list but transparant and easily sustained by members after project funding ceases...
Benefits of Engaging Social Media engagement has attracted global interest in the project and connected us to key members of the local history and genealogy communities online.
Triggered requests to speak at conferences and participate in offline engagement events.
Led directly to multiple print articles and numerous blog postings about the project.
Enhanced connections with stakeholders, supporters, the project advisory board, local library and information professionals and other project contacts.
Generated pre-launch feedback on the project.
Led to links and traffic from influential sites, bloggers etc. Today I will be:
Introducing how Social Media can be used to promote your content
Talking about some general tools and techniques that may be useful.
Touching upon planning, cost and time demands of Social Media.
Talking about how we have applied these ideas to the EDINA AddressingHistory project and what we have learned in the process.
Giving a brief overview of existing social media activity at the University.

I am happy to take questions throughout but there should also be time for questions at the end. Social Media and Web 2.0 (O'Reilly 2005) are broad terms for participative online tools such as blogs, Twitter, Facebook, wikis, YouTube, etc.

In July 2010 the Research Information Network published a key study on researcher social media practice that may be of interest: "If you build it, will they come? How researchers perceive and use web 2.0"

Various useful reports on social media come out regularly. Springwise offers ideas emails that are great for marketing social media uses (http://springwise.com/), JISC reports on social media appear regularly, Ofcom Media Literacy bulletins can also be quite relevant here (http://consumers.ofcom.org.uk/2010/10/media-literacy-bulletin-2/). We have also: Shot videos about the project distributed via Vimeo.
Arranged our launch event via EventBrite.
Encouraging viral sharing of the project launch via #AHlaunch hashtag/tag.
Liveblogged the launch event and videoed presentations for sharing via the project blog (these are about to go live in the next 10 days).
Used HTML badges to encourage prominent links Monitoring Social Media At EDINA we are using:
RSS Feeds of various searches (Google Blog Search, Bing Search, Twitter Search, Delicious Bookmarks, Youtube Search, etc.) managed via FeedDemon.
Google Analytics - for website, blog and EventBrite listings.
bit.ly - moniter click throughs from Tweeted or shared links
SoDash - Twitter monitoring tool.
TwapperKeeper - archiving event and project Tweets.
Grader and similar tools - ad hoc to quickly assess our presences. Where to start? Identify the key audience(s) for your content - and where they hang out online Think about the role you want these audiences to have: collaborators? ambassadors? cheerleaders? Think about what you will be wanting to communicate and/or draw attention and activity to. Start with what you want to do, not the tool you want to use. Facebook Twitter Blogs Podcasts Wikis Discussion Boards Useful Tools Be aware of blocks, firewalls and restrictions in places your audience may access your content.
Think about the Bandwidth of your audience - shiny video content is great but may not work for those on slow, dial-up or 3G connections.
Consider the accessibility or any social presences for your audience.
What devices are your audience accessing your presences with - PCs, Macs, phones, iPads or iPhones, etc.? Are there any opportunities or special adaptations you need to make for these?
Make sure you update regularly - if your audience is committing time and comments they will expect responses and authentic updates. Be Considerate... UoE Business School Some General Guidelines on Content & Tone Guidelines may be useful - we will be sharing the EDINA social media guidelines via our website shortly.
Blog posts should not be too formal. Post on a Weekly or fortnightly basis with short reader-friendly updates (300 words or so). If there is a compelling reason for long posts use images, subheadings etc. to make it lively and readable.
Facebook is a very informal space but remember that you are posting on behalf of a related project or event and your tone should reflect this.
Twitter is a highly responsive space so daily checks are a must whenever possible. Regular Tweets, replies, ReTweets and participation in Follow Fridays (#FF) etc. will all build trust and interest in the project/research group.
YouTube, Flickr, etc. are very participative spaces - you should monitor comments and respond when appropriate. Fortnightly or monthly checks are appropriate for most presences. University Multimedia Services Wimba YouTube Monitoring AddressingHistory Social Media presences ~ 2 hours/week.
Maintaining, updating and attracting guest posts for blog ~ 1 hour/week.
Other activities such as filming, setting up event pages etc ~ 1 hour/week on average.
Set up times ~ 1 day. Costs & Timings Ning Elgg Digital Futures for Scottish Cultural & Heritage Sectors Vidiowiki A few examples of what others are doing... VidioWiki #ebag2010 ECA Tales of Things UoE Lecture Capture and Videoing services Our changing World (campaign based) UoE on YouTube
(one-way but high quality) UoE Alumni on Twitter
(good content, quite one-way) Dishonourable mention: "edinburghuni" on Twitter School of Law
(in-house blogs) UoE on Facebook
(another page with no content and same branding has almost 4000 fans as well) Semi-official School Blog What our students are doing... Using Others' Prominent Blogs Scrutinising University Presences Highlighting content, events and campaigns
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