communicating science: tips and tricks for students
TRANSCRIPT
Social media for science communication
Sarah KeenihanPhD B Med Sci Grad Dip Sci Comms
@sciencesarahsciencesarah.wordpress.com
Outline
• Case study: Science for Life.365 • A bit about brand • Refined use of twitter• Other social media platforms • Balancing your personal and
professional online presence
What does a science writer even do?
• Digital news and feature stories• Copywriting for universities, museums,
research institutions, industry bodies• Specialist writing & editing
eg grants, papers ,reports• Feature articles for glossy mags• Workshops• Book reviews• Social media content
early August 2012
Employed scientist, communicator freelance writer
• Why?
• Where?
• What to write about?
• Who for?
• How to market?
• How often?
• How much?
• Public portfolio, conversations, accountable
• Wordpress + Facebook
• Science for life!
• Scientists, colleagues, friends, family, networks
• National Science Week, twitter, Facebook sharing
• Daily commitment
• Varied lengths + great image
My answer = blog
http://scienceforlife365.wordpress.com http://www.facebook.com/scienceforlife365
SFL365: my publication routine• Write the post in Wordpress• Find a great image (my own or Flickr CC)• Publish in WP• Send >1 tweets with link to WP post• Copy/paste the text and image as a new post in
to FB community page• Publish in FB• Share FB post from my own personal account• Year 1 vs Year 2 vs Year 3
http://imgs.xkcd.com/comics/blogging.png
Build it, and they might come
Some people read it
Science for Life.365: Wordpress stats
Some people like it
Science for Life.365: Facebook stats Re
ach
Enga
gem
ent
ClicksLikes/comments/shares
A tale of two audiences
• Facebook readers liked:- animals, science humour, new ways of thinking about science, personalised aspects of science and learning
• Wordpress readers liked: - art, food, fashion, literature, writing, discussions around journalism /communication
personal
networks
professional networks
Social media = networking
• Find other brands that are relevant: National Science Week, Australian Science Communicators, Universities, TEDxAdelaide, scientific societies, museum, magazines, other bloggers, community groups
• Find other people like you: writing courses, public events, training opportunities, professional groups, conferences
It’s not just about the stats: benefits of blogging
Branded and public portfolio of writingDevelop your writing ‘voice’ Know strengths/weaknesses as a writerLearn to connect with online audiencesFind relevant and supportive communities Refine use of social media for marketingGet known in your field in Aus and OS
Different types of science writing
PhD
views = 13
Blog
views = 30K views = 30K+?
Freelance writing
Different types of science writing
PhD
views = 13
Blog
views = 30K views = 30K+?
Freelance writing
PLUS SOCIAL MEDIA
Your writing helps create your brand
• Brand is the face and personality of you and what you do
• All your public and professional activities contribute to your brand
• Yes, scientists can have brands! eg Corey Bradshaw, Tanya Monro, Cameron Webb, Mia Cobb, Upulie, Brian Schmidt
Ingredients of my writing brandScience training
Science experience
Science networks
Blogging – WP + FB
Website
Twitter + other socmed
Real life events
Real life professional groups
Real life places
My own writing
Writing for clients
Socmed interactions
Let’s talk more about twitterhttps://twitter.com/sciencesarah
Twitter can help you:
• Establish an online presence• Find an engaged audience• Find peers and mentors, even clients • See what others are up to• Source references and reading material• Keep up to date with what’s hot
5 quick ways to tweet better
1 Make your bio meaningful 2 Use a great profile photo3 Be a person not a robot4 Craft content uniquely for twitter
[not the same across many platforms]5 Don’t abuse the DM
What makes a good pro tweet?
• A great image or clip• A link (full or shortened) • A relevant hashtag• 1-2 relevant other accounts • ~120 characters (NB new RT)• Great copy:
- an enticing quote- something funny or quirky - tap into zeitgeist
Twitter for marketing: SFL365
Day 32 of Science for Life.365: Waste. Best school excursion ever "I saw 8 seagulls get killed" http://ow.ly/dFMiJ #science365 #adelaide Day 38 of Science for Life.365. Spitfire. Or is it 'oil vomiter'? http://ow.ly/dOOMN #science365 #adelaide @reemarattan @Mozziebites Scientist? Had a baby? This may strike a chord. A post by @annahuddo for #SciMs & #science365 #onsci http://t.co/nAFhjcHakA
Become ‘known’ on twitter
• Live tweet from pro and networking events • Find your people – search and follow• Find new audiences through common ground• Use hashtags• Tailor content to your audience • Follow and interact with ‘rocur’ accounts
eg http://twitter.com/realscientists
Tweets aren’t just for broadcasting• Engage in real-time conversations• Be useful: share what you’re reading, thinking• Don’t just RT – add value • Give credit where credit is due • Find a favourite and watch how they operate• Look for twitter chats/communities
eg #onsci http://bridge8.wordpress.com/2012/01/30/onsci/+ see paper at Proceedings of an Australian Science Communicators Conference at http://www.asc.asn.au/
How do I know I’m doing it right?
• Relevant people follow you (follow back!)• You’re having professional conversations• You appear in other people’s lists
http://twitter.com/sciencesarah/lists • Look at the data - Twitter analytics are free
What about other social media?
• Medium – publishing platform http://medium.com/@sciencesarah
• Instagram – images http://readwrite.com/2013/09/25/best-instagram-accounts-for-science-geeks
• Vine – looping clips https://vine.co/u/1053360364614029312
• Periscope – live footage • LinkedIn – online social CV• YouTube – AV content• Soundcloud – audio content • Snapchat – image-based temp chat + discover
http://www.theverge.com/2015/7/13/8949981/snapchat-discover-live-events-stories-update
• RSS feeds
Sarah Keenihan - freelance writer -
WB blogSLF365
FB blog SFL365
FB personal
Vine
twitter@sciencesarah
Sarah Keenihan- person -
Medium
Personal & professional aspects of social media
#science365
website
sciencesarah
#deathatyorkes
#Adelaide#Adelaide
#Adelaide
#Adelaide
Summary
• Social media can support your professional activities as a scientist and a communicator
• Your social activities help you develop a brand- but get the personal/pro balance right
• There are many social media platforms – pick those you get value from and enjoy
• Don’t be shy – JUST START
More reading
• Social Media for Marketing Science (2012) https://bridge8.wordpress.com/2012/02/16/socmed-marketing-sci/
• 10 Digital Media Tools for Science Communicators (2014) https://medium.com/@sciencesarah/10-digital-media-tools-for-science-communicators-78e4f795868