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American Chemical Society
Using Social Tools Collaboratively To Communicate and Advance Science
Christopher McCarthy, Social Media Manager, ACS M&SA
Christine Brennan Schmidt, Senior Product Manager, ACS WSO
Using Social Platforms Effectively
• Social Platforms = overarching term which includes social networks, social media, social collaboration sites.
• Social is about the user choosing how they interact with content and each other.
• Why do we use social platforms?
– To get the word out
– To get feedback
– To engage our audience
• We will cover how to better use them and share some examples of how ACS has used these tools to communicate and advance science.
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Not all social platforms are the same.
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Social Platforms: Audiences
• Each social platform is targeted to a specific type of audience.
• Some can reach lots and lots of people, many of them who may have broad interests.
• Some can also reach groups of people who are more narrowly focused.
• Some can reach people who are on their mobile phones or only on their computers.
Social Platforms:Content Life Span
The life of information can differ by platform as well.
•Some platforms give us information that is immediately relevant. Its lifetime can be quite short.
– Finding this information after it releases can be hit or miss.
•Some platforms promote interaction that can last for days, weeks, or years.
– The information is easily found and exists within a somewhat structured environment.
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Spectrum of Social Platforms
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1/Li
fetim
e of
Con
tent
Breadth of Audience
ACS Network
Flickr
Blogs
Most Immediate ContentWide Audience
Long-lived contentNarrow Audience
Modulating audience (wide to narrow)
• Groups/Lists
– Even in larger social networks, pockets of smaller, like-minded people form, whether that’s a sub-discipline group on LinkedIn or a list of science librarians on Twitter
• Hashtags, tags
– Can narrow the focus of a stream of information
– Helps users find info easier, creates community around topic
• Collecting/Archiving/Curating
– Tools like Storify or paper.li let you cluster content from the wider social web
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Modulating audience(narrow to wide)
• Sharing content
– Make as much content as sharable as possible
– Let readers and consumers share it with their networks
• Using social platforms together
– Different audiences on various platforms
– Not predictable, but learn from trial and error
• Going mobile
– Consider the need for the content to be mobile; where and how will people likely access it
– Don’t forget about mobile friendly content/design
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Example:ACS National Meetings
• Tweets to audience – retweeted to a more interested audience
• Don’t underestimate the power of the fun and light stuff
– Creates community, rapport, stickiness.
– Humor is a non-threatening way to connect to each other
– Authenticity is very important
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Example:Green Chemistry Institute
• Multi-modal
• Nexus Blog, Twitter, FB, email
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Example:National Chemistry Week
• Expert-to-expert – sharing knowledge in a private or semi-private space
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Example:National Chemistry Week
• Outreach - Looking for non-technical or wider audience
• Engage people to participate outside of constraints of face-to-face, real-time event
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Summary
• Think of social as a conversation not as a broadcast
• It reduces the barriers of geography and time
• Think of social media as an ecosystem
– More than one platform to be successful
– Part of larger ecosystem around communicating science and activities supporting the science community.
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Questions?
• See our slides on the ACS Network:
www.acs.org/meetingsforum
• Contact us:
– Chris McCarthy [email protected]
– Christine Schmidt [email protected]
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