Ladies and gentlemen, welcome to this session about driving user engagement. I have the privilege to present you with four leading women. And I think leading women are one of the things that

are celebrated down here in the basement. It's 150 years, I think, since the first leading woman started to be engaged in this organization. So I think this is a great bridge to this session, where we will start with a great story about introducing

the concept of translational scholarship. So that's going to be presented by Inga Halben, Virginia Tech. She was born and raised on a dairy farm in Minnesota. And that's also linking her to, I think,

the life sciences in the agriculture. She's specializing in it. She's a scholarly communication librarian. And she's doing this presentation together with Lily Troia, here next to me. She's the engagement manager at altmetric.com. After their presentation, there will

be a presentation by Davina Dandar of the Royal Roads University in Canada. She's at the far end of the table. And last but not least, Bethany Farr, at the publisher, Taylor & Francis, will give a great case study about using altmetrics to boost engagement and tracking trends on social media.

And I think that's an interesting one also, linking to video, as far as I have seen in the presentation. So please give a warm applause to these two ladies here, Lily and Inga.

Hi, everybody. We're going to tag team here. So thanks, everybody, for joining us. Great introduction. This is phase two, or I'd say the second, incarnation of a presentation about an ongoing research

project that Inga and I have been working on that started because of the collaborative relationship that Altmetric has with Virginia Tech. So what we're going to walk through today, some introductions, and then really talk about what translational scholarship is and how we can understand these pathways to impact, right?

Lots of conversations about what is impact, how we can ascribe it. I really like to think about altmetrics as indicators and data that can help us uncover these pathways to that. Our research project is in the context of land-grant universities and extension agents and this exchange of knowledge, which Inga's going to talk about a lot, and I

know is something semi-unique to the United States, but I think has a lot of parallels in other areas. We'll talk about our foundational underpinnings to this research, the project that we're going across to develop actual user personas, and then a little bit about where we've gone thus far with our qualitative research.

So I'm going to, you want to share this slide? Sure. All right, so who's going to engage with this information? I definitely want it to help the people that I serve. So I'm a liaison to the College of Agriculture and Life Sciences, even though I'm based in the library. And I've got plenty of agricultural background. I'm a 13th generation farmer, so I

have been the person that's used this research. So it's been the difference between a black bottom line and a red bottom line for me. This is not an academic exercise, even though I am in the academy to be working on this. But I want to make this as applicable as possible to other researchers and scholars, to my communities of practice, policymakers, funders,

and government officials. The applicability of this, what is the impact? Nonprofits, community groups, industry professionals, across the board, I want to make it available. Long story short, every single thing that a land grant does needs to be available to the public, because that's who's funding us. And so we want to make it as open as possible.

I want to make it applicable across the board. Great, so all metrics are really just going to help us understand who's currently engaging with our research, our scholarship, other scholarship and research in the same areas, and again, where these exchanges of information are happening. Where are people engaging with this research? And a lot of it is happening in these online forums

that we can track conversationally in terms of altmetric data. And here's just a couple snapshots of some Virginia Tech attention data around food safety that we've been able to pull from altmetric, and showing a timeline of attention as well that we can track and see these attention patterns.

We've got YouTube videos by practitioners and scientists that are sharing that content more broadly. We have a Reddit thread, global policy recommendations around nutrition, and scholarly conversations as well, and things like Faculty of 1000. So the Extension Agent aspect of things

takes a little bit of setup to be able to help understand, and I could talk about this for hours, so I'm going to try to keep this concise, but if you'd like to have further conversation I'd love to be able to do so. So the whole point of extension is to be able to extend the research that's happening at our land grant institutions to be able to get it into general knowledge.

And so we have county level people that communicate this information. May I have the next slide? Thank you. So this is a map that shows that every single state and commonwealth entity that we have in the states has its own land grant. And so it is specific to those communities, which means that that culture is there, and then it then goes down to a county level,

and then there are individual people that work directly with our farmers and our citizens at that level to be able to communicate the information, and also bring it back in the other direction. It's that full cycle. It's an iterative approach. It's the, hey, yeah, this research on tomato bugs is great, but now I've really got an issue with the food safety aspect

of getting my tomatoes to market. What can you do with me about this? Oh, hey, we need to do the look into the gap practices for tomatoes. Just across the board. So we've got our institutions, so our land grants, and then our research stations where this research is happening, the applied research, and then we have the cooperative extension people that are out in the counties to be able to make that all happen,

and I support all of them. And basically, I went down to Virginia Tech's campus last fall to lead some trainings and workshops around our tools and data, and Inga attended those and came up to me afterwards with a really basic question. This is great, but what can it do for me and my scholars? So we decided to formulate this research project together,

and when we started, we wanted to make sure it was really strong and vigorous, robust, and really based in other scholarly foundations. And so we were tuned into this scholarship of engagement. Actually, I'll give credit to Bruce Herbert at Texas A&M University, a scholarly communication librarian who I also work with very closely,

and he said, you know, I really like this project, this idea of developing user personas around these specific type of scholars for their translational research. You should check out Boyer's model. And Boyer's model originally developed in the mid-90s, and it's this idea that research goes well beyond just basic research.

And then certainly, that essential initial research, the scholarship of discovery is vital. It's essential, but it's not sufficient. And he added to his paradigm three other types of scholarship. So the scholarship of integration, which really looks at context and interdisciplinarity. The scholarship of sharing knowledge, so again, can we communicate beyond the academy?

And then finally, application of that knowledge, and you know, to see scholars as these reflective practitioners. So we took this as our foundation, and we've been doing a much broader, both literature and research review to look at other types of frameworks as well that can inform this process. And in the slides, which we won't walk through entirely,

but will be available later, there are several other types of frameworks that we're looking at to really bring a critical lens to this theory and foundation, and make it relevant for research and scholarship today. So in that context, we decided to craft these user personas.

You wanna chat a little bit about what these user personas are? In the long run, what I want is a choose-your-own-adventure, almost framework for my researchers and for my people to say, how do I match this? How does this do anything for me? So we thought a persona would be a nice way to walk through this. And so going back to the formal work that's been done around personas, this is what we were able to bring forward.

Involves rigorous, qualitative, and quantitative data collection and analysis, and proposed for that library site and space by some scholars already. So we were bringing this forward. And we want to evoke empathy, and we don't want to work with stereotypes even though we needed a place to start

to be able to talk about what is our hypothesis and what are we proposing in the first place. So we really want this part to be an iterative aspect. We're proposing things, and then we're gonna listen to what the data is telling us. And I think this really aligns with a lot of the conversations we've been hearing today and yesterday, the pre-workshop, that impact needs to be something

that is determined with a community, and that this idea of combining quantitative and qualitative data is going to be really key to make tools and services that people can really use. So our process thus far, in terms of our research in CALS is for the College of Arts and Life Sciences at Virginia Tech.

We set up with these specific goals. So we wanted to approach this process again from a critical lens, and keep this mission and values at the center. The scholarship of engagement really is about values. We wanted to meet the needs specifically of the workflows and patterns of these types of scholars,

and then develop that in the context of this engaged scholarship and non-traditional kind of research output perspective. We're trying to align and identify communication methods as well with each user type, and then treat these personas, as Inga just said, as iterative documents where we can constantly be able to assess, re-evaluate,

and that these can be reusable for others in lots of different types of organizations, so they can take the same framework and make it work for their own types of user groups. So to break down our acronym here, CALS, the College of Agriculture and Life Sciences, within that space, we've got about four types of folk that I work with. I've got folk who are primarily research,

folk who are primarily teaching, got folk who are primarily extension, and then if you see another acronym of AREC, or if you hear me talk about AREC, that's our research stations, our research farms. And so those four areas have very distinct places where they are working and they are talking and they're making that happen. And extension shares a significant overlap with library and information professionals.

It's our point to be able to get information into the hands of people that need it. And so there's applications beyond just my agriculture people. Yeah, and in fact, since we've started this project, Texas A&M is deciding they wanna run parallel research using the same ideas and frameworks,

and also other folks at Virginia Tech have already come to us and said we want to use this and help out with impact evaluation and other reporting internally. And I've had at least two other institutions approach me about doing this, which I said after I get back from this conference. And so here's our research process which we won't walk through, but basically we've made it through the first seven components.

We presented, as I said, in Bozeman at the Open Repositories Conference. Currently we're organizing and analyzing data from these four qualitative interviews that we conducted, and collecting and analyzing additional primary and secondary data available. And then our final steps will be to create and share these reusable persona frameworks,

hopefully publish the findings as well, and then use these four broader impact evaluations specifically at Virginia Tech and for me to help other organizations that are interested in doing the same. So just a couple little samples of how we started out. We discussed a lot that there's a lot of benefit to the primary data that, say,

someone like Inga has available to her. So while we wanted to collect information directly from the scholars themselves, there is a lot of value in already culling together and assessing the information already present. So we put together what we call these initial proto-personas in advance of our interviews,

but to help us craft the questions in our survey and data collection. I was pretty proud of myself that I was able to match this to what we ended up finding out as closely as I did. It meant that I am actually doing what I'm supposed to be doing on the ground to be truly integrated with the folk that I serve. And then having it backed up with the information that came from our interviews

was pretty nifty. So we tried to identify attributes or outputs related to the type of scholarship that these different types of scholars would be conducting or participating in, what their frustrations might be with regard to tracking or understanding and ascribing impact, their motivations behind that research or scholarship in the first place,

and then their ultimate goals as well. So these are questions that we used in our guided qualitative interviews. Again, we won't walk through all of these, but we really wanted to get at both how people's work and scholarship works in a pragmatic sense, but also where they are trying to get and what they need in terms of services

that we can provide. And our emerging themes that have started to come out and the people we interviewed were very different, again, are things that are really resonant with conversations that have been happening here and I think across the impact evaluation and research communication landscape. And I'll let Inga kind of talk about some of those

because they were really exciting that each person kind of honed in a lot of the same, both exciting avenues and issues that we need to address. Because I had people that are so across the spectrum in what they're doing, be it food safety or basic research or interfacing with a little old lady and her tomato bugs, there's a very broad spectrum of what to talk about

to be able to support these people. They're not all publishing in peer-reviewed journals. Extension publications sometimes aren't considered peer-reviewed at all, even though they are the most accurate and on-target pieces of information to be able to be communicated. And so when we started hearing the aspect

that we need narrative, narrative-driven metrics and storytelling, I got really excited because I'm like, yeah, this is what's happening. This is what I'm expecting. And I heard it across the board, which was really excellent. And making that scholarship personable and personal and relatable was very, very interesting. Of course, anybody who's doing any kind of work,

there's time limitations and resource constraints and the outreach truly is key, right? So not only the research of the support professionals of which I consider myself for my researchers, but to be able to support them in their outreach, so that meta aspect of things. So we're looking at the systems

that we can potentially put into play to make things easier for them. And challenges to current incentive systems and review structures, publish or perish, that 10-year cycle, that's really challenging, which is why I stepped up to begin with to be able to say, hey, what about my people? If I'm not in those spaces and if we're not in those spaces

that are easily worked with, how do I support my people with what's coming on here? Let's use these tools in this space. Thank you, that was the end, thanks. Oh, we do have, like I said, a couple additional slides. Oh, our thank you. It's very important, thank you. And a list of the resources that we've referenced thus far in case you wanna check that out.

I'm actually gonna have a blog, the Altmetric blog tomorrow about this research process specifically. And like I said, we'll include these other additional pieces of information for your reference as well. Then we're continuing with the next speaker, Vivina Adalar, who's next to me. She will talk about altmetrics in academic libraries.

And she's at the Royal Roads University in Canada. Maybe she can explain a little bit more, so. Great. Please welcome Vivina. Hello everyone, so yeah, my name is Vivina. I am the Scholarly Communications

and Learning Support Librarian at Royal Roads University on Vancouver Island in Canada. And my research, or the research process that I am involved in so far is looking at the use of altmetrics by academic libraries who are providing research impact services in some capacity to their institutions,

and specifically in higher education. So my research questions for this literature review that I've completed thus far looks at how academic libraries are using altmetrics to support institutional research impact services, and then how they might be aligning those services with some sort of research evaluation

that is taking place nationally in some kind of capacity. So with this literature review, I did look at a small set of publications, only about 50 or so, and that included both peer-reviewed and non-peer-reviewed literature, such as like a mix of case studies, conference papers, scoping reviews, and I did keep the literature

within the field of library and information science. So possibly next steps are to look at literature beyond the field of librarianship, and also maybe actually doing some original research with librarians to get a better sense of the services that they're providing and how they're using altmetric data

within those services. This is just to give you an idea of the literature in terms of like where it was published or where I looked at. So I mean, there are possibly ways to expand upon this, but for the sample of publications that I looked at,

this is just kind of where that literature came from to give a quick kind of an idea of that. So I'm going to address the two parts of my research questions that I've completed for that literature review, and then just highlight some of the key findings, trends, some of the issues and challenges

that came out of that literature, as well as some of the best practices and recommendations for librarians, and also people working in libraries who are involved with developing and providing research impact services and maybe using altmetric data as part of that. So the first part of my research question,

looking at what services are libraries and universities providing to people in universities. And there's a really wide range of services that I uncovered in that literature review, some looking for more at author level support, but then also some more broad institutional support.

So I'll just quickly take us through some of these. So tracking impact of research outputs, many different types of research outputs in universities. And so libraries were providing services such as acquiring tools that could track some of that data and also integrate

some of those tools with institutional repositories so that that data would be made available for those on campus who might be working in areas of research assessment. Also things like grant applications and promotion and tenure review. So that's very much author level or individual faculty or individual researchers

needing that support. And librarians working with those researchers to help them understand the metrics around their publications or other types of research output and what insights that might have about the level of impact that their research is having.

One of the things that I noted in other literature that I looked at was that librarians are also starting to look at how they can engage not only faculty but those that are involved in the decision making process for promotion and tenure review to think about the possible value that all metrics might have in that kind of a review.

But that's very much an evolving area of support and something that libraries are really starting to think about. Larger libraries, so libraries that had over 50 librarians or just very large research institutions

did provide institutional level support especially in the areas of benchmarking. So having tools like all metrics for institutions or PLUM to make comparisons against peer institutions and have all metric data that they could look at across departments and then also across the entire institution. And then lastly, education.

So workshops and training was another type of service that libraries provided to their institutions, not only with using those kinds of tools, so not only working with research administrators to use those tools to uncover that data but also best practices for using that data, understanding that data

and how that data can be appropriately applied to a type of research assessment exercise. So the next part of my research question looked at how libraries are aligning all of these services with a research assessment exercise at a national level.

And so there were three main things or three main areas of alignment that were sort of common across the publications I looked at. The first one was on finding and interpreting

that all metric data. So librarians already having, the skills and expertise for searching and searching in databases to uncover all metric data that would highlight attention to research produced and disseminated by that institution, especially in policy documents so that they could be incorporated into reports

that would be submitted for some type of evaluation or some type of funding review. And that way, and as an extension of that, also looking at ways that that research can be better disseminated and then also acquire the type of attention or the type of engagement to maximize that impact.

So they were very much working with finding that data and then helping research administrators or people involved in research assessment to understand that data and draw the appropriate applications. Also partnering with faculty and research administrators. So that was another way that librarians

and those working in libraries are looking to align their services. So it's definitely not something that libraries are doing independently. It's very much a collaborative effort. And so partnering with faculty to help them understand their all metric data.

So a little bit surprisingly, some faculty are really struggling with how to understand some of the metrics and exactly what does that mean for research impact or what is the reach that their research is having. So partnering with faculty to help them to understand that. And also with research administrators

who might be working with a few faculty members or researchers within their department to actually go and choose what research they might use to be included and be submitted for a report or for submission in an evaluation or an assessment exercise.

And some libraries actually spent time reviewing some of the reports themselves. So not only providing information and interpreting some of that data or helping them to use that data appropriately, but actually reviewing reports. So things like impact case studies, for example, to actually then go back and give feedback

as to, okay, this is how you're speaking to how all metrics are being used or being used to highlight that engagement or that impact and then providing feedback on how it could be just better reflect the type of impact that that research is having.

And then lastly, integrating all metrics within institutional repositories. So libraries have been managing and developing services around institutional repositories for a long, long time. And with all the metrics being something that is being asked about more in universities or faculty are wanting to see

those kinds of metrics around their research, libraries are also starting to integrate their workflows with other departments on campus who are involved in research assessment to integrate an altmetric tool or something that can provide altmetric data around the research that is in an institutional repository

so that they can see specific engagement or specific attention to that source of open access research. So some of the findings and some of the trends that came out of the literature, the first one looking at the size of library staff. So I did find that the size of library staff

and the number of librarians specifically really was something that impacted the type of services that libraries are providing in this area. So a lot of small to mid-sized libraries, so fewer than 40 librarians or so,

had a lot of focus on helping and supporting individual researchers or individual faculty with their services. So definitely around grant applications, promotion and tenure review, and general scholarly publishing advice. Larger libraries tended to have that service, but then also that institutional level support.

So whether that's acquiring tools that can provide an institutional analysis of research assessment and using altmetrics in that way, they had that support in place. And one explanation for that was just that those large libraries tended to have more expertise and whole teams,

so even some entire scholarly communications departments dedicated to working in research impact services, so they were just able to provide a deeper level of service. The role of the librarian is another trend that came out of this literature,

and specifically the job descriptions and job evaluations changing and evolving to reflect researcher support and using both traditional research metrics and altmetrics as a part of research support. So many of the publications that I looked at

spoke to having the role of the librarian changing to include that, whether or not that was a scholarly communications librarian or an academic support librarian, so even liaison librarians, having their roles changing to have that be a piece of what they are providing in libraries and providing to institutions. Education for faculty,

but also education for research administrators, so an increase in that kind of support and very much a strong emphasis on libraries wanting to situate themselves as a support unit in universities and the experts and the contact point for the use of research metrics in research assessment.

So while they are the experts or aiming to provide that expertise, they're also looking to have targeted workshops or training around the use of altmetric tools as well as the use of research metrics as a whole.

So that was something that was mentioned a fair bit. Some of the challenges, so with libraries trying to situate themselves as experts in the use of research metrics within their institutions, many of the librarians or libraries

in the publications I looked at spoke to having the skills and knowledge to actually do these things and actually provide those services as an area of development and an area of education for themselves. So because research impact

and providing research impact services is very much still an evolving area of support in libraries, a lot of the literature looked at continuing professional development being needed in order to actually acquire those skills and take on those skills as librarian roles and as library roles shift to focus on that research support piece of things.

And then lastly, related to that, altmetrics and societal impact. So specifically the extent that altmetrics can assess societal impact or real world impact and working with those that are involved

in research assessment to actually, again, that being an ongoing challenge to understand the value that altmetrics might play in that. So some recommendations from the research to address some of those challenges. The main theme that really came out of a lot of the best practices in literature

and that kind of tied everything together was libraries using their positions as support units within institutions as those providing access to information and using the strong partnerships that they have to educate, collaborate, and advocate. So educating stakeholders about different types of tools

that can support research assessment. So whether that's tracking tools or tools that they can use to uncover data. So about the strengths and limitations of some of these tools and then also recommending products to support research assessment activities within the institution. And that's very much around the idea of garnering that buy-in

so that libraries can continue to develop and maintain these kinds of services as they're shifting towards having these services in place. And again, as I mentioned earlier, that involves partnerships with others on campus who are involved in research assessment. It's not something that libraries are doing or operating independently in that way.

So that's pretty essential. Also educating themselves. So in terms of developing the skills and knowledge to be able to provide research assessment services and research impact supports. Self-training for professional development. So sharing expertise amongst the field of librarianship

but also with others who are involved in research assessment altogether. So one of the recommendations in the literature was for libraries to think about working groups or think about joining committees that might be able to help them develop the skills and the knowledge that they need to take this on

if this is a service that they're looking to continue to provide and something that they're hoping to maintain. And that would involve collaborating with faculty. So working with faculty to understand the use of altmetrics, how is it being used in research, what it is that they need for their research.

And again, working with them to help or to support those that are involved in the decision-making process for promotion and tenure or those that are involved with grant applications to see how altmetrics might be valued or might be used in a review in that way.

And so there's a little bit of advocacy as part of that. And then also those continuing partnerships with research office or institutional analysis and planning, any of those types of departments on campus to really understand what are the research outputs of that university, how might the research

of that university be changing or shifting, what are the trends and then working together to understand how the metrics that are available might support that understanding of institutional impact. And then lastly, librarians advocating by leveraging their relationships that they have with publishers through their work

in collections development and acquisitions. So advocating for more for metrics and more publications. So article level metrics and also for the development of new metrics that better represent the nature of research that happens in universities. So metrics that better represent cross-disciplinary research

or interdisciplinary research. Okay, I can go to the other microphone. So we go to our last speaker already. We have the last 20 minutes for Bethany Farr. She is a social media manager at Taylor & Francis.

I found a few extra things value. Let me share that with the audience. In her spare time, she's also a board member for two special needs schools in Oxfordshire and she's also a big sister to a little sister. That's a great mentoring program for children. She'll be presenting about using augmented

to boost engagement and track trends on social media which is basically a case study on education research with also a link to video. Please welcome Bethany. I'm guessing you found that from my LinkedIn profile?

Yeah, so it's always good to add a bit of information on there. So yeah, as he said, I'm a social media manager at Taylor & Francis. So I'm actually quite new to publishing as well. So I've been working at TNF for about a year. Prior to that, I was actually at Oxfam for about three and a half years but I've always worked in digital engagement.

So yeah, I'm sort of bringing my speciality in that area to publishing and also talking to you about that today. Sorry, I haven't got the clicker thing. All right, can you do the one here? Does it work? Can you do the other one? Does it work now?

No. There we go. Great, can I just do it on this one? There you go.

Okay, sorry. So yeah, we're also a brand new team. So until last year, I've actually, Taylor & Francis didn't have a social media manager or a social media team which is quite surprising for such a big company. There's only three of us. So there's me leading the team and then I've got two social media executives as well. So we actually work across all our corporate social media channels.

So our main accounts are the TNF Groupons and then also subject specific social media accounts. So it's about 35 social media accounts in total which is quite a lot. So we really lead on the strategy for social media across the business. So as well as best practice, branding

and then a big part of our role as well is engaging researchers through those subject specific accounts. So today, I'm gonna be talking a bit about, specifically about how we use the Altmetric Explorer tool in our day-to-day roles and also for campaigns. So as I said, I'm very new to publishing.

So until last year, I'd never even heard about what Altmetric was. And I initially wasn't quite sure of how I was gonna use it but actually because I work across such a wide range of areas, I realised that it was gonna be a really useful source for me to figure out how researchers use social media,

find out about how researchers communicate about their own work, even things like hashtags and those kind of things. So actually I use it quite often now. So yeah, a couple of the things that I do on a weekly and daily basis is I use the Altmetric Explorer tool to find news stories mentioning our research.

I'll share those news stories on social and look if there's any more engagement activities that I can run from there. We also share on our main group level accounts the top 10 trending articles from the past seven days which gets quite good engagement as well and that's across a range of subjects areas. So that's really useful,

kind of giving a bit of a top level view of how we use it but actually I think where it really adds value is on those subject specific profiles and engaging with specific researchers in those areas. So yeah, another key way that I use it is by tracking trends and hashtags

and also locating authors. So it is quite time consuming but I spend quite a lot of time clicking on that donor and going through the big stream of tweets connected to it. So yeah, through that I find authors talking about their work. So actually we don't have a main sign up form

for authors to give us their Twitter handles or sometimes authors give us their Twitter handles but they don't actually use social media or sometimes authors just don't hand them over. So it's quite a good way to find people talking about their work through there. Also as I said we work across quite a wide range of areas so I'm not a specialist in really any of those areas

so my degrees are in philosophy, psychology and international relations which is still quite broad but I also work on accounts like the Medicine and Health channel which isn't my background at all. So through there I've been able to find subject specific hashtags that have enabled me to engage with the communities on social media and then also boost the engagement of our posts

so I've just included a bit of an example there so that's the ME CFS hashtag which I found authors using through the On My Trick Explorer tool and I've been using that in posts ever since and we've had quite good feedback from that as well actually and one of the nicest thing about it is where we've had comments from those kind of posts

of people saying oh thanks so much for sharing this research and putting that out there into sort of the widest area on social media. What another thing we do as well is track which subject areas perform well on social so we use this to inform our campaign planning so what areas do people talk about the most,

what subject areas trend on an ongoing basis so when we're planning those subject specific campaigns we'll really use that information to inform those so as I said it can be quite time consuming but I think the payoff is definitely worth it and it's been really beneficial for me to learn about all these different subject areas and how researchers are using social media.

So I also wanted to give an example today around one specific campaign that we've recently run so I'm gonna do this about our education profile so this is from our education research account so for this what we did is we pulled together the top 10 trending articles over a six month period

using the Altmetric Explorer tool and from there we pulled together a specific campaign using that data so this was part of a broader project where we were trying to encourage researchers to communicate their work and also giving them some guidance on how they could best do that

so this specific campaign followed on from a Twintaview or Twitter chat whatever you wanna call it with the education media centre so if people don't know the education media centre are a charitable organisation and who encourage researchers to basically engage with journalists

and they give them the tools to do that and offer them support. We have a bit of a relationship with the education media centre so I managed to get Fran Abrams from there who's the director of the organisation to come and do a bit of a Twitter chat with us so that was specifically about getting your research in front of journalists.

So yeah following on from that we decided to run this education top 10 campaign so the aims of that were to showcase some of the best research that we published in this area or the top trending research that we published in this area and it was also from the marketing perspective was to grow the following on the education arena accounts

and of course as well to engage with authors and key opinion leaders. So we did this through a mix of organic and paid activities so I apologise if some people don't know what I mean by that so as I said I'm a social media manager not a researcher or necessarily a publishing professional so you have the organic content

that you would just post directly on the account and you would have the paid activity that is more paid advertising so that's the split between those two different things. So we were sharing to start with those more generic education top 10 posts with a link to a landing page so we surfaced that using paid socials

so we did that with the video that you can see in the middle example there and that was just giving you an overview of what those top 10 articles were and then getting people to click through for more information. Also through this we were able to locate some of the authors of the articles that we hadn't had details of already, some we had

so we were able to tag those authors in the posts so we realised that would probably increase the likelihood of engagement which it did and we also were able to locate news stories and some press releases relating to these articles so we shared those alongside as well.

Yeah and just to say as well, we mainly did this on Twitter just because we think that's an easier tool to engage with researchers but we did share some of this content on Facebook as well. No, hasn't changed. There you go, results.

Cool, so we had over 5,000 organic clicks from Twitter which is really good for this kind of campaign especially when it's very niche and subject focused. We got 32 new followers initially just from the organic content that went out. We had engagement with two new key opinion leaders

and so those were two authors that had written articles for us but we hadn't engaged with on social media before and we had over 37,000 video views and we had 1.5K other engagements. Just to give a little bit more detail about this,

so in my team we essentially use social media engagements as a bit of a measure of success. The most important thing for us is click throughs obviously because we want people to click through to the articles but we're also very keen on making sure that the engagement we get is the quality over quantity kind of engagement so one thing that made me really happy

about this campaign is that we got quite a few comments on the post that we shared about specific articles. Not all those comments were positive about the articles so some of them were like, oh actually I'm not sure I agree with this. I think you should look at this piece of research instead but actually that was really great to see because I think that's how we should be using Twitter as a tool to talk about research.

So kicking off a bit of a debate, discussing and also linking people up with other researchers from across the globe. So yeah as part of this as well we're really looking for the right audience rather than just a really broad audience so although those engagement figures are good for this campaign, it was really good to see that we did have engagement

from some of those key opinion leaders so those researchers that were mentioned and also yeah we're just really keen to make sure we can support researchers in making links with others who maybe they wouldn't be able to discuss their work with otherwise. So next steps as I said this is part of a bigger piece of work.

So sorry again if this is a bit social media technical focused but from the back of this campaign what I can do through Twitter is launch a paid followers campaign targeting people who'd engage with the content from this Education Top 10. We're also gonna re-share some of our previously created content

around engaging with the media and also using social media to promote your research so giving those tools to people to see how they can yet engage with others on social. We do say sometimes oh you can increase your own metrics, but we're really trying to encourage people to think a little bit more about what's behind that and also generating some of those conversations on social.

And also on the back of this we're gonna be sharing some case studies from some of these trending articles. So these case studies are commentary from the authors and sorry I realised that that sentence isn't finished. Case studies from some of the authors featured to make sure other people can understand

how they can use tools like social media or press releases to boost awareness of their research. So from the social media side we can specifically target users who've viewed the video which is really good so I can do that through a paid campaign and or who have engaged with specific posts.

So that's why I'm doing it on the more technical social media side.