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A centre of expertise in digital information management Engagement, Impact, Value: Organisational Use Of Twitter (Using the Social Web to Promote Service Deliverables) Brian Kelly UKOLN University of Bath Bath, UK UKOLN is supported by: This work is licensed under a Attribution-NonCommercial- ShareAlike 2.0 licence (but note caveat) Acceptable Use Policy Recording this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised. http://www.ukoln.ac.uk/web-focus/events/workshops/engagement- impact-value-201005/ Twitter: http://twitter.com/ briankelly/ http://twitter.com/ ukwebfocus/ Email: [email protected] Blog: http:// ukwebfocus.wordpress.com/

Organisational Use of Twitter

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Slides for talk on "Organisational Use of Twitter" given by Brian Kelly, UKOLN at a workshop on "Engagement, Impact, Value" on 24 May 2010. See http://www.ukoln.ac.uk/web-focus/events/workshops/engagement-impact-value-201005/

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Page 1: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Engagement, Impact, Value:

Organisational Use Of Twitter(Using the Social Web to Promote Service Deliverables)

Brian KellyUKOLNUniversity of BathBath, UK

UKOLN is supported by:This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)

Acceptable Use PolicyRecording this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.

Acceptable Use PolicyRecording this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.

http://www.ukoln.ac.uk/web-focus/events/workshops/engagement-impact-value-201005/http://www.ukoln.ac.uk/web-focus/events/workshops/engagement-impact-value-201005/

Twitter:http://twitter.com/briankelly/http://twitter.com/ukwebfocus/

Email:[email protected]:http://ukwebfocus.wordpress.com/

Page 2: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Twitter For The IndividualBenefits of Twitter now appreciated:

• Community• Engagement • Support• Promotion• Discussions• Event support• …

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Case StudyThree co-authors of two peer-reviewed papers discovered via Twitter

Page 3: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Evidence of the importance of Twitter for driving traffic to blogs

The Evidence

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Evi

den

ce

UK Web Focus Blog: Total of 250,00+ views.Average 250/day over 3.5 yearsBut how do they arrive at the blog?

UK Web Focus Blog: Total of 250,00+ views.Average 250/day over 3.5 yearsBut how do they arrive at the blog?

Page 4: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Twitter Alerts

Twitter alerts for keywords, etc available using:

• Columns in Tweetdeck

• Email alerts• …

But this doesn’t provide a historical perspective

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Note ukwebfocus Twitter account is used for automated announcements of posts

Page 5: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Exploring The EvidenceTwitter can be a significant driver of traffic

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Where would blog be now without Twitter? Twitter seems to have decimated RSS traffic.

Page 6: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Further EvidenceScreenshots from

http://twitoaster.com/briankelly

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Aim: get people to provide suggestions for TwapperKeeper.Aim: get people to provide suggestions for TwapperKeeper.Aim: to get feedback on ideas in post (… and to get post read)Aim: to get feedback on ideas in post (… and to get post read)

Aim: to get feedback on ideas in post – but received valuable feedbackAim: to get feedback on ideas in post – but received valuable feedbackWhat does the evidence tell us about (a) success of aims &(b) how to achieve aims? What does the evidence tell us about (a) success of aims &(b) how to achieve aims?

Page 7: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Beyond The Individual

Twitter is used to support IWMW event with IWMW and IWMWlive accounts (and sword_app)

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This news function was initially carried out using RSSOfficial transcript of plenary talks is useful for remote audience. We also intend to use it for captioning videos of talks

Page 8: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Observing Patterns

Twitter used by Mimas

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Twitter used by EDINA for several of their services

Page 9: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Next Steps: Implementation

History:• Use by early adopters• Use to support events• Claiming ‘ukoln’ Twitter ID• Gathering evidence of benefits / ROI

Now:• Using ukoln Twitter account(s) actively• Agreeing responsibilities and scope• Documenting and sharing best practices

(the ‘voice’; do we follow; do we auto-follow; do we respond; links with RSS; …)

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Page 10: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Collective ApproachesWhat benefits can be gain by actively collectively:

• Sharing best practices and experiences

• Exploiting virality of social networks – services that get better as nos. of users grow

What about the ethical aspects?

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ukwebfocus Twitter account follows JISC Twitter accounts. paper.li provides daily newsletter based on links posted – see<http://paper.li/ukwebfocus>

Page 11: Organisational Use of Twitter

A centre of expertise in digital information management

www.ukoln.ac.uk

Questions

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