140 Twitter Characters To Knowledge Mobilization
Posted by Gary Myers on March 16, 2013
The use of Twitter as an effective social media tool for knowledge mobilization is still not understood. This was made clear to me by two things that happened this past week:
1) I was actively involved in a discussion with several members of EENet – the Evidence Exchange Network where the use of Twitter for research dissemination was called into question
AND
2) I performed a brief Twitter survey of the 16 classic Networks of Centres of Excellence in Canada (NCE) that focus on research-driven partnerships, and found that these NCEs are still not effectively using this valuable social media tool, despite the Government of Canada’s knowledge mobilization mandate for NCEs “to transform these discoveries into products, services, and processes that improve the quality of life of Canadians.”
First, the EENet Discussion:
Melissa Taylor-Gates, Social Media and Project Coordinator for the award-winning MindyourMind ( on Twitter) was interested in hearing about what other members of EENet are doing “to engage in meaningful knowledge mobilization” and how people use social media to achieve this goal. She started the discussion-ball rolling. The conversation soon focused on the use of Twitter as a key social media tool for academic/institutional researchers to engage with a wider and more diverse audience about research being done. Melissa aptly called Twitter “the great equalizer” and demonstrated this point with an excellent graphic showing the difference between equality and equity (which I gratefully co-opted for one of my blog posts here), making a further point that using social media for research dissemination is “more than just making a paper available to everyone online, it’s translating the information into accessible means.”
Well said Melissa!
These comments sparked valuable discussion – especially around how to sift through the deluge of information to find accurate, evidence-based research findings and trusted sources on Twitter. (For more about sifting through what I refer to as data/information noise, see my previous blog post here). One member’s comment, “I devoutly hope that no-one would assume that they could get sound clinical research information from a tweet” and concerns about the limitations of 140 characters caused a flurry of counter-comments. Many EENet members pointed out how to find Twitter sources for relevant and useful research to credible peer-reviewed journals and Twitter profiles using and hyperlinks.
Some of the key messages that came out of this discussion are that Twitter is simply a tool – just another medium of sharing information, good or not so good, that can be used properly or not, requiring further learning and skill to effectively use social media for knowledge mobilization. In contrast to Marshall MacLuhan, in this case the medium is not the message – the content is the message. Yet, it’s an important social media tool that is no longer a fad or waste of time. Twitter is an effective tool for knowledge mobilization. For my practice as KMbeing, Twitter has successfully created knowledge networking connections with researchers and other stakeholders from Canada, U.S., U.K. and Denmark where we have continued knowledge collaboration offline and in-person at conferences and other events. Yet, like any social relationships, social media relationships also require time and regular tending.
Twitter survey of the core 16 of Canada’s Networks of Centres of Excellence (NCE):
Using social media – especially Twitter – as an effective tool for knowledge translation and mobilization is being adopted more by academics and formal institutions as a way of contributing to greater social benefit. Each day sees an increase in the number of Twitter accounts being created by universities and research organizations, but simply having a Twitter account and only sporadically posting information is not an effective way of using Twitter for knowledge mobilization.
As Canada’s preeminent Science & Technology investments, I was curious to see what type of presence the core NCEs have on Twitter and how they might be using this effective social media tool as one of the products and processes (mentioned on the NCE website) for knowledge mobilizing of multidisciplinary research from across Canada (and from around the world) as a mandate from Canada’s funding agencies:
Although my survey is only a very brief overview of average daily tweets, completed over a day on March 15th, 2013, it does reveal that only 11 out of 16 classic NCEs are easily found on Twitter, and that only four NCEs tweet an average of just over one tweet per day – which is clearly insufficient for effective stakeholder engagement.
(click on diagram to enlarge)
(Note: Last tweet = number of hours since or date of last tweet)
Evidence shows that , and have greater opportunities for knowledge dissemination and engagement.
So what does this say about missed opportunities for increased research dissemination and collaboration between researchers and research users using social media for knowledge mobilization?
It appears that the Networks of Centres of Excellence have yet to fully embrace the potential of Twitter (and social media) as a valuable means of addressing key outcomes mandated for NCEs:
- Mobilizing multi-disciplinary research capacity from across Canada
- Engaging partners from multiple academic institutions and various public and private-sector organizations
- Working with end users to accelerate the creation and application of new knowledge
- Increasing collaboration between researchers in Canada and abroad
This is either because – like some EENet members – they’re not fully aware of the potential for research outreach and engagement using Twitter, or the NCEs have not identified this as a priority despite the evidence (presented in a book chapter that I co-authored) of using social media as a means of applying research for public benefit using knowledge mobilization.
For those still uncertain among Canada’s NCEs (and other researchers) as to how to best approach and develop a social media strategy using Twitter, here are some tips:
- If your NCE doesn’t have one already – create a Twitter account. For nothing else, protect your brand by reserving your naming rights on Twitter.
- Use a simple and descriptive name for your Twitter profile that will clearly identify your affiliation with your NCE and include a brief description of the research focus
- To avoid what is referred to as “shiny object syndrome” – zoom in on pertinent subject matter by using Twitter hashtags which will also establish connections with topics, people and sites that are relevant to your research
- Designate individuals within the NCE whose primary responsibility is for populating, maintaining and monitoring your Twitter account, ensuring they have the time and enthusiasm to consistently tweet and retweet several times throughout each day. This isn’t a full time job but needs to be someone’s job.
- Don’t simply tweet without including links (unless you are engaging in the next bullet point)
- Tweet with a 140 character conversation to connect with other national and international researchers and stakeholders in your discipline to facilitate the social in social media by engaging in dialogue and creating opportunities for further engagement online and offline
- Regularly schedule a monthly evaluation of your Twitter account’s success and be prepared to realign your Twitter content and approach
Social media is not a fad, and the use of social media for academics and institutions is becoming more incorporated into strategic planning. Many researchers are now recognizing the value of using Twitter in a more consistent and productive manner for knowledge mobilization. Perhaps it’s time that some of Canada’s NCEs and mental health stakeholders do the same.
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Hi Gary
I’ve read your post on tweets with much interest. I am very glad for your mention of Marshall MacLuhan, as I am very fond of his work.
I think with any medium you need to understand what it can and can’t do. But I also like to start my thinking about end users.
One of the mottos I go by is getting the right information, to the right person, at the right time.
How do we go about that? Well that is what the field of knowledge mobilization is about.
However for me, my thinking goes that it is important to understand how people in general, navigate the information space and thus to modify what is my purview to modify to increase the likely consumption of the knowledge product I am trying to mobilize.
Twitter is for me, at least, is not about the consumption of a knowledge product, however it still plays a very important part in the knowledge sharing chain. It allows for the awareness of a knowledge product and provides context about it and those associated with it. And depending possibly, further discussion with the knowledge creator about the knowledge product.
I use the metaphor of twitter being a sign post allowing for navigation to the knowledge product. Take for instance me landing on your blog. To be honest I have yet, to fully investigate your work or review your tweets, however in my navigation of the knowledge mobilization space, twitter has allowed me to put your work in context considering my interests. Twitter has pointed me to a possible source of relevance on the subject of Knowledge mobilization. This then led to the secondary knowledge acquisition activity I engaged in, which was to read your blog. This then led to third knowledge acquisition activity which I engaged in which is engagement with you.
So my thinking goes that a research institution do not necessarily need more tweets, they need tweets that allow for navigation to their content. Well how many tweets and what type, well that is another conversation. I just don’t believe that it is necessarily just more tweets.
All the best and take care.
Thank you for your comment Mark. Very glad that my blog has inspired some deeper thinking around knowledge acquisition activity for you. I agree that tweets need to navigate to relevant content, but I still disagree that tweeting only once a day will provide any form of effective knowledge mobilization. Social media requires engagement and knowledge mobilization/exchange using social media is still about getting the right information to the right person at the right time. If one is going to use social media to do it, it must be more engaging. I appreciate the conversations.
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