This document provides strategies for developing an online presence, including determining objectives, choosing target audiences, creating and sharing content, managing time, and measuring impact. It recommends knowing your objectives and making them measurable, monitoring your community, selecting topics and media for sharing, keeping content updated across profiles, and revisiting objectives regularly to evaluate impact using analytics and metrics.

1. Strategies for Online Presence
Moving forwards
Online Presence: Developing your presence
ITLP: http://courses.it.ox.ac.uk/detail/TWOD
Kate Lindsay | @ktdigital

3. What do you want to do?
 I want to raise the profile of my research
 I want to know more about what’s going on in my field
 I want to get feedback on my ideas
 I want to be part of a community
 I want to build a community
 I want to get a job / funding

4. What do you want to do?
Know your objectives and make them measurable
 Increase web traffic by…
 Increase citations by…
 Increase downloads by…
 Increase connections by…
 Increase invitations by…

5. Who do you want to engage with?
Choose your audience, discover your community
 Monitor your community
 Look for keywords, advocates, and influencers
 Craft your content to your audience and make it
shareable.

6. What do I want to share?
Content is king
 Choose themes and topics
 Select media types
 Re-post and comment on others content
 Make it shareable.
 Create a content calendar
 Map content to existing publicity

7. Is my online presence supporting my objectives?
Review your tools, critique your presence

8. What challenges am I facing?
 Takes up too much time
 Difficult to keep track of different profiles
 Negative responses
 Not enough buy in from Department
 Difficult to tell if it’s working….

9. Top Tips for Time Management
 Build traction by targeting your chosen audiences and
commenting on their content
 Keep one profile and keep it up-to-date.
 Post regularly (but do not overload) or post for impact
(e.g. guest blog post, join a Twitter chat, a LinkedIn
group)

10. Top Tips for Time Management
Spread your time evenly
Consider ‘opening hours’
Post at key times (e.g. between 10-3pm).
If you have multiple platforms use an aggregator e.g.
Hootsuite, TweetDeck

11. Responding to negative
comments

12. Where next?
 Expand content types
 Expand platforms
 Cross link

13. How am I doing?
Measure your impact
 Revisit your objectives
 Keep an impact file
 Collect analytics and social media metrics
 Google Analytics
 Google URL Builder
 Social Media Channel Trackers
 Hootsuite
 Crowdbooster
 Seesmic
 Twentyfeet

14. Culture24: Measure your impact
onlinehttp://weareculture24.org.uk/projects/action-
research/how-to-evaluate-success-online/

15. Altmetric: http://www.altmetric.com/

16. Benefit Value Impact Model by Simon Tanner
http://www.kdcs.kcl.ac.uk/innovation/impact.html