1. 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

2. 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. American Chemical Society 2

3. Not all social platforms are the same. American Chemical Society 3

4. 4 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.

5. 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. American Chemical Society 5

6. Spectrum of Social Platforms American Chemical Society 6

7. 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 American Chemical Society 7

8. 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 American Chemical Society 8

9. 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 American Chemical Society 9

10. Example: Green Chemistry Institute Multi-modal Nexus Blog, Twitter, FB, email American Chemical Society 10

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13. Example: National Chemistry Week Expert-to-expert – sharing knowledge in a private or semi-private space American Chemical Society 13

14. 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 American Chemical Society 14

15. 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. American Chemical Society 15

16. Questions? See our slides on the ACS Network: www.acs.org/meetingsforum Contact us: –Chris McCarthy c_mccarthy@acs.orgc_mccarthy@acs.org –Christine Schmidt c_schmidt@acs.orgc_schmidt@acs.org American Chemical Society 16