{"id":1801,"date":"2012-06-18T13:27:23","date_gmt":"2012-06-18T18:27:23","guid":{"rendered":"https:\/\/onthinktanks.org\/articles\/\/"},"modified":"2016-01-24T13:29:56","modified_gmt":"2016-01-24T18:29:56","slug":"social-media-and-think-tanks-lessons-from-london-thinks","status":"publish","type":"post","link":"https:\/\/onthinktanks.org\/articles\/social-media-and-think-tanks-lessons-from-london-thinks\/","title":{"rendered":"Social Media and think tanks: lessons from London Thinks"},"content":{"rendered":"
Conversations about the use of social media bear more than a passing resemblance to teenage chat about sex \u2013we\u2019re all talking about it, a few of us are doing it and even fewer of us are doing it well. That\u2019s the verdict of\u00a0Cicero\u2019s<\/a>\u00a0Chris Jackson<\/a>\u00a0which was just one of a few thought provoking soundbites at the London Thinks summit on social media convened by the EU Parliament. Other notable one-liners included: the fact that\u00a0the Royal Society for the Protection of Birds has more members than all of the major UK political parties put together<\/a>, that more young people are registered on Facebook than are registered to vote, that we are shifting from a news cycle to a news stream, what happens on Twitter doesn\u2019t stay on Twitter, social media is the best market research you never commissioned and last but not least the fact that if you were to read the UK Cabinet Office\u2019s new\u00a0social media guidance for civil servants<\/a>\u00a0you will see a small note of thanks to a\u00a0green and purple dragon fairy<\/a>.<\/p>\n So, an entertaining day, but what are the lessons for think tanks? For me there were three despite the fact that only a handful of panellists tailored their remarks to think tanks.<\/p>\n Social media specialists are adept at communicating a positive story of engagement, learning and dissemination through web 2.0+ but\u00a0the real challenge for research communicators is to identify how to use the raft of social tools at their disposal to help meet their mission<\/strong>.\u00a0 For many think tanks their core business is to influence a small number of decision makers with a large amount of knowledge<\/p>\n Therefore it\u00a0is equally important to define the limits of social media as it is to realise the potential<\/strong>. By which I mean:<\/p>\n Under these circumstances stories about\u00a0airline PR disasters<\/a>,\u00a0Bank of England strategy<\/a>\u00a0and\u00a0draconian local governments<\/a>\u00a0are interesting as part of the bigger picture but largely irrelevant to the daily business of a think tank. Equally, monitoring services such as\u00a0Radian 6<\/a>\u00a0are beyond budget for most and deliver little that can\u2019t be replicated for next to nothing. My colleague Nick Scott has already offered his take on this and much more in an\u00a0excellent and comprehensive blog<\/a>\u00a0on how digital communications can be monitored and evaluated.<\/p>\n This point was made by\u00a0Richard Darlington<\/a>\u00a0of\u00a0IPPR<\/a>\u00a0and it is simply that\u00a0for think tanks to use social media effectively then its use cannot be restricted to the communications team<\/strong>, it must be mainstreamed throughout an organisation. Something I was reminded of when\u00a0Dr Michael Harris<\/a>\u00a0of\u00a0Guerilla Policy<\/a>\u00a0spoke about the EU and many governments consisting of \u2018smart people in dumb institutions\u2019. If social media is, or has the potential to be, a digital mirror on society then it won\u2019t fulfil its potential without broader participation than it currently receives, meaning that the slow process of pushing cultural change will be the quickest route to long term success. This is something we have recognised at ODI and have sought to address through the use of internal workshops on Twitter and digital strategy. We have met with mixed success, increasing the number of researchers on Twitter but little pick up in more senior reaches of the organisation. We also learnt the importance of having a clear policy for staff on guidelines for Twitter (see\u00a0here<\/a>\u00a0for insight into how to go about this).<\/p>\n In the world of the researcher where sometimes the only audience that matters is fellow researchers,\u00a0unless social media engagement is owned by researchers themselves it won\u2019t take hold<\/strong>.<\/p>\n Of course on the rare day when you have produced the sort of research that can kick start public debate then different rules apply. The session on media convergence with\u00a0The Guardian\u2019s Andrew Sparrow<\/a>\u00a0was informative with the political journalist of the year revealing that amongst his colleagues Twitter is now the primary news source \u2013 eclipsing phone or email. He even quoted a joke doing the rounds in Kings Place that the quickest way to get hold of their own news desk was to put something out on Twitter.\u00a0For those in the business of linking think tank work to the news agenda then effective use of Twitter in particular seems essential<\/strong>.<\/p>\n Its notable how often social media conferences end up focusing on Twitter, but a Twitter strategy and a social media strategy are very different things. For a full overview of how to build a comprehensive social media and digital strategy this\u00a0series of blogs on ODI\u2019s 3 pillar approach<\/a>\u00a0is essential reading.\u00a0 There is real potential in social media for changing the way think tanks communicate but it is only a part of the package. Getting it right may make your ideas more powerful or more memorable. Doing it smartly may increase your media presence.\u00a0 On occasion it may help to alter the public mood and empower you and others to drive lasting change. But it won\u2019t ever replace the need for robust research, astute contact management and sharp messaging when it comes to having influence.<\/p>\nStay true to your mission<\/h2>\n
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Social media must be mainstreamed<\/h2>\n
What does social media offer researchers?<\/h2>\n
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Twitter is now at the heart of news production<\/h2>\n