research


PR and research and social media and teaching22 Jan 2010 04:52 pm

To help my students with their social media monitoring on-going assignment this semester, I decided to start a short video series explaining 1 metric in just (about) 1 minute.

The purpose of the videos is to help students sort through the mounds of data that they can collect. I want to help them determine what meaningful and actionable metrics they can track. Measurement, especially in an ever-changing environment, can be a little intimidating. I am hopeful these little tips help my students focus their attention on measuring things concepts that really get at understanding engagement – not just numbers for the sake of numbers.

I decided to do videos rather than cover tips daily in class to not only save time in class, but give students a chance to review the tips as they desire.

The videos are basic (this is an intro research methods class, after all), but if you are interested you can follow along at 1 metric, 1 minute playlist.

PR and research and social media and teaching22 Jan 2010 04:41 pm

I’m always looking for ways to integrate more social media assignments into the core classes, so when I heard this idea at the National Communication Association PR division’s “teaching social media panel” with friends Barbara Nixon, Kelli Matthews, Tiffany Derville Gallicano, Alisa Agozzino & Bill Handy — I knew I had to try it.

And so this semester I have my students monitoring real clients and producing 3 social media monitoring reports on the client throughout the semester. The purpose is not only to show them how to measure social media, but to allow them to do it over time for tracking purposes and come to a deeper understanding of what metrics really matter.

Each student will follow an assigned client all semester. The student will create a monthly report, determining the baseline in the first report then trending data for the 2nd and 3rd reports.

Here is the information I gave to my students in the handout, and the video (.mov) I made to explain the basic assignment.

*******

This on-going assignment will have you tracking your client throughout the semester and creating a total of three reports detailing trends in online conversation.

Resources
The following social media monitoring resources may help identify conversations about your client.

Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!

Tips

  • Make the layout of the report consistent from month-to-month
  • Use graphics and minimize text
  • Specify what you think the goal for the client should, include target audience: focus data around that
  • Avoid heavy text that will be complex to process
  • Track: topics, tone, message salience, word-of-mouth, engagement, etc.
  • Set up system to collect data throughout month & code as you go (content analysis)

Read blog posts seek out current resources on best practices for metrics and monitoring.

Requirements

  • Each report is only limited to one page (and no, not 2-sided), margins unimportant
  • Provide basic information on how each metric was measured (parameters, search terms, method, etc.)
  • If reporting a statistic garnered from an online tool, cite the tool as the source
  • If publishing a graphic created by an online tool, cite the tool as the source

Turning it in

  • Print a copy (in color if desired), place the print out on the table at front of class
  • E-mail a PDF of what you turned in to professor no later than 11:59 p.m. on the day the report was due, subject line will be client / report # (example: @NavyNews / report 1)
  • Late work never accepted and the assignment is not fully turned in until professor has both the print out and the PDF
research and teaching16 Dec 2009 12:01 pm

This week I received word that the University of Georgia is forwarding my name up to the president and board of regents for approval of tenure. At this point it is all been decided and just a matter of ceremony.

Whooo! I got tenure!

Tenure, for young academics, is that magic word that represents all we work for our first 7 or so years after earning the doctorate. At a point when our academic unit feels is right (around the 5-6 year mark), a tenure dossier is made and includes one’s CV listing research, teaching and service duties (due April 2009 for me). During the summer before the package is voted on (summer 2009 for me), the package is sent to at least 3 reviewers at peer institutions who are experts in that scholar’s field. The outside reviewers look at the young scholar and essentially summarize his or her work then answer the all-important-question of whether he or she would get tenure at that outside reviewer’s institution. The reviews come back (Aug. 2009 for me), the department votes (Aug. 2009 for me), the college votes (Sept. 2009 for me), then off it goes to the university for consideration (Sept. – Dec. 2009 for me).

The purpose of tenure, though perhaps archaic in the modern world, was to allow scholars the freedoms to pursue knowledge regardless of who it may offend. If your research is controversial to the church or state, theoretically those with tenure can’t lose their jobs for pursuing such academic interests. One could argue this is how we know the world isn’t flat and a slews of other facts we now take for granted.

These days tenure is more of a simple milestone. Some institutions don’t even offer it anymore.

Even so, it creates much stress for young faculty members.

How many publications do I need before I go up for tenure? (I’d been told 2 per year, so about 12 would be minimal.) How will I know if I’m doing well? (Annual reviews and a good 3rd year review should provide feedback.) Can I go up for tenure early? (Not at UGA.) What if one of my outside reviewers is someone who hates me? (I was able to provide a very short “black list” of potential outside reviewers I *didn’t* want to review my dossier.) Will I be fired if I don’t make tenure? (Essentially, yes.) I previously worked at another institution before coming here, will those years count or do I have to start the tenure clock all over again? (I was given the option to either carry over my LSU years or start over, whatever worked best for me.)

In the end, my dossier (pdf) turned out to be good enough, warts and all. In the dossier, I had 26 peer-reviewed journal publications, a few teaching awards and served on the right mix of committees. Enough people in the field were citing my work in a diverse set of journals. I made the cut.

The path to tenure for me was very focused, but not stressful. I was always mindful and working toward it but never stressed about it. I just wanted it done with.

My research stream definitely changed as a result of my pursuit. I had been given very specific paths that I should pursue in order to get tenure, paths that I never would have naturally taken on my own. At first packaging my research that way felt forced, but in the end I really think that I as a scholar grew from it, it connected me more to my teaching and the changes in my research program are ones I believe I will keep now, post-tenure.

I don’t feel as if getting tenure were hard. I was certainly focused, but that is just my personality.

I’ll leave young scholars with a few take-aways from my own tenure journey looking back. This list got so long, I ended up breaking it up into sections.

RESEARCH

  • set annual goals for yourself in regard to publication, make sure they exceed what your department tells you (if your department tells you 2 per year, shoot for 3-4)
  • use your CV as a living document to keep track of the projects you are working on, where things were submitted, MS numbers for items under review, future works, etc. When you send your CV out or post it online though make sure to remove the works under review & work in progress to protect blind review (huge pet peeve of mine)
  • keep a tenure tally comparing yourself to other tenured professors in your department to help give you a quick look as to whether you are on track
  • if a senior colleague suggests a different packaging of your research, give it a try because it may actually be a good suggestion (& help you place your work more)
  • get out of your hall/college — meet other people around campus. It will open you up to other theories, approaches & even if you’re just getting out  socially it can still help give you a more multidisciplinary frame of mind that will improve your scholarship
  • don’t sit in your office all day long, go out & talk to colleagues. When I was a grad student I heard a stat (not sure how true it is) that there was a correlation between how prolific a scholar was and how often he or she would just chit chat with colleagues. The idea is that you will get inspiration, help & maybe collaboration from your colleagues if you’re talking to them
  • use breaks (winter, summer, holiday) for focused work on projects. I would go into every break with a set of goals for each of my manuscripts in progress — sometimes I’d get it all done and sometimes I was too ambitious, but the time away from campus was a great opportunity to focus
  • collaborate with colleagues — you do more work quicker and can then handle several different papers at once
  • keep authorship in mind – try to be first author and solo-author as much as possible
  • don’t waste your time with non-tenure seeking activities, for me this meant don’t consult. There was money to be made but in the end it took way too much time away from what my focus should have been so I stopped doing it.
  • revise & resubmits take priority. Once you have one, you’re one step closer to publication so don’t let that slip away. Make the changes the reviewers want (most often it will make the piece better despite your grumblings) & push aside other projects in order to get these done in a timely manner. There are actually 2 r&r that I let slip away during my own tenure journey & that is an unfortunate waste.
  • your 1st year is the most important – make a solid attempt to get at least 3 things under review by the end of the 1st year. Set your pace to win the race. You will never catch up so start off with a bang (and not just relying on dissertation, but start new projects as well).
  • your journal submissions don’t have to be perfect, they just have to be done. Get work out the door & don’t obsess – make sure it is good but shooting for perfection will hold you back. The final published version will be different after the review process anyway.


TEACHING

  • try to combine teaching & research to make the most of your time. I did this by collaborating with my undergrads on their research class projects (after the semester was over, I was last author but did the post-class work to get it published) and centered my lectures around my own research interest
  • be smart when you write syllabi for your classes so you optimize learning for the students but don’t create repetitive & time-consuming grading for you
  • use a TA to help you with as many admin teaching tasks as possible & research work


SERVICE

  • serve on diverse committees in the dept/college, but not too many — don’t serve on a university-level committee your 1st 3-4 years if possible


POLITICS

  • don’t go to everything, but go to the events that matter — find out what the “important things” are that you need to show up for within your dept/college but don’t feel like you have to go to everything. I’m probably worse at this than everything else, but as nontenured faculty you want to get your face out there. But going to every college and dept event could kill your research focus. Ask around about what the “must be seen at” things are (likely faculty meetings & start/end of semester get-togethers) then go to those.
  • network at conferences because those senior scholars in the room may be your outside reviewer in a few years


NAVIGATING THE PROCESS

  • stay focused but not stressed
  • get feedback from a senior colleague about your cv over coffee  once a year — you might not be packaging yourself in a way that will make sense to a chemistry professor on the university tenure & promotion committee and that senior scholar can help you put your best foot forward
  • 2 years before you want to go up for tenure have “the talk” with your supervisor to make sure that your plan is feasible. Work out a schedule. Since I was using my 2 years from LSU in my tenure clock here at UGA, I had to get the timing just right on my 3rd year review then tenure package. If my dept head hadn’t realized in enough time what my intentions were, I might have been delayed. Once you are a year out from putting together your package, make a checklist of what paperwork is due when so you can start to create deadlines & get samples of the packages. Dossiers are odd little documents and likely your university has a very specific format for yours.
  • get examples! Ask colleagues who have recently successfully completed the tenure process if you can see their dossiers (Dr. Bryan Reber and Dr. Lynne Sallot at UGA both gave me copies of their recent dossiers – Bryan’s for associate with tenure and Lynne’s for full). You can copy the format and it also helps you in knowing what to write in your own.
  • start writing your dossier about 2 months before it is due. Mine was due in Mar. 2009 to my dept head, so I wrote it over winter break 3 months before. I sat down with Dr. Bryan Reber’s dossier and nearly word-for-word typed in what he had in his about his career but replaced the facts with those about my own. That made writing the 1st draft so much easier than I believe it is for others.
  • talk with other new professors in your same cohort about tenure. Socially, I used to take weekly walks with Dr. Lisa Lundy during our 1st 2 years at LSU & we were both picking up different pieces of what was expected for us thereby able to combine notes. Plus it is nice to have someone to talk to about expectations & the tenure journey!

I didn’t sell out. I didn’t burn out. And I reached my goal. Nothing too exciting, but it is nice to be here none-the-less.

Now if you’ll excuse me, I have a revision I have to finish.

PR and research and social media05 Jul 2009 03:35 pm

There are a lot of great surveys about journalists’ use of specific social media tools, and some of social media overall. To add to the demographic and trend use data out there, here are some recent numbers looking at business journalists’ use of all social media in their reporting collected using good ole academic rigor. It’s a descriptives piece so don’t expect too much, but we have more theoretical stuff coming out soon.

Ruthann Weaver Lariscy, Elizabeth Johnson Avery, Kaye D. Sweetser, & Pauline Howes (2009). An examination of the role of online social media in journalists’ source mix [pdf]. Public Relations Review, 35, 314-316.

Using telephone surveys of business/financial journalists in the United States (n=200), this research investigates the agenda-building role of social media content in journalists’ work.  Understanding that more non-public relations content from user-generated and social network sites, like YouTube and Twitter, are fast becoming resources for journalists to get story ideas, break scandals, and find sources, we began this scholarly work to determine the frequency of such uses of social media.  Overall, findings indicate very little use of social media by these business journalists. Results and implications for public relations practitioners are discussed in detail.

This work was funded by a grant from the Public Relations Society of America Foundation.

PR and research and social media and teaching17 Jan 2009 02:43 pm

Research, as I tell my students at the University of Georgia, bookends every public relations campaigns. That is, every campaign begins and ends with research. Whether your acronym for a four-step campaign process is RPIE or ROPE, you very clear see formative and evaluative research surrounding the process to a successful campaign.

As such, we educators need to get it right when teaching research methods. We need to make sure that while the majority of our students will go straight into practice, not graduate school, that they each understand the importance of rigor in their approach. And maybe, if you’re lucky, along the way your infectious love for research might rub off on them.

My way approaching this in the undergraduate PR research method course at UGA has been to have students work in teams and conduct a real academic study over the course of the semester. The students come up with their own research topics, which often range from crisis to social media.

They find quality instruments, obtain IRB approval and in short conduct ethical, high quality research.

After teaching 3 semesters using this method, I am now proud to have racked up some impressive stats of my own:

  • 2 student project papers presented at academic conferences (AEJMC & NCA)
  • 2 student project papers published in Public Relations Review
  • 4 undergrad PR student teams’ end-of-semester presentations received more than 1,140 views on YouTube (combined)
  • 9 press releases from the college announcing the results of their studies

I held the students to a high academic standard, and the promise of presenting their research at a conference or later publishing it kept me focused on ensuring their projects were of the quality to reach that level.

The students’ research now has a greater audience than the 30 people registered in the class, as it lives on digitally and ascends to the next level of academic peer-review.

If you want to have the same results for your research methods students, consider my tips:

  • express your expectations (conference-quality research) at the beginning of the semester
  • be prepared to help the students along the process, letting them find their way but never allowing them to get lost
  • have each student group separately over to your house one weeknight to run their SPSS results (pizza party!)
  • video the student presentations then post on YouTube
  • post pictures, audio and/or video of student presentations on your own Facebook page then tag each student – it will attract the interest of each student’s friends & let them see what the student has been up to all semester
  • offer bonus points at the end of the semester for students to write a press release you can then edit & submit to your college’s PR person to distribute to media (or post on the college Web site)

Happy researching!

This item is cross-posted on the PR Profs blog.

PR and research and social media20 Sep 2008 12:43 pm

The first-ever live stream of a presentation at UGA Connect WORKED. Well, sort of.

way too much ustream.tv on one screen. on TwitPic

I was thrilled that Karen Russell allowed me to take a chance & live stream my presentation on relationship and ethics at Connect. From my perspective, the presentation was just like any other one that I ever done … the only change was that I clicked a button before hand to start the stream then ignored the laptop the rest of the presentation.

It was my intention to record the presentation so I could also post that … but, it being my first ever live-stream on demand, I failed to remember to hit record the broadcast. Sigh.

On my end, the chat didn’t work. That probably would have confused me anyway. I hear there was a lot of talk about me being sponsored by Herbal Essence (perhaps because my hairs were so loud & proud?) & requests for me to put my new puppy on the live stream. Sorry guys, no sponsor & Ali is across the street napping right now. She can’t be bothered. Apparently there was also some discussion of my mixing the phrase “big honkin’” with quantitative statistics.

I understand that Auburn’s Robert French also put the live stream up on PR Open Mic, which makes me happier than you can ever imagine. This is what social media is all about. Sharing information, experiences & get togethers. I love it.

I’m told there were more than 10 remote viewers across the nation – mostly practitioners, viewing remotely. It doesn’t get any better than that.

I hope more people try to experiment with live streaming conferences …. just remember to hit the record button!

Note: Image from Kevin Dugan (@prblog) of his desktop while watching my live stream.

PR and research and social media19 Sep 2008 10:01 pm

During my presentation at the UGA Connect conference in Athens, I plan to present a pilot test experiment I did looking at the impact of ethics on relationship. I plan to mention following:

If you are able to tune in, please join the live video stream & chat around (give or take) 11:15 a.m. EST Saturday, Sept. 20.

PR and research and social media16 Aug 2008 01:54 pm

Keeping with my online political public relations program of research, this study (with my amazing colleague Dr. Ruthann Weaver Lariscy at UGA) looked at a social media tool new to the 2006 midterm elections.

Kaye D. Sweetser & Ruthann Weaver Lariscy. (2008). Candidates Make Good Friends: An Analysis of Candidates’ Uses of Facebook [pdf]. International Journal of Strategic Communication, 2, 175-198.

Through content analysis of Facebook wall comments in U.S. House and Senate races during the 2006 midterm election, this study describes young potential voters’ comments (quantity, valence, etc.) through the lens of the dialogic communication theory of public relations. Findings indicate that individuals who wrote on candidate walls perceive themselves on friendly terms with the candidates, overwhelmingly write messages that are shallow and supportive, and are positive in tone. Candidates rarely, if ever, respond to these messages; although the mere use of Facebook is a dialogic feature, researchers conclude campaigns are not using it for two-way symmetrical relationship building.

PR and blogs and research16 Aug 2008 01:45 pm

We have more work coming out from the huge multi-cell survey on the professional application of blogs in the journalism & PR fields. This study, just published in JMCQ, looks at the issue of credibility that professional journalists and public relations practitioners put on blogs, and relates it to use.

Kaye D. Sweetser, Lance V. Porter, Deborah Soun Chung, & Eunseong Kim (2008). Credibility and the use of blogs among professionals in the communication industry. Journalism & Mass Communication Quarterly, 85(1), 169-185.

This study examines use, credibility, and impact on the communication industry of blogs as seen by professional journalists and public relations practitioners. Informed by the uses and gratifications perspective and using an online survey, the study used factor analysis to reveal simplistic blog use categorizations as being either interactive or noninteractive. Results also indicate that those who are labeled “high users” in both factors assign more credibility to the medium. Differences between journalism and public relations professionals were examined.

Other studies from this line of research include:

PR and blogs and research and social media and teaching14 Aug 2008 08:47 am

I was very pleased to present a paper, “On the Ballot & in the Loop: The Dialogic Capacity of Candidate Blogs in the 2008 Election,” on behalf of my team of co-authors at AEJMC last week in Chicago. The paper stemmed from a project in my undergraduate public relations research course at UGA.

In this paper, we compared 80 different blogs from gubernatorial, house, senate & presidential candidate blogs during the primary leading up to this November’s election. This paper focused on the female candidates and their use of blogs.

Thanks to Grady doctoral student Kristin English, we have video!

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