Building Online Presence: Dos and Don’ts
Anita Lee-Post
Department of Marketing and Supply Chain
Gatton College of Business and Economics
Campus 0034
CAFE Graduate Student & Post-Doctoral Mentoring Seminars, 12/4/14
Agenda
! What is scholarship? ! What is knowledge creation? ! How is technology transforming knowledge
creation? ! What is an online presence? ! Why do you need an online presence? ! How to build an online presence? ! How to evaluate your online presence? ! What are the Do’s and Don’ts in building an
online presence?
What is Scholarship?
! Discovery ! Integration ! Application
Boyer, E. (1990) Scholarship Revisited: Priorities of the Professoriate, San Francisco: Jossey-Bass.
! Research
! Teaching ! Service
Levels of Scholarly Impact
! Individual ! Disciplinary
! Institutional ! Governmental/National
! Global
What is Knowledge Creation?
Holsapple, C.W. and Singh, M. (2001). The Knowledge Chain Model: Activities for Competitiveness, Expert Systems with Applications, vol.20, 77-98.
Primary Knowledge Activities
! Acquisition – identify external knowledge source
! Selection – build internal knowledge source ! Generation – create new knowledge
! Internalization – become tacit knowledge ! Externalization – become explicit
knowledge
Holsapple, C.W. and Singh, M. (2001). The Knowledge Chain Model: Activities for Competitiveness, Expert Systems with Applications, vol.20, 77-98.
Secondary Knowledge Activities
! Leadership – enabler/facilitator ! Coordination – activity management ! Control – resource quality and
availability ! Measurement - assessment
Holsapple, C.W. and Singh, M. (2001). The Knowledge Chain Model: Activities for Competitiveness, Expert Systems with Applications, vol.20, 77-98.
Scholarship 1.0 ! Acquisition – search journal/publisher websites ! Selection – download articles of interest ! Generation – read, discuss, write, revise ! Internalization – publish as working paper, present in
research seminar ! Externalization – disseminate as conference proceeding,
journal publication, grant proposal, invention ! Leadership – institutional research support ! Coordination – email, meetings ! Control – deadlines, copyright clearance,
ethical conduct, Institutional Review Board ! Measurement – journal reputation
Web 2.0 Tools ! Blogs
! Wikis
! Podcasts
! YouTube
Activities ! Search – content,
communities, people ! Links – connect ! Authoring – contribute ! Tags - categorize ! Extensions - comment ! Signals - follow
McAfee, A. (2009). Enterprise 2.0: New Collaborative Tools for Your Organization’s Toughest Challenges. Boston, MA: Harvard Business Press
Scholarship 2.0 ! Acquisition – search content, community, people ! Selection – follow, links, tags ! Generation – comment, share, collaborate,
crowdsourcing ! Internalization – work in progress, brainstorming ! Externalization – open access ! Leadership – individual/community ! Coordination – project management tool
(basecamp), scheduling tool (doodle) ! Control – alert, feed, versioning ! Measurement – citation counts, h-index
What is an Online Presence?
IDENTITY
PRESENCE GROUPS
CONVERSATION
RELATIONSHIPS
SHARING
REPUTATION
Kietzmann, J.H., Silvestre, B.S., McCarthy, I.P., and Pitt, L.F. (2012). Unpacking the Social Media Phenomenon: Towards a Research Agenda, Journal of Public Affairs, 12(2), 109-119.
Younger researchers are more concerned about online reputations
Reich, E. (2011) Best Face Forward, Nature, vol. 473, pp.138-139
Why Do You Need An Online Presence?
! Image/Reputation ! access & visibility
! Networking ! authoring & collaboration
! Community ! funding & impact
Reich, E. (2011) Best Face Forward, Nature, vol. 473, pp.138-139
How to Build an Online Presence?
! Strategize – what goals to pursue? ! Set up – which platform/website to use?
! Interact – what connections to make? ! Monitor – is it working or not?
Public Platform
! ORCID (Open Researcher and Contributor Identification)
! Researcher ID (Thomson Reuters + Web of Science) ! Google Scholar (search + citations) ! ResearchGate (network + impact) ! Academia.edu (share and follow research) ! Mendeley (reference manager + academic social
network) ! Chronicle of Higher Education’s vitae (teaching
support + community of practice)
Private/Do It Yourself Platform
! Institution website ! Department of Horticulture
! Google sites ! LINKS Center at Gatton College of Business &
Economics
Public vs Private Platform
Public ! Plug and play
! No upfront cost
! Outsource non-core activities
Private ! Data privacy
! Security
! Control
! Ease of customization
How to Evaluate Your Online Presence?
! Systems quality ! Information quality
! Service quality
DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.
Evaluate Your Online Presence – Systems Quality ! Usability/ease of use ! Response time ! Dependability/reliability ! Adaptability/flexibility/customization ! Usefulness/functionality ! Security ! Scalability ! Interactivity ! Ease of navigation ! Privacy
DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.
Evaluate Your Online Presence – Information Quality
! Accuracy ! Relevance
! Understandability ! Completeness
! Currency ! Richness
DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.
Evaluate Your Online Presence – Service Quality
! Support ! Accessibility/Availability
! Responsiveness ! Assurance
DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: a Ten Year Update. Journal of Management Information Systems, 19(4), 9-30.
Dos ! As a two-way medium
! Try & experiment
! Contribute
! Professional
! Use responsibly
! Update routinely
Don’ts ! As a one-way medium
! Wait & see
! Consume
! Personal
! Misrepresentation
! Leave unchecked
A Paradigm Shift
! Integral or “add-on”/supplement ! Sharing or owning
! Disruptive or sustaining
