Technology & Data
- Big Data
- Tech & Innovation
How to Get Your Sales and Marketing Teams to Work in HarmonyContent Marketing for Midsized Companies: Whom to Target, What to CreateAtri Chatterjee of Act-On Software on the New Generation of MarketersMarketing Automation: What It Is and Why You Need to Know
- Social Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Research Reveals 4 Types of Academic Social Media Users
Posted on May 6th 2014
I’ve written a few times over the years about the role social media can play in the life of the average academic. Whether that’s the dissemination of findings via social media, or the utilization of open innovation for academic research. Alas, despite the numerous apparent advantages, research from last month revealed that the majority of academics want nothing to do with social media whatsoever.
“Only a minority of university researchers are using free and widely available social media to get their results and published insights out and into the hands of the public, even though the mission of public universities is to create knowledge that makes a difference in people’s lives,” researchers said.
The study saw over 1,500 academics surveyed to unearth their social media practices. They found that just 15% of them were using Twitter, with slightly higher figures of 28% for YouTube and 39% for Facebook (allegedly for professional use rather than personal).
A new survey conducted by the Goportis – Leibniz Library Network for Research Information paints a slightly more optimistic picture. It unveils the four main types of academic social media user. These four users were identified as displaying significantly different patterns of usage of social media.
Type 1 – Ms Maker
Ms Maker is typified as a research assistant or professor who users social media between once and several times per week. They’re very concerned by privacy issues online and make selected use of tools, primarily in situations where they make their work easier.
Type 2 – Mr Tech
Mr Tech is typified as a research assistant or professor who users social media to much the same extent as Ms Maker. Where he differs however is in his general enthusiasm for new technologies and media. Whilst Ms Maker takes a utilitarian approach to social media, for Mr Tech usage is much more fun based.
Type 3 – Mr Classic
Mr Classic is at the other end of the spectrum entirely. He is typically older, usually male, and uses social media very rarely, which is reflected in his less than enthusiastic attitude towards it. This breeds a lack of self-confidence in using social tools, and results in usage being limited to individual applications, often learning based ones that are expected of him in his teaching role.
Type 4 – Mr Nerd
The final type is Mr Nerd. Mr Nerd is an intensive user of social media and has no qualms about privacy issues. He jumps into social media with both feet and is generally very enthusiastic about its applications.
These classifications are quite possibly commonplace throughout the professional world. It is unfortunate however that the survey doesn’t reveal the proportion of academics that fall into each category. Which one best resembles you?