Projects per year
Abstract
This report reviews findings from two research projects that both investigated
how online social networks are being leveraged to proliferate information related
to sustainable agriculture in Scotland. Data was collected from Twitter for one
year analysed using social network analysis and natural language processing.
Results indicate that the following approaches may be useful in increasing
beneficial engagement between farmers, scientists and agriculture stakeholders:
1. Scientist and agriculture stakeholders who want to share their research
findings with the farming community should engage directly with farmers
in a way that builds trust with them over time.
2. Scientists who want to promote their own research findings can identify
advocates who will help them reach new audiences, called tweet
launching.
3. Using images and videos of topical subjects will likely help improve the
reach and online impact; farmers who share images of their farms and
scientists who share publication-quality graphs of their research tend to
have more reach for individual tweets.
4. Tweet often. Those who tweet more often tend to have higher number of
followers and impact overall.
how online social networks are being leveraged to proliferate information related
to sustainable agriculture in Scotland. Data was collected from Twitter for one
year analysed using social network analysis and natural language processing.
Results indicate that the following approaches may be useful in increasing
beneficial engagement between farmers, scientists and agriculture stakeholders:
1. Scientist and agriculture stakeholders who want to share their research
findings with the farming community should engage directly with farmers
in a way that builds trust with them over time.
2. Scientists who want to promote their own research findings can identify
advocates who will help them reach new audiences, called tweet
launching.
3. Using images and videos of topical subjects will likely help improve the
reach and online impact; farmers who share images of their farms and
scientists who share publication-quality graphs of their research tend to
have more reach for individual tweets.
4. Tweet often. Those who tweet more often tend to have higher number of
followers and impact overall.
| Original language | English |
|---|---|
| Publisher | Scotland's Rural College (SRUC) |
| Commissioning body | SEFARI – Scottish Environment, Food and Agriculture Research Institutes |
| Number of pages | 15 |
| Publication status | Print publication - Jul 2021 |
Fingerprint
Dive into the research topics of 'Exploring the twitterverse'. Together they form a unique fingerprint.Projects
- 1 Finished
-
EtT: Exploring the Twitterverse: Developing novel approaches to scaling the dissemination of expert knowledge on social media platforms in Scotland.
Meador, E. (PI) & Creissen, H. (CoI)
1/12/20 → 31/03/21
Project: Research