Convincing senior colleagues that social media is valuable to your organisation
One of the most common complaints for social media managers in educational organisations is that the senior decision makers don’t appreciate its (and their) value. They see the great impact that senior buy-in has had at a select few other organisations (NASA, NMAAHC, for example) and long for that sort of support and trust. You hold the entire reputation of your organisation in your hands. That should really be appreciated.
Much as I hate the generalisation, it’s true that senior scientists are not always the easiest to convince, or the most flexible in their views. So I asked what was working for people:
Data
This is the obvious one. Feed their rational minds with delicious data and well reasoned logical arguments. Use any past successes as evidence, harness your most impressive stats, and explain the potential it has to reach people and touch lives. However, be aware that the “x billion people are using xxx” statistics can be hard to process and get hold of, and can sometimes deflect from impressive to meaningless. Don’t just bombard with numbers, no matter how analytical your audience.
Budget
Sometimes things are only given respect internally when they have money associated with them. Even if your social media isn’t aimed at bringing in money, focus your efforts at getting a unique line in the budget. It needs to be recognised as an independent activity requiring specific investment. Protecting it in a budget is sometimes the best way to force it into proper consideration.
Anecdote
This is the most undervalued but often most persuasive angle of attack. Scientists and leaders in our organisations may be true advocates of rational thought and evidence-based decision making, but they’re also just as irrational and emotional in their choices as the rest of us mortals. I heard stories like this again and again in my interviewes: ‘The director was totally disinterested in [Snapchat/Twitter/Facebook] until [his/her] [son/daughter/hairdresser/friend] said they’d seen our post there’. It’s a little frustrating, but exploit it! Sometimes an argument that features a bit of a personal evidence — My daughter/cousin/shuffleboard team spends ALL their time on Instagram, and gets all their information there — is just that extra nudge your point needs. Don’t be afraid to include a bit of emotion in your arguments, too, because you hold the entire reputation of the organisation in your hands, and it’s important that they realise that!
The ‘stats-only’ argument feels like a great idea, but so often lacks actual impact on a personal level. But hey, you’re a science communicator telling stories about science — I don’t need to lecture you on the value of making things relatable and human, do I?
If all else fails…
I’m straying into the ‘unofficial advice’ category here, but sometimes you just can’t get them to pay attention. A few people I spoke to (who shall, of course, remain nameless) have accepted that as their temporary fate, and instead of wallowing in resentment, revel in the freedom that lack of attention brings. Every piece of content doesn’t have to go through the 4-layer committee sign off process, every joke isn’t scrutinised… Exploit the opportunity for creativity and experimentation. Tinker until you find the style, tone, and content that really works, and maybe you’ll find the success you need to finally convince the whole team, because ultimately everyone benefits when everyone is on board, steering in the same direction.
This post forms part of the publication, ‘Communicating Science with Social Media’, which is the product of a 2017 Winston Churchill Fellowship. Read more about the project here, and for more about me, including examples of my own work, visit anthony-lewis.com.
