Idea Circle Dinner Discussion #9:
Beyond KPIs: How does CERN measure success on Social Media?
With more than 2.5 million followers on Twitter, nearly 700,000 fans on Facebook and more than 400,000 followers on Instagram, CERN has built a large community on social media. But is that enough? We still need to publish engaging posts, publications that speak to our followers, and makes them want to click, enjoy and share. The challenge is how to reach more people while staying true to the Laboratory’s ideals and values.
CERN does not, by choice, have a budget dedicated to promoting social-media content. This can be disabling when it comes to increasing the size of our community, but it represents a major advantage: those who "love" CERN have done so by choice for the quality of our content and not by being caught in the wide mesh of the sponsored content.
With social media today, scientific institutes must work hard to be stronger than Facebook, Twitter or Instagram algorithms. This requires getting closer to the online community by showing more of what we do on a daily basis in our facilities while continuing to make people dream. Content such as Facebook Lives, 360° images and videos, Instagram stories and scientists directly engaging with questions from the community are interesting ways to build engagement.
The objective of this talk is to present CERN's quantitative objectives on social media and to propose alternative indicators for KPIs. Because beyond the numbers, it seems more than important to redefine the criteria for success on social media.
About the speaker:
After a degree in Physics, Loïc Bommersbach specialized in Scientific Communication. He has worked as a communications officer in several laboratories and research organisations such as CNES, ONERA and CNRS. From 2014 to 2018, he was the Social Media Manager of CNRS, in charge of the organisation's digital strategy and digital community. During this period and with his team, he successfully developed and managed the social media of Europe’s largest research organisation on Twitter, Facebook, Instagram, YouTube and LinkedIn. Since September 2018, he has joined CERN as Social Media Manager.
Idea Circle Dinner Discussion Series:
If you are interested in learning more about education, communication and outreach activities at CERN, we have launched a new series of talks specifically targeting CERN personnel looking to improve their communication skills, engage with the public, and network with experts in the field. The lecture and discussion series, named Idea Circle Dinner Discussions, will be held at IdeaSquare every other Wednesday at 18:00. Spaces are limited, so please register today to reserve your seat. (Light dinner and refreshments will be available for registered participants only).
The next set of ICDD events are scheduled at the following times:
- ICDD#9: Wednesday 10 Jul 6PM - 7PM
- ICDD#10: Wednesday 24 Jul 6PM - 7PM
- ICDD#11: Wednesday 07 Aug 6PM - 7PM
- ICDD#12: Wednesday 21 Aug 6PM - 7PM
- ICDD#13: Wednesday 04 Sep 6PM - 7PM
- ICDD#14: Wednesday 02 Oct 6PM - 7PM
- ICDD#15: Wednesday 30 Oct 6PM - 7PM
- ICDD#16: Wednesday 13 Nov 6PM - 7PM
With LS2, this is the perfect time to expand your horizons beyond research and enhance your public engagement profile. We look forward to seeing you on Wednesday.
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