case study: euraxess - research in estonia, anna mossolova

Case study:EURAXESS—Research in Estonia

Anna Mossolova

What do we have now?

Insight statistics: the fans’ profile

How has it started?

2009, … — a FB group created

2009, autumn — a page has been launched

2010, autumn — first 100 fans!

2011, summer — 200 fans

2012, winter — FB strategy compiled

2012, … — campaigns: photo-contests

2013, spring — 382 fans

What was helpful?

1. Survey amongst active foreign researchers: a poll on FB “What news would you like to see on EURAXESS FB page?” and questionnaire “What social media do you use?

2. Feedback from the Advisory Board (researchers)

3. Facebook campaigns! Some of them:

— Photo contest “Researchers’ Winter in Estonia”

— Photo contest “Easter Egg Competition”

— Photo contest “My Research in Estonia”

Plus various online and offline promotion “Join us on Facebook!”

The winners of “Winter in Estonia” campaign

The winners of “Winter in Estonia” campaign

Cover photo of our profile:

What do we usually post?

◦ News on grants and scholarships ◦ Local (and international) academic events◦ Articles about research conducted by local scientists◦ Useful courses and programmes (i.e. online language

course, summer university, etc)◦ Interesting facts and news about Estonian realities (incl.

holidays, traditions, upcoming cultural events, etc)◦ Important updates on legislation (deadline for submission

of the last year’s tax returns, etc)◦ Updates from EURAXESS network (incl. questionnaires,

invitations to the social events, etc)

What rules do we stick to?

1. Post in a short, catchy and engaging way, if possible!

2. Post permanently!

3. Accompany all micro-blogs with pictures/visuals!

4. Answer all private messages and comments, even if they are negative!

How to deal with critical comments?

1. Never immediately respond to the negative comments — calmed down first and then return to it.

2. Never delete comments on Facebook! Deleting negative comments will make people even more angry.

3. Admit your mistakes (if any), and thank ones who bring them to your attention.

4. Don’t ignore negativity, but rather try to turn critical fan into a supportive one.

Don’t worry, there are more positive feedback than negative in total!

Looking forward to hearing about FB pages soon!