How to use social media for research is the topic of Ville Osterlund’s presentation.
He argues that researchers are still not engaged. Brands are engaging with us online, we engage with each other online but not research. The result – the Homer Simpson result, low results.
Ville’s case study uses a Visit Scotland website. You can use social media to get the same number of people as usual but of course you get more time with them and more innovative feedback.
Can you use communities to modify behaviour? InterQuest invited a group to come in to test green ideas. None were particuarly green-focused. They asked them in and used social media to keep them within a social network. It led to behavioural patterns changing because of the influence of the community on eachother. Use of plastic bags went down, water use went down etc.
Researchers should see themselves as a travel company, taking people through an experience, engaging them in new ways. Most people who get involved find the process very interesting and are more than ready to get involved. Over 50 per cent think they are getting something for themselves.