MGMT and 25 staff are testing Twitter. MGMT offers support to staff who want to tweet from conferences.

2018.06.15 | Merete Elmann

Imagine walking into a room full of academics within your field, journals, universities, journalists and companies. In this room everybody can hear what you say and you can tap into every ongoing discussion. You can share your comments and messages with each person there, creating networks and dialogues. This room is Twitter.

More and more academics are using twitter to communicate about their research, build new relationships, and connect with research outlets – especially at conferences.

MGMT has just entered this virtual room and is currently – together with approx 25 MGMT tweeting staff - testing the potential of this social media. A pilot Twitter project will run during the upcoming AOM conference, with communication and graphic support available for staff wanting to join the Twitter community. The MAPP centre has also started a Twitter initiative.

“Twitter is an excellent media for academics. Good tweets are made by people with insights that can enrich a conversation, just as in real life,” explains Pernille Kallehave, advisor at MGMT.
“A good tweeter is also a sharing networker, sometimes of course telling about own activities, but again – as in real life – not just talking about yourself. Twitter is not as such a marketing tool”.

Tweets gave contacts to NASA, IBM and JMS
PhD Student Mathias Aaen only uses twitter at conferences. In 2015 he participated in the World Open Innovation Conference where he actively used twitter as a network strategy. He tweeted comments and quotes from the presentations in his own conference track. This gave immediate response:

“In the lunch-break after one of the sessions, the Chief Innovation Officer of NASA sat down next to me and asked me: 'So, you think ecosystems are the way forward for organisations?' and we started talking innovation strategy. At the time, I had no idea who he was or what he did for a living, so I shared of my ideas and thoughts from my initial research. It was only by the end of the conversation that he gave me his business card and said 'If you are ever near Houston, please stop by.' We later had at meeting at the Garwood Centre for Corporate Innovation during my research stay at US Berkeley as a Fulbright Fellow.”

Mathias’s strategy does not require much effort. He tweets only a few times, but he is strategic about who he tweets about and what topics he touches upon: “I tweeted a quote by James Spohrer, the Director of IBM Global University Programs and Cognitive Systems, and after his presentation he approached me and we had an interesting talk about IBM’s project Watson. He liked how I had picked up on something he had said but not paid much attention to.”

Mathias continued his focused conference Twitter strategy of sharing quotes and comments at the 2016 AOM where he was sharing about ‘the AOM experience’ in the nearby Starbucks café. In the line in front of him was a representative from JMS who liked his ‘coffee-tweet’ and started following his Twitter profile: “We had a nice chat about the necessity for espresso at such a large conference and shared a few laughs about what academic publishing would look like without coffee”.  Mathias will for sure handle (means add @JMS) JMS in a tweet if he gets an article published there.

  • Follow MGMT at Twitter: Department of Management, AarhusBSS
  • Follow MAPP at @MAPPcentre
  • Add our handle @MGMTBSS to your tweets and we will retweet to the MGMT twitter profile
  • Follow MGMT at AOM at Meet us at AOM http://mgmt.au.dk/meet-us-at-aom/
  • 22 June at 9:30, Susie Munk Jensen from the BSS Comm. Dept. will present the AOM campaign in Valhalla
  • Contact Pernille Kallehave, if you want Twitter advice or access to graphic assistance.

For more inspiration

How to make the most of an academic conference – a checklist for before, during and after the meeting










 [ME1]Fulbright ?

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