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Social Media Best practices in scholarly publishing. Cara S Kaufman Kaufman Wills Fusting & Company 14 August 2012 1 June 2012. Objectives. To provide a primer on social media specifically as used in scholarly publishing.

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social media best practices in scholarly publishing

Social MediaBest practices in scholarly publishing

Cara S Kaufman

Kaufman Wills Fusting & Company

14 August 2012

1 June 2012

objectives
Objectives
  • To provide a primer on social media specifically as used in scholarly publishing.
  • To offer publishers ideas for developing, managing, and measuring the success of their own social media efforts.
  • To detail the social media efforts and related attitudes of 10 diverse publishers.

Kaufman Wills Fusting & Co

definition of social media
Definition of social media
  • Media using technological advancements that enable everyone to connect with real-time information, communicate from miles apart, and have their voices be heard.

http://mashable.com/2011/05/03/mashable-social-media-day-2011

Kaufman Wills Fusting & Co

the 2 pillars of social media
The 2 pillars of social media
  • Content-content-content
  • Building relationships

Kaufman Wills Fusting & Co

just imagine if 5 of friends shared a post with 130 friends each time
Just Imagine…If 5% of friends shared a post with 130 friends each time…

This is how content goes viral

why care about social media
Why care about social media?
  • On a global scale, social networking usage had surpassed email usage by 2007, and the number of social networking users had surpassed the number of email users by 2009.
      • http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf
  • Bing will integrate information shared on Facebook into its search results. Microsoft: Search is now more than a fact finder—we’re marrying fact-based search results with your friends’ street smarts to combine the best data on the Web with the opinions of the people you trust the most and the collective IQ of the Web.
      • http://thenextweb.com/microsoft/2011/05/16/bing-launches-massive-new-facebook-integration
  • It is no longer a choice…business leaders should … systematically review how the Internet allows them to innovate more aggressively and even reinvent their business models to boost growth, performance, and productivity. In particular, businesses should constantly try to identify up-and-coming Internet trends that have the potential to increase the impact of their efforts.
      • www.eg8forum.com/fr/documents/actualites/mckinsey_and_company-internet_matters.pdf

Kaufman Wills Fusting & Co

slide10

Adults: 62% vs. 60% - Email vs. social networks

  • Social networking use among internet users ages 50 and older has nearly doubled, from 22% to 42% from 2009 to 2010
  • Half (47%) of internet users ages 50-64 and one-in-four (26%) users ages 65 and older used social networking sites in 2010
      • www.pewinternet.org, August 2010

Kaufman Wills Fusting & Co

associations with social media sites
Associations with social media sites
  • Facebook (43%)
  • LinkedIn (35%)
  • YouTube (31%)
  • Wikipedia (27%)
  • Blogger (17%)
  • Generate revenue (21%)
    • Primarily from sponsorships

Kaufman-Wills Group

Angerosa Research Foundation, 2009

association uses
Association uses

Wikis

Blogs

General issue discussions (51%)

Conference-related issues (44%)

Publication-related issues (32%)

Messages from leadership (22%)

  • Committee collaboration (43%)
  • Industry- or business-wide encyclopedia (37%)
  • Education and training (20%)

Kaufman-Wills Group

Angerosa Research Foundation, 2009

define what is to be measured before engaging
Define what is to be measured before engaging
  • What is it that we want to change, improve, accomplish?
    • Engagement
    • Experience
    • Offers
    • Purchase
    • Subscribe
  • Defining a clear strategy can help reach goals such as
    • Increased readership
    • Sales and renewals
    • Registrations
    • Lead generation
    • Cost reduction
    • Fewer customer issues
    • Customer insights

Kaufman-Wills Group

Secondary source: MarketingProfs.com

but then again
How would you measure the value of your phone?

Eric Qualman, author of Socialnomics

Kaufman-Wills Group

But then again
case reports
Case reports
  • Science | AAAS
  • Am J Nursing | LWW
  • BMJ Publishing Group
  • Books | Harvard U Press
  • Health Affairs | Project Hope
  • Books | McGraw Hill Professional
  • Books | OUP
  • PLoS Blogs Network | PLoS
  • Journals and books | SAGE
  • Membership | SIAM

Kaufman Wills Fusting & Co

interview questions
Interview questions

Kaufman Wills Fusting & Co

impetus for social media efforts
Impetus for social media efforts
  • Enthusiasm for social media is contagious
  • We need to be wherever our audience is
  • Social media support our mission and extend our brand
  • Blogs extend our reach, inform and engage our audience, and enrich our publishing program
  • Social media can help sell our books (maybe)
  • Social media may help us retain and add members
  • We started slow but want to grow

Kaufman Wills Fusting & Co

current efforts and objectives
Current efforts and objectives

Kaufman Wills Fusting & Co

target audience
Target audience
  • Social media are helping me reach specific markets
  • Social media can attract a broader audience

Kaufman Wills Fusting & Co

market response metrics
Market response | metrics
  • Interest is mounting among users
  • Mass media matters
  • Expanding use of metrics

Kaufman Wills Fusting & Co

resource requirements
Resource requirements
  • People’s time is the main cost
  • Desire to further engage staff and outside editor and authors
  • Technology costs have been relatively minor

Kaufman Wills Fusting & Co

return on investment roi
Return on investment (ROI)
  • Will social media directly contribute to sales?
  • Satisfaction with more subjective results
  • Point at which more formal strategy needed

Kaufman Wills Fusting & Co

surprises
Surprises
  • Social media are relatively easy to institute
  • Social media do not hold (current) appeal for some audiences
  • Social media require ongoing commitment

Kaufman Wills Fusting & Co

aaas science magazine
AAAS/Science Magazine

Case synopsis

Website

www.sciencemag.org

Facebook www.facebook.com/ScienceMagazine

94,710 likes

4,011 talking about this

Twitterhttp://twitter.com/#!/ScienceMagazine

887,000 followers

YouTube www.youtube.com/user/ScienceMag

Other Science/AAAS sites with social media components:

http://sciencecareers.sciencemag.org

http://news.sciencemag.org/sciencenow

  • Branding and community building are front and center of the social media program
  • Its mission- and membership- driven efforts on Facebook and Twitter have been developed rapidly, gaining high traffic and interaction.
  • Staff time has proven to be the biggest cost, not technology.

Kaufman Wills Fusting & Co

american journal of nursing
American Journal of Nursing

Case synopsis

Website

http://ajnonline.com

Blog

http://ajnoffthecharts.com

Facebook www.facebook.com/AJNfans

17,336 likes

Twitterhttp://twitter.com/#!/amjnurs 14,767 followers

  • AJN uses Facebook, Twitter, and its blog “Off the Charts” to extend its brand, expand its demographic reach, and meet information needs of nurses wherever they are getting their information.

Kaufman Wills Fusting & Co

bmj publishing group
BMJ Publishing Group

Case synopsis

Website

www.bmj.com/

Rapid responses

http://resources.bmj.com/bmj/readers/responding-to-articles

10 to 12 letters/day on average

Online community for physicians

http://doc2doc.bmj.com/about.html

40,000 registered users

Technology provided by Pluck

Blogs

http://blogs.bmj.com

More than 150 blogs

Facebook

www.facebook.com/bmjdotcom

6,000 likes

Twitter http://twitter.com/#!/bmj_latest

42,000 followers

YouTube

www.youtube.com/user/BMJmedia

  • Doc2doc provides BMJ with new insights into the kinds of information doctors need and allows them to develop new products with user-generated content.
  • Publishes more than 100 blogs.

Kaufman Wills Fusting & Co

harvard university press
Harvard University Press

Case synopsis

Website

www.hup.harvard.edu

Blog

http://harvardpress.typepad.com/

Facebook www.facebook.com/pages/Harvard-University-Press/21497951277

23,000 likes

Twitter

http://twitter.com/#!/Harvard_Press

23,000 followers

Scribd

www.scribd.com/harvard_press

25,000 followers

Youtube

www.youtube.com/user/harvardupress

  • Integrating social media into traditional publicity and bookselling activities.
  • HUP started with a successful blog, became active on Facebook and Twitter, and now is tying these programs in with a well-designed multimedia program.

Kaufman Wills Fusting & Co

health affairs
Health Affairs

Case synopsis

Website

www.healthaffairs.org

Blog http://www.healthaffairs.org/blog

>1 million page views/month

Facebook www.facebook.com/HealthAffairs

2,600 likes

Twitterhttp://twitter.com/#!/Health_Affairs

31,000 followers

  • Established very popular blog, which has opened new avenues to promoting use of original research to inform health policy.
  • Has started to use Facebook and Twitter to drive traffic to the journal and the blog, and to help drive users to Health Affairs’ multimedia programs.

Kaufman Wills Fusting & Co

mcgraw hill professional
McGraw Hill Professional

Case synopsis

Various individual product and author sites

The Wisdom of John Wooden www.facebook.com/CoachJohnWooden

>36,000 followers

McGraw-Hill Engineering www.facebook.com/McGrawHillProfessional.Engineering

Twitter

Several product line feeds, such as:

McGraw-Hill Business http://twitter.com/#!/mhbusiness

6,700 followers

McGraw-Hill Medical http://twitter.com/#!/MHMedical

1,400 followers

McGraw-Hill Engineering http://twitter.com/#!/MHengineering

6,700 followers

McGraw-Hill Computing http://twitter.com/#!/MHComputing

350 followers

Nurse Central

http://twitter.com/#!/NurseCentral

2,700 followers

  • This large college and trade publisher is rolling out Facebook and Twitter programs to engage potential readers of their books in a wide range of disciplines.
  • MHP has seen faster uptake among users in some areas like nursing than in other areas like computer science.
  • Facebook has been a big hit for one line of trade books.

Kaufman Wills Fusting & Co

oxford university press
Oxford University Press

Case synopsis

Website

www.oup.com

Blog

http://blog.oup.com/

Facebookwww.facebook.com/OUPAcademic

10,000 likes

Twitter http://twitter.com/#!/OUPAcademic

12,000 followers

Plus several other Twitter feeds, includinghttp://twitter.com/#!/OxfordJournalshttp://twitter.com/#!/oedonlinehttp://twitter.com/#!/OxfordWords

http://twitter.com/#!/OWC_Oxford

  • Expanding number of blogs, promoted by Facebook and especially Twitter.
  • Rich content, including several sites related to the Oxford English Dictionary (OED has helped produce some high-profile successes.
  • OUP also has developed a standardized process for evaluating social media proposals, and is developing a global strategy for social media.

Kaufman Wills Fusting & Co

public library of science
Public Library of Science

Case synopsis

Website

www.plos.org

PLoS Blogs Networkhttp://blogs.plos.org

Facebook www.facebook.com/PLoS.org

13,000 likes

Twitter

http://twitter.com/#!/plos

19,000 followers

Several others, including

@PLoSBlogs

@PLoSMedicine

@PLoSNature

@PLoSBiology

  • PLoS has launched a very well-received blog site, thanks to its "volunteer army" of contributing bloggers.
  • PLoS does a lot with metrics to tweak the site and inform editorial decisions.
  • The blogs helps support the PLoS mission of disseminating scientific information to the public.

Kaufman Wills Fusting & Co

sage publications
SAGE Publications

Case synopsis

Website

www.sagepub.com

Bloghttp://sageinsight.wordpress.com

http://sageconnection.wordpress.com

Facebook

Several SAGE journals and books have Facebook community and fan pages:http://www.sagepub.com/social

SlideShare

www.slideshare.net/sagepublications

Community spaces

SAGE also has Community Spaces in several topic areas:

Crimspace (criminology and criminal justice)

www.crimspace.com

Communicationspace (media and communication studies) www.thecommunicationspace.com

Methodspace (research methods)

www.methodspace.com

Socialsciencespace (social sciences)

www.socialsciencespace.com/register

  • Developing consistent and effective social media program.
  • See challenges in initiating and maintaining social media efforts, especially with content experts in so many different academic disciplines.

Kaufman Wills Fusting & Co

slide46
SIAM

Case synopsis

Website

www.siam.org

Blog

http://connect.siam.org

Facebookwww.facebook.com/SIAMconnect

4,200 likes

Twitterhttp://twitter.com/#!/SIAMconnect

1,400 followers

LinkedIn www.linkedin.com/groups?gid=904137&

950 members

  • Using social media to increase membership in general and among specific subgroups such as younger professionals, those working in industry, and those working outside the US.
  • Saw surprising increase in usage from the start, especially on its Facebook page.

Kaufman Wills Fusting & Co

main takeaways
Main takeaways
  • You need to “be there”
  • Social media takes intellectual engagement
  • You need broad organizational support
  • You need extra latitude for experimentation
  • Social media can become product extensions and new products
  • You can achieve a lot without a lot of cash
  • Social media tools are not under your control
  • It is too early to tell whether social media will drive sales
  • What to do with all your new-found popularity might be confounding

Kaufman Wills Fusting & Co

additional lessons
Additional lessons
  • The New York Times
  • The Wall Street Journal
  • Wired
  • The Economist
  • The Atlantic
  • The Week

Kaufman Wills Fusting & Co

thank you
cara.kaufman@kwfco.com

Kaufman Wills Fusting & Co

Thank you