398 bob sumner_webinar09182012

Bob SumnerMarketing Manager

AACC

WHAT IS TWITTER?Genuine source of unfiltered information from verified sources

Instant popular analysis of on-the-spot events

verified sources

A collection of dialogue from all disciplines of language

The most efficient manner to consume information

An instant, sharable connection to sources

BUT NONE OF THAT MATTERS TO YOU

Social Network (where people comment about stuff)(where people comment about stuff)

Distribution Network(where people get stuff)

Source: http://networkedblogs.com/nFjYa

WHAT SHOULD YOU BE DOINGPosting links to most-recent publications (PAP papers, journal TOCs, latest journal content)

Basics for tweeting materialg

• Tweet titles of journal papers with link to abstract or full-text pdf– If title + link exceeds 140 character

limit, use abbreviations or running titltitle

• Emphasize free content in tweets

BEYOND BROADCASTINGBEYOND BROADCASTING• Using Twitter for Brand MonitoringUsing Twitter for Brand Monitoring• Using Twitter for Audience Building• Using Twitter as a Communication • Using Twitter as a Communication

Arm

All serve to enhance your presence (and increase your followers)

Brand Monitoring with Twitter SearchSearch

RT• Retweeting, or reposting material

someone you follow posts is basic y pTwitter protocol

• Reveals source information Reveals source information • Displays endorsements for your

contentcontent• Connects you with original

t ttweeterYOU WANT PEOPLE RETWEETING YOU, THEREFORE, RETWEET THEM

Audience BuildingAudience Building

• ‘Active’ form of marketingActive form of marketing• Your journal is participating in the

conversationconversation• Following and Retweeting your

di l t th t audience alerts them to your journal, encourages a follow back

Scientists on TwitterScientists on Twitter

• Network of thousandsNetwork of thousands• All eager to share data,

informationinformation• Willing to collaborate• Looking to expand on Twitter’s

possibilities

Source: http://www.kevinmd.com/blog/2011/07/twitter‐library‐field‐work‐combined.html

Establish a network of i ti t b f ll i thscientists by following them

• Provides access to the valuable opinions of scientists

• Following will alert these scientists of your feed’s existence encourages of your feed’s existence, encourages a follow back

• The people you follow become a The people you follow become a source of content when you have exhausted all resourcesM f j l’ th d • Many of your journal’s authors and contributors are on Twitter, be sure to add them to this network

Twitter as a C i ti ACommunications Arm

• Answer questions posed by Answer questions posed by followers

• Assist network with information • Assist network with information from your journalU i t k t t th • Using network to promote other association items

I bet you’re all wondering, what sorts of answers did I get for the questions Ianswers did I get for the questions I tweeted above? How many people inundated me with answers, echoing outinundated me with answers, echoing out across the Twitterverse? Well, I’ll tell you:

Zero.

http://www.benchfly.com/blog/science‐in‐the‐twitterverse/

“We the people don’t want promotions in social media. It’s not as if we signed up for socialmedia. It s not as if we signed up for social media sites so that we could hang out with software companies and hotel chains and T‐shirt purveyors and ham merchants. We signed 

i h h h i hup to connect with each other, not with commerce.”

‐Jay Baery

http://www.convinceandconvert.com/social‐media‐research‐2/new‐research‐americans‐hate‐social‐media‐promotions/

Even if the rest of pro sports hasn't realized it p pyet, this is what's next. The team injects itself into fans' mornings and afternoons and evenings and off days with small blasts ofevenings and off‐days with small blasts of personality. (The Kings, for example, have gone from less than 800 Twitter mentions a day to 

)over 6,000.) 

Source: http://deadspin.com/5910962/the‐Source: http://deadspin.com/5910962/thespunky‐genius‐of‐twitters‐lakings‐the‐second+biggest‐surprise‐of‐the‐playoffs

ClinChem’s MethodEmphasizing free content

Reposting material from members

Posting material relevant to journal readers

Don’t be discouraged by low bnumbers

• You are drawing web traffic that You are drawing web traffic that you were not drawing before the ventureventure

• You are contributing to the scientific dialoguescientific dialogue

• Your journal’s content is now h bl f ll f T itt ’ searchable for all of Twitter’s

users

Utilize free analytical tools to

measure your impact

Hootsuite.com

Good luck!Good luck!

• bsumner@aacc.orgbsumner@aacc.org• 202-420-6115

@S B b• @SumnerBob• @Clin_Chem_AACC